');var eS=""+e_+"";try{this.myIFrame.doc.open(),this.myIFrame.doc.write(eS),this.myIFrame.doc.close()}catch(ep){log("frame writing exception"),ep.stack&&log(ep.stack),log(ep)}}}return FirebaseIFrameScriptHolder.createIFrame_=function(){var ep=document.createElement("iframe");if(ep.style.display="none",document.body){document.body.appendChild(ep);try{ep.contentWindow.document||log("No IE domain setting required")}catch(ew){var ey=document.domain;ep.src="javascript:void((function(){document.open();document.domain='"+ey+"';document.close();})())"}}else throw"Document body has not initialized. Wait to initialize Firebase until after the document is ready.";return ep.contentDocument?ep.doc=ep.contentDocument:ep.contentWindow?ep.doc=ep.contentWindow.document:ep.document&&(ep.doc=ep.document),ep},FirebaseIFrameScriptHolder.prototype.close=function(){var ep=this;this.alive=!1,this.myIFrame&&(this.myIFrame.doc.body.innerHTML="",setTimeout(function(){null!==ep.myIFrame&&(document.body.removeChild(ep.myIFrame),ep.myIFrame=null)},Math.floor(0)));var ey=this.onDisconnect;ey&&(this.onDisconnect=null,ey())},FirebaseIFrameScriptHolder.prototype.startLongPoll=function(ep,ey){for(this.myID=ep,this.myPW=ey,this.alive=!0;this.newRequest_(););},FirebaseIFrameScriptHolder.prototype.newRequest_=function(){if(!this.alive||!this.sendNewPolls||!(this.outstandingRequests.size<(this.pendingSegs.length>0?2:1)))return!1;this.currentSerial++;var ep={};ep[o9]=this.myID,ep[o7]=this.myPW,ep[al]=this.currentSerial;for(var ey=this.urlFn(ep),ew="",eI=0;this.pendingSegs.length>0;)if(this.pendingSegs[0].d.length+aS+ew.length<=a_){var e_=this.pendingSegs.shift();ew=ew+"&"+ay+eI+"="+e_.seg+"&"+aw+eI+"="+e_.ts+"&"+av+eI+"="+e_.d,eI++}else break;return ey+=ew,this.addLongPollTag_(ey,this.currentSerial),!0},FirebaseIFrameScriptHolder.prototype.enqueueSegment=function(ep,ey,ew){this.pendingSegs.push({seg:ep,ts:ey,d:ew}),this.alive&&this.newRequest_()},FirebaseIFrameScriptHolder.prototype.addLongPollTag_=function(ep,ey){var ew=this;this.outstandingRequests.add(ey);var doNewRequest=function(){ew.outstandingRequests.delete(ey),ew.newRequest_()},eI=setTimeout(doNewRequest,Math.floor(aE)),readyStateCB=function(){clearTimeout(eI),doNewRequest()};this.addTag(ep,readyStateCB)},FirebaseIFrameScriptHolder.prototype.addTag=function(ep,ey){var ew=this;eF.isNodeSdk()?this.doNodeLongPoll(ep,ey):setTimeout(function(){try{if(!ew.sendNewPolls)return;var eI=ew.myIFrame.doc.createElement("script");eI.type="text/javascript",eI.async=!0,eI.src=ep,eI.onload=eI.onreadystatechange=function(){var ep=eI.readyState;ep&&"loaded"!==ep&&"complete"!==ep||(eI.onload=eI.onreadystatechange=null,eI.parentNode&&eI.parentNode.removeChild(eI),ey())},eI.onerror=function(){log("Long-poll script failed to load: "+ep),ew.sendNewPolls=!1,ew.close()},ew.myIFrame.doc.body.appendChild(eI)}catch(ep){}},Math.floor(1))},FirebaseIFrameScriptHolder}(),aC="";function setSDKVersion(ep){aC=ep}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var aO=16384,aM=45e3,aR=null;"undefined"!=typeof MozWebSocket?aR=MozWebSocket:"undefined"!=typeof WebSocket&&(aR=WebSocket);var aH=function(){function WebSocketConnection(ep,ey,ew,eI,e_){this.connId=ep,this.applicationId=ew,this.keepaliveTimer=null,this.frames=null,this.totalFrames=0,this.bytesSent=0,this.bytesReceived=0,this.log_=logWrapper(this.connId),this.stats_=oq.getCollection(ey),this.connURL=WebSocketConnection.connectionURL_(ey,eI,e_),this.nodeAdmin=ey.nodeAdmin}return WebSocketConnection.connectionURL_=function(ep,ey,ew){var eI={};return eI[e8]=e5,!eF.isNodeSdk()&&"undefined"!=typeof location&&location.href&&-1!==location.href.indexOf(ty)&&(eI[e9]=e7),ey&&(eI[e3]=ey),ew&&(eI[tv]=ew),ep.connectionURL(t_,eI)},WebSocketConnection.prototype.open=function(ep,ey){var ew=this;this.onDisconnect=ey,this.onMessage=ep,this.log_("Websocket connecting to "+this.connURL),this.everConnected_=!1,eY.set("previous_websocket_failure",!0);try{if(eF.isNodeSdk()){var eI=this.nodeAdmin?"AdminNode":"Node",e_={headers:{"User-Agent":"Firebase/"+e5+"/"+aC+"/"+eD.platform+"/"+eI,"X-Firebase-GMPID":this.applicationId||""}},eS=eD.env,eP=0===this.connURL.indexOf("wss://")?eS.HTTPS_PROXY||eS.https_proxy:eS.HTTP_PROXY||eS.http_proxy;eP&&(e_.proxy={origin:eP}),this.mySock=new aR(this.connURL,[],e_)}else{var e_={headers:{"X-Firebase-GMPID":this.applicationId||""}};this.mySock=new aR(this.connURL,[],e_)}}catch(ep){this.log_("Error instantiating WebSocket.");var eE=ep.message||ep.data;eE&&this.log_(eE),this.onClosed_();return}this.mySock.onopen=function(){ew.log_("Websocket connected."),ew.everConnected_=!0},this.mySock.onclose=function(){ew.log_("Websocket connection was disconnected."),ew.mySock=null,ew.onClosed_()},this.mySock.onmessage=function(ep){ew.handleIncomingFrame(ep)},this.mySock.onerror=function(ep){ew.log_("WebSocket error. Closing connection.");var ey=ep.message||ep.data;ey&&ew.log_(ey),ew.onClosed_()}},WebSocketConnection.prototype.start=function(){},WebSocketConnection.forceDisallow=function(){WebSocketConnection.forceDisallow_=!0},WebSocketConnection.isAvailable=function(){var ep=!1;if("undefined"!=typeof navigator&&navigator.userAgent){var ey=/Android ([0-9]{0,}\.[0-9]{0,})/,ew=navigator.userAgent.match(ey);ew&&ew.length>1&&4.4>parseFloat(ew[1])&&(ep=!0)}return!ep&&null!==aR&&!WebSocketConnection.forceDisallow_},WebSocketConnection.previouslyFailed=function(){return eY.isInMemoryStorage||!0===eY.get("previous_websocket_failure")},WebSocketConnection.prototype.markConnectionHealthy=function(){eY.remove("previous_websocket_failure")},WebSocketConnection.prototype.appendFrame_=function(ep){if(this.frames.push(ep),this.frames.length===this.totalFrames){var ey=this.frames.join("");this.frames=null;var ew=eF.jsonEval(ey);this.onMessage(ew)}},WebSocketConnection.prototype.handleNewFrameCount_=function(ep){this.totalFrames=ep,this.frames=[]},WebSocketConnection.prototype.extractFrameCount_=function(ep){if(eF.assert(null===this.frames,"We already have a frame buffer"),ep.length<=6){var ey=Number(ep);if(!isNaN(ey))return this.handleNewFrameCount_(ey),null}return this.handleNewFrameCount_(1),ep},WebSocketConnection.prototype.handleIncomingFrame=function(ep){if(null!==this.mySock){var ey=ep.data;if(this.bytesReceived+=ey.length,this.stats_.incrementCounter("bytes_received",ey.length),this.resetKeepAlive(),null!==this.frames)this.appendFrame_(ey);else{var ew=this.extractFrameCount_(ey);null!==ew&&this.appendFrame_(ew)}}},WebSocketConnection.prototype.send=function(ep){this.resetKeepAlive();var ey=eF.stringify(ep);this.bytesSent+=ey.length,this.stats_.incrementCounter("bytes_sent",ey.length);var ew=splitStringBySize(ey,aO);ew.length>1&&this.sendString_(String(ew.length));for(var eI=0;eI0)return this.transports_[0];throw Error("No transports available")},TransportManager.prototype.upgradeTransport=function(){return this.transports_.length>1?this.transports_[1]:null},TransportManager}(),aD=6e4,aL=5e3,aN=10240,aF=102400,aB="t",az="d",aq="s",aU="r",aG="e",aV="o",aY="a",aK="n",aJ="p",aZ="h",aX=function(){function Connection(ep,ey,ew,eI,e_,eS,eP,eE){this.id=ep,this.repoInfo_=ey,this.applicationId_=ew,this.onMessage_=eI,this.onReady_=e_,this.onDisconnect_=eS,this.onKill_=eP,this.lastSessionId=eE,this.connectionCount=0,this.pendingDataMessages=[],this.state_=0,this.log_=logWrapper("c:"+this.id+":"),this.transportManager_=new aW(ey),this.log_("Connection created"),this.start_()}return Connection.prototype.start_=function(){var ep=this,ey=this.transportManager_.initialTransport();this.conn_=new ey(this.nextTransportId_(),this.repoInfo_,this.applicationId_,void 0,this.lastSessionId),this.primaryResponsesRequired_=ey.responsesRequiredToBeHealthy||0;var ew=this.connReceiver_(this.conn_),eI=this.disconnReceiver_(this.conn_);this.tx_=this.conn_,this.rx_=this.conn_,this.secondaryConn_=null,this.isHealthy_=!1,setTimeout(function(){ep.conn_&&ep.conn_.open(ew,eI)},Math.floor(0));var e_=ey.healthyTimeout||0;e_>0&&(this.healthyTimeout_=setTimeoutNonBlocking(function(){ep.healthyTimeout_=null,ep.isHealthy_||(ep.conn_&&ep.conn_.bytesReceived>aF?(ep.log_("Connection exceeded healthy timeout but has received "+ep.conn_.bytesReceived+" bytes. Marking connection healthy."),ep.isHealthy_=!0,ep.conn_.markConnectionHealthy()):ep.conn_&&ep.conn_.bytesSent>aN?ep.log_("Connection exceeded healthy timeout but has sent "+ep.conn_.bytesSent+" bytes. Leaving connection alive."):(ep.log_("Closing unhealthy connection after timeout."),ep.close()))},Math.floor(e_)))},Connection.prototype.nextTransportId_=function(){return"c:"+this.id+":"+this.connectionCount++},Connection.prototype.disconnReceiver_=function(ep){var ey=this;return function(ew){ep===ey.conn_?ey.onConnectionLost_(ew):ep===ey.secondaryConn_?(ey.log_("Secondary connection lost."),ey.onSecondaryConnectionLost_()):ey.log_("closing an old connection")}},Connection.prototype.connReceiver_=function(ep){var ey=this;return function(ew){2!==ey.state_&&(ep===ey.rx_?ey.onPrimaryMessageReceived_(ew):ep===ey.secondaryConn_?ey.onSecondaryMessageReceived_(ew):ey.log_("message on old connection"))}},Connection.prototype.sendRequest=function(ep){var ey={t:"d",d:ep};this.sendData_(ey)},Connection.prototype.tryCleanupConnection=function(){this.tx_===this.secondaryConn_&&this.rx_===this.secondaryConn_&&(this.log_("cleaning up and promoting a connection: "+this.secondaryConn_.connId),this.conn_=this.secondaryConn_,this.secondaryConn_=null)},Connection.prototype.onSecondaryControl_=function(ep){if(aB in ep){var ey=ep[aB];ey===aY?this.upgradeIfSecondaryHealthy_():ey===aU?(this.log_("Got a reset on secondary, closing it"),this.secondaryConn_.close(),(this.tx_===this.secondaryConn_||this.rx_===this.secondaryConn_)&&this.close()):ey===aV&&(this.log_("got pong on secondary."),this.secondaryResponsesRequired_--,this.upgradeIfSecondaryHealthy_())}},Connection.prototype.onSecondaryMessageReceived_=function(ep){var ey=requireKey("t",ep),ew=requireKey("d",ep);if("c"===ey)this.onSecondaryControl_(ew);else if("d"===ey)this.pendingDataMessages.push(ew);else throw Error("Unknown protocol layer: "+ey)},Connection.prototype.upgradeIfSecondaryHealthy_=function(){this.secondaryResponsesRequired_<=0?(this.log_("Secondary connection is healthy."),this.isHealthy_=!0,this.secondaryConn_.markConnectionHealthy(),this.proceedWithUpgrade_()):(this.log_("sending ping on secondary."),this.secondaryConn_.send({t:"c",d:{t:aJ,d:{}}}))},Connection.prototype.proceedWithUpgrade_=function(){this.secondaryConn_.start(),this.log_("sending client ack on secondary"),this.secondaryConn_.send({t:"c",d:{t:aY,d:{}}}),this.log_("Ending transmission on primary"),this.conn_.send({t:"c",d:{t:aK,d:{}}}),this.tx_=this.secondaryConn_,this.tryCleanupConnection()},Connection.prototype.onPrimaryMessageReceived_=function(ep){var ey=requireKey("t",ep),ew=requireKey("d",ep);"c"===ey?this.onControl_(ew):"d"===ey&&this.onDataMessage_(ew)},Connection.prototype.onDataMessage_=function(ep){this.onPrimaryResponse_(),this.onMessage_(ep)},Connection.prototype.onPrimaryResponse_=function(){!this.isHealthy_&&(this.primaryResponsesRequired_--,this.primaryResponsesRequired_<=0&&(this.log_("Primary connection is healthy."),this.isHealthy_=!0,this.conn_.markConnectionHealthy()))},Connection.prototype.onControl_=function(ep){var ey=requireKey(aB,ep);if(az in ep){var ew=ep[az];if(ey===aZ)this.onHandshake_(ew);else if(ey===aK){this.log_("recvd end transmission on primary"),this.rx_=this.secondaryConn_;for(var eI=0;eIa4&&(this.reconnectDelay_=a$),this.lastConnectionEstablishedTime_=null):(this.log_("Window isn't visible. Delaying reconnect."),this.reconnectDelay_=this.maxReconnectDelay_,this.lastConnectionAttemptTime_=new Date().getTime());var ep=new Date().getTime()-this.lastConnectionAttemptTime_,ey=Math.max(0,this.reconnectDelay_-ep);ey=Math.random()*ey,this.log_("Trying to reconnect in "+ey+"ms"),this.scheduleConnect_(ey),this.reconnectDelay_=Math.min(this.maxReconnectDelay_,this.reconnectDelay_*a2)}this.onConnectStatus_(!1)},PersistentConnection.prototype.establishConnection_=function(){var ep=this;if(this.shouldReconnect_()){this.log_("Making a connection attempt"),this.lastConnectionAttemptTime_=new Date().getTime(),this.lastConnectionEstablishedTime_=null;var ey=this.onDataMessage_.bind(this),ew=this.onReady_.bind(this),eI=this.onRealtimeDisconnect_.bind(this),e_=this.id+":"+PersistentConnection.nextConnectionId_++,eS=this,eP=this.lastSessionId,eE=!1,eT=null,closeFn_1=function(){eT?eT.close():(eE=!0,eI())},sendRequestFn=function(ep){eF.assert(eT,"sendRequest call when we're not connected not allowed."),eT.sendRequest(ep)};this.realtime_={close:closeFn_1,sendRequest:sendRequestFn};var eA=this.forceTokenRefresh_;this.forceTokenRefresh_=!1,this.authTokenProvider_.getToken(eA).then(function(ep){eE?log("getToken() completed but was canceled"):(log("getToken() completed. Creating connection."),eS.authToken_=ep&&ep.accessToken,eT=new aX(e_,eS.repoInfo_,eS.applicationId_,ey,ew,eI,function(ep){warn(ep+" ("+eS.repoInfo_.toString()+")"),eS.interrupt(a6)},eP))}).then(null,function(ey){eS.log_("Failed to get token: "+ey),eE||(ep.repoInfo_.nodeAdmin&&warn(ey),closeFn_1())})}},PersistentConnection.prototype.interrupt=function(ep){log("Interrupting connection for reason: "+ep),this.interruptReasons_[ep]=!0,this.realtime_?this.realtime_.close():(this.establishConnectionTimer_&&(clearTimeout(this.establishConnectionTimer_),this.establishConnectionTimer_=null),this.connected_&&this.onRealtimeDisconnect_())},PersistentConnection.prototype.resume=function(ep){log("Resuming connection for reason: "+ep),delete this.interruptReasons_[ep],eF.isEmpty(this.interruptReasons_)&&(this.reconnectDelay_=a$,this.realtime_||this.scheduleConnect_(0))},PersistentConnection.prototype.handleTimestamp_=function(ep){var ey=ep-new Date().getTime();this.onServerInfoUpdate_({serverTimeOffset:ey})},PersistentConnection.prototype.cancelSentTransactions_=function(){for(var ep=0;ep=a5&&(this.reconnectDelay_=a1,this.authTokenProvider_.notifyForInvalidToken()))},PersistentConnection.prototype.onSecurityDebugPacket_=function(ep){this.securityDebugCallback_?this.securityDebugCallback_(ep):"msg"in ep&&console.log("FIREBASE: "+ep.msg.replace("\n","\nFIREBASE: "))},PersistentConnection.prototype.restoreState_=function(){var ep,ey,ew,eI;this.tryAuth();try{for(var e_=eN.__values(this.listens.values()),eS=e_.next();!eS.done;eS=e_.next()){var eP=eS.value;try{for(var eE=(ew=void 0,eN.__values(eP.values())),eT=eE.next();!eT.done;eT=eE.next()){var eA=eT.value;this.sendListen_(eA)}}catch(ep){ew={error:ep}}finally{try{eT&&!eT.done&&(eI=eE.return)&&eI.call(eE)}finally{if(ew)throw ew.error}}}}catch(ey){ep={error:ey}}finally{try{eS&&!eS.done&&(ey=e_.return)&&ey.call(e_)}finally{if(ep)throw ep.error}}for(var eC=0;eC=200&&eE.status<300){try{ep=eF.jsonEval(eE.responseText)}catch(ep){warn("Failed to parse JSON response for "+eP+": "+eE.responseText)}ew(null,ep)}else 401!==eE.status&&404!==eE.status&&warn("Got unsuccessful REST response for "+eP+" Status: "+eE.status),ew(eE.status);ew=null}},eE.open("GET",eP,!0),eE.send()})},ReadonlyRestClient}(aQ),a9="repo_interrupt",a7=function(){function Repo(ep,ey,ew,eI){var e_=this;if(this.repoInfo_=ep,this.app=ew,this.dataUpdateCount=0,this.statsListener_=null,this.eventQueue_=new oJ,this.nextWriteId_=1,this.interceptServerDataCallback_=null,this.onDisconnect_=new t3,this.persistentConnection_=null,this.stats_=oq.getCollection(ep),ey||beingCrawled())this.server_=new a3(this.repoInfo_,this.onDataUpdate_.bind(this),eI),setTimeout(this.onConnectStatus_.bind(this,!0),0);else{var eS=ew.options.databaseAuthVariableOverride;if(null!=eS){if("object"!=typeof eS)throw Error("Only objects are supported for option databaseAuthVariableOverride");try{eF.stringify(eS)}catch(ep){throw Error("Invalid authOverride provided: "+ep)}}this.persistentConnection_=new a8(this.repoInfo_,ew.options.appId,this.onDataUpdate_.bind(this),this.onConnectStatus_.bind(this),this.onServerInfoUpdate_.bind(this),eI,eS),this.server_=this.persistentConnection_}eI.addTokenChangeListener(function(ep){e_.server_.refreshAuthToken(ep)}),this.statsReporter_=oq.getOrCreateReporter(ep,function(){return new oK(e_.stats_,e_.server_)}),this.transactionsInit_(),this.infoData_=new oB,this.infoSyncTree_=new oF({startListening:function(ep,ey,ew,eI){var eS=[],eP=e_.infoData_.getNode(ep.path);return eP.isEmpty()||(eS=e_.infoSyncTree_.applyServerOverwrite(ep.path,eP),setTimeout(function(){eI("ok")},0)),eS},stopListening:function(){}}),this.updateInfo_("connected",!1),this.serverSyncTree_=new oF({startListening:function(ep,ey,ew,eI){return e_.server_.listen(ep,ew,ey,function(ey,ew){var eS=eI(ey,ew);e_.eventQueue_.raiseEventsForChangedPath(ep.path,eS)}),[]},stopListening:function(ep,ey){e_.server_.unlisten(ep,ey)}})}return Repo.prototype.toString=function(){return(this.repoInfo_.secure?"https://":"http://")+this.repoInfo_.host},Repo.prototype.name=function(){return this.repoInfo_.namespace},Repo.prototype.serverTime=function(){var ep=this.infoData_.getNode(new e4(".info/serverTimeOffset")).val()||0;return new Date().getTime()+ep},Repo.prototype.generateServerValues=function(){return generateWithValues({timestamp:this.serverTime()})},Repo.prototype.onDataUpdate_=function(ep,ey,ew,eI){this.dataUpdateCount++;var e_=new e4(ep);ey=this.interceptServerDataCallback_?this.interceptServerDataCallback_(ep,ey):ey;var eS=[];if(eI){if(ew){var eP=eF.map(ey,function(ep){return nodeFromJSON$1(ep)});eS=this.serverSyncTree_.applyTaggedQueryMerge(e_,eP,eI)}else{var eE=nodeFromJSON$1(ey);eS=this.serverSyncTree_.applyTaggedQueryOverwrite(e_,eE,eI)}}else if(ew){var eT=eF.map(ey,function(ep){return nodeFromJSON$1(ep)});eS=this.serverSyncTree_.applyServerMerge(e_,eT)}else{var eA=nodeFromJSON$1(ey);eS=this.serverSyncTree_.applyServerOverwrite(e_,eA)}var eC=e_;eS.length>0&&(eC=this.rerunTransactions_(e_)),this.eventQueue_.raiseEventsForChangedPath(eC,eS)},Repo.prototype.interceptServerData_=function(ep){this.interceptServerDataCallback_=ep},Repo.prototype.onConnectStatus_=function(ep){this.updateInfo_("connected",ep),!1===ep&&this.runOnDisconnectEvents_()},Repo.prototype.onServerInfoUpdate_=function(ep){var ey=this;each(ep,function(ep,ew){ey.updateInfo_(ep,ew)})},Repo.prototype.updateInfo_=function(ep,ey){var ew=new e4("/.info/"+ep),eI=nodeFromJSON$1(ey);this.infoData_.updateSnapshot(ew,eI);var e_=this.infoSyncTree_.applyServerOverwrite(ew,eI);this.eventQueue_.raiseEventsForChangedPath(ew,e_)},Repo.prototype.getNextWriteId_=function(){return this.nextWriteId_++},Repo.prototype.setWithPriority=function(ep,ey,ew,eI){var e_=this;this.log_("set",{path:ep.toString(),value:ey,priority:ew});var eS=this.generateServerValues(),eP=nodeFromJSON$1(ey,ew),eE=resolveDeferredValueSnapshot(eP,this.serverSyncTree_.calcCompleteEventCache(ep),eS),eT=this.getNextWriteId_(),eA=this.serverSyncTree_.applyUserOverwrite(ep,eE,eT,!0);this.eventQueue_.queueEvents(eA),this.server_.put(ep.toString(),eP.val(!0),function(ey,ew){var eS="ok"===ey;eS||warn("set at "+ep+" failed: "+ey);var eP=e_.serverSyncTree_.ackUserWrite(eT,!eS);e_.eventQueue_.raiseEventsForChangedPath(ep,eP),e_.callOnCompleteCallback(eI,ey,ew)});var eC=this.abortTransactions_(ep);this.rerunTransactions_(eC),this.eventQueue_.raiseEventsForChangedPath(eC,[])},Repo.prototype.update=function(ep,ey,ew){var eI=this;this.log_("update",{path:ep.toString(),value:ey});var e_=!0,eS=this.generateServerValues(),eP={};if(each(ey,function(ey,ew){e_=!1,eP[ey]=resolveDeferredValueTree(ep.child(ey),nodeFromJSON$1(ew),eI.serverSyncTree_,eS)}),e_)log("update() called with empty data. Don't do anything."),this.callOnCompleteCallback(ew,"ok");else{var eE=this.getNextWriteId_(),eT=this.serverSyncTree_.applyUserMerge(ep,eP,eE);this.eventQueue_.queueEvents(eT),this.server_.merge(ep.toString(),ey,function(ey,e_){var eS="ok"===ey;eS||warn("update at "+ep+" failed: "+ey);var eP=eI.serverSyncTree_.ackUserWrite(eE,!eS),eT=eP.length>0?eI.rerunTransactions_(ep):ep;eI.eventQueue_.raiseEventsForChangedPath(eT,eP),eI.callOnCompleteCallback(ew,ey,e_)}),each(ey,function(ey){var ew=eI.abortTransactions_(ep.child(ey));eI.rerunTransactions_(ew)}),this.eventQueue_.raiseEventsForChangedPath(ep,[])}},Repo.prototype.runOnDisconnectEvents_=function(){var ep=this;this.log_("onDisconnectEvents");var ey=this.generateServerValues(),ew=new t3;this.onDisconnect_.forEachTree(e4.Empty,function(eI,e_){var eS=resolveDeferredValueTree(eI,e_,ep.serverSyncTree_,ey);ew.remember(eI,eS)});var eI=[];ew.forEachTree(e4.Empty,function(ey,ew){eI=eI.concat(ep.serverSyncTree_.applyServerOverwrite(ey,ew));var e_=ep.abortTransactions_(ey);ep.rerunTransactions_(e_)}),this.onDisconnect_=new t3,this.eventQueue_.raiseEventsForChangedPath(e4.Empty,eI)},Repo.prototype.onDisconnectCancel=function(ep,ey){var ew=this;this.server_.onDisconnectCancel(ep.toString(),function(eI,e_){"ok"===eI&&ew.onDisconnect_.forget(ep),ew.callOnCompleteCallback(ey,eI,e_)})},Repo.prototype.onDisconnectSet=function(ep,ey,ew){var eI=this,e_=nodeFromJSON$1(ey);this.server_.onDisconnectPut(ep.toString(),e_.val(!0),function(ey,eS){"ok"===ey&&eI.onDisconnect_.remember(ep,e_),eI.callOnCompleteCallback(ew,ey,eS)})},Repo.prototype.onDisconnectSetWithPriority=function(ep,ey,ew,eI){var e_=this,eS=nodeFromJSON$1(ey,ew);this.server_.onDisconnectPut(ep.toString(),eS.val(!0),function(ey,ew){"ok"===ey&&e_.onDisconnect_.remember(ep,eS),e_.callOnCompleteCallback(eI,ey,ew)})},Repo.prototype.onDisconnectUpdate=function(ep,ey,ew){var eI=this;if(eF.isEmpty(ey)){log("onDisconnect().update() called with empty data. Don't do anything."),this.callOnCompleteCallback(ew,"ok");return}this.server_.onDisconnectMerge(ep.toString(),ey,function(e_,eS){"ok"===e_&&each(ey,function(ey,ew){var e_=nodeFromJSON$1(ew);eI.onDisconnect_.remember(ep.child(ey),e_)}),eI.callOnCompleteCallback(ew,e_,eS)})},Repo.prototype.addEventCallbackForQuery=function(ep,ey){var ew;ew=".info"===ep.path.getFront()?this.infoSyncTree_.addEventRegistration(ep,ey):this.serverSyncTree_.addEventRegistration(ep,ey),this.eventQueue_.raiseEventsAtPath(ep.path,ew)},Repo.prototype.removeEventCallbackForQuery=function(ep,ey){var ew;ew=".info"===ep.path.getFront()?this.infoSyncTree_.removeEventRegistration(ep,ey):this.serverSyncTree_.removeEventRegistration(ep,ey),this.eventQueue_.raiseEventsAtPath(ep.path,ew)},Repo.prototype.interrupt=function(){this.persistentConnection_&&this.persistentConnection_.interrupt(a9)},Repo.prototype.resume=function(){this.persistentConnection_&&this.persistentConnection_.resume(a9)},Repo.prototype.stats=function(ep){if(void 0===ep&&(ep=!1),"undefined"!=typeof console){ep?(this.statsListener_||(this.statsListener_=new oU(this.stats_)),ey=this.statsListener_.get()):ey=this.stats_.get();var ey,ew=Object.keys(ey).reduce(function(ep,ey){return Math.max(ey.length,ep)},0);each(ey,function(ep,ey){for(var eI=ep,e_=ep.length;e_=this.index_.compare(this.getStartPost(),ep)&&0>=this.index_.compare(ep,this.getEndPost())},RangedFilter.prototype.updateChild=function(ep,ey,ew,eI,e_,eS){return this.matches(new tR(ey,ew))||(ew=tK.EMPTY_NODE),this.indexedFilter_.updateChild(ep,ey,ew,eI,e_,eS)},RangedFilter.prototype.updateFullNode=function(ep,ey,ew){ey.isLeafNode()&&(ey=tK.EMPTY_NODE);var eI=ey.withIndex(this.index_);eI=eI.updatePriority(tK.EMPTY_NODE);var e_=this;return ey.forEachChild(tN,function(ep,ey){e_.matches(new tR(ep,ey))||(eI=eI.updateImmediateChild(ep,tK.EMPTY_NODE))}),this.indexedFilter_.updateFullNode(ep,eI,ew)},RangedFilter.prototype.updatePriority=function(ep,ey){return ep},RangedFilter.prototype.filtersNodes=function(){return!0},RangedFilter.prototype.getIndexedFilter=function(){return this.indexedFilter_},RangedFilter.prototype.getIndex=function(){return this.index_},RangedFilter.getStartPost_=function(ep){if(!ep.hasStart())return ep.getIndex().minPost();var ey=ep.getIndexStartName();return ep.getIndex().makePost(ep.getIndexStartValue(),ey)},RangedFilter.getEndPost_=function(ep){if(!ep.hasEnd())return ep.getIndex().maxPost();var ey=ep.getIndexEndName();return ep.getIndex().makePost(ep.getIndexEndValue(),ey)},RangedFilter}(),iy=function(){function LimitedFilter(ep){this.rangedFilter_=new ip(ep),this.index_=ep.getIndex(),this.limit_=ep.getLimit(),this.reverse_=!ep.isViewFromLeft()}return LimitedFilter.prototype.updateChild=function(ep,ey,ew,eI,e_,eS){return(this.rangedFilter_.matches(new tR(ey,ew))||(ew=tK.EMPTY_NODE),ep.getImmediateChild(ey).equals(ew))?ep:ep.numChildren()=this.index_.compare(this.rangedFilter_.getStartPost(),eP):0>=this.index_.compare(eP,this.rangedFilter_.getEndPost()))eI=eI.updateImmediateChild(eP.name,eP.node),eS++;else break}}else{eI=(eI=ey.withIndex(this.index_)).updatePriority(tK.EMPTY_NODE);var eT=void 0,eA=void 0,eC=void 0,e_=void 0;if(this.reverse_){e_=eI.getReverseIterator(this.index_),eT=this.rangedFilter_.getEndPost(),eA=this.rangedFilter_.getStartPost();var eO=this.index_.getCompare();eC=function(ep,ey){return eO(ey,ep)}}else e_=eI.getIterator(this.index_),eT=this.rangedFilter_.getStartPost(),eA=this.rangedFilter_.getEndPost(),eC=this.index_.getCompare();for(var eS=0,eM=!1;e_.hasNext();){var eP=e_.getNext();!eM&&0>=eC(eT,eP)&&(eM=!0);var eE=eM&&eS=eC(eP,eA);eE?eS++:eI=eI.updateImmediateChild(eP.name,tK.EMPTY_NODE)}}return this.rangedFilter_.getIndexedFilter().updateFullNode(ep,eI,ew)},LimitedFilter.prototype.updatePriority=function(ep,ey){return ep},LimitedFilter.prototype.filtersNodes=function(){return!0},LimitedFilter.prototype.getIndexedFilter=function(){return this.rangedFilter_.getIndexedFilter()},LimitedFilter.prototype.getIndex=function(){return this.index_},LimitedFilter.prototype.fullLimitUpdateChild_=function(ep,ey,ew,eI,e_){if(this.reverse_){var eS,eP=this.index_.getCompare();eS=function(ep,ey){return eP(ey,ep)}}else eS=this.index_.getCompare();var eE=ep;eF.assert(eE.numChildren()===this.limit_,"");var eT=new tR(ey,ew),eA=this.reverse_?eE.getFirstChild(this.index_):eE.getLastChild(this.index_),eC=this.rangedFilter_.matches(eT);if(eE.hasChild(ey)){for(var eO=eE.getImmediateChild(ey),eM=eI.getChildAfterChild(this.index_,eA,this.reverse_);null!=eM&&(eM.name===ey||eE.hasChild(eM.name));)eM=eI.getChildAfterChild(this.index_,eM,this.reverse_);var eR=null==eM?1:eS(eM,eT);if(eC&&!ew.isEmpty()&&eR>=0)return null!=e_&&e_.trackChildChange(oP.childChangedChange(ey,ew,eO)),eE.updateImmediateChild(ey,ew);null!=e_&&e_.trackChildChange(oP.childRemovedChange(ey,eO));var eH=eE.updateImmediateChild(ey,tK.EMPTY_NODE);return null!=eM&&this.rangedFilter_.matches(eM)?(null!=e_&&e_.trackChildChange(oP.childAddedChange(eM.name,eM.node)),eH.updateImmediateChild(eM.name,eM.node)):eH}return ew.isEmpty()?ep:eC&&eS(eA,eT)>=0?(null!=e_&&(e_.trackChildChange(oP.childRemovedChange(eA.name,eA.node)),e_.trackChildChange(oP.childAddedChange(ey,ew))),eE.updateImmediateChild(ey,ew).updateImmediateChild(eA.name,tK.EMPTY_NODE)):ep},LimitedFilter}(),iw=function(){function QueryParams(){this.limitSet_=!1,this.startSet_=!1,this.startNameSet_=!1,this.endSet_=!1,this.endNameSet_=!1,this.limit_=0,this.viewFrom_="",this.indexStartValue_=null,this.indexStartName_="",this.indexEndValue_=null,this.indexEndName_="",this.index_=tN}return QueryParams.prototype.hasStart=function(){return this.startSet_},QueryParams.prototype.isViewFromLeft=function(){return""===this.viewFrom_?this.startSet_:this.viewFrom_===QueryParams.WIRE_PROTOCOL_CONSTANTS_.VIEW_FROM_LEFT},QueryParams.prototype.getIndexStartValue=function(){return eF.assert(this.startSet_,"Only valid if start has been set"),this.indexStartValue_},QueryParams.prototype.getIndexStartName=function(){return(eF.assert(this.startSet_,"Only valid if start has been set"),this.startNameSet_)?this.indexStartName_:e$},QueryParams.prototype.hasEnd=function(){return this.endSet_},QueryParams.prototype.getIndexEndValue=function(){return eF.assert(this.endSet_,"Only valid if end has been set"),this.indexEndValue_},QueryParams.prototype.getIndexEndName=function(){return(eF.assert(this.endSet_,"Only valid if end has been set"),this.endNameSet_)?this.indexEndName_:e0},QueryParams.prototype.hasLimit=function(){return this.limitSet_},QueryParams.prototype.hasAnchoredLimit=function(){return this.limitSet_&&""!==this.viewFrom_},QueryParams.prototype.getLimit=function(){return eF.assert(this.limitSet_,"Only valid if limit has been set"),this.limit_},QueryParams.prototype.getIndex=function(){return this.index_},QueryParams.prototype.copy_=function(){var ep=new QueryParams;return ep.limitSet_=this.limitSet_,ep.limit_=this.limit_,ep.startSet_=this.startSet_,ep.indexStartValue_=this.indexStartValue_,ep.startNameSet_=this.startNameSet_,ep.indexStartName_=this.indexStartName_,ep.endSet_=this.endSet_,ep.indexEndValue_=this.indexEndValue_,ep.endNameSet_=this.endNameSet_,ep.indexEndName_=this.indexEndName_,ep.index_=this.index_,ep.viewFrom_=this.viewFrom_,ep},QueryParams.prototype.limit=function(ep){var ey=this.copy_();return ey.limitSet_=!0,ey.limit_=ep,ey.viewFrom_="",ey},QueryParams.prototype.limitToFirst=function(ep){var ey=this.copy_();return ey.limitSet_=!0,ey.limit_=ep,ey.viewFrom_=QueryParams.WIRE_PROTOCOL_CONSTANTS_.VIEW_FROM_LEFT,ey},QueryParams.prototype.limitToLast=function(ep){var ey=this.copy_();return ey.limitSet_=!0,ey.limit_=ep,ey.viewFrom_=QueryParams.WIRE_PROTOCOL_CONSTANTS_.VIEW_FROM_RIGHT,ey},QueryParams.prototype.startAt=function(ep,ey){var ew=this.copy_();return ew.startSet_=!0,void 0===ep&&(ep=null),ew.indexStartValue_=ep,null!=ey?(ew.startNameSet_=!0,ew.indexStartName_=ey):(ew.startNameSet_=!1,ew.indexStartName_=""),ew},QueryParams.prototype.endAt=function(ep,ey){var ew=this.copy_();return ew.endSet_=!0,void 0===ep&&(ep=null),ew.indexEndValue_=ep,void 0!==ey?(ew.endNameSet_=!0,ew.indexEndName_=ey):(ew.endNameSet_=!1,ew.indexEndName_=""),ew},QueryParams.prototype.orderBy=function(ep){var ey=this.copy_();return ey.index_=ep,ey},QueryParams.prototype.getQueryObject=function(){var ep=QueryParams.WIRE_PROTOCOL_CONSTANTS_,ey={};if(this.startSet_&&(ey[ep.INDEX_START_VALUE]=this.indexStartValue_,this.startNameSet_&&(ey[ep.INDEX_START_NAME]=this.indexStartName_)),this.endSet_&&(ey[ep.INDEX_END_VALUE]=this.indexEndValue_,this.endNameSet_&&(ey[ep.INDEX_END_NAME]=this.indexEndName_)),this.limitSet_){ey[ep.LIMIT]=this.limit_;var ew=this.viewFrom_;""===ew&&(ew=this.isViewFromLeft()?ep.VIEW_FROM_LEFT:ep.VIEW_FROM_RIGHT),ey[ep.VIEW_FROM]=ew}return this.index_!==tN&&(ey[ep.INDEX]=this.index_.toString()),ey},QueryParams.prototype.loadsAllData=function(){return!(this.startSet_||this.endSet_||this.limitSet_)},QueryParams.prototype.isDefault=function(){return this.loadsAllData()&&this.index_===tN},QueryParams.prototype.getNodeFilter=function(){return this.loadsAllData()?new oE(this.getIndex()):this.hasLimit()?new iy(this):new ip(this)},QueryParams.prototype.toRestQueryStringParameters=function(){var ep,ey=QueryParams.REST_QUERY_CONSTANTS_,ew={};return this.isDefault()||(this.index_===tN?ep=ey.PRIORITY_INDEX:this.index_===tX?ep=ey.VALUE_INDEX:this.index_===tD?ep=ey.KEY_INDEX:(eF.assert(this.index_ instanceof tQ,"Unrecognized index type!"),ep=this.index_.toString()),ew[ey.ORDER_BY]=eF.stringify(ep),this.startSet_&&(ew[ey.START_AT]=eF.stringify(this.indexStartValue_),this.startNameSet_&&(ew[ey.START_AT]+=","+eF.stringify(this.indexStartName_))),this.endSet_&&(ew[ey.END_AT]=eF.stringify(this.indexEndValue_),this.endNameSet_&&(ew[ey.END_AT]+=","+eF.stringify(this.indexEndName_))),this.limitSet_&&(this.isViewFromLeft()?ew[ey.LIMIT_TO_FIRST]=this.limit_:ew[ey.LIMIT_TO_LAST]=this.limit_)),ew},QueryParams.WIRE_PROTOCOL_CONSTANTS_={INDEX_START_VALUE:"sp",INDEX_START_NAME:"sn",INDEX_END_VALUE:"ep",INDEX_END_NAME:"en",LIMIT:"l",VIEW_FROM:"vf",VIEW_FROM_LEFT:"l",VIEW_FROM_RIGHT:"r",INDEX:"i"},QueryParams.REST_QUERY_CONSTANTS_={ORDER_BY:"orderBy",PRIORITY_INDEX:"$priority",VALUE_INDEX:"$value",KEY_INDEX:"$key",START_AT:"startAt",END_AT:"endAt",LIMIT_TO_FIRST:"limitToFirst",LIMIT_TO_LAST:"limitToLast"},QueryParams.DEFAULT=new QueryParams,QueryParams}(),iv=function(ep){function Reference(ey,ew){if(!(ey instanceof a7))throw Error("new Reference() no longer supported - use app.database().");return ep.call(this,ey,ew,iw.DEFAULT,!1)||this}return eN.__extends(Reference,ep),Reference.prototype.getKey=function(){return(eF.validateArgCount("Reference.key",0,0,arguments.length),this.path.isEmpty())?null:this.path.getBack()},Reference.prototype.child=function(ep){return eF.validateArgCount("Reference.child",1,1,arguments.length),"number"==typeof ep?ep=String(ep):ep instanceof e4||(null===this.path.getFront()?validateRootPathString("Reference.child",1,ep,!1):validatePathString("Reference.child",1,ep,!1)),new Reference(this.repo,this.path.child(ep))},Reference.prototype.getParent=function(){eF.validateArgCount("Reference.parent",0,0,arguments.length);var ep=this.path.parent();return null===ep?null:new Reference(this.repo,ep)},Reference.prototype.getRoot=function(){eF.validateArgCount("Reference.root",0,0,arguments.length);for(var ep=this;null!==ep.getParent();)ep=ep.getParent();return ep},Reference.prototype.databaseProp=function(){return this.repo.database},Reference.prototype.set=function(ep,ey){eF.validateArgCount("Reference.set",1,2,arguments.length),validateWritablePath("Reference.set",this.path),validateFirebaseDataArg("Reference.set",1,ep,this.path,!1),eF.validateCallback("Reference.set",2,ey,!0);var ew=new eF.Deferred;return this.repo.setWithPriority(this.path,ep,null,ew.wrapCallback(ey)),ew.promise},Reference.prototype.update=function(ep,ey){if(eF.validateArgCount("Reference.update",1,2,arguments.length),validateWritablePath("Reference.update",this.path),Array.isArray(ep)){for(var ew={},eI=0;eI0},Tree.prototype.isEmpty=function(){return null===this.getValue()&&!this.hasChildren()},Tree.prototype.forEachChild=function(ep){var ey=this;each(this.node_.children,function(ew,eI){ep(new Tree(ew,ey,eI))})},Tree.prototype.forEachDescendant=function(ep,ey,ew){ey&&!ew&&ep(this),this.forEachChild(function(ey){ey.forEachDescendant(ep,!0,ew)}),ey&&ew&&ep(this)},Tree.prototype.forEachAncestor=function(ep,ey){for(var ew=ey?this:this.parent();null!==ew;){if(ep(ew))return!0;ew=ew.parent()}return!1},Tree.prototype.forEachImmediateDescendantWithValue=function(ep){this.forEachChild(function(ey){null!==ey.getValue()?ep(ey):ey.forEachImmediateDescendantWithValue(ep)})},Tree.prototype.path=function(){return new e4(null===this.parent_?this.name_:this.parent_.path()+"/"+this.name_)},Tree.prototype.name=function(){return this.name_},Tree.prototype.parent=function(){return this.parent_},Tree.prototype.updateParents_=function(){null!==this.parent_&&this.parent_.updateChild_(this.name_,this)},Tree.prototype.updateChild_=function(ep,ey){var ew=ey.isEmpty(),eI=eF.contains(this.node_.children,ep);ew&&eI?(delete this.node_.children[ep],this.node_.childCount--,this.updateParents_()):ew||eI||(this.node_.children[ep]=ey.node_,this.node_.childCount++,this.updateParents_())},Tree}();(function(ep){ep[ep.RUN=0]="RUN",ep[ep.SENT=1]="SENT",ep[ep.COMPLETED=2]="COMPLETED",ep[ep.SENT_NEEDS_ABORT=3]="SENT_NEEDS_ABORT",ep[ep.NEEDS_ABORT=4]="NEEDS_ABORT"})(eH||(eH={})),a7.MAX_TRANSACTION_RETRIES_=25,a7.prototype.transactionsInit_=function(){this.transactionQueueTree_=new i_},a7.prototype.startTransaction=function(ep,ey,ew,eI){this.log_("transaction on "+ep);var valueCallback=function(){},e_=new iv(this,ep);e_.on("value",valueCallback);var unwatcher=function(){e_.off("value",valueCallback)},eS={path:ep,update:ey,onComplete:ew,status:null,order:eZ(),applyLocally:eI,retryCount:0,unwatcher:unwatcher,abortReason:null,currentWriteId:null,currentInputSnapshot:null,currentOutputSnapshotRaw:null,currentOutputSnapshotResolved:null},eP=this.getLatestState_(ep);eS.currentInputSnapshot=eP;var eE=eS.update(eP.val());if(void 0===eE){if(eS.unwatcher(),eS.currentOutputSnapshotRaw=null,eS.currentOutputSnapshotResolved=null,eS.onComplete){var eT=new t$(eS.currentInputSnapshot,new iv(this,eS.path),tN);eS.onComplete(null,!1,eT)}}else{validateFirebaseData("transaction failed: Data returned ",eE,eS.path),eS.status=eH.RUN;var eA=this.transactionQueueTree_.subTree(ep),eC=eA.getValue()||[];eC.push(eS),eA.setValue(eC);var eO=void 0;"object"==typeof eE&&null!==eE&&eF.contains(eE,".priority")?(eO=eF.safeGet(eE,".priority"),eF.assert(isValidPriority(eO),"Invalid priority returned by transaction. Priority must be a valid string, finite number, server value, or null.")):eO=(this.serverSyncTree_.calcCompleteEventCache(ep)||tK.EMPTY_NODE).getPriority().val();var eM=this.generateServerValues(),eR=nodeFromJSON$1(eE,eO),eW=resolveDeferredValueSnapshot(eR,eP,eM);eS.currentOutputSnapshotRaw=eR,eS.currentOutputSnapshotResolved=eW,eS.currentWriteId=this.getNextWriteId_();var eD=this.serverSyncTree_.applyUserOverwrite(ep,eW,eS.currentWriteId,eS.applyLocally);this.eventQueue_.raiseEventsForChangedPath(ep,eD),this.sendReadyTransactions_()}},a7.prototype.getLatestState_=function(ep,ey){return this.serverSyncTree_.calcCompleteEventCache(ep,ey)||tK.EMPTY_NODE},a7.prototype.sendReadyTransactions_=function(ep){var ey=this;if(void 0===ep&&(ep=this.transactionQueueTree_),ep||this.pruneCompletedTransactionsBelowNode_(ep),null!==ep.getValue()){var ew=this.buildTransactionQueue_(ep);eF.assert(ew.length>0,"Sending zero length transaction queue"),ew.every(function(ep){return ep.status===eH.RUN})&&this.sendTransactionQueue_(ep.path(),ew)}else ep.hasChildren()&&ep.forEachChild(function(ep){ey.sendReadyTransactions_(ep)})},a7.prototype.sendTransactionQueue_=function(ep,ey){for(var ew=this,eI=ey.map(function(ep){return ep.currentWriteId}),e_=this.getLatestState_(ep,eI),eS=e_,eP=e_.hash(),eE=0;eE=a7.MAX_TRANSACTION_RETRIES_)eT=!0,eA="maxretry",eI=eI.concat(this.serverSyncTree_.ackUserWrite(eP.currentWriteId,!0));else{var eC=this.getLatestState_(eP.path,e_);eP.currentInputSnapshot=eC;var eO=ep[eS].update(eC.val());if(void 0!==eO){validateFirebaseData("transaction failed: Data returned ",eO,eP.path);var eM=nodeFromJSON$1(eO);"object"==typeof eO&&null!=eO&&eF.contains(eO,".priority")||(eM=eM.updatePriority(eC.getPriority()));var eR=eP.currentWriteId,eW=resolveDeferredValueSnapshot(eM,eC,this.generateServerValues());eP.currentOutputSnapshotRaw=eM,eP.currentOutputSnapshotResolved=eW,eP.currentWriteId=this.getNextWriteId_(),e_.splice(e_.indexOf(eR),1),eI=(eI=eI.concat(this.serverSyncTree_.applyUserOverwrite(eP.path,eW,eP.currentWriteId,eP.applyLocally))).concat(this.serverSyncTree_.ackUserWrite(eR,!0))}else eT=!0,eA="nodata",eI=eI.concat(this.serverSyncTree_.ackUserWrite(eP.currentWriteId,!0))}}if(this.eventQueue_.raiseEventsForChangedPath(ey,eI),eI=[],eT&&(ep[eS].status=eH.COMPLETED,function(ep){setTimeout(ep,Math.floor(0))}(ep[eS].unwatcher),ep[eS].onComplete)){if("nodata"===eA){var eD=new iv(this,ep[eS].path),eL=ep[eS].currentInputSnapshot,eN=new t$(eL,eD,tN);ew.push(ep[eS].onComplete.bind(null,null,!1,eN))}else ew.push(ep[eS].onComplete.bind(null,Error(eA),!1,null))}}this.pruneCompletedTransactionsBelowNode_(this.transactionQueueTree_);for(var 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tU(eI,e_,eS,{hasCommittedMutations:!!ew})}(ep.Co,ey.document,!!ey.hasCommittedMutations);if(ey.noDocument){var ew=eN.$(ey.noDocument.path),eI=_i(ey.noDocument.readTime);return new tG(ew,eI,{hasCommittedMutations:!!ey.hasCommittedMutations})}if(ey.unknownDocument){var e_=eN.$(ey.unknownDocument.path),eS=_i(ey.unknownDocument.version);return new tV(e_,eS)}return y()}function yi(ep,ey,ew){var eI=gi(ew),e_=ey.key.path.h().A();if(ey instanceof tU){var eS=function(ep,ey){return{name:Ae(ep,ey.key),fields:ey.rn().mapValue.fields,updateTime:_e(ep,ey.version.Z())}}(ep.Co,ey),eP=ey.hasCommittedMutations;return new Ki(null,null,eS,eP,eI,e_)}if(ey instanceof tG){var eE=ey.key.path.A(),eT=wi(ey.version),eA=ey.hasCommittedMutations;return new Ki(null,new Bi(eE,eT),null,eA,eI,e_)}if(ey instanceof tV){var eC=ey.key.path.A(),eO=wi(ey.version);return new Ki(new Wi(eC,eO),null,null,!0,eI,e_)}return y()}function gi(ep){var ey=ep.Z();return[ey.seconds,ey.nanoseconds]}function mi(ep){var ey=new eY(ep[0],ep[1]);return eK.J(ey)}function wi(ep){var ey=ep.Z();return new Mi(ey.seconds,ey.nanoseconds)}function _i(ep){var ey=new eY(ep.seconds,ep.nanoseconds);return eK.J(ey)}function bi(ep,ey){var ew=(ey.baseMutations||[]).map(function(ey){return Pe(ep.Co,ey)}),eI=ey.mutations.map(function(ey){return Pe(ep.Co,ey)}),e_=eY.fromMillis(ey.localWriteTimeMs);return new oC(ey.batchId,e_,ew,eI)}function Ii(ep){var ey,ew,eI=_i(ep.readTime),e_=void 0!==ep.lastLimboFreeSnapshotVersion?_i(ep.lastLimboFreeSnapshotVersion):eK.min();return void 0!==ep.query.documents?(g(1===(ew=ep.query).documents.length),ey=zn(Un(xe(ew.documents[0])))):ey=Ce(ep.query),new eX(ey,ep.targetId,0,ep.lastListenSequenceNumber,eI,e_,eB.fromBase64String(ep.resumeToken))}function Ei(ep,ey){var ew,eI=wi(ey.nt),e_=wi(ey.lastLimboFreeSnapshotVersion);ew=dt(ey.target)?Ve(ep.Co,ey.target):Ue(ep.Co,ey.target);var eS=ey.resumeToken.toBase64();return new Hi(ey.targetId,lt(ey.target),eI,eS,ey.sequenceNumber,e_,ew)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var oU=function(){function t(ep,ey,ew,eI){this.userId=ep,this.serializer=ey,this.Dr=ew,this.No=eI,this.Fo={}}return t.xo=function(ep,ey,ew,eI){return g(""!==ep.uid),new t(ep.Zs()?ep.uid:"",ey,ew,eI)},t.prototype.$o=function(ep){var ey=!0,ew=IDBKeyRange.bound([this.userId,Number.NEGATIVE_INFINITY],[this.userId,Number.POSITIVE_INFINITY]);return Si(ep).rs({index:Gi.userMutationsIndex,range:ew},function(ep,ew,eI){ey=!1,eI.done()}).next(function(){return ey})},t.prototype.ko=function(ep,ey,ew,eI){var e_=this,eS=Di(ep),eP=Si(ep);return eP.add({}).next(function(eE){g("number"==typeof eE);for(var eT=new oC(eE,ey,ew,eI),eA=function(ep,ey,ew){var eI=ew.baseMutations.map(function(ey){return Oe(ep.Co,ey)}),e_=ew.mutations.map(function(ey){return Oe(ep.Co,ey)});return new Gi(ey,ew.batchId,ew.ar.toMillis(),eI,e_)}(e_.serializer,e_.userId,eT),eC=[],eO=new e1(function(ep,ey){return H(ep.R(),ey.R())}),eM=0,eR=eI;eM=eI),eS=bi(ew.serializer,ey)),e_.done()}).next(function(){return eS})},t.prototype.qo=function(ep){var ey=IDBKeyRange.upperBound([this.userId,Number.POSITIVE_INFINITY]),ew=-1;return Si(ep).rs({index:Gi.userMutationsIndex,range:ey,reverse:!0},function(ep,ey,eI){ew=ey.batchId,eI.done()}).next(function(){return ew})},t.prototype.Uo=function(ep){var ey=this,ew=IDBKeyRange.bound([this.userId,-1],[this.userId,Number.POSITIVE_INFINITY]);return Si(ep).ts(Gi.userMutationsIndex,ew).next(function(ep){return ep.map(function(ep){return bi(ey.serializer,ep)})})},t.prototype.Nr=function(ep,ey){var ew=this,eI=oZ.prefixForPath(this.userId,ey.path),e_=IDBKeyRange.lowerBound(eI),eS=[];return Di(ep).rs({range:e_},function(eI,e_,eP){var eE=eI[0],eT=eI[1],eA=eI[2],eC=pi(eT);if(eE===ew.userId&&ey.path.isEqual(eC))return Si(ep).get(eA).next(function(ep){if(!ep)throw y();g(ep.userId===ew.userId),eS.push(bi(ew.serializer,ep))});eP.done()}).next(function(){return eS})},t.prototype.Or=function(ep,ey){var ew=this,eI=new e1(H),e_=[];return ey.forEach(function(ey){var eS=oZ.prefixForPath(ew.userId,ey.path),eP=IDBKeyRange.lowerBound(eS),eE=Di(ep).rs({range:eP},function(ep,e_,eS){var eP=ep[0],eE=ep[1],eT=ep[2],eA=pi(eE);eP===ew.userId&&ey.path.isEqual(eA)?eI=eI.add(eT):eS.done()});e_.push(eE)}),t2.$n(e_).next(function(){return ew.Qo(ep,eI)})},t.prototype.Wr=function(ep,ey){var ew=this,eI=ey.path,e_=eI.length+1,eS=oZ.prefixForPath(this.userId,eI),eP=IDBKeyRange.lowerBound(eS),eE=new e1(H);return Di(ep).rs({range:eP},function(ep,ey,eS){var eP=ep[0],eT=ep[1],eA=ep[2],eC=pi(eT);eP===ew.userId&&eI.T(eC)?eC.length===e_&&(eE=eE.add(eA)):eS.done()}).next(function(){return ew.Qo(ep,eE)})},t.prototype.Qo=function(ep,ey){var ew=this,eI=[],e_=[];return ey.forEach(function(ey){e_.push(Si(ep).get(ey).next(function(ep){if(null===ep)throw y();g(ep.userId===ew.userId),eI.push(bi(ew.serializer,ep))}))}),t2.$n(e_).next(function(){return eI})},t.prototype.Wo=function(ep,ey){var ew=this;return Ai(ep.jo,this.userId,ey).next(function(eI){return ep.pr(function(){ew.Ko(ey.batchId)}),t2.forEach(eI,function(ey){return ew.No.Go(ep,ey)})})},t.prototype.Ko=function(ep){delete this.Fo[ep]},t.prototype.zo=function(ep){var ey=this;return this.$o(ep).next(function(ew){if(!ew)return t2.resolve();var 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eA=[],eC=0,eO=ew.mutations;eCeN.i(eS,eP);)ew(eS,null),eS=e_.It();eS&&eS.isEqual(eP)&&(ew(eS,ey),eS=e_.At()?e_.It():null),eS?eI.Xn(eS.path.A()):eI.done()}).next(function(){for(;eS;)ew(eS,null),eS=e_.At()?e_.It():null})},t.prototype.Lr=function(ep,ey,ew){var eI=this,e_=Lt(),eS=ey.path.length+1,eP={};if(ew.isEqual(eK.min())){var eE=ey.path.A();eP.range=IDBKeyRange.lowerBound(eE)}else{var eT=ey.path.A(),eA=gi(ew);eP.range=IDBKeyRange.lowerBound([eT,eA],!0),eP.index=Ki.collectionReadTimeIndex}return Oi(ep).rs(eP,function(ep,ew,eP){if(ep.length===eS){var eE=vi(eI.serializer,ew);ey.path.T(eE.key.path)?eE instanceof tU&&$n(ey,eE)&&(e_=e_.ot(eE.key,eE)):eP.done()}}).next(function(){return e_})},t.prototype.ra=function(ep){return new oV(this,!!ep&&ep.oa)},t.prototype.aa=function(ep){return this.getMetadata(ep).next(function(ep){return ep.byteSize})},t.prototype.getMetadata=function(ep){return Ri(ep).get(Qi.key).next(function(ep){return g(!!ep),ep})},t.prototype.Jo=function(ep,ey){return Ri(ep).put(Qi.key,ey)},t.prototype.Xo=function(ep){if(ep){var ey=vi(this.serializer,ep);return ey instanceof tG&&ey.version.isEqual(eK.min())?null:ey}return null},t}(),oV=function(ep){function n(ey,ew){var eI=this;return(eI=ep.call(this)||this).ca=ey,eI.oa=ew,eI.ua=new eV(function(ep){return ep.toString()},function(ep,ey){return ep.isEqual(ey)}),eI}return e_.__extends(n,ep),n.prototype.yr=function(ep){var ey=this,ew=[],eI=0,e_=new e1(function(ep,ey){return H(ep.R(),ey.R())});return this.wr.forEach(function(eS,eP){var eE=ey.ua.get(eS);if(eP){var eT=yi(ey.ca.serializer,eP,ey.readTime);e_=e_.add(eS.path.h());var eA=Vi(eT);eI+=eA-eE,ew.push(ey.ca.Er(ep,eS,eT))}else if(eI-=eE,ey.oa){var eC=yi(ey.ca.serializer,new tG(eS,eK.min()),ey.readTime);ew.push(ey.ca.Er(ep,eS,eC))}else ew.push(ey.ca.Ar(ep,eS))}),e_.forEach(function(eI){ew.push(ey.ca.Dr.Mo(ep,eI))}),ew.push(this.ca.updateMetadata(ep,eI)),t2.$n(ew)},n.prototype.gr=function(ep,ey){var ew=this;return this.ca.Zo(ep,ey).next(function(ep){return null===ep?(ew.ua.set(ey,0),null):(ew.ua.set(ey,ep.size),ep.ta)})},n.prototype.Pr=function(ep,ey){var ew=this;return this.ca.na(ep,ey).next(function(ep){var ey=ep.sa;return ep.ia.forEach(function(ep,ey){ew.ua.set(ep,ey)}),ey})},n}(oR);function Ri(ep){return o5.Qn(ep,Qi.store)}function Oi(ep){return o5.Qn(ep,Ki.store)}function Pi(ep){return ep.path.A()}function Vi(ep){var ey;if(ep.document)ey=ep.document;else if(ep.unknownDocument)ey=ep.unknownDocument;else{if(!ep.noDocument)throw y();ey=ep.noDocument}return JSON.stringify(ey).length}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var oY=function(){function t(){this.ha=new oK}return t.prototype.Mo=function(ep,ey){return this.ha.add(ey),t2.resolve()},t.prototype.Qr=function(ep,ey){return t2.resolve(this.ha.getEntries(ey))},t}(),oK=function(){function t(){this.index={}}return t.prototype.add=function(ep){var ey=ep._(),ew=ep.h(),eI=this.index[ey]||new e1(eW.i),e_=!eI.has(ew);return this.index[ey]=eI.add(ew),e_},t.prototype.has=function(ep){var ey=ep._(),ew=ep.h(),eI=this.index[ey];return eI&&eI.has(ew)},t.prototype.getEntries=function(ep){return(this.index[ep]||new e1(eW.i)).A()},t}(),oJ=function(){function t(ep){this.serializer=ep}return t.prototype.createOrUpgrade=function(ep,ey,ew,eI){var e_=this;g(ew=0&&eI<=10);var eS=new t8("createOrUpgrade",ey);ew<1&&eI>=1&&(function(ep){ep.createObjectStore(qi.store)}(ep),function(ep){ep.createObjectStore(ji.store,{keyPath:ji.keyPath}),ep.createObjectStore(Gi.store,{keyPath:Gi.keyPath,autoIncrement:!0}).createIndex(Gi.userMutationsIndex,Gi.userMutationsKeyPath,{unique:!0}),ep.createObjectStore(oZ.store)}(ep),Ji(ep),function(ep){ep.createObjectStore(Ki.store)}(ep));var eP=t2.resolve();return ew<3&&eI>=3&&(0!==ew&&(function(ep){ep.deleteObjectStore(Yi.store),ep.deleteObjectStore(Hi.store),ep.deleteObjectStore($i.store)}(ep),Ji(ep)),eP=eP.next(function(){return function(ep){var ey=ep.store($i.store),ew=new $i(0,0,eK.min().Z(),0);return ey.put($i.key,ew)}(eS)})),ew<4&&eI>=4&&(0!==ew&&(eP=eP.next(function(){return function(ep,ey){return ey.store(Gi.store).ts().next(function(ew){ep.deleteObjectStore(Gi.store),ep.createObjectStore(Gi.store,{keyPath:Gi.keyPath,autoIncrement:!0}).createIndex(Gi.userMutationsIndex,Gi.userMutationsKeyPath,{unique:!0});var eI=ey.store(Gi.store),e_=ew.map(function(ep){return eI.put(ep)});return t2.$n(e_)})}(ep,eS)})),eP=eP.next(function(){!function(ep){ep.createObjectStore(Zi.store,{keyPath:Zi.keyPath})}(ep)})),ew<5&&eI>=5&&(eP=eP.next(function(){return e_.removeAcknowledgedMutations(eS)})),ew<6&&eI>=6&&(eP=eP.next(function(){return function(ep){ep.createObjectStore(Qi.store)}(ep),e_.addDocumentGlobal(eS)})),ew<7&&eI>=7&&(eP=eP.next(function(){return e_.ensureSequenceNumbers(eS)})),ew<8&&eI>=8&&(eP=eP.next(function(){return e_.createCollectionParentIndex(ep,eS)})),ew<9&&eI>=9&&(eP=eP.next(function(){(function(ep){ep.objectStoreNames.contains("remoteDocumentChanges")&&ep.deleteObjectStore("remoteDocumentChanges")})(ep),function(ep){var ey=ep.objectStore(Ki.store);ey.createIndex(Ki.readTimeIndex,Ki.readTimeIndexPath,{unique:!1}),ey.createIndex(Ki.collectionReadTimeIndex,Ki.collectionReadTimeIndexPath,{unique:!1})}(ey)})),ew<10&&eI>=10&&(eP=eP.next(function(){return e_.rewriteCanonicalIds(eS)})),eP},t.prototype.addDocumentGlobal=function(ep){var ey=0;return ep.store(Ki.store).rs(function(ep,ew){ey+=Vi(ew)}).next(function(){var ew=new Qi(ey);return ep.store(Qi.store).put(Qi.key,ew)})},t.prototype.removeAcknowledgedMutations=function(ep){var ey=this,ew=ep.store(ji.store),eI=ep.store(Gi.store);return ew.ts().next(function(ew){return t2.forEach(ew,function(ew){var e_=IDBKeyRange.bound([ew.userId,-1],[ew.userId,ew.lastAcknowledgedBatchId]);return eI.ts(Gi.userMutationsIndex,e_).next(function(eI){return t2.forEach(eI,function(eI){g(eI.userId===ew.userId);var e_=bi(ey.serializer,eI);return Ai(ep,ew.userId,e_).next(function(){})})})})})},t.prototype.ensureSequenceNumbers=function(ep){var ey=ep.store(Yi.store),ew=ep.store(Ki.store);return ep.store($i.store).get($i.key).next(function(ep){var eI=[];return ew.rs(function(ew,e_){var eS=new eW(ew),eP=function(ep){return[0,hi(ep)]}(eS);eI.push(ey.get(eP).next(function(ew){return ew?t2.resolve():function(ew){return ey.put(new Yi(0,hi(ew),ep.highestListenSequenceNumber))}(eS)}))}).next(function(){return t2.$n(eI)})})},t.prototype.createCollectionParentIndex=function(ep,ey){ep.createObjectStore(Xi.store,{keyPath:Xi.keyPath});var ew=ey.store(Xi.store),eI=new oK,i=function(ep){if(eI.add(ep)){var ey=ep._(),e_=ep.h();return ew.put({collectionId:ey,parent:hi(e_)})}};return ey.store(Ki.store).rs({ss:!0},function(ep,ey){return i(new eW(ep).h())}).next(function(){return ey.store(oZ.store).rs({ss:!0},function(ep,ey){ep[0];var ew=ep[1];return i((ep[2],pi(ew)).h())})})},t.prototype.rewriteCanonicalIds=function(ep){var ey=this,ew=ep.store(Hi.store);return ew.rs(function(ep,eI){var e_=Ii(eI),eS=Ei(ey.serializer,e_);return ew.put(eS)})},t}(),Mi=function(ep,ey){this.seconds=ep,this.nanoseconds=ey},qi=function(ep,ey,ew){this.ownerId=ep,this.allowTabSynchronization=ey,this.leaseTimestampMs=ew};qi.store="owner",qi.key="owner";var ji=function(ep,ey,ew){this.userId=ep,this.lastAcknowledgedBatchId=ey,this.lastStreamToken=ew};ji.store="mutationQueues",ji.keyPath="userId";var Gi=function(ep,ey,ew,eI,e_){this.userId=ep,this.batchId=ey,this.localWriteTimeMs=ew,this.baseMutations=eI,this.mutations=e_};Gi.store="mutations",Gi.keyPath="batchId",Gi.userMutationsIndex="userMutationsIndex",Gi.userMutationsKeyPath=["userId","batchId"];var oZ=function(){function t(){}return t.prefixForUser=function(ep){return[ep]},t.prefixForPath=function(ep,ey){return[ep,hi(ey)]},t.key=function(ep,ey,ew){return[ep,hi(ey),ew]},t}();oZ.store="documentMutations",oZ.PLACEHOLDER=new oZ;var Bi=function(ep,ey){this.path=ep,this.readTime=ey},Wi=function(ep,ey){this.path=ep,this.version=ey},Ki=function(ep,ey,ew,eI,e_,eS){this.unknownDocument=ep,this.noDocument=ey,this.document=ew,this.hasCommittedMutations=eI,this.readTime=e_,this.parentPath=eS};Ki.store="remoteDocuments",Ki.readTimeIndex="readTimeIndex",Ki.readTimeIndexPath="readTime",Ki.collectionReadTimeIndex="collectionReadTimeIndex",Ki.collectionReadTimeIndexPath=["parentPath","readTime"];var Qi=function(ep){this.byteSize=ep};Qi.store="remoteDocumentGlobal",Qi.key="remoteDocumentGlobalKey";var Hi=function(ep,ey,ew,eI,e_,eS,eP){this.targetId=ep,this.canonicalId=ey,this.readTime=ew,this.resumeToken=eI,this.lastListenSequenceNumber=e_,this.lastLimboFreeSnapshotVersion=eS,this.query=eP};Hi.store="targets",Hi.keyPath="targetId",Hi.queryTargetsIndexName="queryTargetsIndex",Hi.queryTargetsKeyPath=["canonicalId","targetId"];var Yi=function(ep,ey,ew){this.targetId=ep,this.path=ey,this.sequenceNumber=ew};Yi.store="targetDocuments",Yi.keyPath=["targetId","path"],Yi.documentTargetsIndex="documentTargetsIndex",Yi.documentTargetsKeyPath=["path","targetId"];var $i=function(ep,ey,ew,eI){this.highestTargetId=ep,this.highestListenSequenceNumber=ey,this.lastRemoteSnapshotVersion=ew,this.targetCount=eI};$i.key="targetGlobalKey",$i.store="targetGlobal";var Xi=function(ep,ey){this.collectionId=ep,this.parent=ey};function Ji(ep){ep.createObjectStore(Yi.store,{keyPath:Yi.keyPath}).createIndex(Yi.documentTargetsIndex,Yi.documentTargetsKeyPath,{unique:!0}),ep.createObjectStore(Hi.store,{keyPath:Hi.keyPath}).createIndex(Hi.queryTargetsIndexName,Hi.queryTargetsKeyPath,{unique:!0}),ep.createObjectStore($i.store)}Xi.store="collectionParents",Xi.keyPath=["collectionId","parent"];var Zi=function(ep,ey,ew,eI){this.clientId=ep,this.updateTimeMs=ey,this.networkEnabled=ew,this.inForeground=eI};Zi.store="clientMetadata",Zi.keyPath="clientId";var oX=e_.__spreadArrays(e_.__spreadArrays(e_.__spreadArrays([ji.store,Gi.store,oZ.store,Ki.store,Hi.store,qi.store,$i.store,Yi.store],[Zi.store]),[Qi.store]),[Xi.store]),oQ=function(){function t(){this.la=new oK}return t.prototype.Mo=function(ep,ey){var ew=this;if(!this.la.has(ey)){var eI=ey._(),e_=ey.h();ep.pr(function(){ew.la.add(ey)});var eS={collectionId:eI,parent:hi(e_)};return no(ep).put(eS)}return t2.resolve()},t.prototype.Qr=function(ep,ey){var ew=[],eI=IDBKeyRange.bound([ey,""],[$(ey),""],!1,!0);return no(ep).ts(eI).next(function(ep){for(var eI=0,e_=ep;eIe_.highestListenSequenceNumber&&(e_.highestListenSequenceNumber=ey),eI.Ta(ep,e_)})},t.prototype.Ra=function(ep,ey){var ew=this;return this.ga(ep,ey).next(function(){return ew.ma(ep).next(function(eI){return eI.targetCount+=1,ew.Pa(ey,eI),ew.Ta(ep,eI)})})},t.prototype.ya=function(ep,ey){return this.ga(ep,ey)},t.prototype.Va=function(ep,ey){var ew=this;return this.pa(ep,ey.targetId).next(function(){return oo(ep).delete(ey.targetId)}).next(function(){return ew.ma(ep)}).next(function(ey){return g(ey.targetCount>0),ey.targetCount-=1,ew.Ta(ep,ey)})},t.prototype.po=function(ep,ey,ew){var eI=this,e_=0,eS=[];return oo(ep).rs(function(eP,eE){var eT=Ii(eE);eT.sequenceNumber<=ey&&null===ew.get(eT.targetId)&&(e_++,eS.push(eI.Va(ep,eT)))}).next(function(){return t2.$n(eS)}).next(function(){return e_})},t.prototype.Ce=function(ep,ey){return oo(ep).rs(function(ep,ew){ey(Ii(ew))})},t.prototype.ma=function(ep){return so(ep).get($i.key).next(function(ep){return g(null!==ep),ep})},t.prototype.Ta=function(ep,ey){return so(ep).put($i.key,ey)},t.prototype.ga=function(ep,ey){return oo(ep).put(Ei(this.serializer,ey))},t.prototype.Pa=function(ep,ey){var ew=!1;return ep.targetId>ey.highestTargetId&&(ey.highestTargetId=ep.targetId,ew=!0),ep.sequenceNumber>ey.highestListenSequenceNumber&&(ey.highestListenSequenceNumber=ep.sequenceNumber,ew=!0),ew},t.prototype.ba=function(ep){return this.ma(ep).next(function(ep){return ep.targetCount})},t.prototype.va=function(ep,ey){var ew=lt(ey),eI=IDBKeyRange.bound([ew,Number.NEGATIVE_INFINITY],[ew,Number.POSITIVE_INFINITY]),e_=null;return oo(ep).rs({range:eI,index:Hi.queryTargetsIndexName},function(ep,ew,eI){var eS=Ii(ew);pt(ey,eS.target)&&(e_=eS,eI.done())}).next(function(){return e_})},t.prototype.Sa=function(ep,ey,ew){var eI=this,e_=[],eS=uo(ep);return ey.forEach(function(ey){var eP=hi(ey.path);e_.push(eS.put(new Yi(ew,eP))),e_.push(eI.No.Da(ep,ew,ey))}),t2.$n(e_)},t.prototype.Ca=function(ep,ey,ew){var eI=this,e_=uo(ep);return t2.forEach(ey,function(ey){var eS=hi(ey.path);return t2.$n([e_.delete([ew,eS]),eI.No.Na(ep,ew,ey)])})},t.prototype.pa=function(ep,ey){var ew=uo(ep),eI=IDBKeyRange.bound([ey],[ey+1],!1,!0);return ew.delete(eI)},t.prototype.Fa=function(ep,ey){var ew=IDBKeyRange.bound([ey],[ey+1],!1,!0),eI=uo(ep),e_=Ot();return eI.rs({range:ew,ss:!0},function(ep,ey,ew){var eI=pi(ep[1]),eS=new eN(eI);e_=e_.add(eS)}).next(function(){return e_})},t.prototype.Ho=function(ep,ey){var ew=hi(ey.path),eI=IDBKeyRange.bound([ew],[$(ew)],!1,!0),e_=0;return uo(ep).rs({index:Yi.documentTargetsIndex,ss:!0,range:eI},function(ep,ey,ew){var eI=ep[0];ep[1],0!==eI&&(e_++,ew.done())}).next(function(){return e_>0})},t.prototype.Ue=function(ep,ey){return oo(ep).get(ey).next(function(ep){return ep?Ii(ep):null})},t}();/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function oo(ep){return o5.Qn(ep,Hi.store)}function so(ep){return o5.Qn(ep,$i.store)}function uo(ep){return o5.Qn(ep,Yi.store)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var o4="Failed to obtain exclusive access to the persistence layer. To allow shared access, make sure to invoke `enablePersistence()` with `synchronizeTabs:true` in all tabs. If you are using `experimentalForceOwningTab:true`, make sure that only one tab has persistence enabled at any given time.",o6=function(ep){function n(ey,ew){var eI=this;return(eI=ep.call(this)||this).jo=ey,eI.xa=ew,eI}return e_.__extends(n,ep),n}(oW),o5=function(){function e(ep,ey,ew,eI,e_,eS,eP,eE,eT,eA){if(this.allowTabSynchronization=ep,this.persistenceKey=ey,this.clientId=ew,this.fn=e_,this.window=eS,this.document=eP,this.$a=eT,this.ka=eA,this.Ma=null,this.Oa=!1,this.isPrimary=!1,this.networkEnabled=!0,this.La=null,this.inForeground=!1,this.Ba=null,this.qa=null,this.Ua=Number.NEGATIVE_INFINITY,this.Qa=function(ep){return Promise.resolve()},!e.Ln())throw new eM(eO.UNIMPLEMENTED,"This platform is either missing IndexedDB or is known to have an incomplete implementation. Offline persistence has been disabled.");this.No=new o8(this,eI),this.Wa=ey+"main",this.serializer=new di(eE),this.ja=new t4(this.Wa,10,new oJ(this.serializer)),this.Ka=new o0(this.No,this.serializer),this.Dr=new oQ,this.vr=function(ep,ey){return new oG(ep,ey)}(this.serializer,this.Dr),this.window&&this.window.localStorage?this.Ga=this.window.localStorage:(this.Ga=null,!1===eA&&p("IndexedDbPersistence","LocalStorage is unavailable. As a result, persistence may not work reliably. In particular enablePersistence() could fail immediately after refreshing the page."))}return e.Qn=function(ep,ey){if(ep instanceof o6)return t4.Qn(ep.jo,ey);throw y()},e.prototype.start=function(){var ep=this;return this.za().then(function(){if(!ep.isPrimary&&!ep.allowTabSynchronization)throw new eM(eO.FAILED_PRECONDITION,o4);return ep.Ha(),ep.Ya(),ep.Ja(),ep.runTransaction("getHighestListenSequenceNumber","readonly",function(ey){return ep.Ka.Ia(ey)})}).then(function(ey){ep.Ma=new oI(ey,ep.$a)}).then(function(){ep.Oa=!0}).catch(function(ey){return ep.ja&&ep.ja.close(),Promise.reject(ey)})},e.prototype.Xa=function(ep){var ey=this;return this.Qa=function(ew){return e_.__awaiter(ey,void 0,void 0,function(){return e_.__generator(this,function(ey){return this.Ei?[2,ep(ew)]:[2]})})},ep(this.isPrimary)},e.prototype.Za=function(ep){var ey=this;this.ja.Kn(function(ew){return e_.__awaiter(ey,void 0,void 0,function(){return e_.__generator(this,function(ey){switch(ey.label){case 0:return null===ew.newVersion?[4,ep()]:[3,2];case 1:ey.sent(),ey.label=2;case 2:return[2]}})})})},e.prototype.tc=function(ep){var ey=this;this.networkEnabled!==ep&&(this.networkEnabled=ep,this.fn.ws(function(){return e_.__awaiter(ey,void 0,void 0,function(){return e_.__generator(this,function(ep){switch(ep.label){case 0:return this.Ei?[4,this.za()]:[3,2];case 1:ep.sent(),ep.label=2;case 2:return[2]}})})}))},e.prototype.za=function(){var ep=this;return this.runTransaction("updateClientMetadataAndTryBecomePrimary","readwrite",function(ey){return lo(ey).put(new Zi(ep.clientId,Date.now(),ep.networkEnabled,ep.inForeground)).next(function(){if(ep.isPrimary)return ep.ec(ey).next(function(ey){ey||(ep.isPrimary=!1,ep.fn.Cs(function(){return ep.Qa(!1)}))})}).next(function(){return ep.nc(ey)}).next(function(ew){return ep.isPrimary&&!ew?ep.sc(ey).next(function(){return!1}):!!ew&&ep.ic(ey).next(function(){return!0})})}).catch(function(ey){if(_r(ey))return l("IndexedDbPersistence","Failed to extend owner lease: ",ey),ep.isPrimary;if(!ep.allowTabSynchronization)throw ey;return l("IndexedDbPersistence","Releasing owner lease after error during lease refresh",ey),!1}).then(function(ey){ep.isPrimary!==ey&&ep.fn.Cs(function(){return ep.Qa(ey)}),ep.isPrimary=ey})},e.prototype.ec=function(ep){var ey=this;return fo(ep).get(qi.key).next(function(ep){return t2.resolve(ey.rc(ep))})},e.prototype.oc=function(ep){return lo(ep).delete(this.clientId)},e.prototype.ac=function(){return e_.__awaiter(this,void 0,void 0,function(){var ep,ey,ew,eI,eS=this;return e_.__generator(this,function(e_){switch(e_.label){case 0:return!this.isPrimary||this.cc(this.Ua,18e5)?[3,2]:(this.Ua=Date.now(),[4,this.runTransaction("maybeGarbageCollectMultiClientState","readwrite-primary",function(ep){var ey=e.Qn(ep,Zi.store);return ey.ts().next(function(ep){var ew=eS.uc(ep,18e5),eI=ep.filter(function(ep){return -1===ew.indexOf(ep)});return t2.forEach(eI,function(ep){return ey.delete(ep.clientId)}).next(function(){return eI})})}).catch(function(){return[]})]);case 1:if(ep=e_.sent(),this.Ga)for(ey=0,ew=ep;eyew&&(p("Detected an update time that is in the future: "+ep+" > "+ew),1))},e.prototype.Ha=function(){var ep=this;null!==this.document&&"function"==typeof this.document.addEventListener&&(this.Ba=function(){ep.fn.ws(function(){return ep.inForeground="visible"===ep.document.visibilityState,ep.za()})},this.document.addEventListener("visibilitychange",this.Ba),this.inForeground="visible"===this.document.visibilityState)},e.prototype.fc=function(){this.Ba&&(this.document.removeEventListener("visibilitychange",this.Ba),this.Ba=null)},e.prototype.Ya=function(){var ep,ey=this;"function"==typeof(null===(ep=this.window)||void 0===ep?void 0:ep.addEventListener)&&(this.La=function(){ey._c(),ey.fn.ws(function(){return ey.Di()})},this.window.addEventListener("unload",this.La))},e.prototype.dc=function(){this.La&&(this.window.removeEventListener("unload",this.La),this.La=null)},e.prototype.lc=function(ep){var ey;try{var ew=null!==(null===(ey=this.Ga)||void 0===ey?void 0:ey.getItem(this.hc(ep)));return l("IndexedDbPersistence","Client '"+ep+"' "+(ew?"is":"is not")+" zombied in LocalStorage"),ew}catch(ep){return p("IndexedDbPersistence","Failed to get zombied client id.",ep),!1}},e.prototype._c=function(){if(this.Ga)try{this.Ga.setItem(this.hc(this.clientId),String(Date.now()))}catch(ep){p("Failed to set zombie client id.",ep)}},e.prototype.wc=function(){if(this.Ga)try{this.Ga.removeItem(this.hc(this.clientId))}catch(ep){}},e.prototype.hc=function(ep){return"firestore_zombie_"+this.persistenceKey+"_"+ep},e}();function fo(ep){return o5.Qn(ep,qi.store)}function lo(ep){return o5.Qn(ep,Zi.store)}var o8=function(){function t(ep,ey){this.db=ep,this.wo=new oq(this,ey)}return t.prototype.Po=function(ep){var ey=this.Rc(ep);return this.db.Tc().ba(ep).next(function(ep){return ey.next(function(ey){return ep+ey})})},t.prototype.Rc=function(ep){var ey=0;return this.Vo(ep,function(ep){ey++}).next(function(){return ey})},t.prototype.Ce=function(ep,ey){return this.db.Tc().Ce(ep,ey)},t.prototype.Vo=function(ep,ey){return this.gc(ep,function(ep,ew){return ey(ew)})},t.prototype.Da=function(ep,ey,ew){return vo(ep,ew)},t.prototype.Na=function(ep,ey,ew){return vo(ep,ew)},t.prototype.po=function(ep,ey,ew){return this.db.Tc().po(ep,ey,ew)},t.prototype.Go=function(ep,ey){return vo(ep,ey)},t.prototype.Pc=function(ep,ey){return function(ep,ey){var ew=!1;return xi(ep).os(function(eI){return Ni(ep,eI,ey).next(function(ep){return ep&&(ew=!0),t2.resolve(!ep)})}).next(function(){return ew})}(ep,ey)},t.prototype.bo=function(ep,ey){var ew=this,eI=this.db.Ec().ra(),e_=[],eS=0;return this.gc(ep,function(eP,eE){if(eE<=ey){var eT=ew.Pc(ep,eP).next(function(ey){if(!ey)return eS++,eI.Rr(ep,eP).next(function(){return eI.Ar(eP),uo(ep).delete([0,hi(eP.path)])})});e_.push(eT)}}).next(function(){return t2.$n(e_)}).next(function(){return eI.apply(ep)}).next(function(){return eS})},t.prototype.removeTarget=function(ep,ey){var ew=ey.st(ep.xa);return this.db.Tc().ya(ep,ew)},t.prototype.yc=function(ep,ey){return vo(ep,ey)},t.prototype.gc=function(ep,ey){var ew,eI=uo(ep),e_=oI.ai;return eI.rs({index:Yi.documentTargetsIndex},function(ep,eI){var eS=ep[0],eP=(ep[1],eI.path),eE=eI.sequenceNumber;0===eS?(e_!==oI.ai&&ey(new eN(pi(ew)),e_),e_=eE,ew=eP):e_=oI.ai}).next(function(){e_!==oI.ai&&ey(new eN(pi(ew)),e_)})},t.prototype.So=function(ep){return this.db.Ec().aa(ep)},t}();function vo(ep,ey){return uo(ep).put(function(ep,ey){return new Yi(0,hi(ep.path),ey)}(ey,ep.xa))}function yo(ep,ey){var ew=ep.projectId;return ep.j||(ew+="."+ep.database),"firestore/"+ey+"/"+ew+"/"}var o9=function(){function t(ep,ey,ew){this.persistence=ep,this.Vc=ey,this.bc=new eQ(H),this.vc=new eV(function(ep){return lt(ep)},pt),this.Sc=eK.min(),this.Sr=ep.mc(ew),this.Dc=ep.Ec(),this.Ka=ep.Tc(),this.Cc=new oD(this.Dc,this.Sr,this.persistence.Ic()),this.Vc.Nc(this.Cc)}return t.prototype.Io=function(ep){var ey=this;return this.persistence.runTransaction("Collect garbage","readwrite-primary",function(ew){return ep.vo(ew,ey.bc)})},t}();function mo(ep,ey){var ew=m(ep);return ew.persistence.runTransaction("Acknowledge batch","readwrite-primary",function(ep){var eI=ey.batch.keys(),e_=ew.Dc.ra({oa:!0});return(function(ep,ey,ew,eI){var e_=ew.batch,eS=e_.keys(),eP=t2.resolve();return eS.forEach(function(ep){eP=eP.next(function(){return eI.Rr(ey,ep)}).next(function(ey){var eS=ey,eP=ew.dr.get(ep);g(null!==eP),(!eS||0>eS.version.L(eP))&&(eS=e_.cr(ep,eS,ew))&&eI.Er(eS,ew._r)})}),eP.next(function(){return ep.Sr.Wo(ey,e_)})})(ew,ep,ey,e_).next(function(){return e_.apply(ep)}).next(function(){return ew.Sr.zo(ep)}).next(function(){return ew.Cc.kr(ep,eI)})})}function wo(ep){var ey=m(ep);return ey.persistence.runTransaction("Get last remote snapshot version","readonly",function(ep){return ey.Ka.Ea(ep)})}function _o(ep,ey){var ew=m(ep),eI=ey.nt,e_=ew.bc;return ew.persistence.runTransaction("Apply remote event","readwrite-primary",function(ep){var eS=ew.Dc.ra({oa:!0});e_=ew.bc;var eP=[];ey.zt.forEach(function(ey,eS){var eE=e_.get(eS);if(eE){eP.push(ew.Ka.Ca(ep,ey.se,eS).next(function(){return ew.Ka.Sa(ep,ey.ee,eS)}));var eT=ey.resumeToken;if(eT.O()>0){var eA=eE.it(eT,eI).st(ep.xa);e_=e_.ot(eS,eA),function(ep,ey,ew){return g(ey.resumeToken.O()>0),0===ep.resumeToken.O()||ey.nt.X()-ep.nt.X()>=3e8||ew.ee.size+ew.ne.size+ew.se.size>0}(eE,eA,ey)&&eP.push(ew.Ka.ya(ep,eA))}}});var eE=St(),eT=Ot();if(ey.Yt.forEach(function(ep,ey){eT=eT.add(ep)}),eP.push(eS.getEntries(ep,eT).next(function(e_){ey.Yt.forEach(function(eT,eA){var eC=e_.get(eT);eA instanceof tG&&eA.version.isEqual(eK.min())?(eS.Ar(eT,eI),eE=eE.ot(eT,eA)):null==eC||eA.version.L(eC.version)>0||0===eA.version.L(eC.version)&&eC.hasPendingWrites?(eS.Er(eA,eI),eE=eE.ot(eT,eA)):l("LocalStore","Ignoring outdated watch update for ",eT,". Current version:",eC.version," Watch version:",eA.version),ey.Jt.has(eT)&&eP.push(ew.persistence.No.yc(ep,eT))})})),!eI.isEqual(eK.min())){var eA=ew.Ka.Ea(ep).next(function(ey){return ew.Ka.Aa(ep,ep.xa,eI)});eP.push(eA)}return t2.$n(eP).next(function(){return eS.apply(ep)}).next(function(){return ew.Cc.Mr(ep,eE)})}).then(function(ep){return ew.bc=e_,ep})}function bo(ep,ey){var ew=m(ep);return ew.persistence.runTransaction("Get next mutation batch","readonly",function(ep){return void 0===ey&&(ey=-1),ew.Sr.Bo(ep,ey)})}function Io(ep,ey){var ew=m(ep);return ew.persistence.runTransaction("Allocate target","readwrite",function(ep){var eI;return ew.Ka.va(ep,ey).next(function(e_){return e_?(eI=e_,t2.resolve(eI)):ew.Ka.wa(ep).next(function(e_){return eI=new eX(ey,e_,0,ep.xa),ew.Ka.Ra(ep,eI).next(function(){return eI})})})}).then(function(ep){var eI=ew.bc.get(ep.targetId);return(null===eI||ep.nt.L(eI.nt)>0)&&(ew.bc=ew.bc.ot(ep.targetId,ep),ew.vc.set(ey,ep.targetId)),ep})}function Eo(ep,ey,ew){return e_.__awaiter(this,void 0,void 0,function(){var eI,eS,eP,eE;return e_.__generator(this,function(e_){switch(e_.label){case 0:eS=(eI=m(ep)).bc.get(ey),eP=ew?"readwrite":"readwrite-primary",e_.label=1;case 1:return e_.trys.push([1,4,,5]),ew?[3,3]:[4,eI.persistence.runTransaction("Release target",eP,function(ep){return eI.persistence.No.removeTarget(ep,eS)})];case 2:e_.sent(),e_.label=3;case 3:return[3,5];case 4:if(!_r(eE=e_.sent()))throw eE;return l("LocalStore","Failed to update sequence numbers for target "+ey+": "+eE),[3,5];case 5:return eI.bc=eI.bc.remove(ey),eI.vc.delete(eS.target),[2]}})})}function To(ep,ey,ew){var eI=m(ep),e_=eK.min(),eS=Ot();return eI.persistence.runTransaction("Execute query","readonly",function(ep){return(function(ep,ey,ew){var eI=m(ep),e_=eI.vc.get(ew);return void 0!==e_?t2.resolve(eI.bc.get(e_)):eI.Ka.va(ey,ew)})(eI,ep,zn(ey)).next(function(ey){if(ey)return e_=ey.lastLimboFreeSnapshotVersion,eI.Ka.Fa(ep,ey.targetId).next(function(ep){eS=ep})}).next(function(){return eI.Vc.Lr(ep,ey,ew?e_:eK.min(),ew?eS:Ot())}).next(function(ep){return{documents:ep,Fc:eS}})})}function No(ep,ey){var ew=m(ep),eI=m(ew.Ka),e_=ew.bc.get(ey);return e_?Promise.resolve(e_.target):ew.persistence.runTransaction("Get target data","readonly",function(ep){return eI.Ue(ep,ey).next(function(ep){return ep?ep.target:null})})}function Ao(ep){var ey=m(ep);return ey.persistence.runTransaction("Get new document changes","readonly",function(ep){return function(ep,ey,ew){var eI=m(ep),e_=St(),eS=gi(ew),eP=Oi(ey),eE=IDBKeyRange.lowerBound(eS,!0);return eP.rs({index:Ki.readTimeIndex,range:eE},function(ep,ey){var ew=vi(eI.serializer,ey);e_=e_.ot(ew.key,ew),eS=ey.readTime}).next(function(){return{xc:e_,readTime:mi(eS)}})}(ey.Dc,ep,ey.Sc)}).then(function(ep){var ew=ep.xc,eI=ep.readTime;return ey.Sc=eI,ew})}function So(ep){return e_.__awaiter(this,void 0,void 0,function(){var ey;return e_.__generator(this,function(ew){return[2,(ey=m(ep)).persistence.runTransaction("Synchronize last document change read time","readonly",function(ep){return function(ep){var ey=Oi(ep),ew=eK.min();return ey.rs({index:Ki.readTimeIndex,reverse:!0},function(ep,ey,eI){ey.readTime&&(ew=mi(ey.readTime)),eI.done()}).next(function(){return ew})}(ep)}).then(function(ep){ey.Sc=ep})]})})}function Do(ep){return e_.__awaiter(this,void 0,void 0,function(){return e_.__generator(this,function(ey){if(ep.code!==eO.FAILED_PRECONDITION||ep.message!==oH)throw ep;return l("LocalStore","Unexpectedly lost primary lease"),[2]})})}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var o7=function(){function t(){this.$c=new e1(al.kc),this.Mc=new e1(al.Oc)}return t.prototype.m=function(){return this.$c.m()},t.prototype.Da=function(ep,ey){var ew=new al(ep,ey);this.$c=this.$c.add(ew),this.Mc=this.Mc.add(ew)},t.prototype.Lc=function(ep,ey){var ew=this;ep.forEach(function(ep){return ew.Da(ep,ey)})},t.prototype.Na=function(ep,ey){this.Bc(new al(ep,ey))},t.prototype.qc=function(ep,ey){var ew=this;ep.forEach(function(ep){return ew.Na(ep,ey)})},t.prototype.Uc=function(ep){var ey=this,ew=new eN(new eW([])),eI=new al(ew,ep),e_=new al(ew,ep+1),eS=[];return this.Mc.Ft([eI,e_],function(ep){ey.Bc(ep),eS.push(ep.key)}),eS},t.prototype.Qc=function(){var ep=this;this.$c.forEach(function(ey){return 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ey=this,ew=this.Eu(this.ou);this.stream=this.Ru(ep),this.stream.gu(function(){ew(function(){return ey.state=2,ey.listener.gu()})}),this.stream.Tu(function(ep){ew(function(){return ey.Au(ep)})}),this.stream.onMessage(function(ep){ew(function(){return ey.onMessage(ep)})})},e.prototype.hu=function(){var ep=this;this.state=4,this.ys.gn(function(){return e_.__awaiter(ep,void 0,void 0,function(){return e_.__generator(this,function(ep){return this.state=0,this.start(),[2]})})})},e.prototype.Au=function(ep){return l("PersistentStream","close with error: "+ep),this.stream=null,this.close(3,ep)},e.prototype.Eu=function(ep){var ey=this;return function(ew){ey.fn.ws(function(){return ey.ou===ep?ew():(l("PersistentStream","stream callback skipped by getCloseGuardedDispatcher."),Promise.resolve())})}},e}(),a_=function(ep){function n(ey,ew,eI,e_,eS){var eP=this;return(eP=ep.call(this,ey,"listen_stream_connection_backoff","listen_stream_idle",ew,eI,eS)||this).serializer=e_,eP}return 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ey={};ey.database=Le(this.serializer),ey.addTarget=function(ep,ey){var ew,eI=ey.target;return(ew=dt(eI)?{documents:Ve(ep,eI)}:{query:Ue(ep,eI)}).targetId=ey.targetId,ey.resumeToken.O()>0&&(ew.resumeToken=be(ep,ey.resumeToken)),ew}(this.serializer,ep);var ew=function(ep,ey){var ew=function(ep,ey){switch(ey){case 0:return null;case 1:return"existence-filter-mismatch";case 2:return"limbo-document";default:return y()}}(0,ey.et);return null==ew?null:{"goog-listen-tags":ew}}(this.serializer,ep);ew&&(ey.labels=ew),this.du(ey)},n.prototype.pu=function(ep){var ey={};ey.database=Le(this.serializer),ey.removeTarget=ep,this.du(ey)},n}(aI),aS=function(ep){function n(ey,ew,eI,e_,eS){var eP=this;return(eP=ep.call(this,ey,"write_stream_connection_backoff","write_stream_idle",ew,eI,eS)||this).serializer=e_,eP.bu=!1,eP}return e_.__extends(n,ep),Object.defineProperty(n.prototype,"vu",{get:function(){return this.bu},enumerable:!1,configurable:!0}),n.prototype.start=function(){this.bu=!1,this.lastStreamToken=void 0,ep.prototype.start.call(this)},n.prototype.mu=function(){this.bu&&this.Su([])},n.prototype.Ru=function(ep){return this.iu.Pu("Write",ep)},n.prototype.onMessage=function(ep){if(g(!!ep.streamToken),this.lastStreamToken=ep.streamToken,this.bu){this.ys.reset();var ey=function(ep,ey){return ep&&ep.length>0?(g(void 0!==ey),ep.map(function(ep){return function(ep,ey){var ew=ep.updateTime?Ee(ep.updateTime):Ee(ey);ew.isEqual(eK.min())&&(ew=Ee(ey));var eI=null;return ep.transformResults&&ep.transformResults.length>0&&(eI=ep.transformResults),new hn(ew,eI)}(ep,ey)})):[]}(ep.writeResults,ep.commitTime),ew=Ee(ep.commitTime);return this.listener.Du(ew,ey)}return g(!ep.writeResults||0===ep.writeResults.length),this.bu=!0,this.listener.Cu()},n.prototype.Nu=function(){var ep={};ep.database=Le(this.serializer),this.du(ep)},n.prototype.Su=function(ep){var ey=this,ew={streamToken:this.lastStreamToken,writes:ep.map(function(ep){return Oe(ey.serializer,ep)})};this.du(ew)},n}(aI),aP=function(ep){function n(ey,ew,eI){var e_=this;return(e_=ep.call(this)||this).credentials=ey,e_.iu=ew,e_.serializer=eI,e_.Fu=!1,e_}return e_.__extends(n,ep),n.prototype.xu=function(){if(this.Fu)throw new eM(eO.FAILED_PRECONDITION,"The client has already been terminated.")},n.prototype.$u=function(ep,ey,ew){var eI=this;return this.xu(),this.credentials.getToken().then(function(e_){return eI.iu.$u(ep,ey,ew,e_)}).catch(function(ep){throw ep.code===eO.UNAUTHENTICATED&&eI.credentials.zc(),ep})},n.prototype.ku=function(ep,ey,ew){var eI=this;return this.xu(),this.credentials.getToken().then(function(e_){return eI.iu.ku(ep,ey,ew,e_)}).catch(function(ep){throw ep.code===eO.UNAUTHENTICATED&&eI.credentials.zc(),ep})},n.prototype.terminate=function(){this.Fu=!1},n}(function(){}),aE=function(){function t(ep,ey){this.cs=ep,this.di=ey,this.state="Unknown",this.Mu=0,this.Ou=null,this.Lu=!0}return t.prototype.Bu=function(){var ep=this;0===this.Mu&&(this.qu("Unknown"),this.Ou=this.cs.yn("online_state_timeout",1e4,function(){return ep.Ou=null,ep.Uu("Backend didn't respond within 10 seconds."),ep.qu("Offline"),Promise.resolve()}))},t.prototype.Qu=function(ep){"Online"===this.state?this.qu("Unknown"):(this.Mu++,this.Mu>=1&&(this.Wu(),this.Uu("Connection failed 1 times. Most recent error: "+ep.toString()),this.qu("Offline")))},t.prototype.set=function(ep){this.Wu(),this.Mu=0,"Online"===ep&&(this.Lu=!1),this.qu(ep)},t.prototype.qu=function(ep){ep!==this.state&&(this.state=ep,this.di(ep))},t.prototype.Uu=function(ep){var ey="Could not reach Cloud Firestore backend. "+ep+"\nThis typically indicates that your device does not have a healthy Internet connection at the moment. 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e_.__generator(this,function(e_){switch(e_.label){case 0:ew=ey.cause,eI=0,eS=ey.targetIds,e_.label=1;case 1:return eI=0?[4,function(ep,ey){var ew=ep.eh.Oe(ey);return ew.zt.forEach(function(ew,eI){if(ew.resumeToken.O()>0){var e_=ep.Hu.get(eI);e_&&ep.Hu.set(eI,e_.it(ew.resumeToken,ey))}}),ew.Ht.forEach(function(ey){var ew=ep.Hu.get(ey);ew&&(ep.Hu.set(ey,ew.it(eB.B,ew.nt)),Ho(ep,ey),Qo(ep,new eX(ew.target,ey,1,ew.sequenceNumber)))}),ep.Gu.sh(ew)}(ep,ew)]:[3,10];case 9:eE.sent(),eE.label=10;case 10:return[3,13];case 11:return l("RemoteStore","Failed to raise snapshot:",eP=eE.sent()),[4,ns(ep,eP)];case 12:return eE.sent(),[3,13];case 13:return[2]}})})}function ns(ep,ey,ew){return e_.__awaiter(this,void 0,void 0,function(){var eI=this;return e_.__generator(this,function(eS){switch(eS.label){case 0:if(!_r(ey))throw ey;return ep.Yu.add(1),[4,zo(ep)];case 1:return eS.sent(),ep.th.set("Offline"),ew||(ew=function(){return wo(ep.ju)}),ep.cs.Cs(function(){return e_.__awaiter(eI,void 0,void 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Xo(ep)&&!ps(ep).cu()&&ep.zu.length>0}function ss(ep){ps(ep).start()}function us(ep){return e_.__awaiter(this,void 0,void 0,function(){return e_.__generator(this,function(ey){return ps(ep).Nu(),[2]})})}function as(ep){return e_.__awaiter(this,void 0,void 0,function(){var ey,ew,eI,eS;return e_.__generator(this,function(e_){for(ey=ps(ep),ew=0,eI=ep.zu;ew0&&(l("RemoteStore","Stopping write stream with "+ep.zu.length+" pending writes"),ep.zu=[]),ey.label=4;case 4:return[2]}})})})),ep.ah/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */}var ds=function(ep){this.key=ep},vs=function(ep){this.key=ep},ax=function(){function t(ep,ey){this.query=ep,this.uh=ey,this.hh=null,this.te=!1,this.lh=Ot(),this.Wt=Ot(),this._h=Xn(ep),this.fh=new e7(this._h)}return Object.defineProperty(t.prototype,"dh",{get:function(){return this.uh},enumerable:!1,configurable:!0}),t.prototype.wh=function(ep,ey){var ew=this,eI=ey?ey.mh:new ty,e_=ey?ey.fh:this.fh,eS=ey?ey.Wt:this.Wt,eP=e_,eE=!1,eT=Cn(this.query)&&e_.size===this.query.limit?e_.last():null,eA=Fn(this.query)&&e_.size===this.query.limit?e_.first():null;if(ep.ht(function(ep,ey){var eC=e_.get(ep),eO=ey instanceof tU?ey:null;eO&&(eO=$n(ew.query,eO)?eO:null);var 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Gu(ep,this.settings.methodName,this.settings.g_||!1,this.path,this.settings.r_)},t.prototype.contains=function(ep){return void 0!==this.We.find(function(ey){return ep.T(ey)})||void 0!==this.fieldTransforms.find(function(ey){return ep.T(ey.field)})},t.prototype.m_=function(){if(this.path)for(var ep=0;ep=0;--eH)if(!zu(eC,eE[eH])){var eW=eE[eH],eD=eT[eH],eL=eP.A_(eW);if(eD instanceof aZ||eD instanceof Tu&&eD.l_ instanceof aZ)eC.push(eW);else{var eN=Uu(eD,eL);null!=eN&&(eC.push(eW),eR.set(eW,eN))}}var eF=new tH(eC);return new a6(eR.Xe(),eF,eP.fieldTransforms)}function Vu(ep,ey,ew,eI){return void 0===eI&&(eI=!1),Uu(ew,ep.P_(eI?4:3,ey))}function Uu(ep,ey){if(ep instanceof Tu&&(ep=ep.l_),Fu(ep))return Mu("Unsupported field value:",ey,ep),Cu(ep,ey);if(ep instanceof yu)return function(ep,ey){if(!xu(ey.s_))throw ey.i_(ep.e_+"() can only be used with update() and set()");if(!ey.path)throw ey.i_(ep.e_+"() is not currently supported inside arrays");var ew=ep.n_(ey);ew&&ey.fieldTransforms.push(ew)}(ep,ey),null;if(ey.path&&ey.We.push(ey.path),ep instanceof Array){if(ey.settings.o_&&4!==ey.s_)throw ey.i_("Nested arrays are not supported");return function(ep,ey){for(var ew=[],eI=0,e_=0,eS=ep;e_0&&ey.We.push(ey.path):_(ep,function(ep,eI){var e_=Uu(eI,ey.E_(ep));null!=e_&&(ew[ep]=e_)}),{mapValue:{fields:ew}}}function Fu(ep){return!("object"!=typeof ep||null===ep||ep instanceof Array||ep instanceof Date||ep instanceof eY||ep instanceof a1||ep instanceof ez||ep instanceof Au||ep instanceof yu)}function Mu(ep,ey,ew){if(!Fu(ew)||!F(ew)){var eI=M(ew);throw"an object"===eI?ey.i_(ep+" a custom object"):ey.i_(ep+" "+eI)}}function qu(ep,ey,ew){if(ey instanceof pu)return ey.t_;if("string"==typeof ey)return ju(ep,ey);throw Gu("Field path arguments must be of type string or FieldPath.",ep,!1,void 0,ew)}function ju(ep,ey,ew){var eI;try{return function(ep){if(ep.search(aJ)>=0)throw new eM(eO.INVALID_ARGUMENT,"Invalid field path ("+ep+"). 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")+ep+eT)}function zu(ep,ey){return ep.some(function(ep){return ep.isEqual(ey)})}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var a3=function(){function e(ep){this.Ku=ep,this.y_=new Map,this.mutations=[],this.V_=!1,this.p_=null,this.b_=new Set}return e.prototype.v_=function(ep){return e_.__awaiter(this,void 0,void 0,function(){var ey,ew=this;return e_.__generator(this,function(eI){switch(eI.label){case 0:if(this.S_(),this.mutations.length>0)throw new 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ey=eE.get(ep.toString());g(!!ey),eT.push(ey)}),eT)]}})})}(this.Ku,ep)];case 1:return[2,((ey=eI.sent()).forEach(function(ep){ep instanceof tG||ep instanceof tU?ew.D_(ep):y()}),ey)]}})})},e.prototype.set=function(ep,ey){this.write(ey.w_(ep,this.Ge(ep))),this.b_.add(ep.toString())},e.prototype.update=function(ep,ey){try{this.write(ey.w_(ep,this.C_(ep)))}catch(ep){this.p_=ep}this.b_.add(ep.toString())},e.prototype.delete=function(ep){this.write([new tF(ep,this.Ge(ep))]),this.b_.add(ep.toString())},e.prototype.commit=function(){return e_.__awaiter(this,void 0,void 0,function(){var ep,ey=this;return e_.__generator(this,function(ew){switch(ew.label){case 0:if(this.S_(),this.p_)throw this.p_;return ep=this.y_,this.mutations.forEach(function(ey){ep.delete(ey.key.toString())}),ep.forEach(function(ep,ew){var eI=eN.D(ew);ey.mutations.push(new tB(eI,ey.Ge(eI)))}),[4,function(ep,ey){return e_.__awaiter(this,void 0,void 0,function(){var ew,eI,eS;return 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"License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function bufferToBase64UrlSafe(ep){return btoa(String.fromCharCode.apply(String,__spread(ep))).replace(/\+/g,"-").replace(/\//g,"_")}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is 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ew=getKey(ep),eI=ez.get(ew);eI&&(eI.delete(ey),0===eI.size&&ez.delete(ew),closeBroadcastChannel())}function callFidChangeCallbacks(ep,ey){var ew,eI,e_=ez.get(ep);if(e_)try{for(var eS=__values(e_),eP=eS.next();!eP.done;eP=eS.next())(0,eP.value)(ey)}catch(ep){ew={error:ep}}finally{try{eP&&!eP.done&&(eI=eS.return)&&eI.call(eS)}finally{if(ew)throw ew.error}}}function broadcastFidChange(ep,ey){var ew=getBroadcastChannel();ew&&ew.postMessage({key:ep,fid:ey}),closeBroadcastChannel()}var eU=null;function getBroadcastChannel(){return!eU&&"BroadcastChannel"in self&&((eU=new BroadcastChannel("[Firebase] FID Change")).onmessage=function(ep){callFidChangeCallbacks(ep.data.key,ep.data.fid)}),eU}function closeBroadcastChannel(){0===ez.size&&eU&&(eU.close(),eU=null)}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eG="firebase-installations-database",eV=1,eY="firebase-installations-store",eK=null;function getDbPromise(){return eK||(eK=(0,eE.openDb)(eG,eV,function(ep){0===ep.oldVersion&&ep.createObjectStore(eY)})),eK}function set(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:return ew=getKey(ep),[4,getDbPromise()];case 1:return[4,(e_=(eI=eP.sent().transaction(eY,"readwrite")).objectStore(eY)).get(ew)];case 2:return eS=eP.sent(),[4,e_.put(ey,ew)];case 3:return eP.sent(),[4,eI.complete];case 4:return eP.sent(),eS&&eS.fid===ey.fid||fidChanged(ep,ey.fid),[2,ey]}})})}function remove(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew;return __generator(this,function(eI){switch(eI.label){case 0:return ey=getKey(ep),[4,getDbPromise()];case 1:return[4,(ew=eI.sent().transaction(eY,"readwrite")).objectStore(eY).delete(ey)];case 2:return eI.sent(),[4,ew.complete];case 3:return eI.sent(),[2]}})})}function update(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS,eP;return __generator(this,function(eE){switch(eE.label){case 0:return ew=getKey(ep),[4,getDbPromise()];case 1:return[4,(e_=(eI=eE.sent().transaction(eY,"readwrite")).objectStore(eY)).get(ew)];case 2:if(void 0!==(eP=ey(eS=eE.sent())))return[3,4];return[4,e_.delete(ew)];case 3:return eE.sent(),[3,6];case 4:return[4,e_.put(eP,ew)];case 5:eE.sent(),eE.label=6;case 6:return[4,eI.complete];case 7:return eE.sent(),eP&&(!eS||eS.fid!==eP.fid)&&fidChanged(ep,eP.fid),[2,eP]}})})}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function getInstallationEntry(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew,eI;return __generator(this,function(e_){switch(e_.label){case 0:return[4,update(ep,function(ew){var eI=triggerRegistrationIfNecessary(ep,updateOrCreateInstallationEntry(ew));return ey=eI.registrationPromise,eI.installationEntry})];case 1:if((ew=e_.sent()).fid!==eB)return[3,3];return eI={},[4,ey];case 2:return[2,(eI.installationEntry=e_.sent(),eI)];case 3:return[2,{installationEntry:ew,registrationPromise:ey}]}})})}function updateOrCreateInstallationEntry(ep){return clearTimedOutRequest(ep||{fid:generateFid(),registrationStatus:0})}function triggerRegistrationIfNecessary(ep,ey){if(0===ey.registrationStatus){if(!navigator.onLine)return{installationEntry:ey,registrationPromise:Promise.reject(eN.create("app-offline"))};var ew={fid:ey.fid,registrationStatus:1,registrationTime:Date.now()},eI=registerInstallation(ep,ew);return{installationEntry:ew,registrationPromise:eI}}return 1===ey.registrationStatus?{installationEntry:ey,registrationPromise:waitUntilFidRegistration(ep)}:{installationEntry:ey}}function registerInstallation(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew;return __generator(this,function(eI){switch(eI.label){case 0:return eI.trys.push([0,2,,7]),[4,createInstallationRequest(ep,ey)];case 1:return[2,set(ep,eI.sent())];case 2:if(!(isServerError(ew=eI.sent())&&409===ew.serverCode))return[3,4];return[4,remove(ep)];case 3:return eI.sent(),[3,6];case 4:return[4,set(ep,{fid:ey.fid,registrationStatus:0})];case 5:eI.sent(),eI.label=6;case 6:throw ew;case 7:return[2]}})})}function waitUntilFidRegistration(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew,eI,e_;return __generator(this,function(eS){switch(eS.label){case 0:return[4,updateInstallationRequest(ep)];case 1:ey=eS.sent(),eS.label=2;case 2:if(1!==ey.registrationStatus)return[3,5];return[4,sleep(100)];case 3:return eS.sent(),[4,updateInstallationRequest(ep)];case 4:return ey=eS.sent(),[3,2];case 5:if(0!==ey.registrationStatus)return[3,7];return[4,getInstallationEntry(ep)];case 6:if(eI=(ew=eS.sent()).installationEntry,e_=ew.registrationPromise)return[2,e_];return[2,eI];case 7:return[2,ey]}})})}function updateInstallationRequest(ep){return update(ep,function(ep){if(!ep)throw eN.create("installation-not-found");return clearTimedOutRequest(ep)})}function clearTimedOutRequest(ep){return hasInstallationRequestTimedOut(ep)?{fid:ep.fid,registrationStatus:0}:ep}function hasInstallationRequestTimedOut(ep){return 1===ep.registrationStatus&&ep.registrationTime+eC=(null!=eI?eI:ey.logLevel)&&ep({level:e_[ew].toLowerCase(),message:eE,args:eS,type:ey.name})}},ew=0,eI=eS;ew0&&e_[e_.length-1])&&(6===eS[0]||2===eS[0])){eP=0;continue}if(3===eS[0]&&(!e_||eS[1]>e_[0]&&eS[1]=ep.length&&(ep=void 0),{value:ep&&ep[eI++],done:!ep}}};throw TypeError(ey?"Object is not iterable.":"Symbol.iterator is not defined.")}function __read(ep,ey){var ew="function"==typeof Symbol&&ep[Symbol.iterator];if(!ew)return ep;var eI,e_,eS=ew.call(ep),eP=[];try{for(;(void 0===ey||ey-- >0)&&!(eI=eS.next()).done;)eP.push(eI.value)}catch(ep){e_={error:ep}}finally{try{eI&&!eI.done&&(ew=eS.return)&&ew.call(eS)}finally{if(e_)throw e_.error}}return eP}function __spread(){for(var ep=[],ey=0;ey0&&"string"==typeof ep.token&&ep.token.length>0&&"string"==typeof ey.auth&&ey.auth.length>0&&"string"==typeof ey.p256dh&&ey.p256dh.length>0&&"string"==typeof ey.endpoint&&ey.endpoint.length>0&&"string"==typeof ey.swScope&&ey.swScope.length>0&&"string"==typeof ey.vapidKey&&ey.vapidKey.length>0}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eV="firebase-messaging-database",eY=1,eK="firebase-messaging-store",eJ=null;function getDbPromise(){return eJ||(eJ=(0,eE.openDb)(eV,eY,function(ep){0===ep.oldVersion&&ep.createObjectStore(eK)})),eJ}function dbGet(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew,eI;return __generator(this,function(e_){switch(e_.label){case 0:return ey=getKey(ep),[4,getDbPromise()];case 1:return[4,e_.sent().transaction(eK).objectStore(eK).get(ey)];case 2:if(!(ew=e_.sent()))return[3,3];return[2,ew];case 3:return[4,migrateOldDatabase(ep.appConfig.senderId)];case 4:if(!(eI=e_.sent()))return[3,6];return[4,dbSet(ep,eI)];case 5:return e_.sent(),[2,eI];case 6:return[2]}})})}function dbSet(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI;return __generator(this,function(e_){switch(e_.label){case 0:return ew=getKey(ep),[4,getDbPromise()];case 1:return[4,(eI=e_.sent().transaction(eK,"readwrite")).objectStore(eK).put(ey,ew)];case 2:return e_.sent(),[4,eI.complete];case 3:return e_.sent(),[2,ey]}})})}function dbRemove(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew;return __generator(this,function(eI){switch(eI.label){case 0:return ey=getKey(ep),[4,getDbPromise()];case 1:return[4,(ew=eI.sent().transaction(eK,"readwrite")).objectStore(eK).delete(ey)];case 2:return eI.sent(),[4,ew.complete];case 3:return eI.sent(),[2]}})})}function getKey(ep){return ep.appConfig.appId}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function requestGetToken(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:return[4,getHeaders(ep)];case 1:ew={method:"POST",headers:eP.sent(),body:JSON.stringify(getBody(ey))},eP.label=2;case 2:return eP.trys.push([2,5,,6]),[4,fetch(getEndpoint(ep.appConfig),ew)];case 3:return[4,eP.sent().json()];case 4:return eI=eP.sent(),[3,6];case 5:throw e_=eP.sent(),eC.create("token-subscribe-failed",{errorInfo:e_});case 6:if(eI.error)throw eS=eI.error.message,eC.create("token-subscribe-failed",{errorInfo:eS});if(!eI.token)throw eC.create("token-subscribe-no-token");return[2,eI.token]}})})}function requestUpdateToken(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:return[4,getHeaders(ep)];case 1:ew={method:"PATCH",headers:eP.sent(),body:JSON.stringify(getBody(ey.subscriptionOptions))},eP.label=2;case 2:return eP.trys.push([2,5,,6]),[4,fetch(getEndpoint(ep.appConfig)+"/"+ey.token,ew)];case 3:return[4,eP.sent().json()];case 4:return eI=eP.sent(),[3,6];case 5:throw e_=eP.sent(),eC.create("token-update-failed",{errorInfo:e_});case 6:if(eI.error)throw eS=eI.error.message,eC.create("token-update-failed",{errorInfo:eS});if(!eI.token)throw eC.create("token-update-no-token");return[2,eI.token]}})})}function requestDeleteToken(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:return[4,getHeaders(ep)];case 1:ew={method:"DELETE",headers:eP.sent()},eP.label=2;case 2:return eP.trys.push([2,5,,6]),[4,fetch(getEndpoint(ep.appConfig)+"/"+ey,ew)];case 3:return[4,eP.sent().json()];case 4:if((eI=eP.sent()).error)throw e_=eI.error.message,eC.create("token-unsubscribe-failed",{errorInfo:e_});return[3,6];case 5:throw eS=eP.sent(),eC.create("token-unsubscribe-failed",{errorInfo:eS});case 6:return[2]}})})}function getEndpoint(ep){return eH+"/projects/"+ep.projectId+"/registrations"}function getHeaders(ep){var ey=ep.appConfig,ew=ep.installations;return __awaiter(this,void 0,void 0,function(){var ep;return __generator(this,function(eI){switch(eI.label){case 0:return[4,ew.getToken()];case 1:return ep=eI.sent(),[2,new Headers({"Content-Type":"application/json",Accept:"application/json","x-goog-api-key":ey.apiKey,"x-goog-firebase-installations-auth":"FIS "+ep})]}})})}function getBody(ep){var ey=ep.p256dh,ew=ep.auth,eI=ep.endpoint,e_=ep.vapidKey,eS={web:{endpoint:eI,auth:ew,p256dh:ey}};return e_!==eR&&(eS.web.applicationPubKey=e_),eS}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eZ=6048e5;function getToken(ep,ey,ew){return __awaiter(this,void 0,void 0,function(){var eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:if("granted"!==Notification.permission)throw eC.create("permission-blocked");return[4,getPushSubscription(ey,ew)];case 1:return eI=eP.sent(),[4,dbGet(ep)];case 2:if(e_=eP.sent(),eS={vapidKey:ew,swScope:ey.scope,endpoint:eI.endpoint,auth:arrayToBase64(eI.getKey("auth")),p256dh:arrayToBase64(eI.getKey("p256dh"))},e_)return[3,3];return[2,getNewToken(ep,eS)];case 3:if(isTokenValid(e_.subscriptionOptions,eS))return[3,8];eP.label=4;case 4:return eP.trys.push([4,6,,7]),[4,requestDeleteToken(ep,e_.token)];case 5:return eP.sent(),[3,7];case 6:return console.warn(eP.sent()),[3,7];case 7:return[2,getNewToken(ep,eS)];case 8:if(Date.now()>=e_.createTime+eZ)return[2,updateToken({token:e_.token,createTime:Date.now(),subscriptionOptions:eS},ep,ey)];return[2,e_.token];case 9:return[2]}})})}function deleteToken(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI;return __generator(this,function(e_){switch(e_.label){case 0:return[4,dbGet(ep)];case 1:if(!(ew=e_.sent()))return[3,4];return[4,requestDeleteToken(ep,ew.token)];case 2:return e_.sent(),[4,dbRemove(ep)];case 3:e_.sent(),e_.label=4;case 4:return[4,ey.pushManager.getSubscription()];case 5:if(eI=e_.sent())return[2,eI.unsubscribe()];return[2,!0]}})})}function updateToken(ep,ey,ew){return __awaiter(this,void 0,void 0,function(){var eI,e_;return __generator(this,function(eS){switch(eS.label){case 0:return eS.trys.push([0,3,,5]),[4,requestUpdateToken(ey,ep)];case 1:return eI=eS.sent(),[4,dbSet(ey,__assign(__assign({},ep),{token:eI,createTime:Date.now()}))];case 2:return eS.sent(),[2,eI];case 3:return e_=eS.sent(),[4,deleteToken(ey,ew)];case 4:throw eS.sent(),e_;case 5:return[2]}})})}function getNewToken(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew;return __generator(this,function(eI){switch(eI.label){case 0:return[4,requestGetToken(ep,ey)];case 1:return[4,dbSet(ep,ew={token:eI.sent(),createTime:Date.now(),subscriptionOptions:ey})];case 2:return eI.sent(),[2,ew.token]}})})}function getPushSubscription(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew;return __generator(this,function(eI){switch(eI.label){case 0:return[4,ep.pushManager.getSubscription()];case 1:if(ew=eI.sent())return[2,ew];return[2,ep.pushManager.subscribe({userVisibleOnly:!0,applicationServerKey:base64ToArray(ey)})]}})})}function isTokenValid(ep,ey){var ew=ey.vapidKey===ep.vapidKey,eI=ey.endpoint===ep.endpoint,e_=ey.auth===ep.auth,eS=ey.p256dh===ep.p256dh;return ew&&eI&&e_&&eS}/** * @license * Copyright 2020 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function externalizePayload(ep){var ey={from:ep.from,collapseKey:ep.collapse_key};return propagateNotificationPayload(ey,ep),propagateDataPayload(ey,ep),propagateFcmOptions(ey,ep),ey}function propagateNotificationPayload(ep,ey){if(ey.notification){ep.notification={};var ew=ey.notification.title;ew&&(ep.notification.title=ew);var eI=ey.notification.body;eI&&(ep.notification.body=eI);var e_=ey.notification.image;e_&&(ep.notification.image=e_)}}function propagateDataPayload(ep,ey){ey.data&&(ep.data=ey.data)}function propagateFcmOptions(ep,ey){if(ey.fcmOptions){ep.fcmOptions={};var ew=ey.fcmOptions.link;ew&&(ep.fcmOptions.link=ew);var eI=ey.fcmOptions.analytics_label;eI&&(ep.fcmOptions.analyticsLabel=eI)}}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function isConsoleMessage(ep){return"object"==typeof ep&&!!ep&&eD in ep}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function sleep(ep){return new Promise(function(ey){setTimeout(ey,ep)})}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eX=function(){function SwController(ep){var ey=this;this.firebaseDependencies=ep,this.isOnBackgroundMessageUsed=null,this.vapidKey=null,this.bgMessageHandler=null,self.addEventListener("push",function(ep){ep.waitUntil(ey.onPush(ep))}),self.addEventListener("pushsubscriptionchange",function(ep){ep.waitUntil(ey.onSubChange(ep))}),self.addEventListener("notificationclick",function(ep){ep.waitUntil(ey.onNotificationClick(ep))})}return Object.defineProperty(SwController.prototype,"app",{get:function(){return this.firebaseDependencies.app},enumerable:!1,configurable:!0}),SwController.prototype.setBackgroundMessageHandler=function(ep){if(this.isOnBackgroundMessageUsed=!1,!ep||"function"!=typeof ep)throw eC.create("invalid-bg-handler");this.bgMessageHandler=ep},SwController.prototype.onBackgroundMessage=function(ep){var ey=this;return this.isOnBackgroundMessageUsed=!0,this.bgMessageHandler=ep,function(){ey.bgMessageHandler=null}},SwController.prototype.getToken=function(){var ep,ey;return __awaiter(this,void 0,void 0,function(){var ew;return __generator(this,function(eI){switch(eI.label){case 0:if(this.vapidKey)return[3,2];return[4,dbGet(this.firebaseDependencies)];case 1:ew=eI.sent(),this.vapidKey=null!==(ey=null===(ep=null==ew?void 0:ew.subscriptionOptions)||void 0===ep?void 0:ep.vapidKey)&&void 0!==ey?ey:eR,eI.label=2;case 2:return[2,getToken(this.firebaseDependencies,self.registration,this.vapidKey)]}})})},SwController.prototype.deleteToken=function(){return deleteToken(this.firebaseDependencies,self.registration)},SwController.prototype.requestPermission=function(){throw eC.create("only-available-in-window")},SwController.prototype.usePublicVapidKey=function(ep){if(null!==this.vapidKey)throw eC.create("use-vapid-key-after-get-token");if("string"!=typeof ep||0===ep.length)throw eC.create("invalid-vapid-key");this.vapidKey=ep},SwController.prototype.useServiceWorker=function(){throw eC.create("only-available-in-window")},SwController.prototype.onMessage=function(){throw eC.create("only-available-in-window")},SwController.prototype.onTokenRefresh=function(){throw eC.create("only-available-in-window")},SwController.prototype.onPush=function(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew,eI,e_;return __generator(this,function(eS){switch(eS.label){case 0:if(!(ey=getMessagePayloadInternal(ep)))return console.debug(eB+"failed to get parsed MessagePayload from the PushEvent. Skip handling the push."),[2];return[4,getClientList()];case 1:if(hasVisibleClients(ew=eS.sent()))return[2,sendMessagePayloadInternalToWindows(ew,ey)];if(eI=!1,!ey.notification)return[3,3];return[4,showNotification(wrapInternalPayload(ey))];case 2:eS.sent(),eI=!0,eS.label=3;case 3:if(!0===eI&&!1===this.isOnBackgroundMessageUsed)return[2];return this.bgMessageHandler&&(e_=externalizePayload(ey),"function"==typeof this.bgMessageHandler?this.bgMessageHandler(e_):this.bgMessageHandler.next(e_)),[2]}})})},SwController.prototype.onSubChange=function(ep){var ey,ew;return __awaiter(this,void 0,void 0,function(){var eI;return __generator(this,function(e_){switch(e_.label){case 0:if(ep.newSubscription)return[3,2];return[4,deleteToken(this.firebaseDependencies,self.registration)];case 1:case 5:return e_.sent(),[2];case 2:return[4,dbGet(this.firebaseDependencies)];case 3:return eI=e_.sent(),[4,deleteToken(this.firebaseDependencies,self.registration)];case 4:return e_.sent(),[4,getToken(this.firebaseDependencies,self.registration,null!==(ew=null===(ey=null==eI?void 0:eI.subscriptionOptions)||void 0===ey?void 0:ey.vapidKey)&&void 0!==ew?ew:eR)]}})})},SwController.prototype.onNotificationClick=function(ep){var ey,ew;return __awaiter(this,void 0,void 0,function(){var eI,eS,eP,eE,eT;return __generator(this,function(eA){switch(eA.label){case 0:if(!(eI=null===(ew=null===(ey=ep.notification)||void 0===ey?void 0:ey.data)||void 0===ew?void 0:ew[eW])||ep.action||(ep.stopImmediatePropagation(),ep.notification.close(),!(eS=getLink(eI)))||(eP=new URL(eS,self.location.href),eE=new URL(self.location.origin),eP.host!==eE.host))return[2];return[4,getWindowClient(eP)];case 1:if(eT=eA.sent())return[3,4];return[4,self.clients.openWindow(eS)];case 2:return eT=eA.sent(),[4,sleep(3e3)];case 3:return eA.sent(),[3,6];case 4:return[4,eT.focus()];case 5:eT=eA.sent(),eA.label=6;case 6:if(!eT)return[2];return eI.messageType=e_.NOTIFICATION_CLICKED,eI.isFirebaseMessaging=!0,[2,eT.postMessage(eI)]}})})},SwController}();function wrapInternalPayload(ep){var ey,ew=__assign({},ep.notification);return ew.data=((ey={})[eW]=ep,ey),ew}function getMessagePayloadInternal(ep){var ey=ep.data;if(!ey)return null;try{return ey.json()}catch(ep){return null}}function getWindowClient(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew,eI,e_,eS,eP,eE;return __generator(this,function(eT){switch(eT.label){case 0:return[4,getClientList()];case 1:ey=eT.sent();try{for(eI=(ew=__values(ey)).next();!eI.done;eI=ew.next())if(e_=eI.value,eS=new URL(e_.url,self.location.href),ep.host===eS.host)return[2,e_]}catch(ep){eP={error:ep}}finally{try{eI&&!eI.done&&(eE=ew.return)&&eE.call(ew)}finally{if(eP)throw eP.error}}return[2,null]}})})}function hasVisibleClients(ep){return ep.some(function(ep){return"visible"===ep.visibilityState&&!ep.url.startsWith("chrome-extension://")})}function sendMessagePayloadInternalToWindows(ep,ey){var ew,eI;ey.isFirebaseMessaging=!0,ey.messageType=e_.PUSH_RECEIVED;try{for(var eS=__values(ep),eP=eS.next();!eP.done;eP=eS.next())eP.value.postMessage(ey)}catch(ep){ew={error:ep}}finally{try{eP&&!eP.done&&(eI=eS.return)&&eI.call(eS)}finally{if(ew)throw ew.error}}}function getClientList(){return self.clients.matchAll({type:"window",includeUncontrolled:!0})}function showNotification(ep){var ey,ew=ep.actions,eI=Notification.maxActions;return ew&&eI&&ew.length>eI&&console.warn("This browser only supports "+eI+" actions. The remaining actions will not be displayed."),self.registration.showNotification(null!==(ey=ep.title)&&void 0!==ey?ey:"",ep)}function getLink(ep){var ey,ew,eI;return(null!==(ew=null===(ey=ep.fcmOptions)||void 0===ey?void 0:ey.link)&&void 0!==ew?ew:null===(eI=ep.notification)||void 0===eI?void 0:eI.click_action)||(isConsoleMessage(ep.data)?self.location.origin:null)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eQ=function(){function WindowController(ep){var ey=this;this.firebaseDependencies=ep,this.vapidKey=null,this.onMessageCallback=null,navigator.serviceWorker.addEventListener("message",function(ep){return ey.messageEventListener(ep)})}return Object.defineProperty(WindowController.prototype,"app",{get:function(){return this.firebaseDependencies.app},enumerable:!1,configurable:!0}),WindowController.prototype.messageEventListener=function(ep){return __awaiter(this,void 0,void 0,function(){var ey,ew;return __generator(this,function(eI){switch(eI.label){case 0:if(!(ey=ep.data).isFirebaseMessaging)return[2];if(this.onMessageCallback&&ey.messageType===e_.PUSH_RECEIVED&&("function"==typeof this.onMessageCallback?this.onMessageCallback(stripInternalFields(Object.assign({},ey))):this.onMessageCallback.next(Object.assign({},ey))),!(isConsoleMessage(ew=ey.data)&&"1"===ew[eF]))return[3,2];return[4,this.logEvent(ey.messageType,ew)];case 1:eI.sent(),eI.label=2;case 2:return[2]}})})},WindowController.prototype.getVapidKey=function(){return this.vapidKey},WindowController.prototype.getSwReg=function(){return this.swRegistration},WindowController.prototype.getToken=function(ep){return __awaiter(this,void 0,void 0,function(){return __generator(this,function(ey){switch(ey.label){case 0:if("default"!==Notification.permission)return[3,2];return[4,Notification.requestPermission()];case 1:ey.sent(),ey.label=2;case 2:if("granted"!==Notification.permission)throw eC.create("permission-blocked");return[4,this.updateVapidKey(null==ep?void 0:ep.vapidKey)];case 3:return ey.sent(),[4,this.updateSwReg(null==ep?void 0:ep.serviceWorkerRegistration)];case 4:return ey.sent(),[2,getToken(this.firebaseDependencies,this.swRegistration,this.vapidKey)]}})})},WindowController.prototype.updateVapidKey=function(ep){return __awaiter(this,void 0,void 0,function(){return __generator(this,function(ey){return ep?this.vapidKey=ep:this.vapidKey||(this.vapidKey=eR),[2]})})},WindowController.prototype.updateSwReg=function(ep){return __awaiter(this,void 0,void 0,function(){return __generator(this,function(ey){switch(ey.label){case 0:if(!(!ep&&!this.swRegistration))return[3,2];return[4,this.registerDefaultSw()];case 1:ey.sent(),ey.label=2;case 2:if(!ep&&this.swRegistration)return[2];if(!(ep instanceof ServiceWorkerRegistration))throw eC.create("invalid-sw-registration");return this.swRegistration=ep,[2]}})})},WindowController.prototype.registerDefaultSw=function(){return __awaiter(this,void 0,void 0,function(){var ep,ey;return __generator(this,function(ew){switch(ew.label){case 0:return ew.trys.push([0,2,,3]),ep=this,[4,navigator.serviceWorker.register(eO,{scope:eM})];case 1:return ep.swRegistration=ew.sent(),this.swRegistration.update().catch(function(){}),[3,3];case 2:throw ey=ew.sent(),eC.create("failed-service-worker-registration",{browserErrorMessage:ey.message});case 3:return[2]}})})},WindowController.prototype.deleteToken=function(){return __awaiter(this,void 0,void 0,function(){return __generator(this,function(ep){switch(ep.label){case 0:if(this.swRegistration)return[3,2];return[4,this.registerDefaultSw()];case 1:ep.sent(),ep.label=2;case 2:return[2,deleteToken(this.firebaseDependencies,this.swRegistration)]}})})},WindowController.prototype.requestPermission=function(){return __awaiter(this,void 0,void 0,function(){var ep;return __generator(this,function(ey){switch(ey.label){case 0:if("granted"===Notification.permission)return[2];return[4,Notification.requestPermission()];case 1:if("granted"===(ep=ey.sent()))return[2];if("denied"===ep)throw eC.create("permission-blocked");throw eC.create("permission-default")}})})},WindowController.prototype.usePublicVapidKey=function(ep){if(null!==this.vapidKey)throw eC.create("use-vapid-key-after-get-token");if("string"!=typeof ep||0===ep.length)throw eC.create("invalid-vapid-key");this.vapidKey=ep},WindowController.prototype.useServiceWorker=function(ep){if(!(ep instanceof ServiceWorkerRegistration))throw eC.create("invalid-sw-registration");if(this.swRegistration)throw eC.create("use-sw-after-get-token");this.swRegistration=ep},WindowController.prototype.onMessage=function(ep){var ey=this;return this.onMessageCallback=ep,function(){ey.onMessageCallback=null}},WindowController.prototype.setBackgroundMessageHandler=function(){throw eC.create("only-available-in-sw")},WindowController.prototype.onBackgroundMessage=function(){throw eC.create("only-available-in-sw")},WindowController.prototype.onTokenRefresh=function(){return function(){}},WindowController.prototype.logEvent=function(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew;return __generator(this,function(eI){switch(eI.label){case 0:return ew=getEventType(ep),[4,this.firebaseDependencies.analyticsProvider.get()];case 1:return eI.sent().logEvent(ew,{message_id:ey[eD],message_name:ey[eL],message_time:ey[eN],message_device_time:Math.floor(Date.now()/1e3)}),[2]}})})},WindowController}();function getEventType(ep){switch(ep){case e_.NOTIFICATION_CLICKED:return"notification_open";case e_.PUSH_RECEIVED:return"notification_foreground";default:throw Error()}}function stripInternalFields(ep){return delete ep.messageType,delete ep.isFirebaseMessaging,ep}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function extractAppConfig(ep){if(!ep||!ep.options)throw getMissingValueError("App Configuration Object");if(!ep.name)throw getMissingValueError("App Name");var ey,ew,eI=["projectId","apiKey","appId","messagingSenderId"],e_=ep.options;try{for(var eS=__values(eI),eP=eS.next();!eP.done;eP=eS.next()){var eE=eP.value;if(!e_[eE])throw getMissingValueError(eE)}}catch(ep){ey={error:ep}}finally{try{eP&&!eP.done&&(ew=eS.return)&&ew.call(eS)}finally{if(ey)throw ey.error}}return{appName:ep.name,projectId:e_.projectId,apiKey:e_.apiKey,appId:e_.appId,senderId:e_.messagingSenderId}}function getMissingValueError(ep){return eC.create("missing-app-config-values",{valueName:ep})}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var e$="messaging";function factoryMethod(ep){var ey=ep.getProvider("app").getImmediate(),ew=extractAppConfig(ey),eI={app:ey,appConfig:ew,installations:ep.getProvider("installations").getImmediate(),analyticsProvider:ep.getProvider("analytics-internal")};if(!isSupported())throw eC.create("unsupported-browser");return self&&"ServiceWorkerGlobalScope"in self?new eX(eI):new eQ(eI)}var e0={isSupported:isSupported};function isSupported(){return self&&"ServiceWorkerGlobalScope"in self?isSWControllerSupported():isWindowControllerSupported()}function isWindowControllerSupported(){return"indexedDB"in window&&null!==indexedDB&&navigator.cookieEnabled&&"serviceWorker"in navigator&&"PushManager"in window&&"Notification"in window&&"fetch"in window&&ServiceWorkerRegistration.prototype.hasOwnProperty("showNotification")&&PushSubscription.prototype.hasOwnProperty("getKey")}function isSWControllerSupported(){return"indexedDB"in self&&null!==indexedDB&&"PushManager"in self&&"Notification"in self&&ServiceWorkerRegistration.prototype.hasOwnProperty("showNotification")&&PushSubscription.prototype.hasOwnProperty("getKey")}eT.default.INTERNAL.registerComponent(new eS.Component(e$,factoryMethod,"PUBLIC").setServiceProps(e0))},11136:function(ep,ey,ew){"use strict";Object.defineProperty(ey,"__esModule",{value:!0});var eI,e_,eS,eP,eE,eT,eA,eC,eO=ew(5752);ew(58288);var eM=ew(41175),eR=ew(31313),eH=ew(14594),eW=ew(79730),eD=function(ep){return ep&&"object"==typeof ep&&"default"in ep?ep:{default:ep}}(eO),eL="@firebase/performance",eN="0.4.2",eF=eN,eB="FB-PERF-TRACE-START",ez="FB-PERF-TRACE-STOP",eU="FB-PERF-TRACE-MEASURE",eG="_wt_",eV="_fp",eY="_fcp",eK="_fid",eJ="@firebase/performance/config",eZ="@firebase/performance/configexpire",eX="performance",eQ="Performance",e$=((eI={})["trace started"]="Trace {$traceName} was started before.",eI["trace stopped"]="Trace {$traceName} is not running.",eI["nonpositive trace startTime"]="Trace {$traceName} startTime should be positive.",eI["nonpositive trace duration"]="Trace {$traceName} duration should be positive.",eI["no window"]="Window is not available.",eI["no app id"]="App id is not available.",eI["no project id"]="Project id is not available.",eI["no api key"]="Api key is not available.",eI["invalid cc log"]="Attempted to queue invalid cc event",eI["FB not default"]="Performance can only start when Firebase app instance is the default one.",eI["RC response not ok"]="RC response is not ok",eI["invalid attribute name"]="Attribute name {$attributeName} is invalid.",eI["invalid attribute value"]="Attribute value {$attributeValue} is invalid.",eI["invalid custom metric name"]="Custom metric name {$customMetricName} is invalid",eI["invalid String merger input"]="Input for String merger is invalid, contact support team to resolve.",eI),e0=new eR.ErrorFactory(eX,eQ,e$),e1=new eH.Logger(eQ);e1.logLevel=eH.LogLevel.INFO;var e4=function(){function Api(ep){if(this.window=ep,!ep)throw e0.create("no window");this.performance=ep.performance,this.PerformanceObserver=ep.PerformanceObserver,this.windowLocation=ep.location,this.navigator=ep.navigator,this.document=ep.document,this.navigator&&this.navigator.cookieEnabled&&(this.localStorage=ep.localStorage),ep.perfMetrics&&ep.perfMetrics.onFirstInputDelay&&(this.onFirstInputDelay=ep.perfMetrics.onFirstInputDelay)}return Api.prototype.getUrl=function(){return this.windowLocation.href.split("?")[0]},Api.prototype.mark=function(ep){this.performance&&this.performance.mark&&this.performance.mark(ep)},Api.prototype.measure=function(ep,ey,ew){this.performance&&this.performance.measure&&this.performance.measure(ep,ey,ew)},Api.prototype.getEntriesByType=function(ep){return this.performance&&this.performance.getEntriesByType?this.performance.getEntriesByType(ep):[]},Api.prototype.getEntriesByName=function(ep){return this.performance&&this.performance.getEntriesByName?this.performance.getEntriesByName(ep):[]},Api.prototype.getTimeOrigin=function(){return this.performance&&(this.performance.timeOrigin||this.performance.timing.navigationStart)},Api.prototype.requiredApisAvailable=function(){return fetch&&Promise&&this.navigator&&this.navigator.cookieEnabled?!!eR.isIndexedDBAvailable()||(e1.info("IndexedDB is not supported by current browswer"),!1):(e1.info("Firebase Performance cannot start if browser does not support fetch and Promise or cookie is disabled."),!1)},Api.prototype.setupObserver=function(ep,ey){this.PerformanceObserver&&new this.PerformanceObserver(function(ep){for(var ew=0,eI=ep.getEntries();ew1)throw e0.create("invalid String merger input");for(var eI=[],e_=0;e_e_&&eI.push(ey.charAt(e_));return eI.join("")}var e6=function(){function SettingsService(){this.instrumentationEnabled=!0,this.dataCollectionEnabled=!0,this.loggingEnabled=!1,this.tracesSamplingRate=1,this.networkRequestsSamplingRate=1,this.logEndPointUrl="https://firebaselogging.googleapis.com/v0cc/log?format=json_proto",this.flTransportEndpointUrl=mergeStrings("hts/frbslgigp.ogepscmv/ieo/eaylg","tp:/ieaeogn-agolai.o/1frlglgc/o"),this.transportKey=mergeStrings("AzSC8r6ReiGqFMyfvgow","Iayx0u-XT3vksVM-pIV"),this.logSource=462,this.logTraceAfterSampling=!1,this.logNetworkAfterSampling=!1,this.configTimeToLive=12}return SettingsService.prototype.getAppId=function(){var ep=this.firebaseAppInstance&&this.firebaseAppInstance.options&&this.firebaseAppInstance.options.appId;if(!ep)throw e0.create("no app id");return ep},SettingsService.prototype.getProjectId=function(){var ep=this.firebaseAppInstance&&this.firebaseAppInstance.options&&this.firebaseAppInstance.options.projectId;if(!ep)throw e0.create("no project id");return ep},SettingsService.prototype.getApiKey=function(){var ep=this.firebaseAppInstance&&this.firebaseAppInstance.options&&this.firebaseAppInstance.options.apiKey;if(!ep)throw e0.create("no api key");return ep},SettingsService.prototype.getFlTransportFullUrl=function(){return this.flTransportEndpointUrl.concat("?key=",this.transportKey)},SettingsService.getInstance=function(){return void 0===eP&&(eP=new SettingsService),eP},SettingsService}();function getIidPromise(){var ep=e6.getInstance().installationsService.getId();return ep.then(function(ep){eE=ep}),ep}function getIid(){return eE}function getAuthTokenPromise(){var ep=e6.getInstance().installationsService.getToken();return ep.then(function(ep){}),ep}!function(ep){ep[ep.UNKNOWN=0]="UNKNOWN",ep[ep.VISIBLE=1]="VISIBLE",ep[ep.HIDDEN=2]="HIDDEN"}(eT||(eT={}));var e5=["firebase_","google_","ga_"],e8=RegExp("^[a-zA-Z]\\w*$"),e3=40,e9=100;function getServiceWorkerStatus(){var ep=e4.getInstance().navigator;return"serviceWorker"in ep?ep.serviceWorker.controller?2:3:1}function getVisibilityState(){switch(e4.getInstance().document.visibilityState){case"visible":return eT.VISIBLE;case"hidden":return eT.HIDDEN;default:return eT.UNKNOWN}}function getEffectiveConnectionType(){var ep=e4.getInstance().navigator.connection;switch(ep&&ep.effectiveType){case"slow-2g":return 1;case"2g":return 2;case"3g":return 3;case"4g":return 4;default:return 0}}function isValidCustomAttributeName(ep){return 0!==ep.length&&!(ep.length>e3)&&!e5.some(function(ey){return ep.startsWith(ey)})&&!!ep.match(e8)}function isValidCustomAttributeValue(ep){return 0!==ep.length&&ep.length<=e9}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var e7="0.0.1",ty={loggingEnabled:!0},tv="FIREBASE_INSTALLATIONS_AUTH";function getConfig(ep){var ey=getStoredConfig();return ey?(processConfig(ey),Promise.resolve()):getRemoteConfig(ep).then(processConfig).then(function(ep){return storeConfig(ep)},function(){})}function getStoredConfig(){var ep=e4.getInstance().localStorage;if(ep){var ey=ep.getItem(eZ);if(ey&&configValid(ey)){var ew=ep.getItem(eJ);if(ew)try{return JSON.parse(ew)}catch(ep){return}}}}function storeConfig(ep){var ey=e4.getInstance().localStorage;ep&&ey&&(ey.setItem(eJ,JSON.stringify(ep)),ey.setItem(eZ,String(Date.now()+36e5*e6.getInstance().configTimeToLive)))}var tI="Could not fetch config, will use default configs";function getRemoteConfig(ep){return getAuthTokenPromise().then(function(ey){var ew="https://firebaseremoteconfig.googleapis.com/v1/projects/"+e6.getInstance().getProjectId()+"/namespaces/fireperf:fetch?key="+e6.getInstance().getApiKey(),eI=new Request(ew,{method:"POST",headers:{Authorization:tv+" "+ey},body:JSON.stringify({app_instance_id:ep,app_instance_id_token:ey,app_id:e6.getInstance().getAppId(),app_version:eF,sdk_version:e7})});return fetch(eI).then(function(ep){if(ep.ok)return ep.json();throw e0.create("RC response not ok")})}).catch(function(){e1.info(tI)})}function processConfig(ep){if(!ep)return ep;var ey=e6.getInstance(),ew=ep.entries||{};return void 0!==ew.fpr_enabled?ey.loggingEnabled="true"===String(ew.fpr_enabled):ey.loggingEnabled=ty.loggingEnabled,ew.fpr_log_source&&(ey.logSource=Number(ew.fpr_log_source)),ew.fpr_log_endpoint_url&&(ey.logEndPointUrl=ew.fpr_log_endpoint_url),ew.fpr_log_transport_key&&(ey.transportKey=ew.fpr_log_transport_key),void 0!==ew.fpr_vc_network_request_sampling_rate&&(ey.networkRequestsSamplingRate=Number(ew.fpr_vc_network_request_sampling_rate)),void 0!==ew.fpr_vc_trace_sampling_rate&&(ey.tracesSamplingRate=Number(ew.fpr_vc_trace_sampling_rate)),ey.logTraceAfterSampling=shouldLogAfterSampling(ey.tracesSamplingRate),ey.logNetworkAfterSampling=shouldLogAfterSampling(ey.networkRequestsSamplingRate),ep}function configValid(ep){return Number(ep)>Date.now()}function shouldLogAfterSampling(ep){return Math.random()<=ep}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var t_=1;function getInitializationPromise(){return t_=2,eA=eA||initializePerf()}function isPerfInitialized(){return 3===t_}function initializePerf(){return getDocumentReadyComplete().then(function(){return getIidPromise()}).then(function(ep){return getConfig(ep)}).then(function(){return changeInitializationStatus()},function(){return changeInitializationStatus()})}function getDocumentReadyComplete(){var ep=e4.getInstance().document;return new Promise(function(ey){if(ep&&"complete"!==ep.readyState){var handler_1=function(){"complete"===ep.readyState&&(ep.removeEventListener("readystatechange",handler_1),ey())};ep.addEventListener("readystatechange",handler_1)}else ey()})}function changeInitializationStatus(){t_=3}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var tS=1e4,tP=5500,tE=3,tT=3,tA=[],tC=!1;function setupTransportService(){tC||(processQueue(tP),tC=!0)}function processQueue(ep){setTimeout(function(){if(0!==tT){if(!tA.length)return processQueue(tS);dispatchQueueEvents()}},ep)}function dispatchQueueEvents(){var ep=eM.__spreadArrays(tA);tA=[];var ey=ep.map(function(ep){return{source_extension_json_proto3:ep.message,event_time_ms:String(ep.eventTime)}});sendEventsToFl({request_time_ms:String(Date.now()),client_info:{client_type:1,js_client_info:{}},log_source:e6.getInstance().logSource,log_event:ey},ep).catch(function(){tA=eM.__spreadArrays(ep,tA),tT--,e1.info("Tries left: "+tT+"."),processQueue(tS)})}function sendEventsToFl(ep,ey){return postToFlEndpoint(ep).then(function(ep){return ep.ok||e1.info("Call to Firebase backend failed."),ep.json()}).then(function(ep){var ew=Number(ep.nextRequestWaitMillis),eI=tS;isNaN(ew)||(eI=Math.max(ew,eI));var e_=ep.logResponseDetails;Array.isArray(e_)&&e_.length>0&&"RETRY_REQUEST_LATER"===e_[0].responseAction&&(tA=eM.__spreadArrays(ey,tA),e1.info("Retry transport request later.")),tT=tE,processQueue(eI)})}function postToFlEndpoint(ep){var ey=e6.getInstance().getFlTransportFullUrl();return fetch(ey,{method:"POST",body:JSON.stringify(ep)})}function addToQueue(ep){if(!ep.eventTime||!ep.message)throw e0.create("invalid cc log");tA=eM.__spreadArrays(tA,[ep])}function transportHandler(ep){return function(){for(var ey=[],ew=0;ewtO)&&(ey&&ey.startsWith(eG)&&tR.indexOf(ep)>-1||!ep.startsWith(tM))}function convertMetricValueToInteger(ep){var ey=Math.floor(ep);return eyey.indexOf(eI)&&(ew[eI]=ep[eI]);if(null!=ep&&"function"==typeof Object.getOwnPropertySymbols)for(var e_=0,eI=Object.getOwnPropertySymbols(ep);e_ey.indexOf(eI[e_])&&Object.prototype.propertyIsEnumerable.call(ep,eI[e_])&&(ew[eI[e_]]=ep[eI[e_]]);return ew}function __decorate(ep,ey,ew,eI){var e_,eS=arguments.length,eP=eS<3?ey:null===eI?eI=Object.getOwnPropertyDescriptor(ey,ew):eI;if("object"==typeof Reflect&&"function"==typeof Reflect.decorate)eP=Reflect.decorate(ep,ey,ew,eI);else for(var eE=ep.length-1;eE>=0;eE--)(e_=ep[eE])&&(eP=(eS<3?e_(eP):eS>3?e_(ey,ew,eP):e_(ey,ew))||eP);return eS>3&&eP&&Object.defineProperty(ey,ew,eP),eP}function __param(ep,ey){return function(ew,eI){ey(ew,eI,ep)}}function __metadata(ep,ey){if("object"==typeof Reflect&&"function"==typeof Reflect.metadata)return Reflect.metadata(ep,ey)}function __awaiter(ep,ey,ew,eI){function adopt(ep){return ep instanceof ew?ep:new ew(function(ey){ey(ep)})}return new(ew||(ew=Promise))(function(ew,e_){function fulfilled(ep){try{step(eI.next(ep))}catch(ep){e_(ep)}}function rejected(ep){try{step(eI.throw(ep))}catch(ep){e_(ep)}}function step(ep){ep.done?ew(ep.value):adopt(ep.value).then(fulfilled,rejected)}step((eI=eI.apply(ep,ey||[])).next())})}function __generator(ep,ey){var ew,eI,e_,eS,eP={label:0,sent:function(){if(1&e_[0])throw e_[1];return e_[1]},trys:[],ops:[]};return eS={next:verb(0),throw:verb(1),return:verb(2)},"function"==typeof Symbol&&(eS[Symbol.iterator]=function(){return this}),eS;function verb(ep){return function(ey){return step([ep,ey])}}function step(eS){if(ew)throw TypeError("Generator is already executing.");for(;eP;)try{if(ew=1,eI&&(e_=2&eS[0]?eI.return:eS[0]?eI.throw||((e_=eI.return)&&e_.call(eI),0):eI.next)&&!(e_=e_.call(eI,eS[1])).done)return e_;switch(eI=0,e_&&(eS=[2&eS[0],e_.value]),eS[0]){case 0:case 1:e_=eS;break;case 4:return eP.label++,{value:eS[1],done:!1};case 5:eP.label++,eI=eS[1],eS=[0];continue;case 7:eS=eP.ops.pop(),eP.trys.pop();continue;default:if(!(e_=(e_=eP.trys).length>0&&e_[e_.length-1])&&(6===eS[0]||2===eS[0])){eP=0;continue}if(3===eS[0]&&(!e_||eS[1]>e_[0]&&eS[1]=ep.length&&(ep=void 0),{value:ep&&ep[eI++],done:!ep}}};throw TypeError(ey?"Object is not iterable.":"Symbol.iterator is not defined.")}function __read(ep,ey){var ew="function"==typeof Symbol&&ep[Symbol.iterator];if(!ew)return ep;var eI,e_,eS=ew.call(ep),eP=[];try{for(;(void 0===ey||ey-- >0)&&!(eI=eS.next()).done;)eP.push(eI.value)}catch(ep){e_={error:ep}}finally{try{eI&&!eI.done&&(ew=eS.return)&&ew.call(eS)}finally{if(e_)throw e_.error}}return eP}function __spread(){for(var ep=[],ey=0;ey1||resume(ep,ey)})})}function resume(ep,ey){try{step(e_[ep](ey))}catch(ep){settle(eS[0][3],ep)}}function step(ep){ep.value instanceof __await?Promise.resolve(ep.value.v).then(fulfill,reject):settle(eS[0][2],ep)}function fulfill(ep){resume("next",ep)}function reject(ep){resume("throw",ep)}function settle(ep,ey){ep(ey),eS.shift(),eS.length&&resume(eS[0][0],eS[0][1])}}function __asyncDelegator(ep){var ey,ew;return ey={},verb("next"),verb("throw",function(ep){throw ep}),verb("return"),ey[Symbol.iterator]=function(){return this},ey;function verb(eI,e_){ey[eI]=ep[eI]?function(ey){return(ew=!ew)?{value:__await(ep[eI](ey)),done:"return"===eI}:e_?e_(ey):ey}:e_}}function __asyncValues(ep){if(!Symbol.asyncIterator)throw TypeError("Symbol.asyncIterator is not defined.");var ey,ew=ep[Symbol.asyncIterator];return ew?ew.call(ep):(ep=__values(ep),ey={},verb("next"),verb("throw"),verb("return"),ey[Symbol.asyncIterator]=function(){return this},ey);function verb(ew){ey[ew]=ep[ew]&&function(ey){return new Promise(function(eI,e_){settle(eI,e_,(ey=ep[ew](ey)).done,ey.value)})}}function settle(ep,ey,ew,eI){Promise.resolve(eI).then(function(ey){ep({value:ey,done:ew})},ey)}}function __makeTemplateObject(ep,ey){return Object.defineProperty?Object.defineProperty(ep,"raw",{value:ey}):ep.raw=ey,ep}function __importStar(ep){if(ep&&ep.__esModule)return ep;var ey={};if(null!=ep)for(var ew in ep)Object.hasOwnProperty.call(ep,ew)&&(ey[ew]=ep[ew]);return ey.default=ep,ey}function __importDefault(ep){return ep&&ep.__esModule?ep:{default:ep}}function __classPrivateFieldGet(ep,ey){if(!ey.has(ep))throw TypeError("attempted to get private field on non-instance");return ey.get(ep)}function __classPrivateFieldSet(ep,ey,ew){if(!ey.has(ep))throw TypeError("attempted to set private field on non-instance");return ey.set(ep,ew),ew}},5681:function(ep,ey,ew){"use strict";Object.defineProperty(ey,"__esModule",{value:!0});var eI,e_=ew(5752);ew(58288);var eS=ew(52027),eP=ew(31313),eE=ew(14594),eT=ew(79730),eA=function(ep){return ep&&"object"==typeof ep&&"default"in ep?ep:{default:ep}}(e_),eC=function(){function CachingClient(ep,ey,ew,eI){this.client=ep,this.storage=ey,this.storageCache=ew,this.logger=eI}return CachingClient.prototype.isCachedDataFresh=function(ep,ey){if(!ey)return this.logger.debug("Config fetch cache check. Cache unpopulated."),!1;var ew=Date.now()-ey,eI=ew<=ep;return this.logger.debug("Config fetch cache check. Cache age millis: "+ew+". Cache max age millis (minimumFetchIntervalMillis setting): "+ep+". Is cache hit: "+eI+"."),eI},CachingClient.prototype.fetch=function(ep){return eS.__awaiter(this,void 0,void 0,function(){var ey,ew,eI,e_,eP;return eS.__generator(this,function(eS){switch(eS.label){case 0:return[4,Promise.all([this.storage.getLastSuccessfulFetchTimestampMillis(),this.storage.getLastSuccessfulFetchResponse()])];case 1:if(ew=(ey=eS.sent())[0],(eI=ey[1])&&this.isCachedDataFresh(ep.cacheMaxAgeMillis,ew))return[2,eI];return ep.eTag=eI&&eI.eTag,[4,this.client.fetch(ep)];case 2:return e_=eS.sent(),eP=[this.storageCache.setLastSuccessfulFetchTimestampMillis(Date.now())],200===e_.status&&eP.push(this.storage.setLastSuccessfulFetchResponse(e_)),[4,Promise.all(eP)];case 3:return eS.sent(),[2,e_]}})})},CachingClient}(),eO=((eI={})["registration-window"]="Undefined window object. This SDK only supports usage in a browser environment.",eI["registration-project-id"]="Undefined project identifier. Check Firebase app initialization.",eI["registration-api-key"]="Undefined API key. Check Firebase app initialization.",eI["registration-app-id"]="Undefined app identifier. Check Firebase app initialization.",eI["storage-open"]="Error thrown when opening storage. Original error: {$originalErrorMessage}.",eI["storage-get"]="Error thrown when reading from storage. Original error: {$originalErrorMessage}.",eI["storage-set"]="Error thrown when writing to storage. Original error: {$originalErrorMessage}.",eI["storage-delete"]="Error thrown when deleting from storage. Original error: {$originalErrorMessage}.",eI["fetch-client-network"]="Fetch client failed to connect to a network. Check Internet connection. Original error: {$originalErrorMessage}.",eI["fetch-timeout"]='The config fetch request timed out. Configure timeout using "fetchTimeoutMillis" SDK setting.',eI["fetch-throttle"]='The config fetch request timed out while in an exponential backoff state. Configure timeout using "fetchTimeoutMillis" SDK setting. Unix timestamp in milliseconds when fetch request throttling ends: {$throttleEndTimeMillis}.',eI["fetch-client-parse"]="Fetch client could not parse response. Original error: {$originalErrorMessage}.",eI["fetch-status"]="Fetch server returned an HTTP error status. HTTP status: {$httpStatus}.",eI),eM=new eP.ErrorFactory("remoteconfig","Remote Config",eO);function hasErrorCode(ep,ey){return ep instanceof eP.FirebaseError&&-1!==ep.code.indexOf(ey)}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function getUserLanguage(ep){return void 0===ep&&(ep=navigator),ep.languages&&ep.languages[0]||ep.language}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eR=function(){function RestClient(ep,ey,ew,eI,e_,eS){this.firebaseInstallations=ep,this.sdkVersion=ey,this.namespace=ew,this.projectId=eI,this.apiKey=e_,this.appId=eS}return RestClient.prototype.fetch=function(ep){return eS.__awaiter(this,void 0,void 0,function(){var ey,ew,eI,e_,eP,eE,eT,eA,eC,eO,eR,eH,eW,eD,eL,eN;return eS.__generator(this,function(eS){switch(eS.label){case 0:return[4,Promise.all([this.firebaseInstallations.getId(),this.firebaseInstallations.getToken()])];case 1:ew=(ey=eS.sent())[0],eI=ey[1],e_=(window.FIREBASE_REMOTE_CONFIG_URL_BASE||"https://firebaseremoteconfig.googleapis.com")+"/v1/projects/"+this.projectId+"/namespaces/"+this.namespace+":fetch?key="+this.apiKey,eP={method:"POST",headers:{"Content-Type":"application/json","Content-Encoding":"gzip","If-None-Match":ep.eTag||"*"},body:JSON.stringify({sdk_version:this.sdkVersion,app_instance_id:ew,app_instance_id_token:eI,app_id:this.appId,language_code:getUserLanguage()})},eE=fetch(e_,eP),eT=new Promise(function(ey,ew){ep.signal.addEventListener(function(){var ep=Error("The operation was aborted.");ep.name="AbortError",ew(ep)})}),eS.label=2;case 2:return eS.trys.push([2,5,,6]),[4,Promise.race([eE,eT])];case 3:return eS.sent(),[4,eE];case 4:return eA=eS.sent(),[3,6];case 5:throw eC=eS.sent(),eO="fetch-client-network","AbortError"===eC.name&&(eO="fetch-timeout"),eM.create(eO,{originalErrorMessage:eC.message});case 6:if(eR=eA.status,eH=eA.headers.get("ETag")||void 0,200!==eA.status)return[3,11];eL=void 0,eS.label=7;case 7:return eS.trys.push([7,9,,10]),[4,eA.json()];case 8:return eL=eS.sent(),[3,10];case 9:throw eN=eS.sent(),eM.create("fetch-client-parse",{originalErrorMessage:eN.message});case 10:eW=eL.entries,eD=eL.state,eS.label=11;case 11:if("INSTANCE_STATE_UNSPECIFIED"===eD?eR=500:"NO_CHANGE"===eD?eR=304:("NO_TEMPLATE"===eD||"EMPTY_CONFIG"===eD)&&(eW={}),304!==eR&&200!==eR)throw eM.create("fetch-status",{httpStatus:eR});return[2,{status:eR,eTag:eH,config:eW}]}})})},RestClient}(),eH=function(){function RemoteConfigAbortSignal(){this.listeners=[]}return RemoteConfigAbortSignal.prototype.addEventListener=function(ep){this.listeners.push(ep)},RemoteConfigAbortSignal.prototype.abort=function(){this.listeners.forEach(function(ep){return ep()})},RemoteConfigAbortSignal}(),eW=!1,eD="",eL=0,eN=["1","true","t","yes","y","on"],eF=function(){function Value(ep,ey){void 0===ey&&(ey=eD),this._source=ep,this._value=ey}return Value.prototype.asString=function(){return this._value},Value.prototype.asBoolean=function(){return"static"===this._source?eW:eN.indexOf(this._value.toLowerCase())>=0},Value.prototype.asNumber=function(){if("static"===this._source)return eL;var ep=Number(this._value);return isNaN(ep)&&(ep=eL),ep},Value.prototype.getSource=function(){return this._source},Value}(),eB=6e4,ez=432e5,eU=function(){function RemoteConfig(ep,ey,ew,eI,e_){this.app=ep,this._client=ey,this._storageCache=ew,this._storage=eI,this._logger=e_,this._isInitializationComplete=!1,this.settings={fetchTimeoutMillis:eB,minimumFetchIntervalMillis:ez},this.defaultConfig={}}return RemoteConfig.prototype.setLogLevel=function(ep){switch(ep){case"debug":this._logger.logLevel=eE.LogLevel.DEBUG;break;case"silent":this._logger.logLevel=eE.LogLevel.SILENT;break;default:this._logger.logLevel=eE.LogLevel.ERROR}},Object.defineProperty(RemoteConfig.prototype,"fetchTimeMillis",{get:function(){return this._storageCache.getLastSuccessfulFetchTimestampMillis()||-1},enumerable:!1,configurable:!0}),Object.defineProperty(RemoteConfig.prototype,"lastFetchStatus",{get:function(){return this._storageCache.getLastFetchStatus()||"no-fetch-yet"},enumerable:!1,configurable:!0}),RemoteConfig.prototype.activate=function(){return eS.__awaiter(this,void 0,void 0,function(){var ep,ey,ew;return eS.__generator(this,function(eI){switch(eI.label){case 0:return[4,Promise.all([this._storage.getLastSuccessfulFetchResponse(),this._storage.getActiveConfigEtag()])];case 1:if(ey=(ep=eI.sent())[0],ew=ep[1],!ey||!ey.config||!ey.eTag||ey.eTag===ew)return[2,!1];return[4,Promise.all([this._storageCache.setActiveConfig(ey.config),this._storage.setActiveConfigEtag(ey.eTag)])];case 2:return eI.sent(),[2,!0]}})})},RemoteConfig.prototype.ensureInitialized=function(){var ep=this;return this._initializePromise||(this._initializePromise=this._storageCache.loadFromStorage().then(function(){ep._isInitializationComplete=!0})),this._initializePromise},RemoteConfig.prototype.fetch=function(){return eS.__awaiter(this,void 0,void 0,function(){var ep,ey,ew,eI=this;return eS.__generator(this,function(e_){switch(e_.label){case 0:ep=new eH,setTimeout(function(){return eS.__awaiter(eI,void 0,void 0,function(){return eS.__generator(this,function(ey){return ep.abort(),[2]})})},this.settings.fetchTimeoutMillis),e_.label=1;case 1:return e_.trys.push([1,4,,6]),[4,this._client.fetch({cacheMaxAgeMillis:this.settings.minimumFetchIntervalMillis,signal:ep})];case 2:return e_.sent(),[4,this._storageCache.setLastFetchStatus("success")];case 3:return e_.sent(),[3,6];case 4:return ew=hasErrorCode(ey=e_.sent(),"fetch-throttle")?"throttle":"failure",[4,this._storageCache.setLastFetchStatus(ew)];case 5:throw e_.sent(),ey;case 6:return[2]}})})},RemoteConfig.prototype.fetchAndActivate=function(){return eS.__awaiter(this,void 0,void 0,function(){return eS.__generator(this,function(ep){switch(ep.label){case 0:return[4,this.fetch()];case 1:return ep.sent(),[2,this.activate()]}})})},RemoteConfig.prototype.getAll=function(){var ep=this;return getAllKeys(this._storageCache.getActiveConfig(),this.defaultConfig).reduce(function(ey,ew){return ey[ew]=ep.getValue(ew),ey},{})},RemoteConfig.prototype.getBoolean=function(ep){return this.getValue(ep).asBoolean()},RemoteConfig.prototype.getNumber=function(ep){return this.getValue(ep).asNumber()},RemoteConfig.prototype.getString=function(ep){return this.getValue(ep).asString()},RemoteConfig.prototype.getValue=function(ep){this._isInitializationComplete||this._logger.debug('A value was requested for key "'+ep+'" before SDK initialization completed. Await on ensureInitialized if the intent was to get a previously activated value.');var ey=this._storageCache.getActiveConfig();return ey&&void 0!==ey[ep]?new eF("remote",ey[ep]):this.defaultConfig&&void 0!==this.defaultConfig[ep]?new eF("default",String(this.defaultConfig[ep])):(this._logger.debug('Returning static value for key "'+ep+'". Define a default or remote value if this is unintentional.'),new eF("static"))},RemoteConfig}();function getAllKeys(ep,ey){return void 0===ep&&(ep={}),void 0===ey&&(ey={}),Object.keys(eS.__assign(eS.__assign({},ep),ey))}/** * @license * Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function toFirebaseError(ep,ey){var ew=ep.target.error||void 0;return eM.create(ey,{originalErrorMessage:ew&&ew.message})}var eG="app_namespace_store",eV="firebase_remote_config",eY=1;function openDatabase(){return new Promise(function(ep,ey){var ew=indexedDB.open(eV,eY);ew.onerror=function(ep){ey(toFirebaseError(ep,"storage-open"))},ew.onsuccess=function(ey){ep(ey.target.result)},ew.onupgradeneeded=function(ep){var ey=ep.target.result;0===ep.oldVersion&&ey.createObjectStore(eG,{keyPath:"compositeKey"})}})}var eK=function(){function Storage(ep,ey,ew,eI){void 0===eI&&(eI=openDatabase()),this.appId=ep,this.appName=ey,this.namespace=ew,this.openDbPromise=eI}return Storage.prototype.getLastFetchStatus=function(){return this.get("last_fetch_status")},Storage.prototype.setLastFetchStatus=function(ep){return this.set("last_fetch_status",ep)},Storage.prototype.getLastSuccessfulFetchTimestampMillis=function(){return this.get("last_successful_fetch_timestamp_millis")},Storage.prototype.setLastSuccessfulFetchTimestampMillis=function(ep){return this.set("last_successful_fetch_timestamp_millis",ep)},Storage.prototype.getLastSuccessfulFetchResponse=function(){return this.get("last_successful_fetch_response")},Storage.prototype.setLastSuccessfulFetchResponse=function(ep){return this.set("last_successful_fetch_response",ep)},Storage.prototype.getActiveConfig=function(){return this.get("active_config")},Storage.prototype.setActiveConfig=function(ep){return this.set("active_config",ep)},Storage.prototype.getActiveConfigEtag=function(){return this.get("active_config_etag")},Storage.prototype.setActiveConfigEtag=function(ep){return this.set("active_config_etag",ep)},Storage.prototype.getThrottleMetadata=function(){return this.get("throttle_metadata")},Storage.prototype.setThrottleMetadata=function(ep){return this.set("throttle_metadata",ep)},Storage.prototype.deleteThrottleMetadata=function(){return this.delete("throttle_metadata")},Storage.prototype.get=function(ep){return eS.__awaiter(this,void 0,void 0,function(){var ey,ew=this;return eS.__generator(this,function(eI){switch(eI.label){case 0:return[4,this.openDbPromise];case 1:return ey=eI.sent(),[2,new Promise(function(eI,e_){var eS=ey.transaction([eG],"readonly").objectStore(eG),eP=ew.createCompositeKey(ep);try{var eE=eS.get(eP);eE.onerror=function(ep){e_(toFirebaseError(ep,"storage-get"))},eE.onsuccess=function(ep){var ey=ep.target.result;ey?eI(ey.value):eI(void 0)}}catch(ep){e_(eM.create("storage-get",{originalErrorMessage:ep&&ep.message}))}})]}})})},Storage.prototype.set=function(ep,ey){return eS.__awaiter(this,void 0,void 0,function(){var ew,eI=this;return eS.__generator(this,function(e_){switch(e_.label){case 0:return[4,this.openDbPromise];case 1:return ew=e_.sent(),[2,new Promise(function(e_,eS){var eP=ew.transaction([eG],"readwrite").objectStore(eG),eE=eI.createCompositeKey(ep);try{var eT=eP.put({compositeKey:eE,value:ey});eT.onerror=function(ep){eS(toFirebaseError(ep,"storage-set"))},eT.onsuccess=function(){e_()}}catch(ep){eS(eM.create("storage-set",{originalErrorMessage:ep&&ep.message}))}})]}})})},Storage.prototype.delete=function(ep){return eS.__awaiter(this,void 0,void 0,function(){var ey,ew=this;return eS.__generator(this,function(eI){switch(eI.label){case 0:return[4,this.openDbPromise];case 1:return ey=eI.sent(),[2,new Promise(function(eI,e_){var eS=ey.transaction([eG],"readwrite").objectStore(eG),eP=ew.createCompositeKey(ep);try{var eE=eS.delete(eP);eE.onerror=function(ep){e_(toFirebaseError(ep,"storage-delete"))},eE.onsuccess=function(){eI()}}catch(ep){e_(eM.create("storage-delete",{originalErrorMessage:ep&&ep.message}))}})]}})})},Storage.prototype.createCompositeKey=function(ep){return[this.appId,this.appName,this.namespace,ep].join()},Storage}(),eJ=function(){function StorageCache(ep){this.storage=ep}return StorageCache.prototype.getLastFetchStatus=function(){return this.lastFetchStatus},StorageCache.prototype.getLastSuccessfulFetchTimestampMillis=function(){return this.lastSuccessfulFetchTimestampMillis},StorageCache.prototype.getActiveConfig=function(){return 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Copyright 2019 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function setAbortableTimeout(ep,ey){return new Promise(function(ew,eI){var e_=setTimeout(ew,Math.max(ey-Date.now(),0));ep.addEventListener(function(){clearTimeout(e_),eI(eM.create("fetch-throttle",{throttleEndTimeMillis:ey}))})})}function isRetriableError(ep){if(!(ep instanceof eP.FirebaseError))return!1;var ey=Number(ep.httpStatus);return 429===ey||500===ey||503===ey||504===ey}var eZ=function(){function 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***************************************************************************** Copyright (c) Microsoft Corporation. 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ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eW={STATE_CHANGED:"state_changed"},eD={RUNNING:"running",PAUSING:"pausing",PAUSED:"paused",SUCCESS:"success",CANCELING:"canceling",CANCELED:"canceled",ERROR:"error"},eL={RUNNING:"running",PAUSED:"paused",SUCCESS:"success",CANCELED:"canceled",ERROR:"error"};function taskStateFromInternalTaskState(ep){switch(ep){case eD.RUNNING:case eD.PAUSING:case eD.CANCELING:return eL.RUNNING;case eD.PAUSED:return eL.PAUSED;case eD.SUCCESS:return eL.SUCCESS;case eD.CANCELED:return eL.CANCELED;case eD.ERROR:default:return eL.ERROR}}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function isDef(ep){return null!=ep}function isJustDef(ep){return void 0!==ep}function isFunction(ep){return"function"==typeof ep}function isObject(ep){return"object"==typeof ep}function isNonNullObject(ep){return isObject(ep)&&null!==ep}function isNonArrayObject(ep){return isObject(ep)&&!Array.isArray(ep)}function isString(ep){return"string"==typeof ep||ep instanceof String}function isInteger(ep){return isNumber(ep)&&Number.isInteger(ep)}function isNumber(ep){return"number"==typeof ep||ep instanceof Number}function isNativeBlob(ep){return isNativeBlobDefined()&&ep instanceof Blob}function isNativeBlobDefined(){return"undefined"!=typeof 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an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function getBlobBuilder(){return"undefined"!=typeof BlobBuilder?BlobBuilder:"undefined"!=typeof WebKitBlobBuilder?WebKitBlobBuilder:void 0}function getBlob(){for(var ep=[],ey=0;ey0}).join("/");return 0===ep.length?ew:ep+"/"+ew}function lastComponent(ep){var ey=ep.lastIndexOf("/",ep.length-2);return -1===ey?ep:ep.slice(ey+1)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function makeUrl(ep){return"https://"+eP+"/v0"+ep}function makeQueryString(ep){var ey=encodeURIComponent,ew="?";for(var eI in ep)ep.hasOwnProperty(eI)&&(ew=ew+(ey(eI)+"=")+ey(ep[eI])+"&");return ew.slice(0,-1)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function noXform_(ep,ey){return ey}var eU=function(){return function(ep,ey,ew,eI){this.server=ep,this.local=ey||ep,this.writable=!!ew,this.xform=eI||noXform_}}(),eG=null;function xformPath(ep){return!isString(ep)||ep.length<2?ep:lastComponent(ep)}function getMappings(){if(eG)return eG;var ep=[];function mappingsXformPath(ep,ey){return xformPath(ey)}ep.push(new eU("bucket")),ep.push(new eU("generation")),ep.push(new eU("metageneration")),ep.push(new eU("name","fullPath",!0));var ey=new eU("name");function xformSize(ep,ey){return isDef(ey)?Number(ey):ey}ey.xform=mappingsXformPath,ep.push(ey);var ew=new eU("size");return ew.xform=xformSize,ep.push(ew),ep.push(new eU("timeCreated")),ep.push(new eU("updated")),ep.push(new eU("md5Hash",null,!0)),ep.push(new eU("cacheControl",null,!0)),ep.push(new eU("contentDisposition",null,!0)),ep.push(new eU("contentEncoding",null,!0)),ep.push(new eU("contentLanguage",null,!0)),ep.push(new eU("contentType",null,!0)),ep.push(new eU("metadata","customMetadata",!0)),eG=ep}function addRef(ep,ey){function generateRef(){var ew=ep.bucket,eI=ep.fullPath,e_=new ez(ew,eI);return ey.makeStorageReference(e_)}Object.defineProperty(ep,"ref",{get:generateRef})}function fromResource(ep,ey,ew){var eI={};eI.type="file";for(var e_=ew.length,eS=0;eS1e3)throw"Expected maxResults to be less than or equal to "+eY+"."}else if(ey===eK){if(ep[eK]&&!isString(ep[eK]))throw"Expected pageToken to be string."}else throw"Unknown option: "+ey}var eX=function(){return function(ep,ey,ew,eI){this.url=ep,this.method=ey,this.handler=ew,this.timeout=eI,this.urlParams={},this.headers={},this.body=null,this.errorHandler=null,this.progressCallback=null,this.successCodes=[200],this.additionalRetryCodes=[]}}();/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function handlerCheck(ep){if(!ep)throw unknown()}function metadataHandler(ep,ey){return function(ew,eI){var e_=fromResourceString(ep,eI,ey);return handlerCheck(null!==e_),e_}}function listHandler(ep,ey){return function(ew,eI){var e_=fromResponseString(ep,ey,eI);return handlerCheck(null!==e_),e_}}function downloadUrlHandler(ep,ey){return function(ew,eI){var e_=fromResourceString(ep,eI,ey);return handlerCheck(null!==e_),downloadUrlFromResourceString(e_,eI)}}function sharedErrorHandler(ep){return function(ey,ew){var eI;return(eI=401===ey.getStatus()?unauthenticated():402===ey.getStatus()?quotaExceeded(ep.bucket):403===ey.getStatus()?unauthorized(ep.path):ew).setServerResponseProp(ew.serverResponseProp()),eI}}function objectErrorHandler(ep){var ey=sharedErrorHandler(ep);return function(ew,eI){var e_=ey(ew,eI);return 404===ew.getStatus()&&(e_=objectNotFound(ep.path)),e_.setServerResponseProp(eI.serverResponseProp()),e_}}function getMetadata(ep,ey,ew){var eI=makeUrl(ey.fullServerUrl()),e_="GET",eS=ep.maxOperationRetryTime,eP=new eX(eI,e_,metadataHandler(ep,ew),eS);return eP.errorHandler=objectErrorHandler(ey),eP}function list(ep,ey,ew,eI,e_){var eS={};ey.isRoot?eS.prefix="":eS.prefix=ey.path+"/",ew&&ew.length>0&&(eS.delimiter=ew),eI&&(eS.pageToken=eI),e_&&(eS.maxResults=e_);var eP=makeUrl(ey.bucketOnlyServerUrl()),eE="GET",eT=ep.maxOperationRetryTime,eA=new eX(eP,eE,listHandler(ep,ey.bucket),eT);return eA.urlParams=eS,eA.errorHandler=sharedErrorHandler(ey),eA}function getDownloadUrl(ep,ey,ew){var eI=makeUrl(ey.fullServerUrl()),e_="GET",eS=ep.maxOperationRetryTime,eP=new eX(eI,e_,downloadUrlHandler(ep,ew),eS);return eP.errorHandler=objectErrorHandler(ey),eP}function updateMetadata(ep,ey,ew,eI){var e_=makeUrl(ey.fullServerUrl()),eS="PATCH",eP=toResourceString(ew,eI),eE={"Content-Type":"application/json; charset=utf-8"},eT=ep.maxOperationRetryTime,eA=new eX(e_,eS,metadataHandler(ep,eI),eT);return eA.headers=eE,eA.body=eP,eA.errorHandler=objectErrorHandler(ey),eA}function deleteObject(ep,ey){var ew=makeUrl(ey.fullServerUrl()),eI="DELETE",e_=ep.maxOperationRetryTime;function handler(ep,ey){}var eS=new eX(ew,eI,handler,e_);return eS.successCodes=[200,204],eS.errorHandler=objectErrorHandler(ey),eS}function determineContentType_(ep,ey){return ep&&ep.contentType||ey&&ey.type()||"application/octet-stream"}function metadataForUpload_(ep,ey,ew){var eI=Object.assign({},ew);return eI.fullPath=ep.path,eI.size=ey.size(),eI.contentType||(eI.contentType=determineContentType_(null,ey)),eI}function multipartUpload(ep,ey,ew,eI,e_){var eS=ey.bucketOnlyServerUrl(),eP={"X-Goog-Upload-Protocol":"multipart"},eE=function(){for(var ep="",ey=0;ey<2;ey++)ep+=Math.random().toString().slice(2);return ep}();eP["Content-Type"]="multipart/related; boundary="+eE;var eT=metadataForUpload_(ey,eI,e_),eA="--"+eE+"\r\nContent-Type: application/json; charset=utf-8\r\n\r\n"+toResourceString(eT,ew)+"\r\n--"+eE+"\r\nContent-Type: "+eT.contentType+"\r\n\r\n",eC="\r\n--"+eE+"--",eO=eB.getBlob(eA,eI,eC);if(null===eO)throw cannotSliceBlob();var eM={name:eT.fullPath},eR=makeUrl(eS),eH="POST",eW=ep.maxUploadRetryTime,eD=new eX(eR,eH,metadataHandler(ep,ew),eW);return eD.urlParams=eM,eD.headers=eP,eD.body=eO.uploadData(),eD.errorHandler=sharedErrorHandler(ey),eD}var eQ=function(){return function(ep,ey,ew,eI){this.current=ep,this.total=ey,this.finalized=!!ew,this.metadata=eI||null}}();function checkResumeHeader_(ep,ey){var ew=null;try{ew=ep.getResponseHeader("X-Goog-Upload-Status")}catch(ep){handlerCheck(!1)}var eI=ey||["active"];return handlerCheck(!!ew&&-1!==eI.indexOf(ew)),ew}function createResumableUpload(ep,ey,ew,eI,e_){var eS=ey.bucketOnlyServerUrl(),eP=metadataForUpload_(ey,eI,e_),eE={name:eP.fullPath},eT=makeUrl(eS),eA="POST",eC={"X-Goog-Upload-Protocol":"resumable","X-Goog-Upload-Command":"start","X-Goog-Upload-Header-Content-Length":eI.size(),"X-Goog-Upload-Header-Content-Type":eP.contentType,"Content-Type":"application/json; charset=utf-8"},eO=toResourceString(eP,ew),eM=ep.maxUploadRetryTime;function handler(ep){var ey;checkResumeHeader_(ep);try{ey=ep.getResponseHeader("X-Goog-Upload-URL")}catch(ep){handlerCheck(!1)}return handlerCheck(isString(ey)),ey}var eR=new eX(eT,eA,handler,eM);return eR.urlParams=eE,eR.headers=eC,eR.body=eO,eR.errorHandler=sharedErrorHandler(ey),eR}function getResumableUploadStatus(ep,ey,ew,eI){var e_={"X-Goog-Upload-Command":"query"};function handler(ep){var ey=checkResumeHeader_(ep,["active","final"]),ew=null;try{ew=ep.getResponseHeader("X-Goog-Upload-Size-Received")}catch(ep){handlerCheck(!1)}ew||handlerCheck(!1);var e_=Number(ew);return handlerCheck(!isNaN(e_)),new eQ(e_,eI.size(),"final"===ey)}var eS="POST",eP=ep.maxUploadRetryTime,eE=new eX(ew,eS,handler,eP);return eE.headers=e_,eE.errorHandler=sharedErrorHandler(ey),eE}var e$=262144;function continueResumableUpload(ep,ey,ew,eI,e_,eS,eP,eE){var eT=new eQ(0,0);if(eP?(eT.current=eP.current,eT.total=eP.total):(eT.current=0,eT.total=eI.size()),eI.size()!==eT.total)throw serverFileWrongSize();var eA=eT.total-eT.current,eC=eA;e_>0&&(eC=Math.min(eC,e_));var eO=eT.current,eM=eO+eC,eR={"X-Goog-Upload-Command":eC===eA?"upload, finalize":"upload","X-Goog-Upload-Offset":eT.current},eH=eI.slice(eO,eM);if(null===eH)throw cannotSliceBlob();function handler(ep,ew){var e_,eP=checkResumeHeader_(ep,["active","final"]),eE=eT.current+eC,eA=eI.size();return e_="final"===eP?metadataHandler(ey,eS)(ep,ew):null,new eQ(eE,eA,"final"===eP,e_)}var eW="POST",eD=ey.maxUploadRetryTime,eL=new eX(ew,eW,handler,eD);return eL.headers=eR,eL.body=eH.uploadData(),eL.progressCallback=eE||null,eL.errorHandler=sharedErrorHandler(ep),eL}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var e0=function(){return function(ep,ey,ew){if(isFunction(ep)||isDef(ey)||isDef(ew))this.next=ep,this.error=ey||null,this.complete=ew||null;else{var eI=ep;this.next=eI.next||null,this.error=eI.error||null,this.complete=eI.complete||null}}}(),e1=function(){return function(ep,ey,ew,eI,e_,eS){this.bytesTransferred=ep,this.totalBytes=ey,this.state=ew,this.metadata=eI,this.task=e_,this.ref=eS}}();/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function validate(ep,ey,ew){for(var eI=ey.length,e_=ey.length,eS=0;eS=0))throw"Expected a number 0 or greater."}return new e4(validator)}function looseObjectSpec(ep,ey){function isLooseObjectValidator(ey){if(!(null===ey||isDef(ey)&&ey instanceof Object))throw"Expected an Object.";null!=ep&&ep(ey)}return new e4(isLooseObjectValidator,ey)}function nullFunctionSpec(ep){function validator(ep){if(!(null===ep||isFunction(ep)))throw"Expected a Function."}return new e4(validator,ep)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function index_esm_async(ep){return function(){for(var ey=[],ew=0;ew262144},UploadTask.prototype.start_=function(){this.state_===eD.RUNNING&&null===this.request_&&(this.resumable_?null===this.uploadUrl_?this.createResumable_():this.needToFetchStatus_?this.fetchStatus_():this.needToFetchMetadata_?this.fetchMetadata_():this.continueUpload_():this.oneShotUpload_())},UploadTask.prototype.resolveToken_=function(ep){var ey=this;this.service_.getAuthToken().then(function(ew){switch(ey.state_){case eD.RUNNING:ep(ew);break;case eD.CANCELING:ey.transition_(eD.CANCELED);break;case eD.PAUSING:ey.transition_(eD.PAUSED)}})},UploadTask.prototype.createResumable_=function(){var ep=this;this.resolveToken_(function(ey){var ew=createResumableUpload(ep.service_,ep.location_,ep.mappings_,ep.blob_,ep.metadata_),eI=ep.service_.makeRequest(ew,ey);ep.request_=eI,eI.getPromise().then(function(ey){ep.request_=null,ep.uploadUrl_=ey,ep.needToFetchStatus_=!1,ep.completeTransitions_()},ep.errorHandler_)})},UploadTask.prototype.fetchStatus_=function(){var ep=this,ey=this.uploadUrl_;this.resolveToken_(function(ew){var eI=getResumableUploadStatus(ep.service_,ep.location_,ey,ep.blob_),e_=ep.service_.makeRequest(eI,ew);ep.request_=e_,e_.getPromise().then(function(ey){ep.request_=null,ep.updateProgress_(ey.current),ep.needToFetchStatus_=!1,ey.finalized&&(ep.needToFetchMetadata_=!0),ep.completeTransitions_()},ep.errorHandler_)})},UploadTask.prototype.continueUpload_=function(){var ep=this,ey=e$*this.chunkMultiplier_,ew=new eQ(this.transferred_,this.blob_.size()),eI=this.uploadUrl_;this.resolveToken_(function(e_){try{eS=continueResumableUpload(ep.location_,ep.service_,eI,ep.blob_,ey,ep.mappings_,ew,ep.makeProgressCallback_())}catch(ey){ep.error_=ey,ep.transition_(eD.ERROR);return}var eS,eP=ep.service_.makeRequest(eS,e_);ep.request_=eP,eP.getPromise().then(function(ey){ep.increaseMultiplier_(),ep.request_=null,ep.updateProgress_(ey.current),ey.finalized?(ep.metadata_=ey.metadata,ep.transition_(eD.SUCCESS)):ep.completeTransitions_()},ep.errorHandler_)})},UploadTask.prototype.increaseMultiplier_=function(){e$*this.chunkMultiplier_<33554432&&(this.chunkMultiplier_*=2)},UploadTask.prototype.fetchMetadata_=function(){var ep=this;this.resolveToken_(function(ey){var ew=getMetadata(ep.service_,ep.location_,ep.mappings_),eI=ep.service_.makeRequest(ew,ey);ep.request_=eI,eI.getPromise().then(function(ey){ep.request_=null,ep.metadata_=ey,ep.transition_(eD.SUCCESS)},ep.metadataErrorHandler_)})},UploadTask.prototype.oneShotUpload_=function(){var ep=this;this.resolveToken_(function(ey){var ew=multipartUpload(ep.service_,ep.location_,ep.mappings_,ep.blob_,ep.metadata_),eI=ep.service_.makeRequest(ew,ey);ep.request_=eI,eI.getPromise().then(function(ey){ep.request_=null,ep.metadata_=ey,ep.updateProgress_(ep.blob_.size()),ep.transition_(eD.SUCCESS)},ep.errorHandler_)})},UploadTask.prototype.updateProgress_=function(ep){var ey=this.transferred_;this.transferred_=ep,this.transferred_!==ey&&this.notifyObservers_()},UploadTask.prototype.transition_=function(ep){if(this.state_!==ep)switch(ep){case eD.CANCELING:case eD.PAUSING:this.state_=ep,null!==this.request_&&this.request_.cancel();break;case eD.RUNNING:var ey=this.state_===eD.PAUSED;this.state_=ep,ey&&(this.notifyObservers_(),this.start_());break;case eD.PAUSED:this.state_=ep,this.notifyObservers_();break;case eD.CANCELED:this.error_=canceled(),this.state_=ep,this.notifyObservers_();break;case eD.ERROR:case eD.SUCCESS:this.state_=ep,this.notifyObservers_()}},UploadTask.prototype.completeTransitions_=function(){switch(this.state_){case eD.PAUSING:this.transition_(eD.PAUSED);break;case eD.CANCELING:this.transition_(eD.CANCELED);break;case eD.RUNNING:this.start_()}},Object.defineProperty(UploadTask.prototype,"snapshot",{get:function(){var ep=taskStateFromInternalTaskState(this.state_);return new e1(this.transferred_,this.blob_.size(),ep,this.metadata_,this,this.ref_)},enumerable:!1,configurable:!0}),UploadTask.prototype.on=function(ep,ey,ew,eI){function typeValidator(){if(ep!==eW.STATE_CHANGED)throw"Expected one of the event types: ["+eW.STATE_CHANGED+"]."}var e_="Expected a function or an Object with one of `next`, `error`, `complete` properties.",eS=nullFunctionSpec(!0).validator,eP=looseObjectSpec(null,!0).validator;function nextOrObserverValidator(ep){try{eS(ep);return}catch(ep){}try{if(eP(ep),!(isJustDef(ep.next)||isJustDef(ep.error)||isJustDef(ep.complete)))throw"";return}catch(ep){throw e_}}validate("on",[stringSpec(typeValidator),looseObjectSpec(nextOrObserverValidator,!0),nullFunctionSpec(!0),nullFunctionSpec(!0)],arguments);var eE=this;function makeBinder(ep){return function(ey,ew,e_){null!==ep&&validate("on",ep,arguments);var eS=new e0(ey,ew,eI);return eE.addObserver_(eS),function(){eE.removeObserver_(eS)}}}var eT=[looseObjectSpec(function(ep){if(null===ep)throw e_;nextOrObserverValidator(ep)}),nullFunctionSpec(!0),nullFunctionSpec(!0)];return isJustDef(ey)||isJustDef(ew)||isJustDef(eI)?makeBinder(null)(ey,ew,eI):makeBinder(eT)},UploadTask.prototype.then=function(ep,ey){return this.promise_.then(ep,ey)},UploadTask.prototype.catch=function(ep){return this.then(null,ep)},UploadTask.prototype.addObserver_=function(ep){this.observers_.push(ep),this.notifyObserver_(ep)},UploadTask.prototype.removeObserver_=function(ep){var ey=this.observers_.indexOf(ep);-1!==ey&&this.observers_.splice(ey,1)},UploadTask.prototype.notifyObservers_=function(){var ep=this;this.finishPromise_(),this.observers_.slice().forEach(function(ey){ep.notifyObserver_(ey)})},UploadTask.prototype.finishPromise_=function(){if(null!==this.resolve_){var ep=!0;switch(taskStateFromInternalTaskState(this.state_)){case eL.SUCCESS:index_esm_async(this.resolve_.bind(null,this.snapshot))();break;case eL.CANCELED:case eL.ERROR:index_esm_async(this.reject_.bind(null,this.error_))();break;default:ep=!1}ep&&(this.resolve_=null,this.reject_=null)}},UploadTask.prototype.notifyObserver_=function(ep){switch(taskStateFromInternalTaskState(this.state_)){case eL.RUNNING:case eL.PAUSED:ep.next&&index_esm_async(ep.next.bind(ep,this.snapshot))();break;case eL.SUCCESS:ep.complete&&index_esm_async(ep.complete.bind(ep))();break;case eL.CANCELED:case eL.ERROR:default:ep.error&&index_esm_async(ep.error.bind(ep,this.error_))()}},UploadTask.prototype.resume=function(){validate("resume",[],arguments);var ep=this.state_===eD.PAUSED||this.state_===eD.PAUSING;return ep&&this.transition_(eD.RUNNING),ep},UploadTask.prototype.pause=function(){validate("pause",[],arguments);var ep=this.state_===eD.RUNNING;return ep&&this.transition_(eD.PAUSING),ep},UploadTask.prototype.cancel=function(){validate("cancel",[],arguments);var ep=this.state_===eD.RUNNING||this.state_===eD.PAUSING;return ep&&this.transition_(eD.CANCELING),ep},UploadTask}(),e5=function(){function Reference(ep,ey){this.service=ep,ey instanceof ez?this.location=ey:this.location=ez.makeFromUrl(ey)}return Reference.prototype.toString=function(){return validate("toString",[],arguments),"gs://"+this.location.bucket+"/"+this.location.path},Reference.prototype.newRef=function(ep,ey){return new Reference(ep,ey)},Reference.prototype.mappings=function(){return getMappings()},Reference.prototype.child=function(ep){validate("child",[stringSpec()],arguments);var ey=child(this.location.path,ep),ew=new ez(this.location.bucket,ey);return this.newRef(this.service,ew)},Object.defineProperty(Reference.prototype,"parent",{get:function(){var ep=index_esm_parent(this.location.path);if(null===ep)return null;var ey=new ez(this.location.bucket,ep);return this.newRef(this.service,ey)},enumerable:!1,configurable:!0}),Object.defineProperty(Reference.prototype,"root",{get:function(){var ep=new ez(this.location.bucket,"");return this.newRef(this.service,ep)},enumerable:!1,configurable:!0}),Object.defineProperty(Reference.prototype,"bucket",{get:function(){return this.location.bucket},enumerable:!1,configurable:!0}),Object.defineProperty(Reference.prototype,"fullPath",{get:function(){return this.location.path},enumerable:!1,configurable:!0}),Object.defineProperty(Reference.prototype,"name",{get:function(){return lastComponent(this.location.path)},enumerable:!1,configurable:!0}),Object.defineProperty(Reference.prototype,"storage",{get:function(){return this.service},enumerable:!1,configurable:!0}),Reference.prototype.put=function(ep,ey){return void 0===ey&&(ey=null),validate("put",[uploadDataSpec(),metadataSpec(!0)],arguments),this.throwIfRoot_("put"),new e6(this,this.service,this.location,this.mappings(),new eB(ep),ey)},Reference.prototype.putString=function(ep,ey,ew){void 0===ey&&(ey=eM.RAW),validate("putString",[stringSpec(),stringSpec(formatValidator,!0),metadataSpec(!0)],arguments),this.throwIfRoot_("putString");var eI=dataFromString(ey,ep),e_=Object.assign({},ew);return!isDef(e_.contentType)&&isDef(eI.contentType)&&(e_.contentType=eI.contentType),new e6(this,this.service,this.location,this.mappings(),new eB(eI.data,!0),e_)},Reference.prototype.delete=function(){var ep=this;return validate("delete",[],arguments),this.throwIfRoot_("delete"),this.service.getAuthToken().then(function(ey){var ew=deleteObject(ep.service,ep.location);return ep.service.makeRequest(ew,ey).getPromise()})},Reference.prototype.listAll=function(){validate("listAll",[],arguments);var ep={prefixes:[],items:[]};return this.listAllHelper(ep).then(function(){return ep})},Reference.prototype.listAllHelper=function(ep,ey){return __awaiter(this,void 0,void 0,function(){var ew,eI,e_,eS;return __generator(this,function(eP){switch(eP.label){case 0:return ew={pageToken:ey},[4,this.list(ew)];case 1:if(eI=eP.sent(),(e_=ep.prefixes).push.apply(e_,eI.prefixes),(eS=ep.items).push.apply(eS,eI.items),!(null!=eI.nextPageToken))return[3,3];return[4,this.listAllHelper(ep,eI.nextPageToken)];case 2:eP.sent(),eP.label=3;case 3:return[2]}})})},Reference.prototype.list=function(ep){validate("list",[listOptionSpec(!0)],arguments);var ey=this;return this.service.getAuthToken().then(function(ew){var eI=ep||{},e_=list(ey.service,ey.location,"/",eI.pageToken,eI.maxResults);return ey.service.makeRequest(e_,ew).getPromise()})},Reference.prototype.getMetadata=function(){var ep=this;return validate("getMetadata",[],arguments),this.throwIfRoot_("getMetadata"),this.service.getAuthToken().then(function(ey){var ew=getMetadata(ep.service,ep.location,ep.mappings());return ep.service.makeRequest(ew,ey).getPromise()})},Reference.prototype.updateMetadata=function(ep){var ey=this;return validate("updateMetadata",[metadataSpec()],arguments),this.throwIfRoot_("updateMetadata"),this.service.getAuthToken().then(function(ew){var eI=updateMetadata(ey.service,ey.location,ep,ey.mappings());return ey.service.makeRequest(eI,ew).getPromise()})},Reference.prototype.getDownloadURL=function(){var ep=this;return validate("getDownloadURL",[],arguments),this.throwIfRoot_("getDownloadURL"),this.service.getAuthToken().then(function(ey){var ew=getDownloadUrl(ep.service,ep.location,ep.mappings());return ep.service.makeRequest(ew,ey).getPromise().then(function(ep){if(null===ep)throw noDownloadURL();return ep})})},Reference.prototype.throwIfRoot_=function(ep){if(""===this.location.path)throw invalidRootOperation(ep)},Reference}(),e8=function(){function FailRequest(ep){this.promise_=Promise.reject(ep)}return FailRequest.prototype.getPromise=function(){return this.promise_},FailRequest.prototype.cancel=function(ep){},FailRequest}();/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function start(ep,ey,ew){var eI=1,e_=null,eS=!1,eP=0;function canceled(){return 2===eP}var eE=!1;function triggerCallback(){for(var ep=[],ew=0;ew=500&&ep<600,ew=-1!==[408,429].indexOf(ep),eI=-1!==this.additionalRetryCodes_.indexOf(ep);return ey||ew||eI},NetworkRequest}(),e9=function(){return function(ep,ey,ew){this.wasSuccessCode=ep,this.xhr=ey,this.canceled=!!ew}}();function addAuthHeader_(ep,ey){null!==ey&&ey.length>0&&(ep.Authorization="Firebase "+ey)}function addVersionHeader_(ep){var ey=void 0!==e_.default?e_.default.SDK_VERSION:"AppManager";ep["X-Firebase-Storage-Version"]="webjs/"+ey}function addGmpidHeader_(ep,ey){ey&&(ep["X-Firebase-GMPID"]=ey)}function makeRequest(ep,ey,ew,eI){var e_=makeQueryString(ep.urlParams),eS=ep.url+e_,eP=Object.assign({},ep.headers);return addGmpidHeader_(eP,ey),addAuthHeader_(eP,ew),addVersionHeader_(eP),new e3(eS,ep.method,eP,ep.body,ep.successCodes,ep.additionalRetryCodes,ep.handler,ep.errorHandler,ep.timeout,ep.progressCallback,eI)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var e7=function(){function StorageService(ep,ey,ew,eI){var e_;this.bucket_=null,this.appId_=null,this.deleted_=!1,this.app_=ep,this.authProvider_=ey,this.maxOperationRetryTime_=eT,this.maxUploadRetryTime_=eA,this.requests_=new Set,this.pool_=ew,null!=eI?this.bucket_=ez.makeFromBucketSpec(eI):this.bucket_=StorageService.extractBucket_(null===(e_=this.app_)||void 0===e_?void 0:e_.options),this.internals_=new ty(this)}return StorageService.extractBucket_=function(ep){var ey=null==ep?void 0:ep[eE];return null==ey?null:ez.makeFromBucketSpec(ey)},StorageService.prototype.getAuthToken=function(){return __awaiter(this,void 0,void 0,function(){var ep,ey;return __generator(this,function(ew){switch(ew.label){case 0:if(!(ep=this.authProvider_.getImmediate({optional:!0})))return[3,2];return[4,ep.getToken()];case 1:if(null!==(ey=ew.sent()))return[2,ey.accessToken];ew.label=2;case 2:return[2,null]}})})},StorageService.prototype.deleteApp=function(){this.deleted_=!0,this.app_=null,this.requests_.forEach(function(ep){return ep.cancel()}),this.requests_.clear()},StorageService.prototype.makeStorageReference=function(ep){return new e5(this,ep)},StorageService.prototype.makeRequest=function(ep,ey){var ew=this;if(this.deleted_)return new e8(appDeleted());var eI=makeRequest(ep,this.appId_,ey,this.pool_);return this.requests_.add(eI),eI.getPromise().then(function(){return ew.requests_.delete(eI)},function(){return ew.requests_.delete(eI)}),eI},StorageService.prototype.ref=function(ep){if(validate("ref",[stringSpec(function(ep){if("string"!=typeof ep)throw"Path is not a string.";if(/^[A-Za-z]+:\/\//.test(ep))throw"Expected child path but got a URL, use refFromURL instead."},!0)],arguments),null==this.bucket_)throw Error("No Storage Bucket defined in Firebase Options.");var ey=new e5(this,this.bucket_);return null!=ep?ey.child(ep):ey},StorageService.prototype.refFromURL=function(ep){return validate("refFromURL",[stringSpec(function(ep){if("string"!=typeof ep)throw"Path is not a string.";if(!/^[A-Za-z]+:\/\//.test(ep))throw"Expected full URL but got a child path, use ref instead.";try{ez.makeFromUrl(ep)}catch(ep){throw"Expected valid full URL but got an invalid one."}},!1)],arguments),new e5(this,ep)},Object.defineProperty(StorageService.prototype,"maxUploadRetryTime",{get:function(){return this.maxUploadRetryTime_},enumerable:!1,configurable:!0}),StorageService.prototype.setMaxUploadRetryTime=function(ep){validate("setMaxUploadRetryTime",[nonNegativeNumberSpec()],arguments),this.maxUploadRetryTime_=ep},Object.defineProperty(StorageService.prototype,"maxOperationRetryTime",{get:function(){return this.maxOperationRetryTime_},enumerable:!1,configurable:!0}),StorageService.prototype.setMaxOperationRetryTime=function(ep){validate("setMaxOperationRetryTime",[nonNegativeNumberSpec()],arguments),this.maxOperationRetryTime_=ep},Object.defineProperty(StorageService.prototype,"app",{get:function(){return this.app_},enumerable:!1,configurable:!0}),Object.defineProperty(StorageService.prototype,"INTERNAL",{get:function(){return this.internals_},enumerable:!1,configurable:!0}),StorageService}(),ty=function(){function ServiceInternals(ep){this.service_=ep}return ServiceInternals.prototype.delete=function(){return this.service_.deleteApp(),Promise.resolve()},ServiceInternals}(),tv="@firebase/storage",tI="0.3.43",t_="storage";function factory(ep,ey){var ew=ep.getProvider("app").getImmediate(),eI=ep.getProvider("auth-internal");return new e7(ew,eI,new eF,ey)}function registerStorage(ep){var ey={TaskState:eL,TaskEvent:eW,StringFormat:eM,Storage:e7,Reference:e5};ep.INTERNAL.registerComponent(new eS.Component(t_,factory,"PUBLIC").setServiceProps(ey).setMultipleInstances(!0)),ep.registerVersion(tv,tI)}registerStorage(e_.default)},31313:function(ep,ey,ew){"use strict";Object.defineProperty(ey,"__esModule",{value:!0});var eI=ew(68713),e_={NODE_CLIENT:!1,NODE_ADMIN:!1,SDK_VERSION:"${JSCORE_VERSION}"},assert=function(ep,ey){if(!ep)throw assertionError(ey)},assertionError=function(ep){return Error("Firebase Database ("+e_.SDK_VERSION+") INTERNAL ASSERT FAILED: "+ep)},stringToByteArray=function(ep){for(var ey=[],ew=0,eI=0;eI>6|192:((64512&e_)==55296&&eI+1>18|240,ey[ew++]=e_>>12&63|128):ey[ew++]=e_>>12|224,ey[ew++]=e_>>6&63|128),ey[ew++]=63&e_|128)}return ey},byteArrayToString=function(ep){for(var ey=[],ew=0,eI=0;ew191&&e_<224){var eS=ep[ew++];ey[eI++]=String.fromCharCode((31&e_)<<6|63&eS)}else if(e_>239&&e_<365){var eS=ep[ew++],eP=ep[ew++],eE=((7&e_)<<18|(63&eS)<<12|(63&eP)<<6|63&ep[ew++])-65536;ey[eI++]=String.fromCharCode(55296+(eE>>10)),ey[eI++]=String.fromCharCode(56320+(1023&eE))}else{var eS=ep[ew++],eP=ep[ew++];ey[eI++]=String.fromCharCode((15&e_)<<12|(63&eS)<<6|63&eP)}}return ey.join("")},eS={byteToCharMap_:null,charToByteMap_:null,byteToCharMapWebSafe_:null,charToByteMapWebSafe_:null,ENCODED_VALS_BASE:"ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789",get ENCODED_VALS(){return this.ENCODED_VALS_BASE+"+/="},get ENCODED_VALS_WEBSAFE(){return this.ENCODED_VALS_BASE+"-_."},HAS_NATIVE_SUPPORT:"function"==typeof atob,encodeByteArray:function(ep,ey){if(!Array.isArray(ep))throw Error("encodeByteArray takes an array as a parameter");this.init_();for(var ew=ey?this.byteToCharMapWebSafe_:this.byteToCharMap_,eI=[],e_=0;e_>2,eO=(3&eS)<<4|eE>>4,eM=(15&eE)<<2|eA>>6,eR=63&eA;eT||(eR=64,eP||(eM=64)),eI.push(ew[eC],ew[eO],ew[eM],ew[eR])}return eI.join("")},encodeString:function(ep,ey){return this.HAS_NATIVE_SUPPORT&&!ey?btoa(ep):this.encodeByteArray(stringToByteArray(ep),ey)},decodeString:function(ep,ey){return this.HAS_NATIVE_SUPPORT&&!ey?atob(ep):byteArrayToString(this.decodeStringToByteArray(ep,ey))},decodeStringToByteArray:function(ep,ey){this.init_();for(var ew=ey?this.charToByteMapWebSafe_:this.charToByteMap_,eI=[],e_=0;e_>4;if(eI.push(eA),64!==eE){var eC=eP<<4&240|eE>>2;if(eI.push(eC),64!==eT){var eO=eE<<6&192|eT;eI.push(eO)}}}return eI},init_:function(){if(!this.byteToCharMap_){this.byteToCharMap_={},this.charToByteMap_={},this.byteToCharMapWebSafe_={},this.charToByteMapWebSafe_={};for(var ep=0;ep=this.ENCODED_VALS_BASE.length&&(this.charToByteMap_[this.ENCODED_VALS_WEBSAFE.charAt(ep)]=ep,this.charToByteMapWebSafe_[this.ENCODED_VALS.charAt(ep)]=ep)}}},base64Encode=function(ep){var ey=stringToByteArray(ep);return eS.encodeByteArray(ey,!0)},base64Decode=function(ep){try{return eS.decodeString(ep,!0)}catch(ep){console.error("base64Decode failed: ",ep)}return null};/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function deepCopy(ep){return deepExtend(void 0,ep)}function deepExtend(ep,ey){if(!(ey instanceof Object))return ey;switch(ey.constructor){case Date:var ew=ey;return new Date(ew.getTime());case Object:void 0===ep&&(ep={});break;case Array:ep=[];break;default:return ey}for(var eI in ey)ey.hasOwnProperty(eI)&&(ep[eI]=deepExtend(ep[eI],ey[eI]));return ep}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eP=function(){function Deferred(){var ep=this;this.reject=function(){},this.resolve=function(){},this.promise=new Promise(function(ey,ew){ep.resolve=ey,ep.reject=ew})}return Deferred.prototype.wrapCallback=function(ep){var ey=this;return function(ew,eI){ew?ey.reject(ew):ey.resolve(eI),"function"==typeof ep&&(ey.promise.catch(function(){}),1===ep.length?ep(ew):ep(ew,eI))}},Deferred}();/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function getUA(){return"undefined"!=typeof navigator&&"string"==typeof navigator.userAgent?navigator.userAgent:""}function isMobileCordova(){return"undefined"!=typeof window&&!!(window.cordova||window.phonegap||window.PhoneGap)&&/ios|iphone|ipod|ipad|android|blackberry|iemobile/i.test(getUA())}function isNode(){try{return"[object process]"===Object.prototype.toString.call(ew.g.process)}catch(ep){return!1}}function isBrowser(){return"object"==typeof self&&self.self===self}function isBrowserExtension(){var ep="object"==typeof chrome?chrome.runtime:"object"==typeof browser?browser.runtime:void 0;return"object"==typeof ep&&void 0!==ep.id}function isReactNative(){return"object"==typeof navigator&&"ReactNative"===navigator.product}function isElectron(){return getUA().indexOf("Electron/")>=0}function isIE(){var ep=getUA();return ep.indexOf("MSIE ")>=0||ep.indexOf("Trident/")>=0}function isUWP(){return getUA().indexOf("MSAppHost/")>=0}function isNodeSdk(){return!0===e_.NODE_CLIENT||!0===e_.NODE_ADMIN}function isSafari(){return!isNode()&&navigator.userAgent.includes("Safari")&&!navigator.userAgent.includes("Chrome")}function isIndexedDBAvailable(){return"indexedDB"in self&&null!=indexedDB}function validateIndexedDBOpenable(){return new Promise(function(ep,ey){try{var ew=!0,eI="validate-browser-context-for-indexeddb-analytics-module",e_=window.indexedDB.open(eI);e_.onsuccess=function(){e_.result.close(),ew||window.indexedDB.deleteDatabase(eI),ep(!0)},e_.onupgradeneeded=function(){ew=!1},e_.onerror=function(){var ep;ey((null===(ep=e_.error)||void 0===ep?void 0:ep.message)||"")}}catch(ep){ey(ep)}})}function areCookiesEnabled(){return!!navigator&&!!navigator.cookieEnabled}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var eE="FirebaseError",eT=function(ep){function FirebaseError(ey,ew){var eI=ep.call(this,ew)||this;return eI.code=ey,eI.name=eE,Object.setPrototypeOf(eI,FirebaseError.prototype),Error.captureStackTrace&&Error.captureStackTrace(eI,eA.prototype.create),eI}return eI.__extends(FirebaseError,ep),FirebaseError}(Error),eA=function(){function ErrorFactory(ep,ey,ew){this.service=ep,this.serviceName=ey,this.errors=ew}return ErrorFactory.prototype.create=function(ep){for(var ey=[],ew=1;ew"})}var eC=/\{\$([^}]+)}/g;/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function jsonEval(ep){return JSON.parse(ep)}function stringify(ep){return JSON.stringify(ep)}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */var decode=function(ep){var ey={},ew={},eI={},e_="";try{var eS=ep.split(".");ey=jsonEval(base64Decode(eS[0])||""),ew=jsonEval(base64Decode(eS[1])||""),e_=eS[2],eI=ew.d||{},delete ew.d}catch(ep){}return{header:ey,claims:ew,data:eI,signature:e_}},isValidTimestamp=function(ep){var ey=decode(ep).claims,ew=Math.floor(new Date().getTime()/1e3),eI=0,e_=0;return"object"==typeof ey&&(ey.hasOwnProperty("nbf")?eI=ey.nbf:ey.hasOwnProperty("iat")&&(eI=ey.iat),e_=ey.hasOwnProperty("exp")?ey.exp:eI+86400),!!ew&&!!eI&&!!e_&&ew>=eI&&ew<=e_},issuedAtTime=function(ep){var ey=decode(ep).claims;return"object"==typeof ey&&ey.hasOwnProperty("iat")?ey.iat:null},isValidFormat=function(ep){var ey=decode(ep).claims;return!!ey&&"object"==typeof ey&&ey.hasOwnProperty("iat")},isAdmin=function(ep){var ey=decode(ep).claims;return"object"==typeof ey&&!0===ey.admin};/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function contains(ep,ey){return Object.prototype.hasOwnProperty.call(ep,ey)}function safeGet(ep,ey){return Object.prototype.hasOwnProperty.call(ep,ey)?ep[ey]:void 0}function isEmpty(ep){for(var ey in ep)if(Object.prototype.hasOwnProperty.call(ep,ey))return!1;return!0}function map(ep,ey,ew){var eI={};for(var e_ in ep)Object.prototype.hasOwnProperty.call(ep,e_)&&(eI[e_]=ey.call(ew,ep[e_],e_,ep));return eI}/** * @license * Copyright 2017 Google LLC * * Licensed under the Apache License, Version 2.0 (the "License"); * you may not use this file except in compliance with the License. * You may obtain a copy of the License at * * http://www.apache.org/licenses/LICENSE-2.0 * * Unless required by applicable law or agreed to in writing, software * distributed under the License is distributed on an "AS IS" BASIS, * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied. * See the License for the specific language governing permissions and * limitations under the License. */function querystring(ep){for(var ey=[],_loop_1=function(ep,ew){Array.isArray(ew)?ew.forEach(function(ew){ey.push(encodeURIComponent(ep)+"="+encodeURIComponent(ew))}):ey.push(encodeURIComponent(ep)+"="+encodeURIComponent(ew))},ew=0,eI=Object.entries(ep);ew>>31)&4294967295}for(var eE=this.chain_[0],eT=this.chain_[1],eA=this.chain_[2],eC=this.chain_[3],eO=this.chain_[4],eS=0;eS<80;eS++){eS<40?eS<20?(ew=eC^eT&(eA^eC),eI=1518500249):(ew=eT^eA^eC,eI=1859775393):eS<60?(ew=eT&eA|eC&(eT|eA),eI=2400959708):(ew=eT^eA^eC,eI=3395469782);var eP=(eE<<5|eE>>>27)+ew+eO+eI+e_[eS]&4294967295;eO=eC,eC=eA,eA=(eT<<30|eT>>>2)&4294967295,eT=eE,eE=eP}this.chain_[0]=this.chain_[0]+eE&4294967295,this.chain_[1]=this.chain_[1]+eT&4294967295,this.chain_[2]=this.chain_[2]+eA&4294967295,this.chain_[3]=this.chain_[3]+eC&4294967295,this.chain_[4]=this.chain_[4]+eO&4294967295},Sha1.prototype.update=function(ep,ey){if(null!=ep){void 0===ey&&(ey=ep.length);for(var ew=ey-this.blockSize,eI=0,e_=this.buf_,eS=this.inbuf_;eI=56;ew--)this.buf_[ew]=255&ey,ey/=256;this.compress_(this.buf_);for(var eI=0,ew=0;ew<5;ew++)for(var e_=24;e_>=0;e_-=8)ep[eI]=this.chain_[ew]>>e_&255,++eI;return ep},Sha1}();function createSubscribe(ep,ey){var ew=new eM(ep,ey);return ew.subscribe.bind(ew)}var eM=function(){function 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e_[ep]=eP({},e_[ep]),e_[ep][ey]?(e_[ep][ey]=e_[ep][ey].slice(),e_[ep][ey].push(eI)):e_[ep][ey]=[eI],this.setQueryParameters({numericRefinements:e_})},getConjunctiveRefinements:function(ep){return this.isConjunctiveFacet(ep)&&this.facetsRefinements[ep]||[]},getDisjunctiveRefinements:function(ep){return this.isDisjunctiveFacet(ep)&&this.disjunctiveFacetsRefinements[ep]||[]},getHierarchicalRefinement:function(ep){return this.hierarchicalFacetsRefinements[ep]||[]},getExcludeRefinements:function(ep){return this.isConjunctiveFacet(ep)&&this.facetsExcludes[ep]||[]},removeNumericRefinement:function(ep,ey,ew){var eI=ew;return void 0!==eI?this.isNumericRefined(ep,ey,eI)?this.setQueryParameters({numericRefinements:this._clearNumericRefinements(function(ew,e_){return e_===ep&&ew.op===ey&&isEqualNumericRefinement(ew.val,eA(eI))})}):this:void 0!==ey?this.isNumericRefined(ep,ey)?this.setQueryParameters({numericRefinements:this._clearNumericRefinements(function(ew,eI){return eI===ep&&ew.op===ey})}):this:this.isNumericRefined(ep)?this.setQueryParameters({numericRefinements:this._clearNumericRefinements(function(ey,ew){return ew===ep})}):this},getNumericRefinements:function(ep){return this.numericRefinements[ep]||{}},getNumericRefinement:function(ep,ey){return this.numericRefinements[ep]&&this.numericRefinements[ep][ey]},_clearNumericRefinements:function(ep){if(void 0===ep)return eE(this.numericRefinements)?{}:this.numericRefinements;if("string"==typeof ep)return eT(this.numericRefinements,[ep]);if("function"==typeof ep){var ey=!1,ew=this.numericRefinements,eI=Object.keys(ew).reduce(function(eI,e_){var eS=ew[e_],eP={};return Object.keys(eS=eS||{}).forEach(function(ew){var eI=eS[ew]||[],eE=[];eI.forEach(function(ey){ep({val:ey,op:ew},e_,"numeric")||eE.push(ey)}),eE.length!==eI.length&&(ey=!0),eP[ew]=eE}),eI[e_]=eP,eI},{});return ey?eI:this.numericRefinements}},addFacet:function(ep){return this.isConjunctiveFacet(ep)?this:this.setQueryParameters({facets:this.facets.concat([ep])})},addDisjunctiveFacet:function(ep){return this.isDisjunctiveFacet(ep)?this:this.setQueryParameters({disjunctiveFacets:this.disjunctiveFacets.concat([ep])})},addHierarchicalFacet:function(ep){if(this.isHierarchicalFacet(ep.name))throw Error("Cannot declare two hierarchical facets with the same name: `"+ep.name+"`");return this.setQueryParameters({hierarchicalFacets:this.hierarchicalFacets.concat([ep])})},addFacetRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return eO.isRefined(this.facetsRefinements,ep,ey)?this:this.setQueryParameters({facetsRefinements:eO.addRefinement(this.facetsRefinements,ep,ey)})},addExcludeRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return eO.isRefined(this.facetsExcludes,ep,ey)?this:this.setQueryParameters({facetsExcludes:eO.addRefinement(this.facetsExcludes,ep,ey)})},addDisjunctiveFacetRefinement:function(ep,ey){if(!this.isDisjunctiveFacet(ep))throw Error(ep+" is not defined in the disjunctiveFacets attribute of the helper configuration");return eO.isRefined(this.disjunctiveFacetsRefinements,ep,ey)?this:this.setQueryParameters({disjunctiveFacetsRefinements:eO.addRefinement(this.disjunctiveFacetsRefinements,ep,ey)})},addTagRefinement:function(ep){if(this.isTagRefined(ep))return this;var ey={tagRefinements:this.tagRefinements.concat(ep)};return this.setQueryParameters(ey)},removeFacet:function(ep){return this.isConjunctiveFacet(ep)?this.clearRefinements(ep).setQueryParameters({facets:this.facets.filter(function(ey){return ey!==ep})}):this},removeDisjunctiveFacet:function(ep){return this.isDisjunctiveFacet(ep)?this.clearRefinements(ep).setQueryParameters({disjunctiveFacets:this.disjunctiveFacets.filter(function(ey){return ey!==ep})}):this},removeHierarchicalFacet:function(ep){return this.isHierarchicalFacet(ep)?this.clearRefinements(ep).setQueryParameters({hierarchicalFacets:this.hierarchicalFacets.filter(function(ey){return ey.name!==ep})}):this},removeFacetRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return eO.isRefined(this.facetsRefinements,ep,ey)?this.setQueryParameters({facetsRefinements:eO.removeRefinement(this.facetsRefinements,ep,ey)}):this},removeExcludeRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return eO.isRefined(this.facetsExcludes,ep,ey)?this.setQueryParameters({facetsExcludes:eO.removeRefinement(this.facetsExcludes,ep,ey)}):this},removeDisjunctiveFacetRefinement:function(ep,ey){if(!this.isDisjunctiveFacet(ep))throw Error(ep+" is not defined in the disjunctiveFacets attribute of the helper configuration");return eO.isRefined(this.disjunctiveFacetsRefinements,ep,ey)?this.setQueryParameters({disjunctiveFacetsRefinements:eO.removeRefinement(this.disjunctiveFacetsRefinements,ep,ey)}):this},removeTagRefinement:function(ep){if(!this.isTagRefined(ep))return this;var ey={tagRefinements:this.tagRefinements.filter(function(ey){return ey!==ep})};return this.setQueryParameters(ey)},toggleRefinement:function(ep,ey){return this.toggleFacetRefinement(ep,ey)},toggleFacetRefinement:function(ep,ey){if(this.isHierarchicalFacet(ep))return this.toggleHierarchicalFacetRefinement(ep,ey);if(this.isConjunctiveFacet(ep))return this.toggleConjunctiveFacetRefinement(ep,ey);if(this.isDisjunctiveFacet(ep))return this.toggleDisjunctiveFacetRefinement(ep,ey);throw Error("Cannot refine the undeclared facet "+ep+"; it should be added to the helper options facets, disjunctiveFacets or hierarchicalFacets")},toggleConjunctiveFacetRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return this.setQueryParameters({facetsRefinements:eO.toggleRefinement(this.facetsRefinements,ep,ey)})},toggleExcludeFacetRefinement:function(ep,ey){if(!this.isConjunctiveFacet(ep))throw Error(ep+" is not defined in the facets attribute of the helper configuration");return this.setQueryParameters({facetsExcludes:eO.toggleRefinement(this.facetsExcludes,ep,ey)})},toggleDisjunctiveFacetRefinement:function(ep,ey){if(!this.isDisjunctiveFacet(ep))throw Error(ep+" is not defined in the disjunctiveFacets attribute of the helper configuration");return this.setQueryParameters({disjunctiveFacetsRefinements:eO.toggleRefinement(this.disjunctiveFacetsRefinements,ep,ey)})},toggleHierarchicalFacetRefinement:function(ep,ey){if(!this.isHierarchicalFacet(ep))throw Error(ep+" is not defined in the hierarchicalFacets attribute of the helper configuration");var ew=this._getHierarchicalFacetSeparator(this.getHierarchicalFacetByName(ep)),e_={};return void 0!==this.hierarchicalFacetsRefinements[ep]&&this.hierarchicalFacetsRefinements[ep].length>0&&(this.hierarchicalFacetsRefinements[ep][0]===ey||0===this.hierarchicalFacetsRefinements[ep][0].indexOf(ey+ew))?-1===ey.indexOf(ew)?e_[ep]=[]:e_[ep]=[ey.slice(0,ey.lastIndexOf(ew))]:e_[ep]=[ey],this.setQueryParameters({hierarchicalFacetsRefinements:eI({},e_,this.hierarchicalFacetsRefinements)})},addHierarchicalFacetRefinement:function(ep,ey){if(this.isHierarchicalFacetRefined(ep))throw Error(ep+" is already refined.");if(!this.isHierarchicalFacet(ep))throw Error(ep+" is not defined in the hierarchicalFacets attribute of the helper configuration.");var ew={};return ew[ep]=[ey],this.setQueryParameters({hierarchicalFacetsRefinements:eI({},ew,this.hierarchicalFacetsRefinements)})},removeHierarchicalFacetRefinement:function(ep){if(!this.isHierarchicalFacetRefined(ep))return this;var ey={};return ey[ep]=[],this.setQueryParameters({hierarchicalFacetsRefinements:eI({},ey,this.hierarchicalFacetsRefinements)})},toggleTagRefinement:function(ep){return this.isTagRefined(ep)?this.removeTagRefinement(ep):this.addTagRefinement(ep)},isDisjunctiveFacet:function(ep){return this.disjunctiveFacets.indexOf(ep)>-1},isHierarchicalFacet:function(ep){return void 0!==this.getHierarchicalFacetByName(ep)},isConjunctiveFacet:function(ep){return this.facets.indexOf(ep)>-1},isFacetRefined:function(ep,ey){return!!this.isConjunctiveFacet(ep)&&eO.isRefined(this.facetsRefinements,ep,ey)},isExcludeRefined:function(ep,ey){return!!this.isConjunctiveFacet(ep)&&eO.isRefined(this.facetsExcludes,ep,ey)},isDisjunctiveFacetRefined:function(ep,ey){return!!this.isDisjunctiveFacet(ep)&&eO.isRefined(this.disjunctiveFacetsRefinements,ep,ey)},isHierarchicalFacetRefined:function(ep,ey){if(!this.isHierarchicalFacet(ep))return!1;var ew=this.getHierarchicalRefinement(ep);return ey?-1!==ew.indexOf(ey):ew.length>0},isNumericRefined:function(ep,ey,ew){if(void 0===ew&&void 0===ey)return!!this.numericRefinements[ep];var eI=this.numericRefinements[ep]&&void 0!==this.numericRefinements[ep][ey];if(void 0===ew||!eI)return eI;var e_=eA(ew),eS=void 0!==findArray(this.numericRefinements[ep][ey],e_);return eI&&eS},isTagRefined:function(ep){return -1!==this.tagRefinements.indexOf(ep)},getRefinedDisjunctiveFacets:function(){var ep=this,ey=eS(Object.keys(this.numericRefinements).filter(function(ey){return Object.keys(ep.numericRefinements[ey]).length>0}),this.disjunctiveFacets);return Object.keys(this.disjunctiveFacetsRefinements).filter(function(ey){return ep.disjunctiveFacetsRefinements[ey].length>0}).concat(ey).concat(this.getRefinedHierarchicalFacets()).sort()},getRefinedHierarchicalFacets:function(){var ep=this;return eS(this.hierarchicalFacets.map(function(ep){return ep.name}),Object.keys(this.hierarchicalFacetsRefinements).filter(function(ey){return ep.hierarchicalFacetsRefinements[ey].length>0})).sort()},getUnrefinedDisjunctiveFacets:function(){var ep=this.getRefinedDisjunctiveFacets();return this.disjunctiveFacets.filter(function(ey){return -1===ep.indexOf(ey)})},managedParameters:["index","facets","disjunctiveFacets","facetsRefinements","hierarchicalFacets","facetsExcludes","disjunctiveFacetsRefinements","numericRefinements","tagRefinements","hierarchicalFacetsRefinements"],getQueryParams:function(){var ep=this.managedParameters,ey={},ew=this;return Object.keys(this).forEach(function(eI){var e_=ew[eI];-1===ep.indexOf(eI)&&void 0!==e_&&(ey[eI]=e_)}),ey},setQueryParameter:function(ep,ey){if(this[ep]===ey)return this;var ew={};return ew[ep]=ey,this.setQueryParameters(ew)},setQueryParameters:function(ep){if(!ep)return this;var ey=SearchParameters.validate(this,ep);if(ey)throw ey;var ew=this,eI=SearchParameters._parseNumbers(ep),e_=Object.keys(this).reduce(function(ep,ey){return ep[ey]=ew[ey],ep},{}),eS=Object.keys(eI).reduce(function(ep,ey){var ew=void 0!==ep[ey],e_=void 0!==eI[ey];return ew&&!e_?eT(ep,[ey]):(e_&&(ep[ey]=eI[ey]),ep)},e_);return new this.constructor(eS)},resetPage:function(){return void 0===this.page?this:this.setPage(0)},_getHierarchicalFacetSortBy:function(ep){return ep.sortBy||["isRefined:desc","name:asc"]},_getHierarchicalFacetSeparator:function(ep){return ep.separator||" > "},_getHierarchicalRootPath:function(ep){return ep.rootPath||null},_getHierarchicalShowParentLevel:function(ep){return"boolean"!=typeof ep.showParentLevel||ep.showParentLevel},getHierarchicalFacetByName:function(ep){return e_(this.hierarchicalFacets,function(ey){return ey.name===ep})},getHierarchicalFacetBreadcrumb:function(ep){if(!this.isHierarchicalFacet(ep))return[];var ey=this.getHierarchicalRefinement(ep)[0];if(!ey)return[];var ew=this._getHierarchicalFacetSeparator(this.getHierarchicalFacetByName(ep));return ey.split(ew).map(function(ep){return ep.trim()})},toString:function(){return JSON.stringify(this,null,2)}},ep.exports=SearchParameters},10210:function(ep,ey,ew){"use strict";ep.exports=generateTrees;var eI=ew(94039),e_=ew(7888),eS=ew(82293),eP=ew(42148),eE=eI.escapeFacetValue,eT=eI.unescapeFacetValue;function generateTrees(ep){return function(ey,ew){var eI=ep.hierarchicalFacets[ew],e_=ep.hierarchicalFacetsRefinements[eI.name]&&ep.hierarchicalFacetsRefinements[eI.name][0]||"",eP=ep._getHierarchicalFacetSeparator(eI),eE=ep._getHierarchicalRootPath(eI),eT=ep._getHierarchicalShowParentLevel(eI),eA=eS(ep._getHierarchicalFacetSortBy(eI)),eC=ey.every(function(ep){return ep.exhaustive}),eO=generateHierarchicalTree(eA,eP,eE,eT,e_),eM=ey;return eE&&(eM=ey.slice(eE.split(eP).length)),eM.reduce(eO,{name:ep.hierarchicalFacets[ew].name,count:null,isRefined:!0,path:null,escapedValue:null,exhaustive:eC,data:null})}}function generateHierarchicalTree(ep,ey,ew,eI,eS){return function(eE,eA,eC){var eO=eE;if(eC>0){var eM=0;for(eO=eE;eM-1})}function SearchResults(ep,ey,ew){var eS=ey[0];this._rawResults=ey;var eP=this;Object.keys(eS).forEach(function(ep){eP[ep]=eS[ep]}),Object.keys(ew||{}).forEach(function(ep){eP[ep]=ew[ep]}),this.processingTimeMS=ey.reduce(function(ep,ey){return void 0===ey.processingTimeMS?ep:ep+ey.processingTimeMS},0),this.disjunctiveFacets=[],this.hierarchicalFacets=ep.hierarchicalFacets.map(function(){return[]}),this.facets=[];var eT=ep.getRefinedDisjunctiveFacets(),eC=getIndices(ep.facets),eO=getIndices(ep.disjunctiveFacets),eH=1,eW=eS.facets||{};Object.keys(eW).forEach(function(ey){var ew=eW[ey],eI=findMatchingHierarchicalFacetFromAttributeName(ep.hierarchicalFacets,ey);if(eI){var e_=eI.attributes.indexOf(ey),eT=eE(ep.hierarchicalFacets,function(ep){return ep.name===eI.name});eP.hierarchicalFacets[eT][e_]={attribute:ey,data:ew,exhaustive:eS.exhaustiveFacetsCount}}else{var eA,eM=-1!==ep.disjunctiveFacets.indexOf(ey),eR=-1!==ep.facets.indexOf(ey);eM&&(eA=eO[ey],eP.disjunctiveFacets[eA]={name:ey,data:ew,exhaustive:eS.exhaustiveFacetsCount},assignFacetStats(eP.disjunctiveFacets[eA],eS.facets_stats,ey)),eR&&(eA=eC[ey],eP.facets[eA]={name:ey,data:ew,exhaustive:eS.exhaustiveFacetsCount},assignFacetStats(eP.facets[eA],eS.facets_stats,ey))}}),this.hierarchicalFacets=eI(this.hierarchicalFacets),eT.forEach(function(ew){var eI=ey[eH],eT=eI&&eI.facets?eI.facets:{},eC=ep.getHierarchicalFacetByName(ew);Object.keys(eT).forEach(function(ey){var ew,eR=eT[ey];if(eC){ew=eE(ep.hierarchicalFacets,function(ep){return ep.name===eC.name});var eH=eE(eP.hierarchicalFacets[ew],function(ep){return ep.attribute===ey});if(-1===eH)return;eP.hierarchicalFacets[ew][eH].data=eA({},eP.hierarchicalFacets[ew][eH].data,eR)}else{ew=eO[ey];var eW=eS.facets&&eS.facets[ey]||{};eP.disjunctiveFacets[ew]={name:ey,data:e_({},eR,eW),exhaustive:eI.exhaustiveFacetsCount},assignFacetStats(eP.disjunctiveFacets[ew],eI.facets_stats,ey),ep.disjunctiveFacetsRefinements[ey]&&ep.disjunctiveFacetsRefinements[ey].forEach(function(eI){!eP.disjunctiveFacets[ew].data[eI]&&ep.disjunctiveFacetsRefinements[ey].indexOf(eM(eI))>-1&&(eP.disjunctiveFacets[ew].data[eI]=0)})}}),eH++}),ep.getRefinedHierarchicalFacets().forEach(function(ew){var eI=ep.getHierarchicalFacetByName(ew),eS=ep._getHierarchicalFacetSeparator(eI),eT=ep.getHierarchicalRefinement(ew);0===eT.length||eT[0].split(eS).length<2||ey.slice(eH).forEach(function(ey){var ew=ey&&ey.facets?ey.facets:{};Object.keys(ew).forEach(function(ey){var eA=ew[ey],eC=eE(ep.hierarchicalFacets,function(ep){return ep.name===eI.name}),eO=eE(eP.hierarchicalFacets[eC],function(ep){return ep.attribute===ey});if(-1!==eO){var eM={};if(eT.length>0){var eR=eT[0].split(eS)[0];eM[eR]=eP.hierarchicalFacets[eC][eO].data[eR]}eP.hierarchicalFacets[eC][eO].data=e_(eM,eA,eP.hierarchicalFacets[eC][eO].data)}}),eH++})}),Object.keys(ep.facetsExcludes).forEach(function(ey){var ew=ep.facetsExcludes[ey],eI=eC[ey];eP.facets[eI]={name:ey,data:eW[ey],exhaustive:eS.exhaustiveFacetsCount},ew.forEach(function(ep){eP.facets[eI]=eP.facets[eI]||{name:ey},eP.facets[eI].data=eP.facets[eI].data||{},eP.facets[eI].data[ep]=0})}),this.hierarchicalFacets=this.hierarchicalFacets.map(eR(ep)),this.facets=eI(this.facets),this.disjunctiveFacets=eI(this.disjunctiveFacets),this._state=ep}function extractNormalizedFacetValues(ep,ey){function predicate(ep){return ep.name===ey}if(ep._state.isConjunctiveFacet(ey)){var ew=eP(ep.facets,predicate);return ew?Object.keys(ew.data).map(function(eI){var e_=eO(eI);return{name:eI,escapedValue:e_,count:ew.data[eI],isRefined:ep._state.isFacetRefined(ey,e_),isExcluded:ep._state.isExcludeRefined(ey,eI)}}):[]}if(ep._state.isDisjunctiveFacet(ey)){var eI=eP(ep.disjunctiveFacets,predicate);return eI?Object.keys(eI.data).map(function(ew){var e_=eO(ew);return{name:ew,escapedValue:e_,count:eI.data[ew],isRefined:ep._state.isDisjunctiveFacetRefined(ey,e_)}}):[]}if(ep._state.isHierarchicalFacet(ey)){var e_=eP(ep.hierarchicalFacets,predicate);if(!e_)return e_;var eS=ep._state.getHierarchicalFacetByName(ey),eE=ep._state._getHierarchicalFacetSeparator(eS),eT=eM(ep._state.getHierarchicalRefinement(ey)[0]||"");0===eT.indexOf(eS.rootPath)&&(eT=eT.replace(eS.rootPath+eE,""));var eA=eT.split(eE);return eA.unshift(ey),setIsRefined(e_,eA,0),e_}}function setIsRefined(ep,ey,ew){ep.isRefined=ep.name===ey[ew],ep.data&&ep.data.forEach(function(ep){setIsRefined(ep,ey,ew+1)})}function recSort(ep,ey,ew,eI){if(eI=eI||0,Array.isArray(ey))return ep(ey,ew[eI]);if(!ey.data||0===ey.data.length)return ey;var eS=ey.data.map(function(ey){return recSort(ep,ey,ew,eI+1)});return e_({data:ep(eS,ew[eI])},ey)}function vanillaSortFn(ep,ey){return ey.sort(ep)}function sortViaFacetOrdering(ep,ey){var ew,eI=[],e_=[],eS=(ey.order||[]).reduce(function(ep,ey,ew){return ep[ey]=ew,ep},{});ep.forEach(function(ep){var ey=ep.path||ep.name;void 0!==eS[ey]?eI[eS[ey]]=ep:e_.push(ep)}),eI=eI.filter(function(ep){return ep});var eP=ey.sortRemainingBy;return"hidden"===eP?eI:(ew="alpha"===eP?[["path","name"],["asc","asc"]]:[["count"],["desc"]],eI.concat(eC(e_,ew[0],ew[1])))}function getFacetOrdering(ep,ey){return ep.renderingContent&&ep.renderingContent.facetOrdering&&ep.renderingContent.facetOrdering.values&&ep.renderingContent.facetOrdering.values[ey]}function getFacetStatsIfAvailable(ep,ey){var ew=eP(ep,function(ep){return ep.name===ey});return ew&&ew.stats}function getRefinement(ep,ey,ew,eI,e_){var eS=eP(e_,function(ep){return ep.name===ew}),eE=eS&&eS.data&&eS.data[eI]?eS.data[eI]:0;return{type:ey,attributeName:ew,name:eI,count:eE,exhaustive:eS&&eS.exhaustive||!1}}function getHierarchicalRefinement(ep,ey,ew,eI){var e_=ep.getHierarchicalFacetByName(ey),eS=ep._getHierarchicalFacetSeparator(e_),eE=ew.split(eS),eT=eP(eI,function(ep){return ep.name===ey}),eA=eE.reduce(function(ep,ey){var ew=ep&&eP(ep.data,function(ep){return ep.name===ey});return void 0!==ew?ew:ep},eT),eC=eA&&eA.count||0,eO=eA&&eA.exhaustive||!1;return{type:"hierarchical",attributeName:ey,name:eA&&eA.path||"",count:eC,exhaustive:eO}}SearchResults.prototype.getFacetByName=function(ep){function predicate(ey){return ey.name===ep}return eP(this.facets,predicate)||eP(this.disjunctiveFacets,predicate)||eP(this.hierarchicalFacets,predicate)},SearchResults.DEFAULT_SORT=["isRefined:desc","count:desc","name:asc"],SearchResults.prototype.getFacetValues=function(ep,ey){var ew,eI=extractNormalizedFacetValues(this,ep);if(eI){var eS=e_({},ey,{sortBy:SearchResults.DEFAULT_SORT,facetOrdering:!(ey&&ey.sortBy)}),eP=this;return ew=Array.isArray(eI)?[ep]:eP._state.getHierarchicalFacetByName(eI.name).attributes,recSort(function(ep,ey){if(eS.facetOrdering){var ew=getFacetOrdering(eP,ey);if(ew)return sortViaFacetOrdering(ep,ew)}if(Array.isArray(eS.sortBy)){var eI=eT(eS.sortBy,SearchResults.DEFAULT_SORT);return eC(ep,eI[0],eI[1])}if("function"==typeof eS.sortBy)return vanillaSortFn(eS.sortBy,ep);throw Error("options.sortBy is optional but if defined it must be either an array of string (predicates) or a sorting function")},eI,ew)}},SearchResults.prototype.getFacetStats=function(ep){return this._state.isConjunctiveFacet(ep)?getFacetStatsIfAvailable(this.facets,ep):this._state.isDisjunctiveFacet(ep)?getFacetStatsIfAvailable(this.disjunctiveFacets,ep):void 0},SearchResults.prototype.getRefinements=function(){var ep=this._state,ey=this,ew=[];return Object.keys(ep.facetsRefinements).forEach(function(eI){ep.facetsRefinements[eI].forEach(function(e_){ew.push(getRefinement(ep,"facet",eI,e_,ey.facets))})}),Object.keys(ep.facetsExcludes).forEach(function(eI){ep.facetsExcludes[eI].forEach(function(e_){ew.push(getRefinement(ep,"exclude",eI,e_,ey.facets))})}),Object.keys(ep.disjunctiveFacetsRefinements).forEach(function(eI){ep.disjunctiveFacetsRefinements[eI].forEach(function(e_){ew.push(getRefinement(ep,"disjunctive",eI,e_,ey.disjunctiveFacets))})}),Object.keys(ep.hierarchicalFacetsRefinements).forEach(function(eI){ep.hierarchicalFacetsRefinements[eI].forEach(function(e_){ew.push(getHierarchicalRefinement(ep,eI,e_,ey.hierarchicalFacets))})}),Object.keys(ep.numericRefinements).forEach(function(ey){var eI=ep.numericRefinements[ey];Object.keys(eI).forEach(function(ep){eI[ep].forEach(function(eI){ew.push({type:"numeric",attributeName:ey,name:eI,numericValue:eI,operator:ep})})})}),ep.tagRefinements.forEach(function(ep){ew.push({type:"tag",attributeName:"_tags",name:ep})}),ew},ep.exports=SearchResults},49374:function(ep,ey,ew){"use strict";var eI=ew(17331),e_=ew(68078),eS=ew(94039).escapeFacetValue,eP=ew(14853),eE=ew(60185),eT=ew(90116),eA=ew(49803),eC=ew(96394),eO=ew(17775),eM=ew(23076),eR=ew(24336);function AlgoliaSearchHelper(ep,ey,ew){"function"==typeof ep.addAlgoliaAgent&&ep.addAlgoliaAgent("JS Helper ("+eR+")"),this.setClient(ep);var eI=ew||{};eI.index=ey,this.state=eO.make(eI),this.lastResults=null,this._queryId=0,this._lastQueryIdReceived=-1,this.derivedHelpers=[],this._currentNbQueries=0}function setCurrentPage(ep){if(ep<0)throw Error("Page requested below 0.");return this._change({state:this.state.setPage(ep),isPageReset:!1}),this}function getCurrentPage(){return this.state.page}eP(AlgoliaSearchHelper,eI),AlgoliaSearchHelper.prototype.search=function(){return this._search({onlyWithDerivedHelpers:!1}),this},AlgoliaSearchHelper.prototype.searchOnlyWithDerivedHelpers=function(){return this._search({onlyWithDerivedHelpers:!0}),this},AlgoliaSearchHelper.prototype.getQuery=function(){var ep=this.state;return eC._getHitsSearchParams(ep)},AlgoliaSearchHelper.prototype.searchOnce=function(ep,ey){var ew=ep?this.state.setQueryParameters(ep):this.state,eI=eC._getQueries(ew.index,ew),e_=this;if(this._currentNbQueries++,this.emit("searchOnce",{state:ew}),ey){this.client.search(eI).then(function(ep){e_._currentNbQueries--,0===e_._currentNbQueries&&e_.emit("searchQueueEmpty"),ey(null,new eM(ew,ep.results),ew)}).catch(function(ep){e_._currentNbQueries--,0===e_._currentNbQueries&&e_.emit("searchQueueEmpty"),ey(ep,null,ew)});return}return this.client.search(eI).then(function(ep){return e_._currentNbQueries--,0===e_._currentNbQueries&&e_.emit("searchQueueEmpty"),{content:new eM(ew,ep.results),state:ew,_originalResponse:ep}},function(ep){throw e_._currentNbQueries--,0===e_._currentNbQueries&&e_.emit("searchQueueEmpty"),ep})},AlgoliaSearchHelper.prototype.findAnswers=function(ep){console.warn("[algoliasearch-helper] answers is no longer supported");var ey=this.state,ew=this.derivedHelpers[0];if(!ew)return Promise.resolve([]);var eI=ew.getModifiedState(ey),e_=eE({attributesForPrediction:ep.attributesForPrediction,nbHits:ep.nbHits},{params:eA(eC._getHitsSearchParams(eI),["attributesToSnippet","hitsPerPage","restrictSearchableAttributes","snippetEllipsisText"])}),eS="search for answers was called, but this client does not have a function client.initIndex(index).findAnswers";if("function"!=typeof this.client.initIndex)throw Error(eS);var eP=this.client.initIndex(eI.index);if("function"!=typeof eP.findAnswers)throw Error(eS);return eP.findAnswers(eI.query,ep.queryLanguages,e_)},AlgoliaSearchHelper.prototype.searchForFacetValues=function(ep,ey,ew,eI){var e_,eP="function"==typeof this.client.searchForFacetValues,eE="function"==typeof this.client.initIndex;if(!eP&&!eE&&"function"!=typeof this.client.search)throw Error("search for facet values (searchable) was called, but this client does not have a function client.searchForFacetValues or client.initIndex(index).searchForFacetValues");var eT=this.state.setQueryParameters(eI||{}),eA=eT.isDisjunctiveFacet(ep),eO=eC.getSearchForFacetQuery(ep,ey,ew,eT);this._currentNbQueries++;var eM=this;return eP?e_=this.client.searchForFacetValues([{indexName:eT.index,params:eO}]):eE?e_=this.client.initIndex(eT.index).searchForFacetValues(eO):(delete eO.facetName,e_=this.client.search([{type:"facet",facet:ep,indexName:eT.index,params:eO}]).then(function(ep){return ep.results[0]})),this.emit("searchForFacetValues",{state:eT,facet:ep,query:ey}),e_.then(function(ey){return eM._currentNbQueries--,0===eM._currentNbQueries&&eM.emit("searchQueueEmpty"),(ey=Array.isArray(ey)?ey[0]:ey).facetHits.forEach(function(ey){ey.escapedValue=eS(ey.value),ey.isRefined=eA?eT.isDisjunctiveFacetRefined(ep,ey.escapedValue):eT.isFacetRefined(ep,ey.escapedValue)}),ey},function(ep){throw eM._currentNbQueries--,0===eM._currentNbQueries&&eM.emit("searchQueueEmpty"),ep})},AlgoliaSearchHelper.prototype.setQuery=function(ep){return this._change({state:this.state.resetPage().setQuery(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.clearRefinements=function(ep){return this._change({state:this.state.resetPage().clearRefinements(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.clearTags=function(){return this._change({state:this.state.resetPage().clearTags(),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addDisjunctiveFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().addDisjunctiveFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addDisjunctiveRefine=function(){return this.addDisjunctiveFacetRefinement.apply(this,arguments)},AlgoliaSearchHelper.prototype.addHierarchicalFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().addHierarchicalFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addNumericRefinement=function(ep,ey,ew){return this._change({state:this.state.resetPage().addNumericRefinement(ep,ey,ew),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().addFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addRefine=function(){return this.addFacetRefinement.apply(this,arguments)},AlgoliaSearchHelper.prototype.addFacetExclusion=function(ep,ey){return this._change({state:this.state.resetPage().addExcludeRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.addExclude=function(){return this.addFacetExclusion.apply(this,arguments)},AlgoliaSearchHelper.prototype.addTag=function(ep){return this._change({state:this.state.resetPage().addTagRefinement(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeNumericRefinement=function(ep,ey,ew){return this._change({state:this.state.resetPage().removeNumericRefinement(ep,ey,ew),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeDisjunctiveFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().removeDisjunctiveFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeDisjunctiveRefine=function(){return this.removeDisjunctiveFacetRefinement.apply(this,arguments)},AlgoliaSearchHelper.prototype.removeHierarchicalFacetRefinement=function(ep){return this._change({state:this.state.resetPage().removeHierarchicalFacetRefinement(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().removeFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeRefine=function(){return this.removeFacetRefinement.apply(this,arguments)},AlgoliaSearchHelper.prototype.removeFacetExclusion=function(ep,ey){return this._change({state:this.state.resetPage().removeExcludeRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.removeExclude=function(){return this.removeFacetExclusion.apply(this,arguments)},AlgoliaSearchHelper.prototype.removeTag=function(ep){return this._change({state:this.state.resetPage().removeTagRefinement(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.toggleFacetExclusion=function(ep,ey){return this._change({state:this.state.resetPage().toggleExcludeFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.toggleExclude=function(){return this.toggleFacetExclusion.apply(this,arguments)},AlgoliaSearchHelper.prototype.toggleRefinement=function(ep,ey){return this.toggleFacetRefinement(ep,ey)},AlgoliaSearchHelper.prototype.toggleFacetRefinement=function(ep,ey){return this._change({state:this.state.resetPage().toggleFacetRefinement(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.toggleRefine=function(){return this.toggleFacetRefinement.apply(this,arguments)},AlgoliaSearchHelper.prototype.toggleTag=function(ep){return this._change({state:this.state.resetPage().toggleTagRefinement(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.nextPage=function(){var ep=this.state.page||0;return this.setPage(ep+1)},AlgoliaSearchHelper.prototype.previousPage=function(){var ep=this.state.page||0;return this.setPage(ep-1)},AlgoliaSearchHelper.prototype.setCurrentPage=setCurrentPage,AlgoliaSearchHelper.prototype.setPage=setCurrentPage,AlgoliaSearchHelper.prototype.setIndex=function(ep){return this._change({state:this.state.resetPage().setIndex(ep),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.setQueryParameter=function(ep,ey){return this._change({state:this.state.resetPage().setQueryParameter(ep,ey),isPageReset:!0}),this},AlgoliaSearchHelper.prototype.setState=function(ep){return this._change({state:eO.make(ep),isPageReset:!1}),this},AlgoliaSearchHelper.prototype.overrideStateWithoutTriggeringChangeEvent=function(ep){return this.state=new eO(ep),this},AlgoliaSearchHelper.prototype.hasRefinements=function(ep){return!!eT(this.state.getNumericRefinements(ep))||(this.state.isConjunctiveFacet(ep)?this.state.isFacetRefined(ep):this.state.isDisjunctiveFacet(ep)?this.state.isDisjunctiveFacetRefined(ep):!!this.state.isHierarchicalFacet(ep)&&this.state.isHierarchicalFacetRefined(ep))},AlgoliaSearchHelper.prototype.isExcluded=function(ep,ey){return this.state.isExcludeRefined(ep,ey)},AlgoliaSearchHelper.prototype.isDisjunctiveRefined=function(ep,ey){return this.state.isDisjunctiveFacetRefined(ep,ey)},AlgoliaSearchHelper.prototype.hasTag=function(ep){return this.state.isTagRefined(ep)},AlgoliaSearchHelper.prototype.isTagRefined=function(){return this.hasTagRefinements.apply(this,arguments)},AlgoliaSearchHelper.prototype.getIndex=function(){return this.state.index},AlgoliaSearchHelper.prototype.getCurrentPage=getCurrentPage,AlgoliaSearchHelper.prototype.getPage=getCurrentPage,AlgoliaSearchHelper.prototype.getTags=function(){return this.state.tagRefinements},AlgoliaSearchHelper.prototype.getRefinements=function(ep){var ey=[];this.state.isConjunctiveFacet(ep)?(this.state.getConjunctiveRefinements(ep).forEach(function(ep){ey.push({value:ep,type:"conjunctive"})}),this.state.getExcludeRefinements(ep).forEach(function(ep){ey.push({value:ep,type:"exclude"})})):this.state.isDisjunctiveFacet(ep)&&this.state.getDisjunctiveRefinements(ep).forEach(function(ep){ey.push({value:ep,type:"disjunctive"})});var ew=this.state.getNumericRefinements(ep);return Object.keys(ew).forEach(function(ep){var eI=ew[ep];ey.push({value:eI,operator:ep,type:"numeric"})}),ey},AlgoliaSearchHelper.prototype.getNumericRefinement=function(ep,ey){return this.state.getNumericRefinement(ep,ey)},AlgoliaSearchHelper.prototype.getHierarchicalFacetBreadcrumb=function(ep){return this.state.getHierarchicalFacetBreadcrumb(ep)},AlgoliaSearchHelper.prototype._search=function(ep){var 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ey=ep.state,ew=ep.isPageReset;ey!==this.state&&(this.state=ey,this.emit("change",{state:this.state,results:this.lastResults,isPageReset:ew}))},AlgoliaSearchHelper.prototype.clearCache=function(){return this.client.clearCache&&this.client.clearCache(),this},AlgoliaSearchHelper.prototype.setClient=function(ep){return this.client===ep||("function"==typeof ep.addAlgoliaAgent&&ep.addAlgoliaAgent("JS Helper ("+eR+")"),this.client=ep),this},AlgoliaSearchHelper.prototype.getClient=function(){return this.client},AlgoliaSearchHelper.prototype.derive=function(ep){var ey=new e_(this,ep);return this.derivedHelpers.push(ey),ey},AlgoliaSearchHelper.prototype.detachDerivedHelper=function(ep){var ey=this.derivedHelpers.indexOf(ep);if(-1===ey)throw Error("Derived helper already detached");this.derivedHelpers.splice(ey,1)},AlgoliaSearchHelper.prototype.hasPendingRequests=function(){return this._currentNbQueries>0},ep.exports=AlgoliaSearchHelper},74587:function(ep){"use 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?",this._dispatcher.clientId),this.subscribe(this._channels.getKeys(),!0),ep&&eI(function(){ep.call(ey)})):(this.info("Handshake unsuccessful"),ew.g.setTimeout(function(){e_.handshake(ep,ey)},1e3*this._dispatcher.retry),this._state=this.UNCONNECTED)},this)}},connect:function(ep,ey){if(this._advice.reconnect!==this.NONE&&this._state!==this.DISCONNECTED){if(this._state===this.UNCONNECTED)return this.handshake(function(){this.connect(ep,ey)},this);this.callback(ep,ey),this._state===this.CONNECTED&&(this.info("Calling deferred actions for ?",this._dispatcher.clientId),this.setDeferredStatus("succeeded"),this.setDeferredStatus("unknown"),this._connectRequest||(this._connectRequest=!0,this.info("Initiating connection for ?",this._dispatcher.clientId),this._sendMessage({channel:eR.CONNECT,clientId:this._dispatcher.clientId,connectionType:this._dispatcher.connectionType},{},this._cycleConnection,this)))}},disconnect:function(){if(this._state===this.CONNECTED){this._state=this.DISCONNECTED,this.info("Disconnecting ?",this._dispatcher.clientId);var ep=new eL;return this._sendMessage({channel:eR.DISCONNECT,clientId:this._dispatcher.clientId},{},function(ey){ey.successful?(this._dispatcher.close(),ep.setDeferredStatus("succeeded")):ep.setDeferredStatus("failed",eW.parse(ey.error))},this),this.info("Clearing channel listeners for ?",this._dispatcher.clientId),this._channels=new eR.Set,ep}},subscribe:function(ep,ey,ew){if(ep instanceof Array)return eS.map(ep,function(ep){return this.subscribe(ep,ey,ew)},this);var eI=new eN(this,ep,ey,ew),e_=!0===ey;return this._channels.hasSubscription(ep)&&!e_?(this._channels.subscribe([ep],eI),eI.setDeferredStatus("succeeded")):this.connect(function(){this.info("Client ? attempting to subscribe to ?",this._dispatcher.clientId,ep),e_||this._channels.subscribe([ep],eI),this._sendMessage({channel:eR.SUBSCRIBE,clientId:this._dispatcher.clientId,subscription:ep},{},function(ey){if(!ey.successful)return eI.setDeferredStatus("failed",eW.parse(ey.error)),this._channels.unsubscribe(ep,eI);var ew=[].concat(ey.subscription);this.info("Subscription acknowledged for ? to ?",this._dispatcher.clientId,ew),eI.setDeferredStatus("succeeded")},this)},this),eI},unsubscribe:function(ep,ey){if(ep instanceof Array)return eS.map(ep,function(ep){return this.unsubscribe(ep,ey)},this);this._channels.unsubscribe(ep,ey)&&this.connect(function(){this.info("Client ? attempting to unsubscribe from ?",this._dispatcher.clientId,ep),this._sendMessage({channel:eR.UNSUBSCRIBE,clientId:this._dispatcher.clientId,subscription:ep},{},function(ep){if(ep.successful){var ey=[].concat(ep.subscription);this.info("Unsubscription acknowledged for ? from ?",this._dispatcher.clientId,ey)}},this)},this)},publish:function(ep,ey,ew){eA(ew||{},["attempts","deadline"]);var eI=new eL;return this.connect(function(){this.info("Client ? queueing published message to ?: ?",this._dispatcher.clientId,ep,ey),this._sendMessage({channel:ep,data:ey,clientId:this._dispatcher.clientId},ew,function(ep){ep.successful?eI.setDeferredStatus("succeeded"):eI.setDeferredStatus("failed",eW.parse(ep.error))},this)},this),eI},_sendMessage:function(ep,ey,ew,eI){ep.id=this._generateMessageId();var e_=this._advice.timeout?1.2*this._advice.timeout/1e3:1.2*this._dispatcher.retry;this.pipeThroughExtensions("outgoing",ep,null,function(ep){ep&&(ew&&(this._responseCallbacks[ep.id]=[ew,eI]),this._dispatcher.sendMessage(ep,e_,ey||{}))},this)},_generateMessageId:function(){return this._messageId+=1,this._messageId>=4294967296&&(this._messageId=0),this._messageId.toString(36)},_receiveMessage:function(ep){var ey,ew=ep.id;void 0!==ep.successful&&(ey=this._responseCallbacks[ew],delete this._responseCallbacks[ew]),this.pipeThroughExtensions("incoming",ep,null,function(ep){ep&&(ep.advice&&this._handleAdvice(ep.advice),this._deliverMessage(ep),ey&&ey[0].call(ey[1],ep))},this)},_handleAdvice:function(ep){eT(this._advice,ep),this._dispatcher.timeout=this._advice.timeout/1e3,this._advice.reconnect===this.HANDSHAKE&&this._state!==this.DISCONNECTED&&(this._state=this.UNCONNECTED,this._dispatcher.clientId=null,this._cycleConnection())},_deliverMessage:function(ep){ep.channel&&void 0!==ep.data&&(this.info("Client ? calling listeners for ? with ?",this._dispatcher.clientId,ep.channel,ep.data),this._channels.distributeMessage(ep))},_cycleConnection:function(){this._connectRequest&&(this._connectRequest=null,this.info("Closed connection for ?",this._dispatcher.clientId));var ep=this;ew.g.setTimeout(function(){ep.connect()},this._advice.interval)}});eT(eF.prototype,eC),eT(eF.prototype,eM),eT(eF.prototype,eO),eT(eF.prototype,eD),ep.exports=eF},28854:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(85655),eS=ew(43754),eP=ew(47088),eE=ew(58782),eT=ew(74909),eA=ew(34713),eC=ew(76148),eO=eI({className:"Dispatcher",MAX_REQUEST_SIZE:2048,DEFAULT_RETRY:5,UP:1,DOWN:2,initialize:function(ep,ey,ew){this._client=ep,this.endpoint=e_.parse(ey),this._alternates=ew.endpoints||{},this.cookies=eS.CookieJar&&new eS.CookieJar,this._disabled=[],this._envelopes={},this.headers={},this.retry=ew.retry||this.DEFAULT_RETRY,this._scheduler=ew.scheduler||eC,this._state=0,this.transports={},this.wsExtensions=[],this.proxy=ew.proxy||{},"string"==typeof this._proxy&&(this._proxy={origin:this._proxy});var eI=ew.websocketExtensions;if(eI){eI=[].concat(eI);for(var eP=0,eE=eI.length;eP=3?eP[ep](ey,ew,pipe):eP[ep](ey,pipe)};pipe(ey)}};eI(eS,e_),ep.exports=eS},64710:function(ep){"use strict";ep.exports={CHANNEL_NAME:/^\/(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)))+(\/(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)))+)*$/,CHANNEL_PATTERN:/^(\/(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)))+)*\/\*{1,2}$/,ERROR:/^([0-9][0-9][0-9]:(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)| |\/|\*|\.))*(,(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)| |\/|\*|\.))*)*:(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)| |\/|\*|\.))*|[0-9][0-9][0-9]::(((([a-z]|[A-Z])|[0-9])|(\-|\_|\!|\~|\(|\)|\$|\@)| |\/|\*|\.))*)$/,VERSION:/^([0-9])+(\.(([a-z]|[A-Z])|[0-9])(((([a-z]|[A-Z])|[0-9])|\-|\_))*)*$/}},24347:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(5890);ep.exports=eI(e_)},76148:function(ep,ey,ew){"use strict";var eI=ew(47088),Scheduler=function(ep,ey){this.message=ep,this.options=ey,this.attempts=0};eI(Scheduler.prototype,{getTimeout:function(){return this.options.timeout},getInterval:function(){return this.options.interval},isDeliverable:function(){var ep=this.options.attempts,ey=this.attempts,ew=this.options.deadline,eI=new Date().getTime();return(void 0===ep||!(ey>=ep))&&(void 0===ew||!(eI>ew))},send:function(){this.attempts+=1},succeed:function(){},fail:function(){},abort:function(){}}),ep.exports=Scheduler},15740:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(47088),eS=ew(5890),eP=eI({initialize:function(ep,ey,ew,eI){this._client=ep,this._channels=ey,this._callback=ew,this._context=eI,this._cancelled=!1},withChannel:function(ep,ey){return this._withChannel=[ep,ey],this},apply:function(ep,ey){var ew=ey[0];this._callback&&this._callback.call(this._context,ew.data),this._withChannel&&this._withChannel[0].call(this._withChannel[1],ew.channel,ew.data)},cancel:function(){this._cancelled||(this._client.unsubscribe(this._channels,this),this._cancelled=!0)},unsubscribe:function(){this.cancel()}});e_(eP.prototype,eS),ep.exports=eP},34713:function(ep,ey,ew){"use strict";var eI=ew(62195);eI.register("websocket",ew(85182)),eI.register("eventsource",ew(99591)),eI.register("long-polling",ew(53611)),eI.register("cross-origin-long-polling",ew(67045)),eI.register("callback-polling",ew(97890)),ep.exports=eI},67045:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(8172),eS=ew(85655),eP=ew(47088),eE=ew(29457),eT=eP(eI(ew(62195),{encode:function(ep){return"message="+encodeURIComponent(eE(ep))},request:function(ep){var ey,eI=ew.g.XDomainRequest?XDomainRequest:XMLHttpRequest,e_=new eI,eS=++eT._id,eP=this._dispatcher.headers,eE=this;if(e_.open("POST",this.endpoint.href,!0),e_.withCredentials=!0,e_.setRequestHeader)for(ey in e_.setRequestHeader("Pragma","no-cache"),eP)eP.hasOwnProperty(ey)&&e_.setRequestHeader(ey,eP[ey]);var cleanUp=function(){if(!e_)return!1;eT._pending.remove(eS),e_.onload=e_.onerror=e_.ontimeout=e_.onprogress=null,e_=null};return e_.onload=function(){var ey;try{ey=JSON.parse(e_.responseText)}catch(ep){}cleanUp(),ey?eE._receive(ey):eE._handleError(ep)},e_.onerror=e_.ontimeout=function(){cleanUp(),eE._handleError(ep)},e_.onprogress=function(){},eI===ew.g.XDomainRequest&&eT._pending.add({id:eS,xhr:e_}),e_.send(this.encode(ep)),e_}}),{_id:0,_pending:new e_,isUsable:function(ep,ey,eI,e_){if(eS.isSameOrigin(ey))return eI.call(e_,!1);if(ew.g.XDomainRequest)return eI.call(e_,ey.protocol===location.protocol);if(ew.g.XMLHttpRequest){var eP=new XMLHttpRequest;return eI.call(e_,void 0!==eP.withCredentials)}return eI.call(e_,!1)}});ep.exports=eT},99591:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(85655),eS=ew(10172),eP=ew(47088),eE=ew(5890),eT=ew(62195),eA=ew(53611),eC=eP(eI(eT,{initialize:function(ep,ey){if(eT.prototype.initialize.call(this,ep,ey),!ew.g.EventSource)return this.setDeferredStatus("failed");this._xhr=new eA(ep,ey),ey=eS(ey),ey.pathname+="/"+ep.clientId;var eI=new ew.g.EventSource(e_.stringify(ey)),eP=this;eI.onopen=function(){eP._everConnected=!0,eP.setDeferredStatus("succeeded")},eI.onerror=function(){eP._everConnected?eP._handleError([]):(eP.setDeferredStatus("failed"),eI.close())},eI.onmessage=function(ep){var ey;try{ey=JSON.parse(ep.data)}catch(ep){}ey?eP._receive(ey):eP._handleError([])},this._socket=eI},close:function(){this._socket&&(this._socket.onopen=this._socket.onerror=this._socket.onmessage=null,this._socket.close(),delete this._socket)},isUsable:function(ep,ey){this.callback(function(){ep.call(ey,!0)}),this.errback(function(){ep.call(ey,!1)})},encode:function(ep){return this._xhr.encode(ep)},request:function(ep){return this._xhr.request(ep)}}),{isUsable:function(ep,ey,ew,eI){if(!ep.clientId)return ew.call(eI,!1);eA.isUsable(ep,ey,function(e_){if(!e_)return ew.call(eI,!1);this.create(ep,ey).isUsable(ew,eI)},this)},create:function(ep,ey){var ew=ep.transports.eventsource=ep.transports.eventsource||{},eI=ep.clientId,eP=eS(ey);return eP.pathname+="/"+(eI||""),ew[eP=e_.stringify(eP)]=ew[eP]||new this(ep,ey),ew[eP]}});eP(eC.prototype,eE),ep.exports=eC},97890:function(ep,ey,ew){"use strict";var eI=ew(78702),e_=ew(85655),eS=ew(10172),eP=ew(47088),eE=ew(29457),eT=eP(eI(ew(62195),{encode:function(ep){var ey=eS(this.endpoint);return ey.query.message=eE(ep),ey.query.jsonp="__jsonp"+eT._cbCount+"__",e_.stringify(ey)},request:function(ep){var ey=document.getElementsByTagName("head")[0],eI=document.createElement("script"),eP=eT.getCallbackName(),eA=eS(this.endpoint),eC=this;eA.query.message=eE(ep),eA.query.jsonp=eP;var cleanup=function(){if(!ew.g[eP])return!1;ew.g[eP]=void 0;try{delete ew.g[eP]}catch(ep){}eI.parentNode.removeChild(eI)};return ew.g[eP]=function(ep){cleanup(),eC._receive(ep)},eI.type="text/javascript",eI.src=e_.stringify(eA),ey.appendChild(eI),eI.onerror=function(){cleanup(),eC._handleError(ep)},{abort:cleanup}}}),{_cbCount:0,getCallbackName:function(){return this._cbCount+=1,"__jsonp"+this._cbCount+"__"},isUsable:function(ep,ey,ew,eI){ew.call(eI,!0)}});ep.exports=eT},62195:function(ep,ey,ew){"use strict";var eI=ew(34155),e_=ew(78702),eS=ew(43754).Cookie,eP=ew(44857),eE=ew(18722),eT=ew(47088),eA=ew(58782),eC=ew(72840),eO=ew(31762),eM=eT(e_({className:"Transport",DEFAULT_PORTS:{"http:":80,"https:":443,"ws:":80,"wss:":443},MAX_DELAY:0,batching:!0,initialize:function(ep,ey){this._dispatcher=ep,this.endpoint=ey,this._outbox=[],this._proxy=eT({},this._dispatcher.proxy),this._proxy.origin||(this._proxy.origin=this._findProxy())},close:function(){},encode:function(ep){return""},sendMessage:function(ep){return(this.debug("Client ? sending message to ?: ?",this._dispatcher.clientId,this.endpoint.href,ep),this.batching)?(this._outbox.push(ep),this._flushLargeBatch(),ep.channel===eO.HANDSHAKE)?this._publish(.01):(ep.channel===eO.CONNECT&&(this._connectMessage=ep),this._publish(this.MAX_DELAY)):eP.resolve(this.request([ep]))},_makePromise:function(){var ep=this;this._requestPromise=this._requestPromise||new eP(function(ey){ep._resolvePromise=ey})},_publish:function(ep){return this._makePromise(),this.addTimeout("publish",ep,function(){this._flush(),delete this._requestPromise},this),this._requestPromise},_flush:function(){this.removeTimeout("publish"),this._outbox.length>1&&this._connectMessage&&(this._connectMessage.advice={timeout:0}),this._resolvePromise(this.request(this._outbox)),this._connectMessage=null,this._outbox=[]},_flushLargeBatch:function(){if(!(this.encode(this._outbox).length1&&(ew=eP[e_]),ew=ew||eP["CGI_"+eS]):(ew=eP[e_]||eP[eS])&&!eP[e_]&&console.warn("The environment variable "+eS+" is discouraged. Use "+e_+"."),ew}}}}),{get:function(ep,ey,ew,eI,e_){var eS=ep.endpoint;eE.asyncEach(this._transports,function(eS,eP){var eT=eS[0],eA=eS[1],eC=ep.endpointFor(eT);return eE.indexOf(ew,eT)>=0?eP():0>eE.indexOf(ey,eT)?(eA.isUsable(ep,eC,function(){}),eP()):void eA.isUsable(ep,eC,function(ey){if(!ey)return eP();var ew=eA.hasOwnProperty("create")?eA.create(ep,eC):new eA(ep,eC);eI.call(e_,ew)})},function(){throw Error("Could not find a usable connection type for "+eS.href)})},register:function(ep,ey){this._transports.push([ep,ey]),ey.prototype.connectionType=ep},getConnectionTypes:function(){return eE.map(this._transports,function(ep){return ep[0]})},disable:function(ep){if("autodisconnect"===ep)for(var ey=0;ey=200&&eP<300||304===eP||1223===eP;if(void 0!==ew.g.onbeforeunload&&eS.Event.detach(ew.g,"beforeunload",abort),ey.onreadystatechange=function(){},ey=null,!eT)return e_._handleError(ep);try{eI=JSON.parse(eE)}catch(ep){}eI?e_._receive(eI):e_._handleError(ep)}},ey.send(this.encode(ep)),ey}}),{isUsable:function(ep,ey,ew,eI){var eS="ReactNative"===navigator.product||e_.isSameOrigin(ey);ew.call(eI,eS)}});ep.exports=eT},18722:function(ep){"use strict";ep.exports={commonElement:function(ep,ey){for(var ew=0,eI=ep.length;ew0;)iterate();eE=!1}},resume=function(){eP+=1,loop()};resume()}}},47088:function(ep){"use strict";var ey=Array.prototype.forEach,ew=Object.prototype.hasOwnProperty;ep.exports=function(ep){return ey.call(arguments,function(ey,eI){if(0!==eI)for(var e_ in ey)ew.call(ey,e_)&&(ep[e_]=ey[e_])}),ep}},88375:function(ep,ey,ew){"use strict";var eI={_registry:[],on:function(ep,ey,ew,eI){var wrapped=function(){ew.call(eI)};ep.addEventListener?ep.addEventListener(ey,wrapped,!1):ep.attachEvent("on"+ey,wrapped),this._registry.push({_element:ep,_type:ey,_callback:ew,_context:eI,_handler:wrapped})},detach:function(ep,ey,ew,eI){for(var e_,eS=this._registry.length;eS--;)e_=this._registry[eS],ep&&ep!==e_._element||ey&&ey!==e_._type||ew&&ew!==e_._callback||eI&&eI!==e_._context||(e_._element.removeEventListener?e_._element.removeEventListener(e_._type,e_._handler,!1):e_._element.detachEvent("on"+e_._type,e_._handler),this._registry.splice(eS,1),e_=null)}};void 0!==ew.g.onunload&&eI.on(ew.g,"unload",eI.detach,eI),ep.exports={Event:eI}},78702:function(ep,ey,ew){"use strict";var eI=ew(47088);ep.exports=function(ep,ey){"function"!=typeof ep&&(ey=ep,ep=Object);var klass=function(){return this.initialize&&this.initialize.apply(this,arguments)||this},bridge=function(){};return bridge.prototype=ep.prototype,klass.prototype=new bridge,eI(klass.prototype,ey),klass}},8742:function(ep){ep.exports={VERSION:"1.4.0",BAYEUX_VERSION:"1.0",ID_LENGTH:160,JSONP_CALLBACK:"jsonpcallback",CONNECTION_TYPES:["long-polling","cross-origin-long-polling","callback-polling","websocket","eventsource","in-process"],MANDATORY_CONNECTION_TYPES:["long-polling","callback-polling","in-process"]}},43754:function(ep){"use strict";ep.exports={}},10172:function(ep){"use strict";var copyObject=function(ep){var ey,ew,eI;if(ep instanceof Array){for(ey=[],ew=ep.length;ew--;)ey[ew]=copyObject(ep[ew]);return ey}if("object"!=typeof ep)return ep;for(eI in ey=null===ep?null:{},ep)ey[eI]=copyObject(ep[eI]);return ey};ep.exports=copyObject},82356:function(ep){var ey="function"==typeof Array.isArray?Array.isArray:function(ep){return"[object Array]"===Object.prototype.toString.call(ep)};function indexOf(ep,ey){if(ep.indexOf)return ep.indexOf(ey);for(var ew=0;eweI.indexOf(ey,ew))throw Error("Unrecognized option: "+ew)}},95003:function(ep,ey,ew){"use strict";var eI=ew.g.MozWebSocket||ew.g.WebSocket;ep.exports={create:function(ep,ey,ew){return"function"!=typeof eI?null:new eI(ep)}}},92806:function(ep){"use strict";ep.exports=function(ep,ey){for(var ew={},eI=Object.keys(ep),e_=Array.isArray(ey),eS=0;eS with the name of a component - i.e. auth, database, etc):\n\nCommonJS Modules:\nconst firebase = require('firebase/app');\nrequire('firebase/');\n\nES Modules:\nimport firebase from 'firebase/app';\nimport 'firebase/';\n\nTypescript:\nimport * as firebase from 'firebase/app';\nimport 'firebase/';\n"),e_.default.registerVersion(eE,eT),ep.exports=e_.default},1675:function(ep,ey,ew){var eI=ew(34155),e_=ew(53489),eS=ew(27730),eP=ew(6051),eE=ew(37489);function connect(ep,ey,ew,eS){if(void 0!==eI&&eI.env.STREAM_URL&&!ep){var eP=/https:\/\/(\w+):(\w+)@([\w-]*).*\?app_id=(\d+)/.exec(eI.env.STREAM_URL);ep=eP[1],ey=eP[2];var eE=eP[3];ew=eP[4],void 0===eS&&(eS={}),"getstream"!==eE&&"stream-io-api"!==eE&&(eS.location=eE)}return new e_(ep,ey,ew,eS)}ep.exports.connect=connect,ep.exports.errors=eS,ep.exports.request=eE,ep.exports.signing=eP,ep.exports.Client=e_},53489:function(ep,ey,ew){var eI=ew(34155),e_=ew(10434),eS=ew(70215),eP=ew(52822),eE=ew(37489),eT=ew(23593),eA=ew(6051),eC=ew(27730),eO=ew(63737),eM=ew(9310),eR=ew(2303),eH=ew(45260),eW=ew(38863),eD=ew(42965),eL=ew(10084),eN=ew(89382),eF=ew(5233),eB=ew(28513),ez=ew(76018),eU=ew(46489),eG=ew(3045),StreamClient=function(){this.initialize.apply(this,arguments)};if(StreamClient.prototype={baseUrl:"https://api.stream-io-api.com/api/",baseAnalyticsUrl:"https://analytics.stream-io-api.com/analytics/",initialize:function(ep,ey,e_){var eS=arguments.length>3&&void 0!==arguments[3]?arguments[3]:{};if(this.apiKey=ep,this.usingApiSecret=null!=ey&&!eA.isJWT(ey),this.apiSecret=this.usingApiSecret?ey:null,this.userToken=this.usingApiSecret?null:ey,this.enrichByDefault=!this.usingApiSecret,null!=this.userToken){var eT=eU(this.userToken);if(!eT.user_id)throw TypeError("user_id is missing in user token");this.userId=eT.user_id,this.currentUser=this.user(this.userId),this.authPayload=eT}if(this.appId=e_,this.options=eS,this.version=this.options.version||"v1.0",this.fayeUrl=this.options.fayeUrl||"https://faye-us-east.stream-io-api.com/faye",this.fayeClient=null,this.request=eE,this.group=this.options.group||"unspecified",this.subscriptions={},this.expireTokens=!!this.options.expireTokens&&this.options.expireTokens,this.location=this.options.location,this.baseUrl=this.getBaseUrl(),void 0!==eI&&eI.env.LOCAL_FAYE&&(this.fayeUrl="http://localhost:9999/faye/"),void 0!==eI&&eI.env.STREAM_ANALYTICS_BASE_URL&&(this.baseAnalyticsUrl=eI.env.STREAM_ANALYTICS_BASE_URL),this.handlers={},this.browser=void 0!==this.options.browser?this.options.browser:"undefined"!=typeof window,this.node=!this.browser,!this.browser){var eO=this.options.keepAlive;void 0===eO&&(eO=!0);var eM=ew(11331),eR=new(ew(80559)).Agent({keepAlive:eO,keepAliveMsecs:3e3}),eH=new eM.Agent({keepAlive:eO,keepAliveMsecs:3e3});this.requestAgent=this.baseUrl.startsWith("https://")?eR:eH}if(this.personalization=new eP(this),this.browser&&this.usingApiSecret)throw new eC.FeedError('You are publicly sharing your App Secret. Do not expose the App Secret in browsers, "native" mobile apps, or other non-trusted environments.');this.collections=new eL(this,this.getOrCreateToken()),this.files=new eN(this,this.getOrCreateToken()),this.images=new eF(this,this.getOrCreateToken()),this.reactions=new eB(this,this.getOrCreateToken())},getPersonalizationToken:function(){if(this._personalizationToken)return this._personalizationToken;if(this.apiSecret)this._personalizationToken=eA.JWTScopeToken(this.apiSecret,"personalization","*",{userId:"*",feedId:"*",expireTokens:this.expireTokens});else throw new eC.SiteError("Missing secret, which is needed to perform signed requests, use var client = stream.connect(key, secret);");return this._personalizationToken},getCollectionsToken:function(){if(this._collectionsToken)return this._collectionsToken;if(this.apiSecret)this._collectionsToken=eA.JWTScopeToken(this.apiSecret,"collections","*",{feedId:"*",expireTokens:this.expireTokens});else throw new eC.SiteError("Missing secret, which is needed to perform signed requests, use var client = stream.connect(key, secret);");return this._collectionsToken},getAnalyticsToken:function(){if(this.apiSecret)return eA.JWTScopeToken(this.apiSecret,"analytics","*",{userId:"*",expireTokens:this.expireTokens});throw new eC.SiteError("Missing secret, which is needed to perform signed requests, use var client = stream.connect(key, secret);")},getBaseUrl:function(ep){ep||(ep="api");var ey,ew=this.baseUrl;return("api"!=ep&&(ew="https://"+ep+".stream-io-api.com/"+ep+"/"),this.location&&(ew=(this.options.protocol||"https")+"://"+this.location+"-"+ep+".stream-io-api.com/"+ep+"/"),(void 0!==eI&&eI.env.LOCAL||this.options.local)&&(ew="http://localhost:8000/"+ep+"/"),ey="api"==ep?"STREAM_BASE_URL":"STREAM_"+ep.toUpperCase()+"_URL",void 0!==eI&&eI.env[ey]&&(ew=eI.env[ey]),this.options.urlOverride&&this.options.urlOverride[ep])?this.options.urlOverride[ep]:ew},on:function(ep,ey){this.handlers[ep]=ey},off:function(ep){void 0===ep?this.handlers={}:delete this.handlers[ep]},send:function(){var ep=Array.prototype.slice.call(arguments),ey=ep[0];ep=ep.slice(1),this.handlers[ey]&&this.handlers[ey].apply(this,ep)},wrapPromiseTask:function(ep,ey,ew){var eI=this,e_=this.wrapCallback(ep);return function(ep,eS,eP){ep?ew(new eC.StreamApiError(ep,eP,eS)):/^2/.test(""+eS.statusCode)?ey(eP):ew(new eC.StreamApiError(JSON.stringify(eP)+" with HTTP status code "+eS.statusCode,eP,eS)),e_.call(eI,ep,eS,eP)}},wrapCallback:function(ep){var ey=this;return function(){var ew=Array.prototype.slice.call(arguments),eI=["response"].concat(ew);ey.send.apply(ey,eI),void 0!==ep&&ep.apply(ey,ew)}},userAgent:function(){return"stream-javascript-client-"+(this.node?"node":"browser")+"-unknown"},getReadOnlyToken:function(ep,ey){return this.feed(ep,ey).getReadOnlyToken()},getReadWriteToken:function(ep,ey){return this.feed(ep,ey).getReadWriteToken()},feed:function(ep){var ey=arguments.length>1&&void 0!==arguments[1]?arguments[1]:this.userId,ew=arguments.length>2?arguments[2]:void 0;return void 0===ew&&(ew=this.usingApiSecret?eA.JWTScopeToken(this.apiSecret,"*","*",{feedId:""+ep+ey}):this.userToken),ey instanceof ez&&(ey=ey.id),new eT(this,ep,ey,ew)},enrichUrl:function(ep,ey){return ey||(ey="api"),this.getBaseUrl(ey)+this.version+"/"+ep},replaceReactionOptions:function(ep){ep&&ep.reactions&&(null!=ep.reactions.own&&(ep.withOwnReactions=ep.reactions.own),null!=ep.reactions.recent&&(ep.withRecentReactions=ep.reactions.recent),null!=ep.reactions.counts&&(ep.withReactionCounts=ep.reactions.counts),null!=ep.reactions.own_children&&(ep.withOwnChildren=ep.reactions.own_children),delete ep.reactions)},shouldUseEnrichEndpoint:function(ep){if(ep&&ep.enrich){var ey=ep.enrich;return delete ep.enrich,ey}return this.enrichByDefault||null!=ep.ownReactions||null!=ep.withRecentReactions||null!=ep.withReactionCounts||null!=ep.withOwnChildren},enrichKwargs:function(ep){ep.url=this.enrichUrl(ep.url,ep.serviceName),void 0===ep.qs&&(ep.qs={}),this.browser||(ep.agent=this.requestAgent),ep.qs.api_key=this.apiKey,ep.qs.location=this.group,ep.json=!0;var ey=ep.signature||this.signature;return ep.headers={},eA.isJWTSignature(ey)?(ep.headers["stream-auth-type"]="jwt",ey=ey.split(" ").reverse()[0]):ep.headers["stream-auth-type"]="simple",ep.timeout=1e4,ep.headers.Authorization=ey,ep.headers["X-Stream-Client"]=this.userAgent(),ep.withCredentials=!1,ep},getFayeAuthorization:function(){var ep=this.apiKey,ey=this;return{incoming:function(ep,ey){ey(ep)},outgoing:function(ew,eI){if(ew.subscription&&ey.subscriptions[ew.subscription]){var e_=ey.subscriptions[ew.subscription];ew.ext={user_id:e_.userId,api_key:ep,signature:e_.token}}eI(ew)}}},getFayeClient:function(){if(null===this.fayeClient){this.fayeClient=new eD.Client(this.fayeUrl,{timeout:10});var ep=this.getFayeAuthorization();this.fayeClient.addExtension(ep)}return this.fayeClient},get:function(ep,ey){return new eR((function(ew,eI){this.send("request","get",ep,ey),(ep=this.enrichKwargs(ep)).method="GET",ep.gzip=!0;var e_=this.wrapPromiseTask(ey,ew,eI);this.request(ep,e_)}).bind(this))},post:function(ep,ey){return new eR((function(ew,eI){this.send("request","post",ep,ey),(ep=this.enrichKwargs(ep)).method="POST",ep.gzip=!0;var e_=this.wrapPromiseTask(ey,ew,eI);this.request(ep,e_)}).bind(this))},delete:function(ep,ey){return new eR((function(ew,eI){this.send("request","delete",ep,ey),(ep=this.enrichKwargs(ep)).gzip=!0,ep.method="DELETE";var e_=this.wrapPromiseTask(ey,ew,eI);this.request(ep,e_)}).bind(this))},put:function(ep,ey){return new eR((function(ew,eI){this.send("request","put",ep,ey),(ep=this.enrichKwargs(ep)).method="PUT",ep.gzip=!0;var e_=this.wrapPromiseTask(ey,ew,eI);this.request(ep,e_)}).bind(this))},createUserSessionToken:function(ep){var ey=arguments.length>1&&void 0!==arguments[1]?arguments[1]:{};if(!this.usingApiSecret||null==this.apiKey)throw new eC.FeedError("In order to create user tokens you need to initialize the API client with your API Secret");return eA.JWTUserSessionToken(this.apiSecret,ep,ey,{noTimestamp:!this.expireTokens})},createUserToken:function(ep){var ey=arguments.length>1&&void 0!==arguments[1]?arguments[1]:{};return this.createUserSessionToken(ep,ey)},updateActivities:function(ep,ey){if(!this.usingApiSecret||null==this.apiKey)throw new eC.SiteError("This method can only be used server-side using your API Secret");if(!(ep instanceof Array))throw TypeError("The activities argument should be an Array");var ew=eA.JWTScopeToken(this.apiSecret,"activities","*",{feedId:"*",expireTokens:this.expireTokens}),eI={activities:ep};return this.post({url:"activities/",body:eI,signature:ew},ey)},updateActivity:function(ep,ey){if(!this.usingApiSecret||null==this.apiKey)throw new eC.SiteError("This method can only be used server-side using your API Secret");return this.updateActivities([ep],ey)},getActivities:function(ep,ey){var ew,eI,e_=ep.ids,eP=ep.foreignIDTimes,eE=eS(ep,["ids","foreignIDTimes"]);if(e_){if(!(e_ instanceof Array))throw TypeError("The ids argument should be an Array");eE.ids=e_.join(",")}else if(eP){if(!(eP instanceof Array))throw TypeError("The foreignIDTimes argument should be an Array");var eT=[],eC=[],eO=!0,eM=!1,eR=void 0;try{for(var eH,eW=eP[Symbol.iterator]();!(eO=(eH=eW.next()).done);eO=!0){var eD=eH.value;if(!(eD instanceof Object))throw TypeError("foreignIDTimes elements should be Objects");eT.push(eD.foreignID),eC.push(eD.time)}}catch(ep){eM=!0,eR=ep}finally{try{eO||null==eW.return||eW.return()}finally{if(eM)throw eR}}eE.foreign_ids=eT.join(","),eE.timestamps=eC.join(",")}else throw TypeError("Missing ids or foreignIDTimes params");return ew=this.usingApiSecret?eA.JWTScopeToken(this.apiSecret,"activities","*",{feedId:"*",expireTokens:this.expireTokens}):this.userToken,this.replaceReactionOptions(eE),eI=this.shouldUseEnrichEndpoint(eE)?"enrich/activities/":"activities/",this.get({url:eI,qs:eE,signature:ew},ey)},getOrCreateToken:function(){return this.usingApiSecret?eA.JWTScopeToken(this.apiSecret,"*","*",{feedId:"*"}):this.userToken},user:function(ep){return new ez(this,ep,this.getOrCreateToken())},setUser:function(ep){var ey=this;if(this.usingApiSecret)throw new eC.SiteError("This method can only be used client-side using a user token");var ew=e_(ep);return delete ew.id,this.currentUser.getOrCreate(ew).then(function(ep){return ey.currentUser=ep,ep})},og:function(ep){return this.get({url:"og/",qs:{url:ep},signature:this.getOrCreateToken()})},personalizedFeed:function(){var ep=arguments.length>0&&void 0!==arguments[0]?arguments[0]:{},ey=arguments.length>1?arguments[1]:void 0;return this.get({url:"enrich/personalization/feed/",qs:ep,signature:this.getOrCreateToken()},ey)},activityPartialUpdate:function(ep,ey){return this.activitiesPartialUpdate([ep],ey).then(function(ep){var ey=ep.activities[0];return delete ep.activities,eG(ey,ep),ey})},activitiesPartialUpdate:function(ep,ey){var ew;if(!(ep instanceof Array))throw TypeError("changes should be an Array");return ep.forEach(function(ep){if(!(ep instanceof Object))throw TypeError("changeset should be and Object");if(ep.foreignID&&(ep.foreign_id=ep.foreignID),void 0===ep.id&&(void 0===ep.foreign_id||void 0===ep.time))throw TypeError("missing id or foreign ID and time");if(ep.set&&!(ep.set instanceof Object))throw TypeError("set field should be an Object");if(ep.unset&&!(ep.unset instanceof Array))throw TypeError("unset field should be an Array")}),ew=this.usingApiSecret?eA.JWTScopeToken(this.apiSecret,"activities","*",{feedId:"*",expireTokens:this.expireTokens}):this.userToken,this.post({url:"activity/",body:{changes:ep},signature:ew},ey)}},StreamClient.prototype.collection=StreamClient.prototype.collections,eH&&(StreamClient.prototype.createRedirectUrl=function(ep,ey,ew){var eI=eW.parse(ep);if(!(eI.host||eI.hostname&&eI.port)&&!eI.isUnix)throw new eC.MissingSchemaError('Invalid URI: "'+eW.format(eI)+'"');var e_=eA.JWTScopeToken(this.apiSecret,"redirect_and_track","*",{userId:"*",expireTokens:this.expireTokens}),eS=this.baseAnalyticsUrl+"redirect/",eP={auth_type:"jwt",authorization:e_,url:ep,api_key:this.apiKey,events:JSON.stringify(ew)};return eS+"?"+eO.rfc3986(eH.stringify(eP,null,null,{}))}),eM)for(var eV in eM)eM.hasOwnProperty(eV)&&(StreamClient.prototype[eV]=eM[eV]);ep.exports=StreamClient},10084:function(ep,ey,ew){var eI=ew(27730),Collections=function(){this.initialize.apply(this,arguments)};Collections.prototype={initialize:function(ep,ey){this.client=ep,this.token=ey},buildURL:function(ep,ey){var ew="collections/"+ep+"/";return void 0===ey?ew:ew+ey+"/"},entry:function(ep,ey,ew){return new CollectionEntry(this,ep,ey,ew)},get:function(ep,ey,ew){var eI=this;return this.client.get({url:this.buildURL(ep,ey),signature:this.token}).then(function(ep){var ey=eI.client.collections.entry(ep.collection,ep.id,ep.data);return ey.full=ep,ew&&ew(ey),ey})},add:function(ep,ey,ew,eI){var e_=this;null===ey&&(ey=void 0);var eS={id:ey,data:ew};return this.client.post({url:this.buildURL(ep),body:eS,signature:this.token}).then(function(ep){var ey=e_.client.collections.entry(ep.collection,ep.id,ep.data);return ey.full=ep,eI&&eI(ey),ey})},update:function(ep,ey,ew,eI){var e_=this,eS={data:ew};return this.client.put({url:this.buildURL(ep,ey),body:eS,signature:this.token}).then(function(ep){var ey=e_.client.collections.entry(ep.collection,ep.id,ep.data);return ey.full=ep,eI&&eI(ey),ey})},delete:function(ep,ey,ew){return this.client.delete({url:this.buildURL(ep,ey),signature:this.token},ew)},upsert:function(ep,ey,ew){if(!this.client.usingApiSecret)throw new eI.SiteError("This method can only be used server-side using your API Secret");var e_=arguments[arguments.length-1];ew=e_.call?e_:void 0,Array.isArray(ey)||(ey=[ey]);var eS={data:{}};return eS.data[ep]=ey,this.client.post({url:"collections/",serviceName:"api",body:eS,signature:this.client.getCollectionsToken()},ew)},select:function(ep,ey,ew){if(!this.client.usingApiSecret)throw new eI.SiteError("This method can only be used server-side using your API Secret");var e_=arguments[arguments.length-1];ew=e_.call?e_:void 0,Array.isArray(ey)||(ey=[ey]);var eS={foreign_ids:ey.map(function(ey){return ep+":"+ey}).join(",")};return this.client.get({url:"collections/",serviceName:"api",qs:eS,signature:this.client.getCollectionsToken()},ew)},deleteMany:function(ep,ey,ew){if(!this.client.usingApiSecret)throw new eI.SiteError("This method can only be used server-side using your API Secret");var e_=arguments[arguments.length-1];ew=e_.call?e_:void 0,Array.isArray(ey)||(ey=[ey]);var eS={collection_name:ep,ids:ey=ey.map(function(ep){return ep.toString()}).join(",")};return this.client.delete({url:"collections/",serviceName:"api",qs:eS,signature:this.client.getCollectionsToken()},ew)}};var CollectionEntry=function(){this.initialize.apply(this,arguments)};CollectionEntry.prototype={initialize:function(ep,ey,ew,eI){this.collection=ey,this.store=ep,this.id=ew,this.data=eI},_streamRef:function(){return"SO:".concat(this.collection,":").concat(this.id)},get:function(ep){var ey=this;return this.store.get(this.collection,this.id).then(function(ew){return ey.data=ew.data,ey.full=ew,ep&&ep(ew),ew})},add:function(ep){var ey=this;return this.store.add(this.collection,this.id,this.data).then(function(ew){return ey.data=ew.data,ey.full=ew,ep&&ep(ew),ew})},update:function(ep){var ey=this;return this.store.update(this.collection,this.id,this.data).then(function(ew){return ey.data=ew.data,ey.full=ew,ep&&ep(ew),ew})},delete:function(ep){var ey=this;return this.store.delete(this.collection,this.id).then(function(ew){return ey.data=null,ey.full=null,ep&&ep(ew),ew})}},ep.exports=Collections},27730:function(ep){var ey=ep.exports,ew="function"==typeof Error.captureStackTrace,eI=!!Error().stack;function ErrorAbstract(ep,ey){this.message=ep,Error.call(this,this.message),ew?Error.captureStackTrace(this,ey):eI?this.stack=Error().stack:this.stack=""}ey._Abstract=ErrorAbstract,ErrorAbstract.prototype=Error(),ey.FeedError=function(ep){ErrorAbstract.call(this,ep)},ey.FeedError.prototype=new ErrorAbstract,ey.SiteError=function(ep){ErrorAbstract.call(this,ep)},ey.SiteError.prototype=new ErrorAbstract,ey.MissingSchemaError=function(ep){ErrorAbstract.call(this,ep)},ey.MissingSchemaError.prototype=new ErrorAbstract,ey.StreamApiError=function(ep,ey,ew){this.error=ey,this.response=ew,ErrorAbstract.call(this,ep)},ey.StreamApiError.prototype=new ErrorAbstract},23593:function(ep,ey,ew){var eI=ew(10434),e_=ew(18698),eS=ew(27730),eP=ew(63737),eE=ew(13218),eT=ew(68630),eA=ew(76018),eC=ew(6051),StreamFeed=function(){this.initialize.apply(this,arguments)};function replaceStreamObjects(ep){var ey=ep;if(Array.isArray(ep))ey=ep.map(function(ep){return replaceStreamObjects(ep)});else if(eT(ep))for(var ew in ey={},ep)ey[ew]=replaceStreamObjects(ep[ew]);else eE(ep)&&void 0!==ep._streamRef&&(ey=ep._streamRef());return ey}StreamFeed.prototype={initialize:function(ep,ey,ew,eI){if(!ey||!ew)throw new eS.FeedError('Please provide a feed slug and user id, ie client.feed("user", "1")');if(-1!==ey.indexOf(":"))throw new eS.FeedError('Please initialize the feed using client.feed("user", "1") not client.feed("user:1")');if(eP.validateFeedSlug(ey),eP.validateUserId(ew),!this.apiSecret&&!eI)throw new eS.FeedError("Missing token, in client side mode please provide a feed secret");this.client=ep,this.slug=ey,this.userId=ew,this.id=this.slug+":"+this.userId,this.token=eI,this.feedUrl=this.id.replace(":","/"),this.feedTogether=this.id.replace(":",""),this.signature=this.feedTogether+" "+this.token,this.notificationChannel="site-"+this.client.appId+"-feed-"+this.feedTogether,this.enrichByDefault=!1},addActivity:function(ep,ey){return!(ep=replaceStreamObjects(ep)).actor&&this.client.currentUser&&(ep.actor=this.client.currentUser._streamRef()),this.client.post({url:"feed/"+this.feedUrl+"/",body:ep,signature:this.signature},ey)},removeActivity:function(ep,ey){var ew=ep.foreignId?ep.foreignId:ep,eI={};return ep.foreignId&&(eI.foreign_id="1"),this.client.delete({url:"feed/"+this.feedUrl+"/"+ew+"/",qs:eI,signature:this.signature},ey)},addActivities:function(ep,ey){var ew={activities:ep=replaceStreamObjects(ep)};return this.client.post({url:"feed/"+this.feedUrl+"/",body:ew,signature:this.signature},ey)},follow:function(ep,ey,ew,eI){ey instanceof eA&&(ey=ey.id),eP.validateFeedSlug(ep),eP.validateUserId(ey);var e_,eS=arguments[arguments.length-1];eI=eS.call?eS:void 0;var eE=ep+":"+ey;ew&&!ew.call&&void 0!==ew.limit&&null!==ew.limit&&(e_=ew.limit);var eT={target:eE};return null!=e_&&(eT.activity_copy_limit=e_),this.client.post({url:"feed/"+this.feedUrl+"/following/",body:eT,signature:this.signature},eI)},unfollow:function(ep,ey,ew,eI){var eS={},eE={};"function"==typeof ew&&(eI=ew),"object"===e_(ew)&&(eS=ew),"boolean"==typeof eS.keepHistory&&eS.keepHistory&&(eE.keep_history="1"),eP.validateFeedSlug(ep),eP.validateUserId(ey);var eT=ep+":"+ey;return this.client.delete({url:"feed/"+this.feedUrl+"/following/"+eT+"/",qs:eE,signature:this.signature},eI)},following:function(ep,ey){return void 0!==ep&&ep.filter&&(ep.filter=ep.filter.join(",")),this.client.get({url:"feed/"+this.feedUrl+"/following/",qs:ep,signature:this.signature},ey)},followers:function(ep,ey){return void 0!==ep&&ep.filter&&(ep.filter=ep.filter.join(",")),this.client.get({url:"feed/"+this.feedUrl+"/followers/",qs:ep,signature:this.signature},ey)},get:function(ep,ey){var ew;return ep&&ep.mark_read&&ep.mark_read.join&&(ep.mark_read=ep.mark_read.join(",")),ep&&ep.mark_seen&&ep.mark_seen.join&&(ep.mark_seen=ep.mark_seen.join(",")),this.client.replaceReactionOptions(ep),ew=this.client.shouldUseEnrichEndpoint(ep)?"enrich/feed/":"feed/",this.client.get({url:ew+this.feedUrl+"/",qs:ep,signature:this.signature},ey)},getReadOnlyToken:function(){var ep=""+this.slug+this.userId;return eC.JWTScopeToken(this.client.apiSecret,"*","read",{feedId:ep,expireTokens:this.client.expireTokens})},getReadWriteToken:function(){var ep=""+this.slug+this.userId;return eC.JWTScopeToken(this.client.apiSecret,"*","*",{feedId:ep,expireTokens:this.client.expireTokens})},getActivityDetail:function(ep,ey,ew){return this.get(eI({id_lte:ep,id_gte:ep,limit:1},ey||{}),ew)},getFayeClient:function(){return this.client.getFayeClient()},subscribe:function(ep){if(!this.client.appId)throw new eS.SiteError("Missing app id, which is needed to subscribe, use var client = stream.connect(key, secret, appId);");var ey=this.getFayeClient().subscribe("/"+this.notificationChannel,ep);return this.client.subscriptions["/"+this.notificationChannel]={token:this.token,userId:this.notificationChannel,fayeSubscription:ey},ey},unsubscribe:function(){var ep=this.client.subscriptions["/"+this.notificationChannel];ep&&(delete this.client.subscriptions["/"+this.notificationChannel],ep.fayeSubscription.cancel())},updateActivityToTargets:function(ep,ey,ew,eI,e_){if(ep){if(!ey)throw Error("Missing `time` parameter!")}else throw Error("Missing `foreign_id` 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ep="reaction/",ey=0;ey0&&void 0!==arguments[0]?arguments[0]:[];return ep.map(function(ep){return"string"==typeof ep?ep:ep.id})},add:function(ep,ey){var ew=arguments.length>2&&void 0!==arguments[2]?arguments[2]:{},eI=arguments.length>3&&void 0!==arguments[3]?arguments[3]:{},e_=eI.id,eS=eI.targetFeeds,eP=void 0===eS?[]:eS,eE=eI.userId,eT=eI.targetFeedsExtraData,eA=arguments.length>4?arguments[4]:void 0;ey instanceof Object&&(ey=ey.id);var eC={id:e_,activity_id:ey,kind:ep,data:ew,target_feeds:eP=this._convertTargetFeeds(eP),user_id:eE};return null!=eT&&(eC.target_feeds_extra_data=eT),this.client.post({url:this.buildURL(),body:eC,signature:this.signature},eA)},addChild:function(ep,ey){var ew=arguments.length>2&&void 0!==arguments[2]?arguments[2]:{},eI=arguments.length>3&&void 0!==arguments[3]?arguments[3]:{},e_=eI.targetFeeds,eS=void 0===e_?[]:e_,eP=eI.userId,eE=eI.targetFeedsExtraData,eT=arguments.length>4?arguments[4]:void 0;ey instanceof Object&&(ey=ey.id);var eA={parent:ey,kind:ep,data:ew,target_feeds:eS=this._convertTargetFeeds(eS),user_id:eP};return null!=eE&&(eA.target_feeds_extra_data=eE),this.client.post({url:this.buildURL(),body:eA,signature:this.signature},eT)},get:function(ep,ey){return this.client.get({url:this.buildURL(ep),signature:this.signature},ey)},filter:function(ep,ey){var ew=ep.user_id,eS=ep.activity_id,eP=ep.reaction_id,eE=eI(ep,["user_id","activity_id","reaction_id"]);if(eE.limit||(eE.limit=10),(ew?1:0)+(eS?1:0)+(eP?1:0)!=1)throw new e_.SiteError("Must provide exactly one value for one of these params: user_id, activity_id, reaction_id");var eT=ew&&"user_id"||eS&&"activity_id"||eP&&"reaction_id",eA=ew||eS||eP,eC=this.buildURL(eT,eA);return ep.kind&&(eC=this.buildURL(eT,eA,ep.kind)),this.client.get({url:eC,qs:eE,signature:this.signature},ey)},update:function(ep,ey){var ew=arguments.length>2&&void 0!==arguments[2]?arguments[2]:{},eI=ew.targetFeeds,e_=void 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safeJsonParse(decodeBase64Url(ep.split(".",1)[0]))}ey.headerFromJWS=headerFromJWS,ey.JWTScopeToken=function(ep,ey,ew,eI){var e_=eI||{},eS=!e_.expireTokens||!e_.expireTokens,eE={resource:ey,action:ew};return e_.feedId&&(eE.feed_id=e_.feedId),e_.userId&&(eE.user_id=e_.userId),eP.sign(eE,ep,{algorithm:"HS256",noTimestamp:eS})},ey.JWTUserSessionToken=function(ep,ey){var ew=arguments.length>2&&void 0!==arguments[2]?arguments[2]:{},eS=arguments.length>3&&void 0!==arguments[3]?arguments[3]:{};if("string"!=typeof ey)throw TypeError("userId should be a string");var eE=e_({user_id:ey},ew),eT=eI({algorithm:"HS256",noTimestamp:!0},eS);return eP.sign(eE,ep,eT)},ey.isJWTSignature=ey.isJWT=function(ep){if(null==ep||0==ep.length)return!1;var ey=ep.split(" ")[1]||ep;return eE.test(ey)&&!!headerFromJWS(ey)}},76018:function(ep,ey,ew){var eI=ew(10434),StreamUser=function(){this.initialize.apply(this,arguments)};StreamUser.prototype={initialize:function(ep,ey,ew){this.client=ep,this.id=ey,this.data=void 0,this.full=void 0,this.token=ew,this.url="user/"+this.id+"/"},_streamRef:function(){return"SU:".concat(this.id)},ref:function(){return this._streamRef()},delete:function(ep){return this.client.delete({url:this.url,signature:this.token}).then(function(ey){return ep&&ep(ey),ey})},get:function(ep,ey){var ew=this;return this.client.get({url:this.url,signature:this.token,qs:ep}).then(function(ep){return ew.full=eI({},ep),delete ew.full.duration,ew.data=ew.full.data,ey&&ey(ep),ew})},_chooseData:function(ep){return void 0!==ep?ep:void 0!==this.data?this.data:{}},create:function(ep,ey,ew){var e_=this;return this.client.post({url:"user/",body:{id:this.id,data:this._chooseData(ep)},qs:ey,signature:this.token}).then(function(ep){return e_.full=eI({},ep),delete e_.full.duration,e_.data=e_.full.data,ew&&ew(ep),e_})},update:function(ep,ey){var ew=this;return this.client.put({url:this.url,body:{data:this._chooseData(ep)},signature:this.token}).then(function(ep){return ew.full=eI({},ep),delete ew.full.duration,ew.data=ew.full.data,ey&&ey(ep),ew})},getOrCreate:function(ep,ey){return this.create(ep,{get_or_create:!0},ey)},profile:function(ep){return this.get({with_follow_counts:!0},ep)}},ep.exports=StreamUser},63737:function(ep,ey,ew){var eI=ew(18698),e_=ew(27730),eS=/^[\w]+$/,eP=/^[\w-]+$/;function validateFeedId(ep){var ey=ep.split(":");if(2!==ey.length)throw new e_.FeedError("Invalid feedId, expected something like user:1 got "+ep);var ew=ey[0],eI=ey[1];return validateFeedSlug(ew),validateUserId(eI),ep}function validateFeedSlug(ep){if(!eS.test(ep))throw new e_.FeedError("Invalid feedSlug, please use letters, numbers or _: "+ep);return ep}function validateUserId(ep){if(!eP.test(ep))throw new e_.FeedError("Invalid userId, please use letters, numbers, - or _: "+ep);return ep}function rfc3986(ep){return ep.replace(/[!'()*]/g,function(ep){return"%"+ep.charCodeAt(0).toString(16).toUpperCase()})}function isReadableStream(ep){return"object"===eI(ep)&&eI("function"===ep._read)&&eI("object"===ep._readableState)}ey.validateFeedId=validateFeedId,ey.validateFeedSlug=validateFeedSlug,ey.validateUserId=validateUserId,ey.rfc3986=rfc3986,ey.isReadableStream=isReadableStream},13180:function(ep){ep.exports="object"==typeof self?self.FormData:window.FormData},8679:function(ep,ey,ew){"use strict";var eI=ew(59864),e_={childContextTypes:!0,contextType:!0,contextTypes:!0,defaultProps:!0,displayName:!0,getDefaultProps:!0,getDerivedStateFromError:!0,getDerivedStateFromProps:!0,mixins:!0,propTypes:!0,type:!0},eS={name:!0,length:!0,prototype:!0,caller:!0,callee:!0,arguments:!0,arity:!0},eP={$$typeof:!0,render:!0,defaultProps:!0,displayName:!0,propTypes:!0},eE={$$typeof:!0,compare:!0,defaultProps:!0,displayName:!0,propTypes:!0,type:!0},eT={};function getStatics(ep){return eI.isMemo(ep)?eE:eT[ep.$$typeof]||e_}eT[eI.ForwardRef]=eP,eT[eI.Memo]=eE;var eA=Object.defineProperty,eC=Object.getOwnPropertyNames,eO=Object.getOwnPropertySymbols,eM=Object.getOwnPropertyDescriptor,eR=Object.getPrototypeOf,eH=Object.prototype;function hoistNonReactStatics(ep,ey,ew){if("string"!=typeof ey){if(eH){var eI=eR(ey);eI&&eI!==eH&&hoistNonReactStatics(ep,eI,ew)}var e_=eC(ey);eO&&(e_=e_.concat(eO(ey)));for(var eP=getStatics(ep),eE=getStatics(ey),eT=0;eT>(-2*eS&6))))e_=ey.indexOf(e_);return eE}InvalidCharacterError.prototype=Error(),InvalidCharacterError.prototype.name="InvalidCharacterError",ep.exports="undefined"!=typeof window&&window.atob&&window.atob.bind(window)||polyfill},84491:function(ep,ey,ew){var eI=ew(71168);function b64DecodeUnicode(ep){return decodeURIComponent(eI(ep).replace(/(.)/g,function(ep,ey){var ew=ey.charCodeAt(0).toString(16).toUpperCase();return ew.length<2&&(ew="0"+ew),"%"+ew}))}ep.exports=function(ep){var ey=ep.replace(/-/g,"+").replace(/_/g,"/");switch(ey.length%4){case 0:break;case 2:ey+="==";break;case 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void(e_?eI.setUTCDate(ew):eI.setDate(ew));case"FullYear":break;default:return}eS=ew,eP=ep.month(),eE=29!==(eE=ep.date())||1!==eP||isLeapYear(eS)?eE:28,e_?eI.setUTCFullYear(eS,eP,eE):eI.setFullYear(eS,eP,eE)}}function stringGet(ep){return isFunction(this[ep=normalizeUnits(ep)])?this[ep]():this}function stringSet(ep,ey){if("object"==typeof ep){var ew,eI=getPrioritizedUnits(ep=normalizeObjectUnits(ep)),e_=eI.length;for(ew=0;ew=0?isFinite((eE=new Date(ep+400,ey,ew,eI,e_,eS,eP)).getFullYear())&&eE.setFullYear(ep):eE=new Date(ep,ey,ew,eI,e_,eS,eP),eE}function createUTCDate(ep){var ey,ew;return ep<100&&ep>=0?(ew=Array.prototype.slice.call(arguments),ew[0]=ep+400,isFinite((ey=new Date(Date.UTC.apply(null,ew))).getUTCFullYear())&&ey.setUTCFullYear(ep)):ey=new Date(Date.UTC.apply(null,arguments)),ey}function firstWeekOffset(ep,ey,ew){var eI=7+ey-ew;return-((7+createUTCDate(ep,0,eI).getUTCDay()-ey)%7)+eI-1}function dayOfYearFromWeeks(ep,ey,ew,eI,e_){var eS,eP,eE=1+7*(ey-1)+(7+ew-eI)%7+firstWeekOffset(ep,eI,e_);return eE<=0?eP=daysInYear(eS=ep-1)+eE:eE>daysInYear(ep)?(eS=ep+1,eP=eE-daysInYear(ep)):(eS=ep,eP=eE),{year:eS,dayOfYear:eP}}function weekOfYear(ep,ey,ew){var eI,e_,eS=firstWeekOffset(ep.year(),ey,ew),eP=Math.floor((ep.dayOfYear()-eS-1)/7)+1;return eP<1?eI=eP+weeksInYear(e_=ep.year()-1,ey,ew):eP>weeksInYear(ep.year(),ey,ew)?(eI=eP-weeksInYear(ep.year(),ey,ew),e_=ep.year()+1):(e_=ep.year(),eI=eP),{week:eI,year:e_}}function weeksInYear(ep,ey,ew){var eI=firstWeekOffset(ep,ey,ew),e_=firstWeekOffset(ep+1,ey,ew);return(daysInYear(ep)-eI+e_)/7}function localeWeek(ep){return weekOfYear(ep,this._week.dow,this._week.doy).week}addFormatToken("w",["ww",2],"wo","week"),addFormatToken("W",["WW",2],"Wo","isoWeek"),addRegexToken("w",eJ,e9),addRegexToken("ww",eJ,eG),addRegexToken("W",eJ,e9),addRegexToken("WW",eJ,eG),addWeekParseToken(["w","ww","W","WW"],function(ep,ey,ew,eI){ey[eI.substr(0,1)]=toInt(ep)});var tL={dow:0,doy:6};function localeFirstDayOfWeek(){return this._week.dow}function localeFirstDayOfYear(){return this._week.doy}function getSetWeek(ep){var ey=this.localeData().week(this);return null==ep?ey:this.add((ep-ey)*7,"d")}function getSetISOWeek(ep){var ey=weekOfYear(this,1,4).week;return null==ep?ey:this.add((ep-ey)*7,"d")}function parseWeekday(ep,ey){return"string"!=typeof ep?ep:isNaN(ep)?"number"==typeof(ep=ey.weekdaysParse(ep))?ep:null:parseInt(ep,10)}function parseIsoWeekday(ep,ey){return"string"==typeof ep?ey.weekdaysParse(ep)%7||7:isNaN(ep)?null:ep}function shiftWeekdays(ep,ey){return ep.slice(ey,7).concat(ep.slice(0,ey))}addFormatToken("d",0,"do","day"),addFormatToken("dd",0,0,function(ep){return this.localeData().weekdaysMin(this,ep)}),addFormatToken("ddd",0,0,function(ep){return this.localeData().weekdaysShort(this,ep)}),addFormatToken("dddd",0,0,function(ep){return this.localeData().weekdays(this,ep)}),addFormatToken("e",0,0,"weekday"),addFormatToken("E",0,0,"isoWeekday"),addRegexToken("d",eJ),addRegexToken("e",eJ),addRegexToken("E",eJ),addRegexToken("dd",function(ep,ey){return ey.weekdaysMinRegex(ep)}),addRegexToken("ddd",function(ep,ey){return ey.weekdaysShortRegex(ep)}),addRegexToken("dddd",function(ep,ey){return ey.weekdaysRegex(ep)}),addWeekParseToken(["dd","ddd","dddd"],function(ep,ey,ew,eI){var e_=ew._locale.weekdaysParse(ep,eI,ew._strict);null!=e_?ey.d=e_:getParsingFlags(ew).invalidWeekday=ep}),addWeekParseToken(["d","e","E"],function(ep,ey,ew,eI){ey[eI]=toInt(ep)});var tN="Sunday_Monday_Tuesday_Wednesday_Thursday_Friday_Saturday".split("_"),tF="Sun_Mon_Tue_Wed_Thu_Fri_Sat".split("_"),tB="Su_Mo_Tu_We_Th_Fr_Sa".split("_"),tz=e3,tq=e3,tU=e3;function localeWeekdays(ep,ey){var ew=isArray(this._weekdays)?this._weekdays:this._weekdays[ep&&!0!==ep&&this._weekdays.isFormat.test(ey)?"format":"standalone"];return!0===ep?shiftWeekdays(ew,this._week.dow):ep?ew[ep.day()]:ew}function localeWeekdaysShort(ep){return!0===ep?shiftWeekdays(this._weekdaysShort,this._week.dow):ep?this._weekdaysShort[ep.day()]:this._weekdaysShort}function localeWeekdaysMin(ep){return!0===ep?shiftWeekdays(this._weekdaysMin,this._week.dow):ep?this._weekdaysMin[ep.day()]:this._weekdaysMin}function handleStrictParse$1(ep,ey,ew){var eI,e_,eS,eP=ep.toLocaleLowerCase();if(!this._weekdaysParse)for(eI=0,this._weekdaysParse=[],this._shortWeekdaysParse=[],this._minWeekdaysParse=[];eI<7;++eI)eS=createUTC([2e3,1]).day(eI),this._minWeekdaysParse[eI]=this.weekdaysMin(eS,"").toLocaleLowerCase(),this._shortWeekdaysParse[eI]=this.weekdaysShort(eS,"").toLocaleLowerCase(),this._weekdaysParse[eI]=this.weekdays(eS,"").toLocaleLowerCase();return ew?"dddd"===ey?-1!==(e_=tY.call(this._weekdaysParse,eP))?e_:null:"ddd"===ey?-1!==(e_=tY.call(this._shortWeekdaysParse,eP))?e_:null:-1!==(e_=tY.call(this._minWeekdaysParse,eP))?e_:null:"dddd"===ey?-1!==(e_=tY.call(this._weekdaysParse,eP))||-1!==(e_=tY.call(this._shortWeekdaysParse,eP))?e_:-1!==(e_=tY.call(this._minWeekdaysParse,eP))?e_:null:"ddd"===ey?-1!==(e_=tY.call(this._shortWeekdaysParse,eP))||-1!==(e_=tY.call(this._weekdaysParse,eP))?e_:-1!==(e_=tY.call(this._minWeekdaysParse,eP))?e_:null:-1!==(e_=tY.call(this._minWeekdaysParse,eP))||-1!==(e_=tY.call(this._weekdaysParse,eP))?e_:-1!==(e_=tY.call(this._shortWeekdaysParse,eP))?e_:null}function localeWeekdaysParse(ep,ey,ew){var eI,e_,eS;if(this._weekdaysParseExact)return handleStrictParse$1.call(this,ep,ey,ew);for(this._weekdaysParse||(this._weekdaysParse=[],this._minWeekdaysParse=[],this._shortWeekdaysParse=[],this._fullWeekdaysParse=[]),eI=0;eI<7;eI++){if(e_=createUTC([2e3,1]).day(eI),ew&&!this._fullWeekdaysParse[eI]&&(this._fullWeekdaysParse[eI]=RegExp("^"+this.weekdays(e_,"").replace(".","\\.?")+"$","i"),this._shortWeekdaysParse[eI]=RegExp("^"+this.weekdaysShort(e_,"").replace(".","\\.?")+"$","i"),this._minWeekdaysParse[eI]=RegExp("^"+this.weekdaysMin(e_,"").replace(".","\\.?")+"$","i")),this._weekdaysParse[eI]||(eS="^"+this.weekdays(e_,"")+"|^"+this.weekdaysShort(e_,"")+"|^"+this.weekdaysMin(e_,""),this._weekdaysParse[eI]=RegExp(eS.replace(".",""),"i")),ew&&"dddd"===ey&&this._fullWeekdaysParse[eI].test(ep)||ew&&"ddd"===ey&&this._shortWeekdaysParse[eI].test(ep))return eI;if(ew&&"dd"===ey&&this._minWeekdaysParse[eI].test(ep))return eI;if(!ew&&this._weekdaysParse[eI].test(ep))return eI}}function getSetDayOfWeek(ep){if(!this.isValid())return null!=ep?this:NaN;var ey=get(this,"Day");return null!=ep?(ep=parseWeekday(ep,this.localeData()),this.add(ep-ey,"d")):ey}function getSetLocaleDayOfWeek(ep){if(!this.isValid())return null!=ep?this:NaN;var ey=(this.day()+7-this.localeData()._week.dow)%7;return null==ep?ey:this.add(ep-ey,"d")}function getSetISODayOfWeek(ep){if(!this.isValid())return null!=ep?this:NaN;if(null==ep)return this.day()||7;var ey=parseIsoWeekday(ep,this.localeData());return this.day(this.day()%7?ey:ey-7)}function weekdaysRegex(ep){return this._weekdaysParseExact?(hasOwnProp(this,"_weekdaysRegex")||computeWeekdaysParse.call(this),ep)?this._weekdaysStrictRegex:this._weekdaysRegex:(hasOwnProp(this,"_weekdaysRegex")||(this._weekdaysRegex=tz),this._weekdaysStrictRegex&&ep?this._weekdaysStrictRegex:this._weekdaysRegex)}function weekdaysShortRegex(ep){return this._weekdaysParseExact?(hasOwnProp(this,"_weekdaysRegex")||computeWeekdaysParse.call(this),ep)?this._weekdaysShortStrictRegex:this._weekdaysShortRegex:(hasOwnProp(this,"_weekdaysShortRegex")||(this._weekdaysShortRegex=tq),this._weekdaysShortStrictRegex&&ep?this._weekdaysShortStrictRegex:this._weekdaysShortRegex)}function weekdaysMinRegex(ep){return this._weekdaysParseExact?(hasOwnProp(this,"_weekdaysRegex")||computeWeekdaysParse.call(this),ep)?this._weekdaysMinStrictRegex:this._weekdaysMinRegex:(hasOwnProp(this,"_weekdaysMinRegex")||(this._weekdaysMinRegex=tU),this._weekdaysMinStrictRegex&&ep?this._weekdaysMinStrictRegex:this._weekdaysMinRegex)}function computeWeekdaysParse(){function cmpLenRev(ep,ey){return ey.length-ep.length}var ep,ey,ew,eI,e_,eS=[],eP=[],eE=[],eT=[];for(ep=0;ep<7;ep++)ey=createUTC([2e3,1]).day(ep),ew=regexEscape(this.weekdaysMin(ey,"")),eI=regexEscape(this.weekdaysShort(ey,"")),e_=regexEscape(this.weekdays(ey,"")),eS.push(ew),eP.push(eI),eE.push(e_),eT.push(ew),eT.push(eI),eT.push(e_);eS.sort(cmpLenRev),eP.sort(cmpLenRev),eE.sort(cmpLenRev),eT.sort(cmpLenRev),this._weekdaysRegex=RegExp("^("+eT.join("|")+")","i"),this._weekdaysShortRegex=this._weekdaysRegex,this._weekdaysMinRegex=this._weekdaysRegex,this._weekdaysStrictRegex=RegExp("^("+eE.join("|")+")","i"),this._weekdaysShortStrictRegex=RegExp("^("+eP.join("|")+")","i"),this._weekdaysMinStrictRegex=RegExp("^("+eS.join("|")+")","i")}function hFormat(){return this.hours()%12||12}function kFormat(){return this.hours()||24}function meridiem(ep,ey){addFormatToken(ep,0,0,function(){return this.localeData().meridiem(this.hours(),this.minutes(),ey)})}function matchMeridiem(ep,ey){return ey._meridiemParse}function localeIsPM(ep){return"p"===(ep+"").toLowerCase().charAt(0)}addFormatToken("H",["HH",2],0,"hour"),addFormatToken("h",["hh",2],0,hFormat),addFormatToken("k",["kk",2],0,kFormat),addFormatToken("hmm",0,0,function(){return""+hFormat.apply(this)+zeroFill(this.minutes(),2)}),addFormatToken("hmmss",0,0,function(){return""+hFormat.apply(this)+zeroFill(this.minutes(),2)+zeroFill(this.seconds(),2)}),addFormatToken("Hmm",0,0,function(){return""+this.hours()+zeroFill(this.minutes(),2)}),addFormatToken("Hmmss",0,0,function(){return""+this.hours()+zeroFill(this.minutes(),2)+zeroFill(this.seconds(),2)}),meridiem("a",!0),meridiem("A",!1),addRegexToken("a",matchMeridiem),addRegexToken("A",matchMeridiem),addRegexToken("H",eJ,e7),addRegexToken("h",eJ,e9),addRegexToken("k",eJ,e9),addRegexToken("HH",eJ,eG),addRegexToken("hh",eJ,eG),addRegexToken("kk",eJ,eG),addRegexToken("hmm",eZ),addRegexToken("hmmss",eX),addRegexToken("Hmm",eZ),addRegexToken("Hmmss",eX),addParseToken(["H","HH"],tS),addParseToken(["k","kk"],function(ep,ey,ew){var eI=toInt(ep);ey[tS]=24===eI?0:eI}),addParseToken(["a","A"],function(ep,ey,ew){ew._isPm=ew._locale.isPM(ep),ew._meridiem=ep}),addParseToken(["h","hh"],function(ep,ey,ew){ey[tS]=toInt(ep),getParsingFlags(ew).bigHour=!0}),addParseToken("hmm",function(ep,ey,ew){var eI=ep.length-2;ey[tS]=toInt(ep.substr(0,eI)),ey[tP]=toInt(ep.substr(eI)),getParsingFlags(ew).bigHour=!0}),addParseToken("hmmss",function(ep,ey,ew){var eI=ep.length-4,e_=ep.length-2;ey[tS]=toInt(ep.substr(0,eI)),ey[tP]=toInt(ep.substr(eI,2)),ey[tE]=toInt(ep.substr(e_)),getParsingFlags(ew).bigHour=!0}),addParseToken("Hmm",function(ep,ey,ew){var eI=ep.length-2;ey[tS]=toInt(ep.substr(0,eI)),ey[tP]=toInt(ep.substr(eI))}),addParseToken("Hmmss",function(ep,ey,ew){var eI=ep.length-4,e_=ep.length-2;ey[tS]=toInt(ep.substr(0,eI)),ey[tP]=toInt(ep.substr(eI,2)),ey[tE]=toInt(ep.substr(e_))});var tG=/[ap]\.?m?\.?/i,tV=makeGetSet("Hours",!0);function localeMeridiem(ep,ey,ew){return ep>11?ew?"pm":"PM":ew?"am":"AM"}var tY,tK,tJ={calendar:eP,longDateFormat:eO,invalidDate:eM,ordinal:eR,dayOfMonthOrdinalParse:eH,relativeTime:eW,months:tM,monthsShort:tR,week:tL,weekdays:tN,weekdaysMin:tB,weekdaysShort:tF,meridiemParse:tG},tZ={},tX={};function commonPrefix(ep,ey){var ew,eI=Math.min(ep.length,ey.length);for(ew=0;ew0;){if(eI=loadLocale(e_.slice(0,ey).join("-")))return eI;if(ew&&ew.length>=ey&&commonPrefix(e_,ew)>=ey-1)break;ey--}eS++}return tK}function isLocaleNameSane(ep){return!!(ep&&ep.match("^[^/\\\\]*$"))}function loadLocale(ey){var ew=null;if(void 0===tZ[ey]&&ep&&ep.exports&&isLocaleNameSane(ey))try{ew=tK._abbr,function(){var ep=Error("Cannot find module 'undefined'");throw ep.code="MODULE_NOT_FOUND",ep}(),getSetGlobalLocale(ew)}catch(ep){tZ[ey]=null}return tZ[ey]}function getSetGlobalLocale(ep,ey){var ew;return ep&&((ew=isUndefined(ey)?getLocale(ep):defineLocale(ep,ey))?tK=ew:"undefined"!=typeof console&&console.warn&&console.warn("Locale "+ep+" not found. Did you forget to load it?")),tK._abbr}function defineLocale(ep,ey){if(null===ey)return delete tZ[ep],null;var ew,eI=tJ;if(ey.abbr=ep,null!=tZ[ep])deprecateSimple("defineLocaleOverride","use moment.updateLocale(localeName, config) to change an existing locale. moment.defineLocale(localeName, config) should only be used for creating a new locale See http://momentjs.com/guides/#/warnings/define-locale/ for more info."),eI=tZ[ep]._config;else if(null!=ey.parentLocale){if(null!=tZ[ey.parentLocale])eI=tZ[ey.parentLocale]._config;else{if(null==(ew=loadLocale(ey.parentLocale)))return tX[ey.parentLocale]||(tX[ey.parentLocale]=[]),tX[ey.parentLocale].push({name:ep,config:ey}),null;eI=ew._config}}return tZ[ep]=new Locale(mergeConfigs(eI,ey)),tX[ep]&&tX[ep].forEach(function(ep){defineLocale(ep.name,ep.config)}),getSetGlobalLocale(ep),tZ[ep]}function updateLocale(ep,ey){if(null!=ey){var ew,eI,e_=tJ;null!=tZ[ep]&&null!=tZ[ep].parentLocale?tZ[ep].set(mergeConfigs(tZ[ep]._config,ey)):(null!=(eI=loadLocale(ep))&&(e_=eI._config),ey=mergeConfigs(e_,ey),null==eI&&(ey.abbr=ep),(ew=new Locale(ey)).parentLocale=tZ[ep],tZ[ep]=ew),getSetGlobalLocale(ep)}else null!=tZ[ep]&&(null!=tZ[ep].parentLocale?(tZ[ep]=tZ[ep].parentLocale,ep===getSetGlobalLocale()&&getSetGlobalLocale(ep)):null!=tZ[ep]&&delete tZ[ep]);return tZ[ep]}function getLocale(ep){var ey;if(ep&&ep._locale&&ep._locale._abbr&&(ep=ep._locale._abbr),!ep)return tK;if(!isArray(ep)){if(ey=loadLocale(ep))return ey;ep=[ep]}return chooseLocale(ep)}function listLocales(){return eB(tZ)}function checkOverflow(ep){var ey,ew=ep._a;return ew&&-2===getParsingFlags(ep).overflow&&(ey=ew[tI]<0||ew[tI]>11?tI:ew[t_]<1||ew[t_]>daysInMonth(ew[tv],ew[tI])?t_:ew[tS]<0||ew[tS]>24||24===ew[tS]&&(0!==ew[tP]||0!==ew[tE]||0!==ew[tT])?tS:ew[tP]<0||ew[tP]>59?tP:ew[tE]<0||ew[tE]>59?tE:ew[tT]<0||ew[tT]>999?tT:-1,getParsingFlags(ep)._overflowDayOfYear&&(eyt_)&&(ey=t_),getParsingFlags(ep)._overflowWeeks&&-1===ey&&(ey=tA),getParsingFlags(ep)._overflowWeekday&&-1===ey&&(ey=tC),getParsingFlags(ep).overflow=ey),ep}var tQ=/^\s*((?:[+-]\d{6}|\d{4})-(?:\d\d-\d\d|W\d\d-\d|W\d\d|\d\d\d|\d\d))(?:(T| )(\d\d(?::\d\d(?::\d\d(?:[.,]\d+)?)?)?)([+-]\d\d(?::?\d\d)?|\s*Z)?)?$/,t$=/^\s*((?:[+-]\d{6}|\d{4})(?:\d\d\d\d|W\d\d\d|W\d\d|\d\d\d|\d\d|))(?:(T| )(\d\d(?:\d\d(?:\d\d(?:[.,]\d+)?)?)?)([+-]\d\d(?::?\d\d)?|\s*Z)?)?$/,t0=/Z|[+-]\d\d(?::?\d\d)?/,t1=[["YYYYYY-MM-DD",/[+-]\d{6}-\d\d-\d\d/],["YYYY-MM-DD",/\d{4}-\d\d-\d\d/],["GGGG-[W]WW-E",/\d{4}-W\d\d-\d/],["GGGG-[W]WW",/\d{4}-W\d\d/,!1],["YYYY-DDD",/\d{4}-\d{3}/],["YYYY-MM",/\d{4}-\d\d/,!1],["YYYYYYMMDD",/[+-]\d{10}/],["YYYYMMDD",/\d{8}/],["GGGG[W]WWE",/\d{4}W\d{3}/],["GGGG[W]WW",/\d{4}W\d{2}/,!1],["YYYYDDD",/\d{7}/],["YYYYMM",/\d{6}/,!1],["YYYY",/\d{4}/,!1]],t2=[["HH:mm:ss.SSSS",/\d\d:\d\d:\d\d\.\d+/],["HH:mm:ss,SSSS",/\d\d:\d\d:\d\d,\d+/],["HH:mm:ss",/\d\d:\d\d:\d\d/],["HH:mm",/\d\d:\d\d/],["HHmmss.SSSS",/\d\d\d\d\d\d\.\d+/],["HHmmss,SSSS",/\d\d\d\d\d\d,\d+/],["HHmmss",/\d\d\d\d\d\d/],["HHmm",/\d\d\d\d/],["HH",/\d\d/]],t4=/^\/?Date\((-?\d+)/i,t6=/^(?:(Mon|Tue|Wed|Thu|Fri|Sat|Sun),?\s)?(\d{1,2})\s(Jan|Feb|Mar|Apr|May|Jun|Jul|Aug|Sep|Oct|Nov|Dec)\s(\d{2,4})\s(\d\d):(\d\d)(?::(\d\d))?\s(?:(UT|GMT|[ECMP][SD]T)|([Zz])|([+-]\d{4}))$/,t5={UT:0,GMT:0,EDT:-240,EST:-300,CDT:-300,CST:-360,MDT:-360,MST:-420,PDT:-420,PST:-480};function configFromISO(ep){var ey,ew,eI,e_,eS,eP,eE=ep._i,eT=tQ.exec(eE)||t$.exec(eE),eA=t1.length,eC=t2.length;if(eT){for(ey=0,getParsingFlags(ep).iso=!0,ew=eA;eydaysInYear(eS)||0===ep._dayOfYear)&&(getParsingFlags(ep)._overflowDayOfYear=!0),ew=createUTCDate(eS,0,ep._dayOfYear),ep._a[tI]=ew.getUTCMonth(),ep._a[t_]=ew.getUTCDate()),ey=0;ey<3&&null==ep._a[ey];++ey)ep._a[ey]=eP[ey]=eI[ey];for(;ey<7;ey++)ep._a[ey]=eP[ey]=null==ep._a[ey]?2===ey?1:0:ep._a[ey];24===ep._a[tS]&&0===ep._a[tP]&&0===ep._a[tE]&&0===ep._a[tT]&&(ep._nextDay=!0,ep._a[tS]=0),ep._d=(ep._useUTC?createUTCDate:createDate).apply(null,eP),e_=ep._useUTC?ep._d.getUTCDay():ep._d.getDay(),null!=ep._tzm&&ep._d.setUTCMinutes(ep._d.getUTCMinutes()-ep._tzm),ep._nextDay&&(ep._a[tS]=24),ep._w&&void 0!==ep._w.d&&ep._w.d!==e_&&(getParsingFlags(ep).weekdayMismatch=!0)}}function dayOfYearFromWeekInfo(ep){var ey,ew,eI,e_,eS,eP,eE,eT,eA;null!=(ey=ep._w).GG||null!=ey.W||null!=ey.E?(eS=1,eP=4,ew=defaults(ey.GG,ep._a[tv],weekOfYear(createLocal(),1,4).year),eI=defaults(ey.W,1),((e_=defaults(ey.E,1))<1||e_>7)&&(eT=!0)):(eS=ep._locale._week.dow,eP=ep._locale._week.doy,eA=weekOfYear(createLocal(),eS,eP),ew=defaults(ey.gg,ep._a[tv],eA.year),eI=defaults(ey.w,eA.week),null!=ey.d?((e_=ey.d)<0||e_>6)&&(eT=!0):null!=ey.e?(e_=ey.e+eS,(ey.e<0||ey.e>6)&&(eT=!0)):e_=eS),eI<1||eI>weeksInYear(ew,eS,eP)?getParsingFlags(ep)._overflowWeeks=!0:null!=eT?getParsingFlags(ep)._overflowWeekday=!0:(eE=dayOfYearFromWeeks(ew,eI,e_,eS,eP),ep._a[tv]=eE.year,ep._dayOfYear=eE.dayOfYear)}function configFromStringAndFormat(ep){if(ep._f===hooks.ISO_8601){configFromISO(ep);return}if(ep._f===hooks.RFC_2822){configFromRFC2822(ep);return}ep._a=[],getParsingFlags(ep).empty=!0;var ey,ew,eI,e_,eS,eP,eT,eA=""+ep._i,eO=eA.length,eM=0;for(ey=0,eT=(eI=expandFormat(ep._f,ep._locale).match(eE)||[]).length;ey0&&getParsingFlags(ep).unusedInput.push(eS),eA=eA.slice(eA.indexOf(ew)+ew.length),eM+=ew.length),eC[e_]?(ew?getParsingFlags(ep).empty=!1:getParsingFlags(ep).unusedTokens.push(e_),addTimeToArrayFromToken(e_,ew,ep)):ep._strict&&!ew&&getParsingFlags(ep).unusedTokens.push(e_);getParsingFlags(ep).charsLeftOver=eO-eM,eA.length>0&&getParsingFlags(ep).unusedInput.push(eA),ep._a[tS]<=12&&!0===getParsingFlags(ep).bigHour&&ep._a[tS]>0&&(getParsingFlags(ep).bigHour=void 0),getParsingFlags(ep).parsedDateParts=ep._a.slice(0),getParsingFlags(ep).meridiem=ep._meridiem,ep._a[tS]=meridiemFixWrap(ep._locale,ep._a[tS],ep._meridiem),null!==(eP=getParsingFlags(ep).era)&&(ep._a[tv]=ep._locale.erasConvertYear(eP,ep._a[tv])),configFromArray(ep),checkOverflow(ep)}function meridiemFixWrap(ep,ey,ew){var eI;return null==ew?ey:null!=ep.meridiemHour?ep.meridiemHour(ey,ew):(null!=ep.isPM&&((eI=ep.isPM(ew))&&ey<12&&(ey+=12),eI||12!==ey||(ey=0)),ey)}function configFromStringAndArray(ep){var ey,ew,eI,e_,eS,eP,eE=!1,eT=ep._f.length;if(0===eT){getParsingFlags(ep).invalidFormat=!0,ep._d=new Date(NaN);return}for(e_=0;e_this?this:ep:createInvalid()});function pickBy(ep,ey){var ew,eI;if(1===ey.length&&isArray(ey[0])&&(ey=ey[0]),!ey.length)return createLocal();for(eI=1,ew=ey[0];eIMath.abs(ep)&&!ew&&(ep*=60);return!this._isUTC&&ey&&(eI=getDateOffset(this)),this._offset=ep,this._isUTC=!0,null!=eI&&this.add(eI,"m"),e_===ep||(!ey||this._changeInProgress?addSubtract(this,createDuration(ep-e_,"m"),1,!1):this._changeInProgress||(this._changeInProgress=!0,hooks.updateOffset(this,!0),this._changeInProgress=null)),this}function getSetZone(ep,ey){return null!=ep?("string"!=typeof ep&&(ep=-ep),this.utcOffset(ep,ey),this):-this.utcOffset()}function setOffsetToUTC(ep){return this.utcOffset(0,ep)}function setOffsetToLocal(ep){return this._isUTC&&(this.utcOffset(0,ep),this._isUTC=!1,ep&&this.subtract(getDateOffset(this),"m")),this}function setOffsetToParsedOffset(){if(null!=this._tzm)this.utcOffset(this._tzm,!1,!0);else if("string"==typeof this._i){var ep=offsetFromString(e6,this._i);null!=ep?this.utcOffset(ep):this.utcOffset(0,!0)}return this}function hasAlignedHourOffset(ep){return!!this.isValid()&&(ep=ep?createLocal(ep).utcOffset():0,(this.utcOffset()-ep)%60==0)}function isDaylightSavingTime(){return this.utcOffset()>this.clone().month(0).utcOffset()||this.utcOffset()>this.clone().month(5).utcOffset()}function isDaylightSavingTimeShifted(){if(!isUndefined(this._isDSTShifted))return this._isDSTShifted;var ep,ey={};return copyConfig(ey,this),(ey=prepareConfig(ey))._a?(ep=ey._isUTC?createUTC(ey._a):createLocal(ey._a),this._isDSTShifted=this.isValid()&&compareArrays(ey._a,ep.toArray())>0):this._isDSTShifted=!1,this._isDSTShifted}function isLocal(){return!!this.isValid()&&!this._isUTC}function isUtcOffset(){return!!this.isValid()&&this._isUTC}function isUtc(){return!!this.isValid()&&this._isUTC&&0===this._offset}hooks.updateOffset=function(){};var oy=/^(-|\+)?(?:(\d*)[. ])?(\d+):(\d+)(?::(\d+)(\.\d*)?)?$/,ow=/^(-|\+)?P(?:([-+]?[0-9,.]*)Y)?(?:([-+]?[0-9,.]*)M)?(?:([-+]?[0-9,.]*)W)?(?:([-+]?[0-9,.]*)D)?(?:T(?:([-+]?[0-9,.]*)H)?(?:([-+]?[0-9,.]*)M)?(?:([-+]?[0-9,.]*)S)?)?$/;function createDuration(ep,ey){var ew,eI,e_,eS=ep,eP=null;return isDuration(ep)?eS={ms:ep._milliseconds,d:ep._days,M:ep._months}:isNumber(ep)||!isNaN(+ep)?(eS={},ey?eS[ey]=+ep:eS.milliseconds=+ep):(eP=oy.exec(ep))?(ew="-"===eP[1]?-1:1,eS={y:0,d:toInt(eP[t_])*ew,h:toInt(eP[tS])*ew,m:toInt(eP[tP])*ew,s:toInt(eP[tE])*ew,ms:toInt(absRound(1e3*eP[tT]))*ew}):(eP=ow.exec(ep))?(ew="-"===eP[1]?-1:1,eS={y:parseIso(eP[2],ew),M:parseIso(eP[3],ew),w:parseIso(eP[4],ew),d:parseIso(eP[5],ew),h:parseIso(eP[6],ew),m:parseIso(eP[7],ew),s:parseIso(eP[8],ew)}):null==eS?eS={}:"object"==typeof eS&&("from"in eS||"to"in eS)&&(e_=momentsDifference(createLocal(eS.from),createLocal(eS.to)),(eS={}).ms=e_.milliseconds,eS.M=e_.months),eI=new Duration(eS),isDuration(ep)&&hasOwnProp(ep,"_locale")&&(eI._locale=ep._locale),isDuration(ep)&&hasOwnProp(ep,"_isValid")&&(eI._isValid=ep._isValid),eI}function parseIso(ep,ey){var ew=ep&&parseFloat(ep.replace(",","."));return(isNaN(ew)?0:ew)*ey}function positiveMomentsDifference(ep,ey){var ew={};return ew.months=ey.month()-ep.month()+(ey.year()-ep.year())*12,ep.clone().add(ew.months,"M").isAfter(ey)&&--ew.months,ew.milliseconds=+ey-+ep.clone().add(ew.months,"M"),ew}function momentsDifference(ep,ey){var ew;return ep.isValid()&&ey.isValid()?(ey=cloneWithOffset(ey,ep),ep.isBefore(ey)?ew=positiveMomentsDifference(ep,ey):((ew=positiveMomentsDifference(ey,ep)).milliseconds=-ew.milliseconds,ew.months=-ew.months),ew):{milliseconds:0,months:0}}function createAdder(ep,ey){return function(ew,eI){var e_;return null===eI||isNaN(+eI)||(deprecateSimple(ey,"moment()."+ey+"(period, number) is deprecated. Please use moment()."+ey+"(number, period). See http://momentjs.com/guides/#/warnings/add-inverted-param/ for more info."),e_=ew,ew=eI,eI=e_),addSubtract(this,createDuration(ew,eI),ep),this}}function addSubtract(ep,ey,ew,eI){var e_=ey._milliseconds,eS=absRound(ey._days),eP=absRound(ey._months);ep.isValid()&&(eI=null==eI||eI,eP&&setMonth(ep,get(ep,"Month")+eP*ew),eS&&set$1(ep,"Date",get(ep,"Date")+eS*ew),e_&&ep._d.setTime(ep._d.valueOf()+e_*ew),eI&&hooks.updateOffset(ep,eS||eP))}createDuration.fn=Duration.prototype,createDuration.invalid=createInvalid$1;var ov=createAdder(1,"add"),oI=createAdder(-1,"subtract");function isString(ep){return"string"==typeof ep||ep instanceof String}function isMomentInput(ep){return isMoment(ep)||isDate(ep)||isString(ep)||isNumber(ep)||isNumberOrStringArray(ep)||isMomentInputObject(ep)||null==ep}function isMomentInputObject(ep){var ey,ew,eI=isObject(ep)&&!isObjectEmpty(ep),e_=!1,eS=["years","year","y","months","month","M","days","day","d","dates","date","D","hours","hour","h","minutes","minute","m","seconds","second","s","milliseconds","millisecond","ms"],eP=eS.length;for(ey=0;eyew.valueOf():ew.valueOf()ew.year()||ew.year()>9999?formatMoment(ew,ey?"YYYYYY-MM-DD[T]HH:mm:ss.SSS[Z]":"YYYYYY-MM-DD[T]HH:mm:ss.SSSZ"):isFunction(Date.prototype.toISOString)?ey?this.toDate().toISOString():new Date(this.valueOf()+6e4*this.utcOffset()).toISOString().replace("Z",formatMoment(ew,"Z")):formatMoment(ew,ey?"YYYY-MM-DD[T]HH:mm:ss.SSS[Z]":"YYYY-MM-DD[T]HH:mm:ss.SSSZ")}function inspect(){if(!this.isValid())return"moment.invalid(/* "+this._i+" */)";var ep,ey,ew,eI,e_="moment",eS="";return this.isLocal()||(e_=0===this.utcOffset()?"moment.utc":"moment.parseZone",eS="Z"),ep="["+e_+'("]',ey=0<=this.year()&&9999>=this.year()?"YYYY":"YYYYYY",ew="-MM-DD[T]HH:mm:ss.SSS",eI=eS+'[")]',this.format(ep+ey+ew+eI)}function format(ep){ep||(ep=this.isUtc()?hooks.defaultFormatUtc:hooks.defaultFormat);var ey=formatMoment(this,ep);return this.localeData().postformat(ey)}function from(ep,ey){return this.isValid()&&(isMoment(ep)&&ep.isValid()||createLocal(ep).isValid())?createDuration({to:this,from:ep}).locale(this.locale()).humanize(!ey):this.localeData().invalidDate()}function fromNow(ep){return this.from(createLocal(),ep)}function to(ep,ey){return this.isValid()&&(isMoment(ep)&&ep.isValid()||createLocal(ep).isValid())?createDuration({from:this,to:ep}).locale(this.locale()).humanize(!ey):this.localeData().invalidDate()}function toNow(ep){return this.to(createLocal(),ep)}function locale(ep){var ey;return void 0===ep?this._locale._abbr:(null!=(ey=getLocale(ep))&&(this._locale=ey),this)}hooks.defaultFormat="YYYY-MM-DDTHH:mm:ssZ",hooks.defaultFormatUtc="YYYY-MM-DDTHH:mm:ss[Z]";var o_=deprecate("moment().lang() is deprecated. Instead, use moment().localeData() to get the language configuration. Use moment().locale() to change languages.",function(ep){return void 0===ep?this.localeData():this.locale(ep)});function localeData(){return this._locale}var oS=1e3,oP=6e4,oE=36e5,ox=126227808e5;function mod$1(ep,ey){return(ep%ey+ey)%ey}function localStartOfDate(ep,ey,ew){return ep<100&&ep>=0?new Date(ep+400,ey,ew)-ox:new Date(ep,ey,ew).valueOf()}function utcStartOfDate(ep,ey,ew){return ep<100&&ep>=0?Date.UTC(ep+400,ey,ew)-ox:Date.UTC(ep,ey,ew)}function startOf(ep){var ey,ew;if(void 0===(ep=normalizeUnits(ep))||"millisecond"===ep||!this.isValid())return this;switch(ew=this._isUTC?utcStartOfDate:localStartOfDate,ep){case"year":ey=ew(this.year(),0,1);break;case"quarter":ey=ew(this.year(),this.month()-this.month()%3,1);break;case"month":ey=ew(this.year(),this.month(),1);break;case"week":ey=ew(this.year(),this.month(),this.date()-this.weekday());break;case"isoWeek":ey=ew(this.year(),this.month(),this.date()-(this.isoWeekday()-1));break;case"day":case"date":ey=ew(this.year(),this.month(),this.date());break;case"hour":ey=this._d.valueOf(),ey-=mod$1(ey+(this._isUTC?0:this.utcOffset()*oP),oE);break;case"minute":ey=this._d.valueOf(),ey-=mod$1(ey,oP);break;case"second":ey=this._d.valueOf(),ey-=mod$1(ey,oS)}return this._d.setTime(ey),hooks.updateOffset(this,!0),this}function endOf(ep){var ey,ew;if(void 0===(ep=normalizeUnits(ep))||"millisecond"===ep||!this.isValid())return this;switch(ew=this._isUTC?utcStartOfDate:localStartOfDate,ep){case"year":ey=ew(this.year()+1,0,1)-1;break;case"quarter":ey=ew(this.year(),this.month()-this.month()%3+3,1)-1;break;case"month":ey=ew(this.year(),this.month()+1,1)-1;break;case"week":ey=ew(this.year(),this.month(),this.date()-this.weekday()+7)-1;break;case"isoWeek":ey=ew(this.year(),this.month(),this.date()-(this.isoWeekday()-1)+7)-1;break;case"day":case"date":ey=ew(this.year(),this.month(),this.date()+1)-1;break;case"hour":ey=this._d.valueOf(),ey+=oE-mod$1(ey+(this._isUTC?0:this.utcOffset()*oP),oE)-1;break;case"minute":ey=this._d.valueOf(),ey+=oP-mod$1(ey,oP)-1;break;case"second":ey=this._d.valueOf(),ey+=oS-mod$1(ey,oS)-1}return this._d.setTime(ey),hooks.updateOffset(this,!0),this}function valueOf(){return this._d.valueOf()-6e4*(this._offset||0)}function unix(){return Math.floor(this.valueOf()/1e3)}function toDate(){return new Date(this.valueOf())}function toArray(){var ep=this;return[ep.year(),ep.month(),ep.date(),ep.hour(),ep.minute(),ep.second(),ep.millisecond()]}function toObject(){var ep=this;return{years:ep.year(),months:ep.month(),date:ep.date(),hours:ep.hours(),minutes:ep.minutes(),seconds:ep.seconds(),milliseconds:ep.milliseconds()}}function toJSON(){return this.isValid()?this.toISOString():null}function isValid$2(){return isValid(this)}function parsingFlags(){return extend({},getParsingFlags(this))}function invalidAt(){return getParsingFlags(this).overflow}function creationData(){return{input:this._i,format:this._f,locale:this._locale,isUTC:this._isUTC,strict:this._strict}}function localeEras(ep,ey){var ew,eI,e_,eS=this._eras||getLocale("en")._eras;for(ew=0,eI=eS.length;ew=0)return eT[eI]}function localeErasConvertYear(ep,ey){var ew=ep.since<=ep.until?1:-1;return void 0===ey?hooks(ep.since).year():hooks(ep.since).year()+(ey-ep.offset)*ew}function getEraName(){var ep,ey,ew,eI=this.localeData().eras();for(ep=0,ey=eI.length;ep(eS=weeksInYear(ep,eI,e_))&&(ey=eS),setWeekAll.call(this,ep,ey,ew,eI,e_))}function setWeekAll(ep,ey,ew,eI,e_){var eS=dayOfYearFromWeeks(ep,ey,ew,eI,e_),eP=createUTCDate(eS.year,0,eS.dayOfYear);return this.year(eP.getUTCFullYear()),this.month(eP.getUTCMonth()),this.date(eP.getUTCDate()),this}function getSetQuarter(ep){return null==ep?Math.ceil((this.month()+1)/3):this.month((ep-1)*3+this.month()%3)}addFormatToken("N",0,0,"eraAbbr"),addFormatToken("NN",0,0,"eraAbbr"),addFormatToken("NNN",0,0,"eraAbbr"),addFormatToken("NNNN",0,0,"eraName"),addFormatToken("NNNNN",0,0,"eraNarrow"),addFormatToken("y",["y",1],"yo","eraYear"),addFormatToken("y",["yy",2],0,"eraYear"),addFormatToken("y",["yyy",3],0,"eraYear"),addFormatToken("y",["yyyy",4],0,"eraYear"),addRegexToken("N",matchEraAbbr),addRegexToken("NN",matchEraAbbr),addRegexToken("NNN",matchEraAbbr),addRegexToken("NNNN",matchEraName),addRegexToken("NNNNN",matchEraNarrow),addParseToken(["N","NN","NNN","NNNN","NNNNN"],function(ep,ey,ew,eI){var e_=ew._locale.erasParse(ep,eI,ew._strict);e_?getParsingFlags(ew).era=e_:getParsingFlags(ew).invalidEra=ep}),addRegexToken("y",e1),addRegexToken("yy",e1),addRegexToken("yyy",e1),addRegexToken("yyyy",e1),addRegexToken("yo",matchEraYearOrdinal),addParseToken(["y","yy","yyy","yyyy"],tv),addParseToken(["yo"],function(ep,ey,ew,eI){var e_;ew._locale._eraYearOrdinalRegex&&(e_=ep.match(ew._locale._eraYearOrdinalRegex)),ew._locale.eraYearOrdinalParse?ey[tv]=ew._locale.eraYearOrdinalParse(ep,e_):ey[tv]=parseInt(ep,10)}),addFormatToken(0,["gg",2],0,function(){return this.weekYear()%100}),addFormatToken(0,["GG",2],0,function(){return this.isoWeekYear()%100}),addWeekYearFormatToken("gggg","weekYear"),addWeekYearFormatToken("ggggg","weekYear"),addWeekYearFormatToken("GGGG","isoWeekYear"),addWeekYearFormatToken("GGGGG","isoWeekYear"),addRegexToken("G",e4),addRegexToken("g",e4),addRegexToken("GG",eJ,eG),addRegexToken("gg",eJ,eG),addRegexToken("GGGG",e$,eY),addRegexToken("gggg",e$,eY),addRegexToken("GGGGG",e0,eK),addRegexToken("ggggg",e0,eK),addWeekParseToken(["gggg","ggggg","GGGG","GGGGG"],function(ep,ey,ew,eI){ey[eI.substr(0,2)]=toInt(ep)}),addWeekParseToken(["gg","GG"],function(ep,ey,ew,eI){ey[eI]=hooks.parseTwoDigitYear(ep)}),addFormatToken("Q",0,"Qo","quarter"),addRegexToken("Q",eU),addParseToken("Q",function(ep,ey){ey[tI]=(toInt(ep)-1)*3}),addFormatToken("D",["DD",2],"Do","date"),addRegexToken("D",eJ,e9),addRegexToken("DD",eJ,eG),addRegexToken("Do",function(ep,ey){return ep?ey._dayOfMonthOrdinalParse||ey._ordinalParse:ey._dayOfMonthOrdinalParseLenient}),addParseToken(["D","DD"],t_),addParseToken("Do",function(ep,ey){ey[t_]=toInt(ep.match(eJ)[0])});var oT=makeGetSet("Date",!0);function getSetDayOfYear(ep){var ey=Math.round((this.clone().startOf("day")-this.clone().startOf("year"))/864e5)+1;return null==ep?ey:this.add(ep-ey,"d")}addFormatToken("DDD",["DDDD",3],"DDDo","dayOfYear"),addRegexToken("DDD",eQ),addRegexToken("DDDD",eV),addParseToken(["DDD","DDDD"],function(ep,ey,ew){ew._dayOfYear=toInt(ep)}),addFormatToken("m",["mm",2],0,"minute"),addRegexToken("m",eJ,e7),addRegexToken("mm",eJ,eG),addParseToken(["m","mm"],tP);var oA=makeGetSet("Minutes",!1);addFormatToken("s",["ss",2],0,"second"),addRegexToken("s",eJ,e7),addRegexToken("ss",eJ,eG),addParseToken(["s","ss"],tE);var oC=makeGetSet("Seconds",!1);for(addFormatToken("S",0,0,function(){return~~(this.millisecond()/100)}),addFormatToken(0,["SS",2],0,function(){return~~(this.millisecond()/10)}),addFormatToken(0,["SSS",3],0,"millisecond"),addFormatToken(0,["SSSS",4],0,function(){return 10*this.millisecond()}),addFormatToken(0,["SSSSS",5],0,function(){return 100*this.millisecond()}),addFormatToken(0,["SSSSSS",6],0,function(){return 1e3*this.millisecond()}),addFormatToken(0,["SSSSSSS",7],0,function(){return 1e4*this.millisecond()}),addFormatToken(0,["SSSSSSSS",8],0,function(){return 1e5*this.millisecond()}),addFormatToken(0,["SSSSSSSSS",9],0,function(){return 1e6*this.millisecond()}),addRegexToken("S",eQ,eU),addRegexToken("SS",eQ,eG),addRegexToken("SSS",eQ,eV),ey="SSSS";ey.length<=9;ey+="S")addRegexToken(ey,e1);function parseMs(ep,ey){ey[tT]=toInt(("0."+ep)*1e3)}for(ey="S";ey.length<=9;ey+="S")addParseToken(ey,parseMs);function getZoneAbbr(){return this._isUTC?"UTC":""}function getZoneName(){return this._isUTC?"Coordinated Universal Time":""}ew=makeGetSet("Milliseconds",!1),addFormatToken("z",0,0,"zoneAbbr"),addFormatToken("zz",0,0,"zoneName");var oM=Moment.prototype;function createUnix(ep){return createLocal(1e3*ep)}function createInZone(){return createLocal.apply(null,arguments).parseZone()}function preParsePostFormat(ep){return ep}oM.add=ov,oM.calendar=calendar$1,oM.clone=clone,oM.diff=diff,oM.endOf=endOf,oM.format=format,oM.from=from,oM.fromNow=fromNow,oM.to=to,oM.toNow=toNow,oM.get=stringGet,oM.invalidAt=invalidAt,oM.isAfter=isAfter,oM.isBefore=isBefore,oM.isBetween=isBetween,oM.isSame=isSame,oM.isSameOrAfter=isSameOrAfter,oM.isSameOrBefore=isSameOrBefore,oM.isValid=isValid$2,oM.lang=o_,oM.locale=locale,oM.localeData=localeData,oM.max=t3,oM.min=t8,oM.parsingFlags=parsingFlags,oM.set=stringSet,oM.startOf=startOf,oM.subtract=oI,oM.toArray=toArray,oM.toObject=toObject,oM.toDate=toDate,oM.toISOString=toISOString,oM.inspect=inspect,"undefined"!=typeof Symbol&&null!=Symbol.for&&(oM[Symbol.for("nodejs.util.inspect.custom")]=function(){return"Moment<"+this.format()+">"}),oM.toJSON=toJSON,oM.toString=toString,oM.unix=unix,oM.valueOf=valueOf,oM.creationData=creationData,oM.eraName=getEraName,oM.eraNarrow=getEraNarrow,oM.eraAbbr=getEraAbbr,oM.eraYear=getEraYear,oM.year=tO,oM.isLeapYear=getIsLeapYear,oM.weekYear=getSetWeekYear,oM.isoWeekYear=getSetISOWeekYear,oM.quarter=oM.quarters=getSetQuarter,oM.month=getSetMonth,oM.daysInMonth=getDaysInMonth,oM.week=oM.weeks=getSetWeek,oM.isoWeek=oM.isoWeeks=getSetISOWeek,oM.weeksInYear=getWeeksInYear,oM.weeksInWeekYear=getWeeksInWeekYear,oM.isoWeeksInYear=getISOWeeksInYear,oM.isoWeeksInISOWeekYear=getISOWeeksInISOWeekYear,oM.date=oT,oM.day=oM.days=getSetDayOfWeek,oM.weekday=getSetLocaleDayOfWeek,oM.isoWeekday=getSetISODayOfWeek,oM.dayOfYear=getSetDayOfYear,oM.hour=oM.hours=tV,oM.minute=oM.minutes=oA,oM.second=oM.seconds=oC,oM.millisecond=oM.milliseconds=ew,oM.utcOffset=getSetOffset,oM.utc=setOffsetToUTC,oM.local=setOffsetToLocal,oM.parseZone=setOffsetToParsedOffset,oM.hasAlignedHourOffset=hasAlignedHourOffset,oM.isDST=isDaylightSavingTime,oM.isLocal=isLocal,oM.isUtcOffset=isUtcOffset,oM.isUtc=isUtc,oM.isUTC=isUtc,oM.zoneAbbr=getZoneAbbr,oM.zoneName=getZoneName,oM.dates=deprecate("dates accessor is deprecated. Use date instead.",oT),oM.months=deprecate("months accessor is deprecated. Use month instead",getSetMonth),oM.years=deprecate("years accessor is deprecated. Use year instead",tO),oM.zone=deprecate("moment().zone is deprecated, use moment().utcOffset instead. http://momentjs.com/guides/#/warnings/zone/",getSetZone),oM.isDSTShifted=deprecate("isDSTShifted is deprecated. 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Use moment.locale instead.",getSetGlobalLocale),hooks.langData=deprecate("moment.langData is deprecated. 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RGE is made possible by MailChimp. Build your brand. Sell more stuff.

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${ep}`)});return}let[ew,eI,e_="",eS="",eP="",eE=""]=ey.slice(1),eT="",eA=eE,eC=eA.split("/");if(eC.length>1&&(eT=eC.slice(0,-1).join("/"),eA=eC.pop()),eA){let ep=eA.match(/^\d+/);ep&&(eA=ep[0])}return dsnFromComponents({host:eS,pass:e_,path:eT,projectId:eA,port:eP,protocol:ew,publicKey:eI})}function dsnFromComponents(ep){return{protocol:ep.protocol,publicKey:ep.publicKey||"",pass:ep.pass||"",host:ep.host,port:ep.port||"",path:ep.path||"",projectId:ep.projectId}}function validateDsn(ep){if(!tE.X)return!0;let{port:ey,projectId:ew,protocol:eI}=ep,e_=["protocol","publicKey","host","projectId"],eS=e_.find(ey=>!ep[ey]&&(e0.kg.error(`Invalid Sentry Dsn: ${ey} missing`),!0));return!eS&&(ew.match(/^\d+$/)?isValidProtocol(eI)?!(ey&&isNaN(parseInt(ey,10)))||(e0.kg.error(`Invalid Sentry Dsn: Invalid port ${ey}`),!1):(e0.kg.error(`Invalid Sentry Dsn: Invalid protocol ${eI}`),!1):(e0.kg.error(`Invalid Sentry Dsn: Invalid projectId ${ew}`),!1))}function dsn_makeDsn(ep){let ey="string"==typeof ep?dsnFromString(ep):dsnFromComponents(ep);if(ey&&validateDsn(ey))return ey}var tD=ew(90059);function createEnvelope(ep,ey=[]){return[ep,ey]}function addItemToEnvelope(ep,ey){let[ew,eI]=ep;return[ew,[...eI,ey]]}function forEachEnvelopeItem(ep,ey){let ew=ep[1];for(let ep of ew){let ew=ep[0].type,eI=ey(ep,ew);if(eI)return!0}return!1}function encodeUTF8(ep){return eZ.GLOBAL_OBJ.__SENTRY__&&eZ.GLOBAL_OBJ.__SENTRY__.encodePolyfill?eZ.GLOBAL_OBJ.__SENTRY__.encodePolyfill(ep):new TextEncoder().encode(ep)}function serializeEnvelope(ep){let[ey,ew]=ep,eI=JSON.stringify(ey);function append(ep){"string"==typeof eI?eI="string"==typeof ep?eI+ep:[encodeUTF8(eI),ep]:eI.push("string"==typeof ep?encodeUTF8(ep):ep)}for(let ep of ew){let[ey,ew]=ep;if(append(` ${JSON.stringify(ey)} `),"string"==typeof ew||ew instanceof Uint8Array)append(ew);else{let ep;try{ep=JSON.stringify(ew)}catch(ey){ep=JSON.stringify((0,tD.Fv)(ew))}append(ep)}}return"string"==typeof eI?eI:concatBuffers(eI)}function concatBuffers(ep){let ey=ep.reduce((ep,ey)=>ep+ey.length,0),ew=new Uint8Array(ey),eI=0;for(let ey of ep)ew.set(ey,eI),eI+=ey.length;return ew}function createSpanEnvelopeItem(ep){let ey={type:"span"};return[ey,ep]}function createAttachmentEnvelopeItem(ep){let ey="string"==typeof ep.data?encodeUTF8(ep.data):ep.data;return[(0,e7.Jr)({type:"attachment",length:ey.length,filename:ep.filename,content_type:ep.contentType,attachment_type:ep.attachmentType}),ey]}let tL={session:"session",sessions:"session",attachment:"attachment",transaction:"transaction",event:"error",client_report:"internal",user_report:"default",profile:"profile",profile_chunk:"profile",replay_event:"replay",replay_recording:"replay",check_in:"monitor",feedback:"feedback",span:"span",statsd:"metric_bucket"};function envelopeItemTypeToDataCategory(ep){return tL[ep]}function getSdkMetadataForEnvelopeHeader(ep){if(!ep||!ep.sdk)return;let{name:ey,version:ew}=ep.sdk;return{name:ey,version:ew}}function createEventEnvelopeHeaders(ep,ey,ew,eI){let e_=ep.sdkProcessingMetadata&&ep.sdkProcessingMetadata.dynamicSamplingContext;return{event_id:ep.event_id,sent_at:new Date().toISOString(),...ey&&{sdk:ey},...!!ew&&eI&&{dsn:dsn_dsnToString(eI)},...e_&&{trace:(0,e7.Jr)({...e_})}}}var tN=ew(81585);function enhanceEventWithSdkInfo(ep,ey){return ey&&(ep.sdk=ep.sdk||{},ep.sdk.name=ep.sdk.name||ey.name,ep.sdk.version=ep.sdk.version||ey.version,ep.sdk.integrations=[...ep.sdk.integrations||[],...ey.integrations||[]],ep.sdk.packages=[...ep.sdk.packages||[],...ey.packages||[]]),ep}function createSessionEnvelope(ep,ey,ew,eI){let e_=getSdkMetadataForEnvelopeHeader(ew),eS={sent_at:new Date().toISOString(),...e_&&{sdk:e_},...!!eI&&ey&&{dsn:dsn_dsnToString(ey)}},eP="aggregates"in ep?[{type:"sessions"},ep]:[{type:"session"},ep.toJSON()];return createEnvelope(eS,[eP])}function createEventEnvelope(ep,ey,ew,eI){let e_=getSdkMetadataForEnvelopeHeader(ew),eS=ep.type&&"replay_event"!==ep.type?ep.type:"event";enhanceEventWithSdkInfo(ep,ew&&ew.sdk);let eP=createEventEnvelopeHeaders(ep,e_,eI,ey);delete ep.sdkProcessingMetadata;let eE=[{type:eS},ep];return createEnvelope(eP,[eE])}function createSpanEnvelope(ep,ey){function dscHasRequiredProps(ep){return!!ep.trace_id&&!!ep.public_key}let ew=(0,tH.jC)(ep[0]),eI=ey&&ey.getDsn(),e_=ey&&ey.getOptions().tunnel,eS={sent_at:new Date().toISOString(),...dscHasRequiredProps(ew)&&{trace:ew},...!!e_&&eI&&{dsn:dsn_dsnToString(eI)}},eP=ey&&ey.getOptions().beforeSendSpan,eE=eP?ep=>eP((0,tN.XU)(ep)):ep=>(0,tN.XU)(ep),eT=[];for(let ey of ep){let ep=eE(ey);ep&&eT.push(createSpanEnvelopeItem(ep))}return createEnvelope(eS,eT)}var tF=ew(10042),tB=ew(59943);function createClientReportEnvelope(ep,ey,ew){let eI=[{type:"client_report"},{timestamp:ew||(0,tB.yW)(),discarded_events:ep}];return createEnvelope(ey?{dsn:ey}:{},[eI])}let SentryError=class SentryError extends Error{constructor(ep,ey="warn"){super(ep),this.message=ep,this.name=new.target.prototype.constructor.name,Object.setPrototypeOf(this,new.target.prototype),this.logLevel=ey}};var tz=ew(24925),tq=ew(52340);function parseSampleRate(ep){if("boolean"==typeof ep)return Number(ep);let ey="string"==typeof ep?parseFloat(ep):ep;if("number"!=typeof ey||isNaN(ey)||ey<0||ey>1){e$.X&&e0.kg.warn(`[Tracing] Given sample rate is invalid. Sample rate must be a boolean or a number between 0 and 1. Got ${JSON.stringify(ep)} of type ${JSON.stringify(typeof ep)}.`);return}return ey}var tU=ew(47515);let tG="Not capturing exception because it's already been captured.";let BaseClient=class BaseClient{constructor(ep){if(this._options=ep,this._integrations={},this._numProcessing=0,this._outcomes={},this._hooks={},this._eventProcessors=[],ep.dsn?this._dsn=dsn_makeDsn(ep.dsn):e$.X&&e0.kg.warn("No DSN provided, client will not send events."),this._dsn){let ey=getEnvelopeEndpointWithUrlEncodedAuth(this._dsn,ep.tunnel,ep._metadata?ep._metadata.sdk:void 0);this._transport=ep.transport({tunnel:this._options.tunnel,recordDroppedEvent:this.recordDroppedEvent.bind(this),...ep.transportOptions,url:ey})}}captureException(ep,ey,ew){let eI=(0,e4.DM)();if((0,e4.YO)(ep))return e$.X&&e0.kg.log(tG),eI;let e_={event_id:eI,...ey};return this._process(this.eventFromException(ep,e_).then(ep=>this._captureEvent(ep,e_,ew))),e_.event_id}captureMessage(ep,ey,ew,eI){let e_={event_id:(0,e4.DM)(),...ew},eS=(0,tz.Le)(ep)?ep:String(ep),eP=(0,tz.pt)(ep)?this.eventFromMessage(eS,ey,e_):this.eventFromException(ep,e_);return this._process(eP.then(ep=>this._captureEvent(ep,e_,eI))),e_.event_id}captureEvent(ep,ey,ew){let eI=(0,e4.DM)();if(ey&&ey.originalException&&(0,e4.YO)(ey.originalException))return e$.X&&e0.kg.log(tG),eI;let e_={event_id:eI,...ey},eS=ep.sdkProcessingMetadata||{},eP=eS.capturedSpanScope;return this._process(this._captureEvent(ep,e_,eP||ew)),e_.event_id}captureSession(ep){"string"!=typeof ep.release?e$.X&&e0.kg.warn("Discarded session because of missing or non-string release"):(this.sendSession(ep),(0,tF.CT)(ep,{init:!1}))}getDsn(){return this._dsn}getOptions(){return this._options}getSdkMetadata(){return this._options._metadata}getTransport(){return this._transport}flush(ep){let ey=this._transport;return ey?(this.emit("flush"),this._isClientDoneProcessing(ep).then(ew=>ey.flush(ep).then(ep=>ew&&ep))):(0,tq.WD)(!0)}close(ep){return this.flush(ep).then(ep=>(this.getOptions().enabled=!1,this.emit("close"),ep))}getEventProcessors(){return this._eventProcessors}addEventProcessor(ep){this._eventProcessors.push(ep)}init(){(this._isEnabled()||this._options.integrations.some(({name:ep})=>ep.startsWith("Spotlight")))&&this._setupIntegrations()}getIntegrationByName(ep){return this._integrations[ep]}addIntegration(ep){let ey=this._integrations[ep.name];setupIntegration(this,ep,this._integrations),ey||afterSetupIntegrations(this,[ep])}sendEvent(ep,ey={}){this.emit("beforeSendEvent",ep,ey);let ew=createEventEnvelope(ep,this._dsn,this._options._metadata,this._options.tunnel);for(let ep of ey.attachments||[])ew=addItemToEnvelope(ew,createAttachmentEnvelopeItem(ep));let eI=this.sendEnvelope(ew);eI&&eI.then(ey=>this.emit("afterSendEvent",ep,ey),null)}sendSession(ep){let ey=createSessionEnvelope(ep,this._dsn,this._options._metadata,this._options.tunnel);this.sendEnvelope(ey)}recordDroppedEvent(ep,ey,ew){if(this._options.sendClientReports){let eI="number"==typeof ew?ew:1,e_=`${ep}:${ey}`;e$.X&&e0.kg.log(`Recording outcome: "${e_}"${eI>1?` (${eI} times)`:""}`),this._outcomes[e_]=(this._outcomes[e_]||0)+eI}}on(ep,ey){let ew=this._hooks[ep]=this._hooks[ep]||[];return ew.push(ey),()=>{let ep=ew.indexOf(ey);ep>-1&&ew.splice(ep,1)}}emit(ep,...ey){let ew=this._hooks[ep];ew&&ew.forEach(ep=>ep(...ey))}sendEnvelope(ep){return(this.emit("beforeEnvelope",ep),this._isEnabled()&&this._transport)?this._transport.send(ep).then(null,ep=>(e$.X&&e0.kg.error("Error while sending envelope:",ep),ep)):(e$.X&&e0.kg.error("Transport disabled"),(0,tq.WD)({}))}_setupIntegrations(){let{integrations:ep}=this._options;this._integrations=setupIntegrations(this,ep),afterSetupIntegrations(this,ep)}_updateSessionFromEvent(ep,ey){let ew=!1,eI=!1,e_=ey.exception&&ey.exception.values;if(e_)for(let ep of(eI=!0,e_)){let ey=ep.mechanism;if(ey&&!1===ey.handled){ew=!0;break}}let eS="ok"===ep.status,eP=eS&&0===ep.errors||eS&&ew;eP&&((0,tF.CT)(ep,{...ew&&{status:"crashed"},errors:ep.errors||Number(eI||ew)}),this.captureSession(ep))}_isClientDoneProcessing(ep){return new tq.cW(ey=>{let ew=0,eI=1,e_=setInterval(()=>{0==this._numProcessing?(clearInterval(e_),ey(!0)):(ew+=eI,ep&&ew>=ep&&(clearInterval(e_),ey(!1)))},eI)})}_isEnabled(){return!1!==this.getOptions().enabled&&void 0!==this._transport}_prepareEvent(ep,ey,ew,eI=(0,e9.aF)()){let e_=this.getOptions(),eS=Object.keys(this._integrations);return!ey.integrations&&eS.length>0&&(ey.integrations=eS),this.emit("preprocessEvent",ep,ey),ep.type||eI.setLastEventId(ep.event_id||ey.event_id),(0,tU.R)(e_,ep,ey,ew,this,eI).then(ep=>{if(null===ep)return ep;let ey={...eI.getPropagationContext(),...ew?ew.getPropagationContext():void 0},e_=ep.contexts&&ep.contexts.trace;if(!e_&&ey){let{traceId:ew,spanId:eI,parentSpanId:e_,dsc:eS}=ey;ep.contexts={trace:(0,e7.Jr)({trace_id:ew,span_id:eI,parent_span_id:e_}),...ep.contexts};let eP=eS||(0,tH._l)(ew,this);ep.sdkProcessingMetadata={dynamicSamplingContext:eP,...ep.sdkProcessingMetadata}}return ep})}_captureEvent(ep,ey={},ew){return this._processEvent(ep,ey,ew).then(ep=>ep.event_id,ep=>{if(e$.X){let ey=ep;"log"===ey.logLevel?e0.kg.log(ey.message):e0.kg.warn(ey)}})}_processEvent(ep,ey,ew){let eI=this.getOptions(),{sampleRate:e_}=eI,eS=isTransactionEvent(ep),eP=isErrorEvent(ep),eE=ep.type||"error",eT=`before send for type \`${eE}\``,eA=void 0===e_?void 0:parseSampleRate(e_);if(eP&&"number"==typeof eA&&Math.random()>eA)return this.recordDroppedEvent("sample_rate","error",ep),(0,tq.$2)(new SentryError(`Discarding event because it's not included in the random sample (sampling rate = ${e_})`,"log"));let eC="replay_event"===eE?"replay":eE,eO=ep.sdkProcessingMetadata||{},eM=eO.capturedSpanIsolationScope;return this._prepareEvent(ep,ey,ew,eM).then(ew=>{if(null===ew)throw this.recordDroppedEvent("event_processor",eC,ep),new SentryError("An event processor returned `null`, will not send event.","log");let e_=ey.data&&!0===ey.data.__sentry__;if(e_)return ew;let eS=processBeforeSend(this,eI,ew,ey);return _validateBeforeSendResult(eS,eT)}).then(eI=>{if(null===eI){if(this.recordDroppedEvent("before_send",eC,ep),eS){let ey=ep.spans||[],ew=1+ey.length;this.recordDroppedEvent("before_send","span",ew)}throw new SentryError(`${eT} returned \`null\`, will not send event.`,"log")}let e_=ew&&ew.getSession();if(!eS&&e_&&this._updateSessionFromEvent(e_,eI),eS){let ep=eI.sdkProcessingMetadata&&eI.sdkProcessingMetadata.spanCountBeforeProcessing||0,ey=eI.spans?eI.spans.length:0,ew=ep-ey;ew>0&&this.recordDroppedEvent("before_send","span",ew)}let eP=eI.transaction_info;if(eS&&eP&&eI.transaction!==ep.transaction){let ep="custom";eI.transaction_info={...eP,source:ep}}return this.sendEvent(eI,ey),eI}).then(null,ep=>{if(ep instanceof SentryError)throw ep;throw this.captureException(ep,{data:{__sentry__:!0},originalException:ep}),new SentryError(`Event processing pipeline threw an error, original event will not be sent. Details have been sent as a new event. Reason: ${ep}`)})}_process(ep){this._numProcessing++,ep.then(ep=>(this._numProcessing--,ep),ep=>(this._numProcessing--,ep))}_clearOutcomes(){let ep=this._outcomes;return this._outcomes={},Object.entries(ep).map(([ep,ey])=>{let[ew,eI]=ep.split(":");return{reason:ew,category:eI,quantity:ey}})}_flushOutcomes(){e$.X&&e0.kg.log("Flushing outcomes...");let ep=this._clearOutcomes();if(0===ep.length){e$.X&&e0.kg.log("No outcomes to send");return}if(!this._dsn){e$.X&&e0.kg.log("No dsn provided, will not send outcomes");return}e$.X&&e0.kg.log("Sending outcomes:",ep);let ey=createClientReportEnvelope(ep,this._options.tunnel&&dsn_dsnToString(this._dsn));this.sendEnvelope(ey)}};function _validateBeforeSendResult(ep,ey){let ew=`${ey} must return \`null\` or a valid event.`;if((0,tz.J8)(ep))return ep.then(ep=>{if(!(0,tz.PO)(ep)&&null!==ep)throw new SentryError(ew);return ep},ep=>{throw new SentryError(`${ey} rejected with ${ep}`)});if(!(0,tz.PO)(ep)&&null!==ep)throw new SentryError(ew);return ep}function processBeforeSend(ep,ey,ew,eI){let{beforeSend:e_,beforeSendTransaction:eS,beforeSendSpan:eP}=ey;if(isErrorEvent(ew)&&e_)return e_(ew,eI);if(isTransactionEvent(ew)){if(ew.spans&&eP){let ey=[];for(let eI of ew.spans){let ew=eP(eI);ew?ey.push(ew):ep.recordDroppedEvent("before_send","span")}ew.spans=ey}if(eS){if(ew.spans){let ep=ew.spans.length;ew.sdkProcessingMetadata={...ew.sdkProcessingMetadata,spanCountBeforeProcessing:ep}}return eS(ew,eI)}}return ew}function isErrorEvent(ep){return void 0===ep.type}function isTransactionEvent(ep){return"transaction"===ep.type}function isBrowserBundle(){return"undefined"!=typeof __SENTRY_BROWSER_BUNDLE__&&!!__SENTRY_BROWSER_BUNDLE__}function getSDKSource(){return"npm"}let tV=!1;function exceptionFromError(ep,ey){let ew=parseStackFrames(ep,ey),eI={type:extractType(ey),value:extractMessage(ey)};return ew.length&&(eI.stacktrace={frames:ew}),void 0===eI.type&&""===eI.value&&(eI.value="Unrecoverable error caught"),eI}function eventFromPlainObject(ep,ey,ew,eI){let e_=(0,e9.s3)(),eS=e_&&e_.getOptions().normalizeDepth,eP=getErrorPropertyFromObject(ey),eE={__serialized__:(0,tD.Qy)(ey,eS)};if(eP)return{exception:{values:[exceptionFromError(ep,eP)]},extra:eE};let eT={exception:{values:[{type:(0,tz.cO)(ey)?ey.constructor.name:eI?"UnhandledRejection":"Error",value:getNonErrorObjectExceptionValue(ey,{isUnhandledRejection:eI})}]},extra:eE};if(ew){let ey=parseStackFrames(ep,ew);ey.length&&(eT.exception.values[0].stacktrace={frames:ey})}return eT}function eventFromError(ep,ey){return{exception:{values:[exceptionFromError(ep,ey)]}}}function parseStackFrames(ep,ey){let ew=ey.stacktrace||ey.stack||"",eI=getSkipFirstStackStringLines(ey),e_=getPopFirstTopFrames(ey);try{return ep(ew,eI,e_)}catch(ep){}return[]}let tY=/Minified React error #\d+;/i;function getSkipFirstStackStringLines(ep){return ep&&tY.test(ep.message)?1:0}function getPopFirstTopFrames(ep){return"number"==typeof ep.framesToPop?ep.framesToPop:0}function isWebAssemblyException(ep){return"undefined"!=typeof WebAssembly&&void 0!==WebAssembly.Exception&&ep instanceof WebAssembly.Exception}function extractType(ep){let ey=ep&&ep.name;if(!ey&&isWebAssemblyException(ep)){let ey=ep.message&&Array.isArray(ep.message)&&2==ep.message.length;return ey?ep.message[0]:"WebAssembly.Exception"}return ey}function extractMessage(ep){let ey=ep&&ep.message;return ey?ey.error&&"string"==typeof ey.error.message?ey.error.message:isWebAssemblyException(ep)&&Array.isArray(ep.message)&&2==ep.message.length?ep.message[1]:ey:"No error message"}function eventFromException(ep,ey,ew,eI){let e_=ew&&ew.syntheticException||void 0,eS=eventFromUnknownInput(ep,ey,e_,eI);return(0,e4.EG)(eS),eS.level="error",ew&&ew.event_id&&(eS.event_id=ew.event_id),(0,tq.WD)(eS)}function eventFromMessage(ep,ey,ew="info",eI,e_){let eS=eI&&eI.syntheticException||void 0,eP=eventFromString(ep,ey,eS,e_);return eP.level=ew,eI&&eI.event_id&&(eP.event_id=eI.event_id),(0,tq.WD)(eP)}function eventFromUnknownInput(ep,ey,ew,eI,e_){let eS;if((0,tz.VW)(ey)&&ey.error){let ew=ey;return eventFromError(ep,ew.error)}if((0,tz.TX)(ey)||(0,tz.fm)(ey)){let e_=ey;if("stack"in ey)eS=eventFromError(ep,ey);else{let ey=e_.name||((0,tz.TX)(e_)?"DOMError":"DOMException"),eP=e_.message?`${ey}: ${e_.message}`:ey;eS=eventFromString(ep,eP,ew,eI),(0,e4.Db)(eS,eP)}return"code"in e_&&(eS.tags={...eS.tags,"DOMException.code":`${e_.code}`}),eS}if((0,tz.VZ)(ey))return eventFromError(ep,ey);if((0,tz.PO)(ey)||(0,tz.cO)(ey)){let eI=ey;return eS=eventFromPlainObject(ep,eI,ew,e_),(0,e4.EG)(eS,{synthetic:!0}),eS}return eS=eventFromString(ep,ey,ew,eI),(0,e4.Db)(eS,`${ey}`,void 0),(0,e4.EG)(eS,{synthetic:!0}),eS}function eventFromString(ep,ey,ew,eI){let e_={};if(eI&&ew){let eI=parseStackFrames(ep,ew);eI.length&&(e_.exception={values:[{value:ey,stacktrace:{frames:eI}}]})}if((0,tz.Le)(ey)){let{__sentry_template_string__:ep,__sentry_template_values__:ew}=ey;return e_.logentry={message:ep,params:ew},e_}return e_.message=ey,e_}function getNonErrorObjectExceptionValue(ep,{isUnhandledRejection:ey}){let ew=(0,e7.zf)(ep),eI=ey?"promise rejection":"exception";if((0,tz.VW)(ep))return`Event \`ErrorEvent\` captured as ${eI} with message \`${ep.message}\``;if((0,tz.cO)(ep)){let ey=getObjectClassName(ep);return`Event \`${ey}\` (type=${ep.type}) captured as ${eI}`}return`Object captured as ${eI} with keys: ${ew}`}function getObjectClassName(ep){try{let ey=Object.getPrototypeOf(ep);return ey?ey.constructor.name:void 0}catch(ep){}}function getErrorPropertyFromObject(ep){for(let ey in ep)if(Object.prototype.hasOwnProperty.call(ep,ey)){let ew=ep[ey];if(ew instanceof Error)return ew}}let tK=eZ.GLOBAL_OBJ,tJ=0;function shouldIgnoreOnError(){return tJ>0}function ignoreNextOnError(){tJ++,setTimeout(()=>{tJ--})}function wrap(ep,ey={},ew){if("function"!=typeof ep)return ep;try{let ey=ep.__sentry_wrapped__;if(ey){if("function"==typeof ey)return ey;return ep}if((0,e7.HK)(ep))return ep}catch(ey){return ep}let 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createEnvelope(e_,[eS])}function createUserFeedbackEnvelopeItem(ep){let ey={type:"user_report"};return[ey,ep]}let BrowserClient=class BrowserClient extends BaseClient{constructor(ep){let ey={parentSpanIsAlwaysRootSpan:!0,...ep},ew=tK.SENTRY_SDK_SOURCE||getSDKSource();applySdkMetadata(ey,"browser",["browser"],ew),super(ey),ey.sendClientReports&&tK.document&&tK.document.addEventListener("visibilitychange",()=>{"hidden"===tK.document.visibilityState&&this._flushOutcomes()})}eventFromException(ep,ey){return eventFromException(this._options.stackParser,ep,ey,this._options.attachStacktrace)}eventFromMessage(ep,ey="info",ew){return eventFromMessage(this._options.stackParser,ep,ey,ew,this._options.attachStacktrace)}captureUserFeedback(ep){if(!this._isEnabled()){tV&&e0.kg.warn("SDK not enabled, will not capture user feedback.");return}let ey=createUserFeedbackEnvelope(ep,{metadata:this.getSdkMetadata(),dsn:this.getDsn(),tunnel:this.getOptions().tunnel});this.sendEnvelope(ey)}_prepareEvent(ep,ey,ew){return ep.platform=ep.platform||"javascript",super._prepareEvent(ep,ey,ew)}};let tZ=1e3;function addClickKeypressInstrumentationHandler(ep){let ey="dom";addHandler(ey,ep),maybeInstrument(ey,instrumentDOM)}function instrumentDOM(){if(!tM.document)return;let ep=triggerHandlers.bind(null,"dom"),ey=makeDOMEventHandler(ep,!0);tM.document.addEventListener("click",ey,!1),tM.document.addEventListener("keypress",ey,!1),["EventTarget","Node"].forEach(ey=>{let ew=tM[ey]&&tM[ey].prototype;ew&&ew.hasOwnProperty&&ew.hasOwnProperty("addEventListener")&&((0,e7.hl)(ew,"addEventListener",function(ey){return function(ew,eI,e_){if("click"===ew||"keypress"==ew)try{let eI=this,eS=eI.__sentry_instrumentation_handlers__=eI.__sentry_instrumentation_handlers__||{},eP=eS[ew]=eS[ew]||{refCount:0};if(!eP.handler){let 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ep=ey[tX];if(ep&&4===ey.readyState){try{ep.status_code=ey.status}catch(ep){}let ew={endTimestamp:1e3*(0,tB.ph)(),startTimestamp:eI,xhr:ey};triggerHandlers("xhr",ew)}};return"onreadystatechange"in ey&&"function"==typeof ey.onreadystatechange?ey.onreadystatechange=new Proxy(ey.onreadystatechange,{apply:(ep,ey,ew)=>(onreadystatechangeHandler(),ep.apply(ey,ew))}):ey.addEventListener("readystatechange",onreadystatechangeHandler),ey.setRequestHeader=new Proxy(ey.setRequestHeader,{apply(ep,ey,ew){let[eI,e_]=ew,eS=ey[tX];return eS&&(0,tz.HD)(eI)&&(0,tz.HD)(e_)&&(eS.request_headers[eI.toLowerCase()]=e_),ep.apply(ey,ew)}}),ep.apply(ey,ew)}}),ep.send=new Proxy(ep.send,{apply(ep,ey,ew){let eI=ey[tX];if(!eI)return ep.apply(ey,ew);void 0!==ew[0]&&(eI.body=ew[0]);let e_={startTimestamp:1e3*(0,tB.ph)(),xhr:ey};return triggerHandlers("xhr",e_),ep.apply(ey,ew)}})}function parseUrl(ep){if((0,tz.HD)(ep))return ep;try{return ep.toString()}catch(ep){}}function addConsoleInstrumentationHandler(ep){let ey="console";addHandler(ey,ep),maybeInstrument(ey,instrumentConsole)}function instrumentConsole(){"console"in eZ.GLOBAL_OBJ&&e0.RU.forEach(function(ep){ep in eZ.GLOBAL_OBJ.console&&(0,e7.hl)(eZ.GLOBAL_OBJ.console,ep,function(ey){return e0.LD[ep]=ey,function(...ey){let ew={args:ey,level:ep};triggerHandlers("console",ew);let eI=e0.LD[ep];eI&&eI.apply(eZ.GLOBAL_OBJ.console,ey)}})})}function addFetchInstrumentationHandler(ep,ey){let ew="fetch";addHandler(ew,ep),maybeInstrument(ew,()=>instrumentFetch(void 0,ey))}function addFetchEndInstrumentationHandler(ep){let ey="fetch-body-resolved";addHandler(ey,ep),maybeInstrument(ey,()=>instrumentFetch(streamHandler))}function instrumentFetch(ep,ey=!1){(!ey||supportsNativeFetch())&&(0,e7.hl)(eZ.GLOBAL_OBJ,"fetch",function(ey){return function(...ew){let{method:eI,url:e_}=parseFetchArgs(ew),eS={args:ew,fetchData:{method:eI,url:e_},startTimestamp:1e3*(0,tB.ph)()};ep||triggerHandlers("fetch",{...eS});let eP=Error().stack;return ey.apply(eZ.GLOBAL_OBJ,ew).then(async ey=>(ep?ep(ey):triggerHandlers("fetch",{...eS,endTimestamp:1e3*(0,tB.ph)(),response:ey}),ey),ep=>{throw triggerHandlers("fetch",{...eS,endTimestamp:1e3*(0,tB.ph)(),error:ep}),(0,tz.VZ)(ep)&&void 0===ep.stack&&(ep.stack=eP,(0,e7.xp)(ep,"framesToPop",1)),ep})}})}async function resolveResponse(ep,ey){if(ep&&ep.body){let ew=ep.body,eI=ew.getReader(),e_=setTimeout(()=>{ew.cancel().then(null,()=>{})},9e4),eS=!0;for(;eS;){let ep;try{ep=setTimeout(()=>{ew.cancel().then(null,()=>{})},5e3);let{done:e_}=await eI.read();clearTimeout(ep),e_&&(ey(),eS=!1)}catch(ep){eS=!1}finally{clearTimeout(ep)}}clearTimeout(e_),eI.releaseLock(),ew.cancel().then(null,()=>{})}}function streamHandler(ep){let ey;try{ey=ep.clone()}catch(ep){return}resolveResponse(ey,()=>{triggerHandlers("fetch-body-resolved",{endTimestamp:1e3*(0,tB.ph)(),response:ep})})}function hasProp(ep,ey){return!!ep&&"object"==typeof ep&&!!ep[ey]}function getUrlFromResource(ep){return"string"==typeof ep?ep:ep?hasProp(ep,"url")?ep.url:ep.toString?ep.toString():"":""}function parseFetchArgs(ep){if(0===ep.length)return{method:"GET",url:""};if(2===ep.length){let[ey,ew]=ep;return{url:getUrlFromResource(ey),method:hasProp(ew,"method")?String(ew.method).toUpperCase():"GET"}}let ey=ep[0];return{url:getUrlFromResource(ey),method:hasProp(ey,"method")?String(ey.method).toUpperCase():"GET"}}let tQ=100;function addBreadcrumb(ep,ey){let ew=(0,e9.s3)(),eI=(0,e9.aF)();if(!ew)return;let{beforeBreadcrumb:e_=null,maxBreadcrumbs:eS=tQ}=ew.getOptions();if(eS<=0)return;let eP=(0,tB.yW)(),eE={timestamp:eP,...ep},eT=e_?(0,e0.Cf)(()=>e_(eE,ey)):eE;null!==eT&&(ew.emit&&ew.emit("beforeAddBreadcrumb",eT,ey),eI.addBreadcrumb(eT,eS))}var t$=ew(70428);let t0=["fatal","error","warning","log","info","debug"];function severityLevelFromString(ep){return"warn"===ep?"warning":t0.includes(ep)?ep:"log"}function getBreadcrumbLogLevelFromHttpStatusCode(ep){if(void 0!==ep)return ep>=400&&ep<500?"warning":ep>=500?"error":void 0}function url_parseUrl(ep){if(!ep)return{};let ey=ep.match(/^(([^:/?#]+):)?(\/\/([^/?#]*))?([^?#]*)(\?([^#]*))?(#(.*))?$/);if(!ey)return{};let ew=ey[6]||"",eI=ey[8]||"";return{host:ey[4],path:ey[5],protocol:ey[2],search:ew,hash:eI,relative:ey[5]+ew+eI}}function stripUrlQueryAndFragment(ep){return ep.split(/[?#]/,1)[0]}let t1=1024,t2="Breadcrumbs",_breadcrumbsIntegration=(ep={})=>{let ey={console:!0,dom:!0,fetch:!0,history:!0,sentry:!0,xhr:!0,...ep};return{name:t2,setup(ep){ey.console&&addConsoleInstrumentationHandler(_getConsoleBreadcrumbHandler(ep)),ey.dom&&addClickKeypressInstrumentationHandler(_getDomBreadcrumbHandler(ep,ey.dom)),ey.xhr&&addXhrInstrumentationHandler(_getXhrBreadcrumbHandler(ep)),ey.fetch&&addFetchInstrumentationHandler(_getFetchBreadcrumbHandler(ep)),ey.history&&addHistoryInstrumentationHandler(_getHistoryBreadcrumbHandler(ep)),ey.sentry&&ep.on("beforeSendEvent",_getSentryBreadcrumbHandler(ep))}}},t4=defineIntegration(_breadcrumbsIntegration);function _getSentryBreadcrumbHandler(ep){return function(ey){(0,e9.s3)()===ep&&addBreadcrumb({category:`sentry.${"transaction"===ey.type?"transaction":"event"}`,event_id:ey.event_id,level:ey.level,message:(0,e4.jH)(ey)},{event:ey})}}function _getDomBreadcrumbHandler(ep,ey){return function(ew){let eI,e_;if((0,e9.s3)()!==ep)return;let eS="object"==typeof ey?ey.serializeAttribute:void 0,eP="object"==typeof ey&&"number"==typeof ey.maxStringLength?ey.maxStringLength:void 0;eP&&eP>t1&&(tV&&e0.kg.warn(`\`dom.maxStringLength\` cannot exceed ${t1}, but a value of ${eP} was configured. 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function(ey){if((0,e9.s3)()!==ep)return;let{startTimestamp:ew,endTimestamp:eI}=ey,e_=ey.xhr[tX];if(!ew||!eI||!e_)return;let{method:eS,url:eP,status_code:eE,body:eT}=e_,eA={method:eS,url:eP,status_code:eE},eC={xhr:ey.xhr,input:eT,startTimestamp:ew,endTimestamp:eI},eO=getBreadcrumbLogLevelFromHttpStatusCode(eE);addBreadcrumb({category:"xhr",data:eA,type:"http",level:eO},eC)}}function _getFetchBreadcrumbHandler(ep){return function(ey){if((0,e9.s3)()!==ep)return;let{startTimestamp:ew,endTimestamp:eI}=ey;if(!(!eI||ey.fetchData.url.match(/sentry_key/)&&"POST"===ey.fetchData.method)){if(ey.error){let ep=ey.fetchData,e_={data:ey.error,input:ey.args,startTimestamp:ew,endTimestamp:eI};addBreadcrumb({category:"fetch",data:ep,level:"error",type:"http"},e_)}else{let ep=ey.response,e_={...ey.fetchData,status_code:ep&&ep.status},eS={input:ey.args,response:ep,startTimestamp:ew,endTimestamp:eI},eP=getBreadcrumbLogLevelFromHttpStatusCode(e_.status_code);addBreadcrumb({category:"fetch",data:e_,type:"http",level:eP},eS)}}}}function _getHistoryBreadcrumbHandler(ep){return function(ey){if((0,e9.s3)()!==ep)return;let ew=ey.from,eI=ey.to,e_=url_parseUrl(tK.location.href),eS=ew?url_parseUrl(ew):void 0,eP=url_parseUrl(eI);eS&&eS.path||(eS=e_),e_.protocol===eP.protocol&&e_.host===eP.host&&(eI=eP.relative),e_.protocol===eS.protocol&&e_.host===eS.host&&(ew=eS.relative),addBreadcrumb({category:"navigation",data:{from:ew,to:eI}})}}function _isEvent(ep){return!!ep&&!!ep.target}let t6=["EventTarget","Window","Node","ApplicationCache","AudioTrackList","BroadcastChannel","ChannelMergerNode","CryptoOperation","EventSource","FileReader","HTMLUnknownElement","IDBDatabase","IDBRequest","IDBTransaction","KeyOperation","MediaController","MessagePort","ModalWindow","Notification","SVGElementInstance","Screen","SharedWorker","TextTrack","TextTrackCue","TextTrackList","WebSocket","WebSocketWorker","Worker","XMLHttpRequest","XMLHttpRequestEventTarget","XMLHttpRequestUpload"],t5="BrowserApiErrors",_browserApiErrorsIntegration=(ep={})=>{let ey={XMLHttpRequest:!0,eventTarget:!0,requestAnimationFrame:!0,setInterval:!0,setTimeout:!0,...ep};return{name:t5,setupOnce(){ey.setTimeout&&(0,e7.hl)(tK,"setTimeout",_wrapTimeFunction),ey.setInterval&&(0,e7.hl)(tK,"setInterval",_wrapTimeFunction),ey.requestAnimationFrame&&(0,e7.hl)(tK,"requestAnimationFrame",_wrapRAF),ey.XMLHttpRequest&&"XMLHttpRequest"in tK&&(0,e7.hl)(XMLHttpRequest.prototype,"send",_wrapXHR);let ep=ey.eventTarget;if(ep){let ey=Array.isArray(ep)?ep:t6;ey.forEach(_wrapEventTarget)}}}},t8=defineIntegration(_browserApiErrorsIntegration);function _wrapTimeFunction(ep){return function(...ey){let ew=ey[0];return ey[0]=wrap(ew,{mechanism:{data:{function:(0,t_.$P)(ep)},handled:!1,type:"instrument"}}),ep.apply(this,ey)}}function _wrapRAF(ep){return function(ey){return ep.apply(this,[wrap(ey,{mechanism:{data:{function:"requestAnimationFrame",handler:(0,t_.$P)(ep)},handled:!1,type:"instrument"}})])}}function _wrapXHR(ep){return function(...ey){let ew=this,eI=["onload","onerror","onprogress","onreadystatechange"];return eI.forEach(ep=>{ep in ew&&"function"==typeof ew[ep]&&(0,e7.hl)(ew,ep,function(ey){let ew={mechanism:{data:{function:ep,handler:(0,t_.$P)(ey)},handled:!1,type:"instrument"}},eI=(0,e7.HK)(ey);return eI&&(ew.mechanism.data.handler=(0,t_.$P)(eI)),wrap(ey,ew)})}),ep.apply(this,ey)}}function _wrapEventTarget(ep){let ey=tK,ew=ey[ep]&&ey[ep].prototype;ew&&ew.hasOwnProperty&&ew.hasOwnProperty("addEventListener")&&((0,e7.hl)(ew,"addEventListener",function(ey){return function(ew,eI,e_){try{"function"==typeof eI.handleEvent&&(eI.handleEvent=wrap(eI.handleEvent,{mechanism:{data:{function:"handleEvent",handler:(0,t_.$P)(eI),target:ep},handled:!1,type:"instrument"}}))}catch(ep){}return ey.apply(this,[ew,wrap(eI,{mechanism:{data:{function:"addEventListener",handler:(0,t_.$P)(eI),target:ep},handled:!1,type:"instrument"}}),e_])}}),(0,e7.hl)(ew,"removeEventListener",function(ep){return function(ey,ew,eI){let e_=ew;try{let ew=e_&&e_.__sentry_wrapped__;ew&&ep.call(this,ey,ew,eI)}catch(ep){}return ep.call(this,ey,e_,eI)}}))}let t3=null;function addGlobalErrorInstrumentationHandler(ep){let ey="error";addHandler(ey,ep),maybeInstrument(ey,instrumentError)}function instrumentError(){t3=eZ.GLOBAL_OBJ.onerror,eZ.GLOBAL_OBJ.onerror=function(ep,ey,ew,eI,e_){let eS={column:eI,error:e_,line:ew,msg:ep,url:ey};return triggerHandlers("error",eS),!!t3&&!t3.__SENTRY_LOADER__&&t3.apply(this,arguments)},eZ.GLOBAL_OBJ.onerror.__SENTRY_INSTRUMENTED__=!0}let t9=null;function addGlobalUnhandledRejectionInstrumentationHandler(ep){let ey="unhandledrejection";addHandler(ey,ep),maybeInstrument(ey,instrumentUnhandledRejection)}function instrumentUnhandledRejection(){t9=eZ.GLOBAL_OBJ.onunhandledrejection,eZ.GLOBAL_OBJ.onunhandledrejection=function(ep){let ey=ep;return triggerHandlers("unhandledrejection",ey),!t9||!!t9.__SENTRY_LOADER__||t9.apply(this,arguments)},eZ.GLOBAL_OBJ.onunhandledrejection.__SENTRY_INSTRUMENTED__=!0}let t7="GlobalHandlers",_globalHandlersIntegration=(ep={})=>{let 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e_=_getUnhandledRejectionError(ey),eS=(0,tz.pt)(e_)?_eventFromRejectionWithPrimitive(e_):eventFromUnknownInput(ew,e_,void 0,eI,!0);eS.level="error",(0,eQ.eN)(eS,{originalException:e_,mechanism:{handled:!1,type:"onunhandledrejection"}})})}function _getUnhandledRejectionError(ep){if((0,tz.pt)(ep))return ep;try{if("reason"in ep)return ep.reason;if("detail"in ep&&"reason"in ep.detail)return ep.detail.reason}catch(ep){}return ep}function _eventFromRejectionWithPrimitive(ep){return{exception:{values:[{type:"UnhandledRejection",value:`Non-Error promise rejection captured with value: ${String(ep)}`}]}}}function _enhanceEventWithInitialFrame(ep,ey,ew,eI){let e_=ep.exception=ep.exception||{},eS=e_.values=e_.values||[],eP=eS[0]=eS[0]||{},eE=eP.stacktrace=eP.stacktrace||{},eT=eE.frames=eE.frames||[],eA=isNaN(parseInt(eI,10))?void 0:eI,eC=isNaN(parseInt(ew,10))?void 0:ew,eO=(0,tz.HD)(ey)&&ey.length>0?ey:(0,t$.l4)();return 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getCleanupCallback(ep,ey,ew){return()=>{ew&&ew();let eI=o7[ep];if(!eI)return;let e_=eI.indexOf(ey);-1!==e_&&eI.splice(e_,1)}}function isPerformanceEventTiming(ep){return"duration"in ep}var ap=ew(19563),ay=ew(60811),aw=ew(67973),av=ew(89366);function logSpanStart(ep){if(!e$.X)return;let{description:ey="< unknown name >",op:ew="< unknown op >",parent_span_id:eI}=(0,tN.XU)(ep),{spanId:e_}=ep.spanContext(),eS=(0,tN.Tt)(ep),eP=(0,tN.Gx)(ep),eE=eP===ep,eT=`[Tracing] Starting ${eS?"sampled":"unsampled"} ${eE?"root ":""}span`,eA=[`op: ${ew}`,`name: ${ey}`,`ID: ${e_}`];if(eI&&eA.push(`parent ID: ${eI}`),!eE){let{op:ep,description:ey}=(0,tN.XU)(eP);eA.push(`root ID: ${eP.spanContext().spanId}`),ep&&eA.push(`root op: ${ep}`),ey&&eA.push(`root description: ${ey}`)}e0.kg.log(`${eT} ${eA.join("\n ")}`)}function logSpanEnd(ep){if(!e$.X)return;let{description:ey="< unknown name >",op:ew="< unknown op >"}=(0,tN.XU)(ep),{spanId:eI}=ep.spanContext(),e_=(0,tN.Gx)(ep),eS=e_===ep,eP=`[Tracing] Finishing 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this._name=ep,this.setAttribute(oU.Zj,"custom"),this}end(ep){this._endTime||(this._endTime=(0,tN.$k)(ep),logSpanEnd(this),this._onSpanEnded())}getSpanJSON(){return(0,e7.Jr)({data:this._attributes,description:this._name,op:this._attributes[oU.$J],parent_span_id:this._parentSpanId,span_id:this._spanId,start_timestamp:this._startTime,status:(0,tN._4)(this._status),timestamp:this._endTime,trace_id:this._traceId,origin:this._attributes[oU.S3],_metrics_summary:(0,aI.y)(this),profile_id:this._attributes[oU.p6],exclusive_time:this._attributes[oU.JQ],measurements:timedEventsToMeasurements(this._events),is_segment:this._isStandaloneSpan&&(0,tN.Gx)(this)===this||void 0,segment_id:this._isStandaloneSpan?(0,tN.Gx)(this).spanContext().spanId:void 0})}isRecording(){return!this._endTime&&!!this._sampled}addEvent(ep,ey,ew){e$.X&&e0.kg.log("[Tracing] Adding an event to span:",ep);let eI=isSpanTimeInput(ey)?ey:ew||(0,tB.ph)(),e_=isSpanTimeInput(ey)?{}:ey||{},eS={name:ep,time:(0,tN.$k)(eI),attributes:e_};return this._events.push(eS),this}isStandaloneSpan(){return!!this._isStandaloneSpan}_onSpanEnded(){let ep=(0,e9.s3)();ep&&ep.emit("spanEnd",this);let ey=this._isStandaloneSpan||this===(0,tN.Gx)(this);if(!ey)return;if(this._isStandaloneSpan){this._sampled?sendSpanEnvelope(createSpanEnvelope([this],ep)):(e$.X&&e0.kg.log("[Tracing] Discarding standalone span because its trace was not chosen to be sampled."),ep&&ep.recordDroppedEvent("sample_rate","span"));return}let ew=this._convertSpanToTransaction();if(ew){let ep=getCapturedScopesOnSpan(this).scope||(0,e9.nZ)();ep.captureEvent(ew)}}_convertSpanToTransaction(){if(!isFullFinishedSpan((0,tN.XU)(this)))return;this._name||(e$.X&&e0.kg.warn("Transaction has no name, falling back to 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eA&&(e$.X&&e0.kg.log("[Measurements] Adding measurements to transaction event",JSON.stringify(eT,void 0,2)),eE.measurements=eT),eE}};function isSpanTimeInput(ep){return ep&&"number"==typeof ep||ep instanceof Date||Array.isArray(ep)}function isFullFinishedSpan(ep){return!!ep.start_timestamp&&!!ep.timestamp&&!!ep.span_id&&!!ep.trace_id}function isStandaloneSpan(ep){return ep instanceof SentrySpan&&ep.isStandaloneSpan()}function sendSpanEnvelope(ep){let ey=(0,e9.s3)();if(!ey)return;let ew=ep[1];if(!ew||0===ew.length){ey.recordDroppedEvent("before_send","span");return}ey.sendEnvelope(ep)}let aE="__SENTRY_SUPPRESS_TRACING__";function startInactiveSpan(ep){let ey=getAcs();if(ey.startInactiveSpan)return ey.startInactiveSpan(ep);let ew=parseSentrySpanArguments(ep),{forceTransaction:eI,parentSpan:e_}=ep,eS=ep.scope?ey=>(0,e9.$e)(ep.scope,ey):void 0!==e_?ep=>withActiveSpan(e_,ep):ep=>ep();return eS(()=>{let ey=(0,e9.nZ)(),e_=getParentSpan(ey),eS=ep.onlyIfParent&&!e_;return eS?new sentryNonRecordingSpan_SentryNonRecordingSpan:createChildOrRootSpan({parentSpan:e_,spanArguments:ew,forceTransaction:eI,scope:ey})})}function withActiveSpan(ep,ey){let ew=getAcs();return ew.withActiveSpan?ew.withActiveSpan(ep,ey):(0,e9.$e)(ew=>((0,av.D)(ew,ep||void 0),ey(ew)))}function createChildOrRootSpan({parentSpan:ep,spanArguments:ey,forceTransaction:ew,scope:eI}){let e_;if(!(0,aw.z)())return new sentryNonRecordingSpan_SentryNonRecordingSpan;let eS=(0,e9.aF)();if(ep&&!ew)e_=_startChildSpan(ep,eI,ey),(0,tN.j5)(ep,e_);else if(ep){let ew=(0,tH.jC)(ep),{traceId:eS,spanId:eP}=ep.spanContext(),eE=(0,tN.Tt)(ep);e_=_startRootSpan({traceId:eS,parentSpanId:eP,...ey},eI,eE),(0,tH.Lh)(e_,ew)}else{let{traceId:ep,dsc:ew,parentSpanId:eP,sampled:eE}={...eS.getPropagationContext(),...eI.getPropagationContext()};e_=_startRootSpan({traceId:ep,parentSpanId:eP,...ey},eI,eE),ew&&(0,tH.Lh)(e_,ew)}return logSpanStart(e_),setCapturedScopesOnSpan(e_,eI,eS),e_}function parseSentrySpanArguments(ep){let ey=ep.experimental||{},ew={isStandalone:ey.standalone,...ep};if(ep.startTime){let ey={...ew};return ey.startTimestamp=(0,tN.$k)(ep.startTime),delete ey.startTime,ey}return ew}function getAcs(){let ep=(0,ap.c)();return(0,ay.G)(ep)}function _startRootSpan(ep,ey,ew){let eI=(0,e9.s3)(),e_=eI&&eI.getOptions()||{},{name:eS="",attributes:eP}=ep,[eE,eT]=ey.getScopeData().sdkProcessingMetadata[aE]?[!1]:sampleSpan(e_,{name:eS,parentSampled:ew,attributes:eP,transactionContext:{name:eS,parentSampled:ew}}),eA=new SentrySpan({...ep,attributes:{[oU.Zj]:"custom",...ep.attributes},sampled:eE});return void 0!==eT&&eA.setAttribute(oU.TE,eT),eI&&eI.emit("spanStart",eA),eA}function _startChildSpan(ep,ey,ew){let{spanId:eI,traceId:e_}=ep.spanContext(),eS=!ey.getScopeData().sdkProcessingMetadata[aE]&&(0,tN.Tt)(ep),eP=eS?new SentrySpan({...ew,parentSpanId:eI,traceId:e_,sampled:eS}):new sentryNonRecordingSpan_SentryNonRecordingSpan({traceId:e_});(0,tN.j5)(ep,eP);let eE=(0,e9.s3)();return eE&&(eE.emit("spanStart",eP),ew.endTimestamp&&eE.emit("spanEnd",eP)),eP}function getParentSpan(ep){let ey=(0,av.Y)(ep);if(!ey)return;let ew=(0,e9.s3)(),eI=ew?ew.getOptions():{};return eI.parentSpanIsAlwaysRootSpan?(0,tN.Gx)(ey):ey}function isMeasurementValue(ep){return"number"==typeof ep&&isFinite(ep)}function startAndEndSpan(ep,ey,ew,{...eI}){let e_=(0,tN.XU)(ep).start_timestamp;return e_&&e_>ey&&"function"==typeof ep.updateStartTime&&ep.updateStartTime(ey),withActiveSpan(ep,()=>{let ep=startInactiveSpan({startTime:ey,...eI});return ep&&ep.end(ew),ep})}function startStandaloneWebVitalSpan(ep){let ey;let ew=(0,e9.s3)();if(!ew)return;let{name:eI,transaction:e_,attributes:eS,startTime:eP}=ep,{release:eE,environment:eT}=ew.getOptions(),eA=ew.getIntegrationByName("Replay"),eC=eA&&eA.getReplayId(),eO=(0,e9.nZ)(),eM=eO.getUser(),eR=void 0!==eM?eM.email||eM.id||eM.ip_address:void 0;try{ey=eO.getScopeData().contexts.profile.profile_id}catch(ep){}let eH={release:eE,environment:eT,user:eR||void 0,profile_id:ey||void 0,replay_id:eC||void 0,transaction:e_,"user_agent.original":tM.navigator&&tM.navigator.userAgent,...eS};return startInactiveSpan({name:eI,attributes:eH,startTime:eP,experimental:{standalone:!0}})}function getBrowserPerformanceAPI(){return tM&&tM.addEventListener&&tM.performance}function msToSec(ep){return ep/1e3}function trackClsAsStandaloneSpan(){let ep,ey,ew=0;if(!supportsLayoutShift())return;let eI=!1;function _collectClsOnce(){eI||(eI=!0,ey&&sendStandaloneClsSpan(ew,ep,ey),e_())}let e_=addClsInstrumentationHandler(({metric:ey})=>{let eI=ey.entries[ey.entries.length-1];eI&&(ew=ey.value,ep=eI)},!0);onHidden(()=>{_collectClsOnce()}),setTimeout(()=>{let ep=(0,e9.s3)(),ew=_optionalChain([ep,"optionalAccess",ep=>ep.on,"call",ep=>ep("startNavigationSpan",()=>{_collectClsOnce(),ew&&ew()})]),eI=(0,tN.HN)(),e_=eI&&(0,tN.Gx)(eI),eS=e_&&(0,tN.XU)(e_);eS&&"pageload"===eS.op&&(ey=e_.spanContext().spanId)},0)}function sendStandaloneClsSpan(ep,ey,ew){oL&&e0.kg.log(`Sending CLS span (${ep})`);let eI=msToSec((tB.Z1||0)+(_optionalChain([ey,"optionalAccess",ep=>ep.startTime])||0)),e_=(0,e9.nZ)().getScopeData().transactionName,eS=ey?(0,t$.Rt)(_optionalChain([ey,"access",ep=>ep.sources,"access",ep=>ep[0],"optionalAccess",ep=>ep.node])):"Layout shift",eP=(0,e7.Jr)({[oU.S3]:"auto.http.browser.cls",[oU.$J]:"ui.webvital.cls",[oU.JQ]:_optionalChain([ey,"optionalAccess",ep=>ep.duration])||0,"sentry.pageload.span_id":ew}),eE=startStandaloneWebVitalSpan({name:eS,transaction:e_,attributes:eP,startTime:eI});_optionalChain([eE,"optionalAccess",ep=>ep.addEvent,"call",ey=>ey("cls",{[oU.E1]:"",[oU.Wb]:ep})]),_optionalChain([eE,"optionalAccess",ep=>ep.end,"call",ep=>ep(eI)])}function supportsLayoutShift(){try{return _optionalChain([PerformanceObserver,"access",ep=>ep.supportedEntryTypes,"optionalAccess",ep=>ep.includes,"call",ep=>ep("layout-shift")])}catch(ep){return!1}}let ax=2147483647,aT=0,aA={};function startTrackingWebVitals({recordClsStandaloneSpans:ep}){let ey=getBrowserPerformanceAPI();if(ey&&tB.Z1){ey.mark&&tM.performance.mark("sentry-tracing-init");let ew=_trackFID(),eI=_trackLCP(),e_=_trackTtfb(),eS=ep?trackClsAsStandaloneSpan():_trackCLS();return()=>{ew(),eI(),e_(),eS&&eS()}}return()=>void 0}function startTrackingLongTasks(){addPerformanceInstrumentationHandler("longtask",({entries:ep})=>{let ey=(0,tN.HN)();if(!ey)return;let{op:ew,start_timestamp:eI}=(0,tN.XU)(ey);for(let e_ of ep){let ep=msToSec(tB.Z1+e_.startTime),eS=msToSec(e_.duration);"navigation"===ew&&eI&&ep{let ey=(0,tN.HN)();if(ey)for(let ew of ep.getEntries()){if(!ew.scripts[0])continue;let ep=msToSec(tB.Z1+ew.startTime),{start_timestamp:eI,op:e_}=(0,tN.XU)(ey);if("navigation"===e_&&eI&&ep{let ey=(0,tN.HN)();if(ey){for(let ew of ep)if("click"===ew.name){let ep=msToSec(tB.Z1+ew.startTime),eI=msToSec(ew.duration),e_={name:(0,t$.Rt)(ew.target),op:`ui.interaction.${ew.name}`,startTime:ep,attributes:{[oU.S3]:"auto.ui.browser.metrics"}},eS=(0,t$.iY)(ew.target);eS&&(e_.attributes["ui.component_name"]=eS),startAndEndSpan(ey,ep,ep+eI,e_)}}})}function _trackCLS(){return addClsInstrumentationHandler(({metric:ep})=>{let ey=ep.entries[ep.entries.length-1];ey&&(oL&&e0.kg.log(`[Measurements] Adding CLS ${ep.value}`),aA.cls={value:ep.value,unit:""},eW=ey)},!0)}function _trackLCP(){return addLcpInstrumentationHandler(({metric:ep})=>{let ey=ep.entries[ep.entries.length-1];ey&&(oL&&e0.kg.log("[Measurements] Adding LCP"),aA.lcp={value:ep.value,unit:"millisecond"},eH=ey)},!0)}function _trackFID(){return addFidInstrumentationHandler(({metric:ep})=>{let ey=ep.entries[ep.entries.length-1];if(!ey)return;let ew=msToSec(tB.Z1),eI=msToSec(ey.startTime);oL&&e0.kg.log("[Measurements] Adding FID"),aA.fid={value:ep.value,unit:"millisecond"},aA["mark.fid"]={value:ew+eI,unit:"second"}})}function _trackTtfb(){return addTtfbInstrumentationHandler(({metric:ep})=>{let ey=ep.entries[ep.entries.length-1];ey&&(oL&&e0.kg.log("[Measurements] Adding TTFB"),aA.ttfb={value:ep.value,unit:"millisecond"})})}function addPerformanceEntries(ep,ey){let ew=getBrowserPerformanceAPI();if(!ew||!tM.performance.getEntries||!tB.Z1)return;oL&&e0.kg.log("[Tracing] Adding & adjusting spans using Performance API");let eI=msToSec(tB.Z1),e_=ew.getEntries(),{op:eS,start_timestamp:eP}=(0,tN.XU)(ep);if(e_.slice(aT).forEach(ey=>{let ew=msToSec(ey.startTime),e_=msToSec(Math.max(0,ey.duration));if("navigation"!==eS||!eP||!(eI+ew{setMeasurement(ep,ey.value,ey.unit)}),ep.setAttribute("performance.timeOrigin",eI),ep.setAttribute("performance.activationStart",getActivationStart()),_setWebVitalAttributes(ep)}eH=void 0,eW=void 0,aA={}}function _addMeasureSpans(ep,ey,ew,eI,e_){let eS=getNavigationEntry(),eP=msToSec(eS?eS.requestStart:0),eE=e_+Math.max(ew,eP),eT=e_+ew,eA=eT+eI,eC={[oU.S3]:"auto.resource.browser.metrics"};return eE!==eT&&(eC["sentry.browser.measure_happened_before_request"]=!0,eC["sentry.browser.measure_start_time"]=eE),startAndEndSpan(ep,eE,eA,{name:ey.name,op:ey.entryType,attributes:eC}),eE}function _addNavigationSpans(ep,ey,ew){["unloadEvent","redirect","domContentLoadedEvent","loadEvent","connect"].forEach(eI=>{_addPerformanceNavigationTiming(ep,ey,eI,ew)}),_addPerformanceNavigationTiming(ep,ey,"secureConnection",ew,"TLS/SSL","connectEnd"),_addPerformanceNavigationTiming(ep,ey,"fetch",ew,"cache","domainLookupStart"),_addPerformanceNavigationTiming(ep,ey,"domainLookup",ew,"DNS"),_addRequest(ep,ey,ew)}function _addPerformanceNavigationTiming(ep,ey,ew,eI,e_,eS){let eP=eS?ey[eS]:ey[`${ew}End`],eE=ey[`${ew}Start`];eE&&eP&&startAndEndSpan(ep,eI+msToSec(eE),eI+msToSec(eP),{op:`browser.${e_||ew}`,name:ey.name,attributes:{[oU.S3]:"auto.ui.browser.metrics"}})}function _addRequest(ep,ey,ew){let eI=ew+msToSec(ey.requestStart),e_=ew+msToSec(ey.responseEnd),eS=ew+msToSec(ey.responseStart);ey.responseEnd&&(startAndEndSpan(ep,eI,e_,{op:"browser.request",name:ey.name,attributes:{[oU.S3]:"auto.ui.browser.metrics"}}),startAndEndSpan(ep,eS,e_,{op:"browser.response",name:ey.name,attributes:{[oU.S3]:"auto.ui.browser.metrics"}}))}function _addResourceSpans(ep,ey,ew,eI,e_,eS){if("xmlhttprequest"===ey.initiatorType||"fetch"===ey.initiatorType)return;let eP=url_parseUrl(ew),eE={[oU.S3]:"auto.resource.browser.metrics"};setResourceEntrySizeData(eE,ey,"transferSize","http.response_transfer_size"),setResourceEntrySizeData(eE,ey,"encodedBodySize","http.response_content_length"),setResourceEntrySizeData(eE,ey,"decodedBodySize","http.decoded_response_content_length"),null!=ey.deliveryType&&(eE["http.response_delivery_type"]=ey.deliveryType),"renderBlockingStatus"in ey&&(eE["resource.render_blocking_status"]=ey.renderBlockingStatus),eP.protocol&&(eE["url.scheme"]=eP.protocol.split(":").pop()),eP.host&&(eE["server.address"]=eP.host),eE["url.same_origin"]=ew.includes(tM.location.origin);let eT=eS+eI,eA=eT+e_;startAndEndSpan(ep,eT,eA,{name:ew.replace(tM.location.origin,""),op:ey.initiatorType?`resource.${ey.initiatorType}`:"resource.other",attributes:eE})}function _trackNavigator(ep){let ey=tM.navigator;if(!ey)return;let ew=ey.connection;ew&&(ew.effectiveType&&ep.setAttribute("effectiveConnectionType",ew.effectiveType),ew.type&&ep.setAttribute("connectionType",ew.type),isMeasurementValue(ew.rtt)&&(aA["connection.rtt"]={value:ew.rtt,unit:"millisecond"})),isMeasurementValue(ey.deviceMemory)&&ep.setAttribute("deviceMemory",`${ey.deviceMemory} GB`),isMeasurementValue(ey.hardwareConcurrency)&&ep.setAttribute("hardwareConcurrency",String(ey.hardwareConcurrency))}function _setWebVitalAttributes(ep){eH&&(oL&&e0.kg.log("[Measurements] Adding LCP Data"),eH.element&&ep.setAttribute("lcp.element",(0,t$.Rt)(eH.element)),eH.id&&ep.setAttribute("lcp.id",eH.id),eH.url&&ep.setAttribute("lcp.url",eH.url.trim().slice(0,200)),null!=eH.loadTime&&ep.setAttribute("lcp.loadTime",eH.loadTime),null!=eH.renderTime&&ep.setAttribute("lcp.renderTime",eH.renderTime),ep.setAttribute("lcp.size",eH.size)),eW&&eW.sources&&(oL&&e0.kg.log("[Measurements] Adding CLS Data"),eW.sources.forEach((ey,ew)=>ep.setAttribute(`cls.source.${ew+1}`,(0,t$.Rt)(ey.node))))}function setResourceEntrySizeData(ep,ey,ew,eI){let e_=ey[ew];null!=e_&&e_{ep()}}return()=>void 0}let aM={click:"click",pointerdown:"click",pointerup:"click",mousedown:"click",mouseup:"click",touchstart:"click",touchend:"click",mouseover:"hover",mouseout:"hover",mouseenter:"hover",mouseleave:"hover",pointerover:"hover",pointerout:"hover",pointerenter:"hover",pointerleave:"hover",dragstart:"drag",dragend:"drag",drag:"drag",dragenter:"drag",dragleave:"drag",dragover:"drag",drop:"drag",keydown:"press",keyup:"press",keypress:"press",input:"press"};function _trackINP(){return addInpInstrumentationHandler(({metric:ep})=>{if(void 0==ep.value)return;let ey=ep.entries.find(ey=>ey.duration===ep.value&&aM[ey.name]);if(!ey)return;let{interactionId:ew}=ey,eI=aM[ey.name],e_=msToSec(tB.Z1+ey.startTime),eS=msToSec(ep.value),eP=(0,tN.HN)(),eE=eP?(0,tN.Gx)(eP):void 0,eT=null!=ew?aO.get(ew):void 0,eA=eT||eE,eC=eA?(0,tN.XU)(eA).description:(0,e9.nZ)().getScopeData().transactionName,eO=(0,t$.Rt)(ey.target),eM=(0,e7.Jr)({[oU.S3]:"auto.http.browser.inp",[oU.$J]:`ui.interaction.${eI}`,[oU.JQ]:ey.duration}),eR=startStandaloneWebVitalSpan({name:eO,transaction:eC,attributes:eM,startTime:e_});_optionalChain([eR,"optionalAccess",ep=>ep.addEvent,"call",ey=>ey("inp",{[oU.E1]:"millisecond",[oU.Wb]:ep.value})]),_optionalChain([eR,"optionalAccess",ep=>ep.end,"call",ep=>ep(e_+eS)])})}function registerInpInteractionListener(ep){let handleEntries=({entries:ep})=>{let ey=(0,tN.HN)(),ew=ey&&(0,tN.Gx)(ey);ep.forEach(ep=>{if(!isPerformanceEventTiming(ep)||!ew)return;let ey=ep.interactionId;if(!(null==ey||aO.has(ey))){if(aC.length>10){let ep=aC.shift();aO.delete(ep)}aC.push(ey),aO.set(ey,ew)}})};addPerformanceInstrumentationHandler("event",handleEntries),addPerformanceInstrumentationHandler("first-input",handleEntries)}var aR=ew(69737);let aH={idleTimeout:1e3,finalTimeout:3e4,childSpanTimeout:15e3},aW="heartbeatFailed",aD="idleTimeout",aL="finalTimeout",aN="externalFinish";function startIdleSpan(ep,ey={}){let ew;let eI=new Map,e_=!1,eS=aN,eP=!ey.disableAutoFinish,eE=[],{idleTimeout:eT=aH.idleTimeout,finalTimeout:eA=aH.finalTimeout,childSpanTimeout:eC=aH.childSpanTimeout,beforeSpanEnd:eO}=ey,eM=(0,e9.s3)();if(!eM||!(0,aw.z)())return new sentryNonRecordingSpan_SentryNonRecordingSpan;let eR=(0,e9.nZ)(),eH=(0,tN.HN)(),eW=_startIdleSpan(ep);function _cancelIdleTimeout(){ew&&(clearTimeout(ew),ew=void 0)}function _restartIdleTimeout(ep){_cancelIdleTimeout(),ew=setTimeout(()=>{!e_&&0===eI.size&&eP&&(eS=aD,eW.end(ep))},eT)}function _restartChildSpanTimeout(ep){ew=setTimeout(()=>{!e_&&eP&&(eS=aW,eW.end(ep))},eC)}function _pushActivity(ep){_cancelIdleTimeout(),eI.set(ep,!0);let ey=(0,tB.ph)();_restartChildSpanTimeout(ey+eC/1e3)}function _popActivity(ep){if(eI.has(ep)&&eI.delete(ep),0===eI.size){let ep=(0,tB.ph)();_restartIdleTimeout(ep+eT/1e3)}}function onIdleSpanEnded(ep){e_=!0,eI.clear(),eE.forEach(ep=>ep()),(0,av.D)(eR,eH);let ey=(0,tN.XU)(eW),{start_timestamp:ew}=ey;if(!ew)return;let eP=ey.data||{};eP[oU.ju]||eW.setAttribute(oU.ju,eS),e0.kg.log(`[Tracing] Idle span "${ey.op}" finished`);let eC=(0,tN.Dp)(eW).filter(ep=>ep!==eW),eO=0;eC.forEach(ey=>{ey.isRecording()&&(ey.setStatus({code:aR.jt,message:"cancelled"}),ey.end(ep),e$.X&&e0.kg.log("[Tracing] Cancelling span since span ended early",JSON.stringify(ey,void 0,2)));let ew=(0,tN.XU)(ey),{timestamp:eI=0,start_timestamp:e_=0}=ew,eS=e_<=ep,eP=(eA+eT)/1e3,eE=eI-e_<=eP;if(e$.X){let ep=JSON.stringify(ey,void 0,2);eS?eE||e0.kg.log("[Tracing] Discarding span since it finished after idle span final timeout",ep):e0.kg.log("[Tracing] Discarding span since it happened after idle span was finished",ep)}(!eE||!eS)&&((0,tN.ed)(eW,ey),eO++)}),eO>0&&eW.setAttribute("sentry.idle_span_discarded_spans",eO)}return eW.end=new Proxy(eW.end,{apply(ep,ey,ew){eO&&eO(eW);let[eI,...e_]=ew,eS=eI||(0,tB.ph)(),eP=(0,tN.$k)(eS),eE=(0,tN.Dp)(eW).filter(ep=>ep!==eW);if(!eE.length)return onIdleSpanEnded(eP),Reflect.apply(ep,ey,[eP,...e_]);let eT=eE.map(ep=>(0,tN.XU)(ep).timestamp).filter(ep=>!!ep),eC=eT.length?Math.max(...eT):void 0,eM=(0,tN.XU)(eW).start_timestamp,eR=Math.min(eM?eM+eA/1e3:1/0,Math.max(eM||-1/0,Math.min(eP,eC||1/0)));return onIdleSpanEnded(eR),Reflect.apply(ep,ey,[eR,...e_])}}),eE.push(eM.on("spanStart",ep=>{if(e_||ep===eW||(0,tN.XU)(ep).timestamp)return;let ey=(0,tN.Dp)(eW);ey.includes(ep)&&_pushActivity(ep.spanContext().spanId)})),eE.push(eM.on("spanEnd",ep=>{e_||_popActivity(ep.spanContext().spanId)})),eE.push(eM.on("idleSpanEnableAutoFinish",ep=>{ep===eW&&(eP=!0,_restartIdleTimeout(),eI.size&&_restartChildSpanTimeout())})),ey.disableAutoFinish||_restartIdleTimeout(),setTimeout(()=>{e_||(eW.setStatus({code:aR.jt,message:"deadline_exceeded"}),eS=aL,eW.end())},eA),eW}function _startIdleSpan(ep){let ey=startInactiveSpan(ep);return(0,av.D)((0,e9.nZ)(),ey),e$.X&&e0.kg.log("[Tracing] Started span is an idle span"),ey}let aF=!1;function registerSpanErrorInstrumentation(){aF||(aF=!0,addGlobalErrorInstrumentationHandler(errorCallback),addGlobalUnhandledRejectionInstrumentationHandler(errorCallback))}function errorCallback(){let ep=(0,tN.HN)(),ey=ep&&(0,tN.Gx)(ep);if(ey){let ep="internal_error";e$.X&&e0.kg.log(`[Tracing] Root span: ${ep} -> Global error occurred`),ey.setStatus({code:aR.jt,message:ep})}}errorCallback.tag="sentry_tracingErrorCallback";var aB=ew(94801),az=ew(51824);function registerBackgroundTabDetection(){tK&&tK.document?tK.document.addEventListener("visibilitychange",()=>{let ep=(0,tN.HN)();if(!ep)return;let ey=(0,tN.Gx)(ep);if(tK.document.hidden&&ey){let ep="cancelled",{op:ew,status:eI}=(0,tN.XU)(ey);tV&&e0.kg.log(`[Tracing] Transaction: ${ep} -> since tab moved to the background, op: ${ew}`),eI||ey.setStatus({code:aR.jt,message:ep}),ey.setAttribute("sentry.cancellation_reason","document.hidden"),ey.end()}}):tV&&e0.kg.warn("[Tracing] Could not set up background tab detection due to lack of global document")}var aq=ew(98823);function instrumentFetchRequest(ep,ey,ew,eI,e_="auto.http.browser"){if(!ep.fetchData)return;let eS=(0,aw.z)()&&ey(ep.fetchData.url);if(ep.endTimestamp&&eS){let ey=ep.fetchData.__span;if(!ey)return;let ew=eI[ey];ew&&(endSpan(ew,ep),delete eI[ey]);return}let eP=(0,e9.nZ)(),eE=(0,e9.s3)(),{method:eT,url:eA}=ep.fetchData,eC=getFullURL(eA),eO=eC?url_parseUrl(eC).host:void 0,eM=!!(0,tN.HN)(),eR=eS&&eM?startInactiveSpan({name:`${eT} ${eA}`,attributes:{url:eA,type:"fetch","http.method":eT,"http.url":eC,"server.address":eO,[oU.S3]:e_,[oU.$J]:"http.client"}}):new sentryNonRecordingSpan_SentryNonRecordingSpan;if(ep.fetchData.__span=eR.spanContext().spanId,eI[eR.spanContext().spanId]=eR,ew(ep.fetchData.url)&&eE){let ey=ep.args[0];ep.args[1]=ep.args[1]||{};let ew=ep.args[1];ew.headers=addTracingHeadersToFetchRequest(ey,eE,eP,ew,(0,aw.z)()&&eM?eR:void 0)}return eR}function addTracingHeadersToFetchRequest(ep,ey,ew,eI,e_){let eS=(0,e9.aF)(),{traceId:eP,spanId:eE,sampled:eT,dsc:eA}={...eS.getPropagationContext(),...ew.getPropagationContext()},eC=e_?(0,tN.Hb)(e_):(0,aB.$p)(eP,eE,eT),eO=(0,aq.IQ)(eA||(e_?(0,tH.jC)(e_):(0,tH._l)(eP,ey))),eM=eI.headers||("undefined"!=typeof Request&&(0,tz.V9)(ep,Request)?ep.headers:void 0);if(!eM)return{"sentry-trace":eC,baggage:eO};if("undefined"!=typeof Headers&&(0,tz.V9)(eM,Headers)){let ep=new Headers(eM);if(ep.set("sentry-trace",eC),eO){let ey=ep.get(aq.bU);if(ey){let ew=stripBaggageHeaderOfSentryBaggageValues(ey);ep.set(aq.bU,ew?`${ew},${eO}`:eO)}else ep.set(aq.bU,eO)}return ep}if(Array.isArray(eM)){let ep=[...eM.filter(ep=>!(Array.isArray(ep)&&"sentry-trace"===ep[0])).map(ep=>{if(!Array.isArray(ep)||ep[0]!==aq.bU||"string"!=typeof ep[1])return ep;{let[ey,ew,...eI]=ep;return[ey,stripBaggageHeaderOfSentryBaggageValues(ew),...eI]}}),["sentry-trace",eC]];return eO&&ep.push([aq.bU,eO]),ep}{let ep="baggage"in eM?eM.baggage:void 0,ey=[];return Array.isArray(ep)?ey=ep.map(ep=>"string"==typeof ep?stripBaggageHeaderOfSentryBaggageValues(ep):ep).filter(ep=>""===ep):ep&&ey.push(stripBaggageHeaderOfSentryBaggageValues(ep)),eO&&ey.push(eO),{...eM,"sentry-trace":eC,baggage:ey.length>0?ey.join(","):void 0}}}function getFullURL(ep){try{let ey=new URL(ep);return ey.href}catch(ep){return}}function endSpan(ep,ey){if(ey.response){(0,aR.Q0)(ep,ey.response.status);let ew=ey.response&&ey.response.headers&&ey.response.headers.get("content-length");if(ew){let ey=parseInt(ew);ey>0&&ep.setAttribute("http.response_content_length",ey)}}else ey.error&&ep.setStatus({code:aR.jt,message:"internal_error"});ep.end()}function stripBaggageHeaderOfSentryBaggageValues(ep){return ep.split(",").filter(ep=>!ep.split("=")[0].startsWith(aq.lq)).join(",")}let aU=new WeakMap,aG=new Map,aV={traceFetch:!0,traceXHR:!0,enableHTTPTimings:!0,trackFetchStreamPerformance:!1};function instrumentOutgoingRequests(ep,ey){let{traceFetch:ew,traceXHR:eI,trackFetchStreamPerformance:e_,shouldCreateSpanForRequest:eS,enableHTTPTimings:eP,tracePropagationTargets:eE}={traceFetch:aV.traceFetch,traceXHR:aV.traceXHR,trackFetchStreamPerformance:aV.trackFetchStreamPerformance,...ey},eT="function"==typeof eS?eS:ep=>!0,shouldAttachHeadersWithTargets=ep=>shouldAttachHeaders(ep,eE),eA={};ew&&(ep.addEventProcessor(ep=>("transaction"===ep.type&&ep.spans&&ep.spans.forEach(ep=>{if("http.client"===ep.op){let ey=aG.get(ep.span_id);ey&&(ep.timestamp=ey/1e3,aG.delete(ep.span_id))}}),ep)),e_&&addFetchEndInstrumentationHandler(ep=>{if(ep.response){let ey=aU.get(ep.response);ey&&ep.endTimestamp&&aG.set(ey,ep.endTimestamp)}}),addFetchInstrumentationHandler(ep=>{let ey=instrumentFetchRequest(ep,eT,shouldAttachHeadersWithTargets,eA);if(ep.response&&ep.fetchData.__span&&aU.set(ep.response,ep.fetchData.__span),ey){let ew=request_getFullURL(ep.fetchData.url),eI=ew?url_parseUrl(ew).host:void 0;ey.setAttributes({"http.url":ew,"server.address":eI})}eP&&ey&&addHTTPTimings(ey)})),eI&&addXhrInstrumentationHandler(ep=>{let ey=xhrCallback(ep,eT,shouldAttachHeadersWithTargets,eA);eP&&ey&&addHTTPTimings(ey)})}function isPerformanceResourceTiming(ep){return"resource"===ep.entryType&&"initiatorType"in ep&&"string"==typeof ep.nextHopProtocol&&("fetch"===ep.initiatorType||"xmlhttprequest"===ep.initiatorType)}function addHTTPTimings(ep){let{url:ey}=(0,tN.XU)(ep).data||{};if(!ey||"string"!=typeof ey)return;let ew=addPerformanceInstrumentationHandler("resource",({entries:eI})=>{eI.forEach(eI=>{if(isPerformanceResourceTiming(eI)&&eI.name.endsWith(ey)){let ey=resourceTimingEntryToSpanData(eI);ey.forEach(ey=>ep.setAttribute(...ey)),setTimeout(ew)}})})}function extractNetworkProtocol(ep){let ey="unknown",ew="unknown",eI="";for(let e_ of ep){if("/"===e_){[ey,ew]=ep.split("/");break}if(!isNaN(Number(e_))){ey="h"===eI?"http":eI,ew=ep.split(eI)[1];break}eI+=e_}return eI===ep&&(ey=eI),{name:ey,version:ew}}function getAbsoluteTime(ep=0){return((tB.Z1||performance.timeOrigin)+ep)/1e3}function resourceTimingEntryToSpanData(ep){let{name:ey,version:ew}=extractNetworkProtocol(ep.nextHopProtocol),eI=[];return(eI.push(["network.protocol.version",ew],["network.protocol.name",ey]),tB.Z1)?[...eI,["http.request.redirect_start",getAbsoluteTime(ep.redirectStart)],["http.request.fetch_start",getAbsoluteTime(ep.fetchStart)],["http.request.domain_lookup_start",getAbsoluteTime(ep.domainLookupStart)],["http.request.domain_lookup_end",getAbsoluteTime(ep.domainLookupEnd)],["http.request.connect_start",getAbsoluteTime(ep.connectStart)],["http.request.secure_connection_start",getAbsoluteTime(ep.secureConnectionStart)],["http.request.connection_end",getAbsoluteTime(ep.connectEnd)],["http.request.request_start",getAbsoluteTime(ep.requestStart)],["http.request.response_start",getAbsoluteTime(ep.responseStart)],["http.request.response_end",getAbsoluteTime(ep.responseEnd)]]:eI}function shouldAttachHeaders(ep,ey){let ew=tK.location&&tK.location.href;if(ew){let eI,e_;try{eI=new URL(ep,ew),e_=new URL(ew).origin}catch(ep){return!1}let eS=eI.origin===e_;return ey?(0,e6.U0)(eI.toString(),ey)||eS&&(0,e6.U0)(eI.pathname,ey):eS}{let ew=!!ep.match(/^\/(?!\/)/);return ey?(0,e6.U0)(ep,ey):ew}}function xhrCallback(ep,ey,ew,eI){let e_=ep.xhr,eS=e_&&e_[tX];if(!e_||e_.__sentry_own_request__||!eS)return;let eP=(0,aw.z)()&&ey(eS.url);if(ep.endTimestamp&&eP){let ep=e_.__sentry_xhr_span_id__;if(!ep)return;let ey=eI[ep];ey&&void 0!==eS.status_code&&((0,aR.Q0)(ey,eS.status_code),ey.end(),delete eI[ep]);return}let eE=request_getFullURL(eS.url),eT=eE?url_parseUrl(eE).host:void 0,eA=!!(0,tN.HN)(),eC=eP&&eA?startInactiveSpan({name:`${eS.method} ${eS.url}`,attributes:{type:"xhr","http.method":eS.method,"http.url":eE,url:eS.url,"server.address":eT,[oU.S3]:"auto.http.browser",[oU.$J]:"http.client"}}):new sentryNonRecordingSpan_SentryNonRecordingSpan;e_.__sentry_xhr_span_id__=eC.spanContext().spanId,eI[e_.__sentry_xhr_span_id__]=eC;let eO=(0,e9.s3)();return e_.setRequestHeader&&ew(eS.url)&&eO&&addTracingHeadersToXhrRequest(e_,eO,(0,aw.z)()&&eA?eC:void 0),eC}function addTracingHeadersToXhrRequest(ep,ey,ew){let eI=(0,e9.nZ)(),e_=(0,e9.aF)(),{traceId:eS,spanId:eP,sampled:eE,dsc:eT}={...e_.getPropagationContext(),...eI.getPropagationContext()},eA=ew&&(0,aw.z)()?(0,tN.Hb)(ew):(0,aB.$p)(eS,eP,eE),eC=(0,aq.IQ)(eT||(ew?(0,tH.jC)(ew):(0,tH._l)(eS,ey)));setHeaderOnXhr(ep,eA,eC)}function setHeaderOnXhr(ep,ey,ew){try{ep.setRequestHeader("sentry-trace",ey),ew&&ep.setRequestHeader(aq.bU,ew)}catch(ep){}}function request_getFullURL(ep){try{let ey=new URL(ep,tK.location.origin);return ey.href}catch(ep){return}}let aY="BrowserTracing",aK={...aH,instrumentNavigation:!0,instrumentPageLoad:!0,markBackgroundSpan:!0,enableLongTask:!0,enableLongAnimationFrame:!0,enableInp:!0,_experiments:{},...aV},browserTracingIntegration=(ep={})=>{registerSpanErrorInstrumentation();let{enableInp:ey,enableLongTask:ew,enableLongAnimationFrame:eI,_experiments:{enableInteractions:e_,enableStandaloneClsSpans:eS},beforeStartSpan:eP,idleTimeout:eE,finalTimeout:eT,childSpanTimeout:eA,markBackgroundSpan:eC,traceFetch:eO,traceXHR:eM,trackFetchStreamPerformance:eR,shouldCreateSpanForRequest:eH,enableHTTPTimings:eW,instrumentPageLoad:eD,instrumentNavigation:eL}={...aK,...ep},eN=startTrackingWebVitals({recordClsStandaloneSpans:eS||!1});ey&&startTrackingINP(),eI&&eZ.GLOBAL_OBJ.PerformanceObserver&&PerformanceObserver.supportedEntryTypes&&PerformanceObserver.supportedEntryTypes.includes("long-animation-frame")?startTrackingLongAnimationFrames():ew&&startTrackingLongTasks(),e_&&startTrackingInteractions();let eF={name:void 0,source:void 0};function _createRouteSpan(ep,ey){let ew="pageload"===ey.op,eI=eP?eP(ey):ey,e_=eI.attributes||{};ey.name!==eI.name&&(e_[oU.Zj]="custom",eI.attributes=e_),eF.name=eI.name,eF.source=e_[oU.Zj];let eC=startIdleSpan(eI,{idleTimeout:eE,finalTimeout:eT,childSpanTimeout:eA,disableAutoFinish:ew,beforeSpanEnd:ep=>{eN(),addPerformanceEntries(ep,{recordClsOnPageloadSpan:!eS})}});function emitFinish(){["interactive","complete"].includes(tK.document.readyState)&&ep.emit("idleSpanEnableAutoFinish",eC)}return ew&&tK.document&&(tK.document.addEventListener("readystatechange",()=>{emitFinish()}),emitFinish()),eC}return{name:aY,afterAllSetup(ep){let ew;let eI=tK.location&&tK.location.href;ep.on("startNavigationSpan",ey=>{(0,e9.s3)()===ep&&(ew&&!(0,tN.XU)(ew).timestamp&&(tV&&e0.kg.log(`[Tracing] Finishing current root span with op: ${(0,tN.XU)(ew).op}`),ew.end()),ew=_createRouteSpan(ep,{op:"navigation",...ey}))}),ep.on("startPageLoadSpan",(ey,eI={})=>{if((0,e9.s3)()!==ep)return;ew&&!(0,tN.XU)(ew).timestamp&&(tV&&e0.kg.log(`[Tracing] Finishing current root span with op: ${(0,tN.XU)(ew).op}`),ew.end());let e_=eI.sentryTrace||getMetaContent("sentry-trace"),eS=eI.baggage||getMetaContent("baggage"),eP=(0,aB.pT)(e_,eS);(0,e9.nZ)().setPropagationContext(eP),ew=_createRouteSpan(ep,{op:"pageload",...ey})}),ep.on("spanEnd",ep=>{let ey=(0,tN.XU)(ep).op;if(ep!==(0,tN.Gx)(ep)||"navigation"!==ey&&"pageload"!==ey)return;let ew=(0,e9.nZ)(),eI=ew.getPropagationContext();ew.setPropagationContext({...eI,sampled:void 0!==eI.sampled?eI.sampled:(0,tN.Tt)(ep),dsc:eI.dsc||(0,tH.jC)(ep)})}),tK.location&&(eD&&startBrowserTracingPageLoadSpan(ep,{name:tK.location.pathname,startTime:tB.Z1?tB.Z1/1e3:void 0,attributes:{[oU.Zj]:"url",[oU.S3]:"auto.pageload.browser"}}),eL&&addHistoryInstrumentationHandler(({to:ey,from:ew})=>{if(void 0===ew&&eI&&-1!==eI.indexOf(ey)){eI=void 0;return}ew!==ey&&(eI=void 0,startBrowserTracingNavigationSpan(ep,{name:tK.location.pathname,attributes:{[oU.Zj]:"url",[oU.S3]:"auto.navigation.browser"}}))})),eC&®isterBackgroundTabDetection(),e_&®isterInteractionListener(eE,eT,eA,eF),ey&®isterInpInteractionListener(),instrumentOutgoingRequests(ep,{traceFetch:eO,traceXHR:eM,trackFetchStreamPerformance:eR,tracePropagationTargets:ep.getOptions().tracePropagationTargets,shouldCreateSpanForRequest:eH,enableHTTPTimings:eW})}}};function startBrowserTracingPageLoadSpan(ep,ey,ew){ep.emit("startPageLoadSpan",ey,ew),(0,e9.nZ)().setTransactionName(ey.name);let eI=(0,tN.HN)(),e_=eI&&(0,tN.XU)(eI).op;return"pageload"===e_?eI:void 0}function startBrowserTracingNavigationSpan(ep,ey){(0,e9.aF)().setPropagationContext((0,az.Q)()),(0,e9.nZ)().setPropagationContext((0,az.Q)()),ep.emit("startNavigationSpan",ey),(0,e9.nZ)().setTransactionName(ey.name);let ew=(0,tN.HN)(),eI=ew&&(0,tN.XU)(ew).op;return"navigation"===eI?ew:void 0}function getMetaContent(ep){let ey=(0,t$.qT)(`meta[name=${ep}]`);return ey?ey.getAttribute("content"):void 0}function registerInteractionListener(ep,ey,ew,eI){let e_;let registerInteractionTransaction=()=>{let eS="ui.action.click",eP=(0,tN.HN)(),eE=eP&&(0,tN.Gx)(eP);if(eE){let ep=(0,tN.XU)(eE).op;if(["navigation","pageload"].includes(ep)){tV&&e0.kg.warn(`[Tracing] Did not create ${eS} span because a pageload or navigation span is in progress.`);return}}if(e_&&(e_.setAttribute(oU.ju,"interactionInterrupted"),e_.end(),e_=void 0),!eI.name){tV&&e0.kg.warn(`[Tracing] Did not create ${eS} transaction because _latestRouteName is missing.`);return}e_=startIdleSpan({name:eI.name,op:eS,attributes:{[oU.Zj]:eI.source||"url"}},{idleTimeout:ep,finalTimeout:ey,childSpanTimeout:ew})};tK.document&&addEventListener("click",registerInteractionTransaction,{once:!1,capture:!0})}function _nullishCoalesce(ep,ey){return null!=ep?ep:ey()}let aJ="incomplete-app-router-transaction";function appRouterInstrumentPageLoad(ep){startBrowserTracingPageLoadSpan(ep,{name:tK.location.pathname,startTime:tB.Z1?tB.Z1/1e3:void 0,attributes:{[oU.$J]:"pageload",[oU.S3]:"auto.pageload.nextjs.app_router_instrumentation",[oU.Zj]:"url"}})}let aZ=eZ.GLOBAL_OBJ;function appRouterInstrumentNavigation(ep){let ey;tK.addEventListener("popstate",()=>{ey&&ey.isRecording()?(ey.updateName(tK.location.pathname),ey.setAttribute(oU.Zj,"url")):ey=startBrowserTracingNavigationSpan(ep,{name:tK.location.pathname,attributes:{[oU.$J]:"navigation",[oU.S3]:"auto.navigation.nextjs.app_router_instrumentation",[oU.Zj]:"url","navigation.type":"browser.popstate"}})});let ew=!1,eI=0,e_=500,eS=20,eP=setInterval(()=>{eI++;let 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ew;let{doc:eI,mirror:e_,blockClass:eS,blockSelector:eP,unblockSelector:eE,maskAllText:eT,maskTextClass:eA,unmaskTextClass:eC,maskTextSelector:eO,unmaskTextSelector:eM,skipChild:eR=!1,inlineStylesheet:eH=!0,maskInputOptions:eW={},maskAttributeFn:eD,maskTextFn:eL,maskInputFn:eN,slimDOMOptions:eF,dataURLOptions:eB={},inlineImages:ez=!1,recordCanvas:eU=!1,onSerialize:eG,onIframeLoad:eV,iframeLoadTimeout:eY=5e3,onStylesheetLoad:eJ,stylesheetLoadTimeout:eZ=5e3,keepIframeSrcFn:eX=()=>!1,newlyAddedElement:eQ=!1}=ey,{preserveWhiteSpace:e$=!0}=ey,e0=serializeNode(ep,{doc:eI,mirror:e_,blockClass:eS,blockSelector:eP,maskAllText:eT,unblockSelector:eE,maskTextClass:eA,unmaskTextClass:eC,maskTextSelector:eO,unmaskTextSelector:eM,inlineStylesheet:eH,maskInputOptions:eW,maskAttributeFn:eD,maskTextFn:eL,maskInputFn:eN,dataURLOptions:eB,inlineImages:ez,recordCanvas:eU,keepIframeSrcFn:eX,newlyAddedElement:eQ});if(!e0)return console.warn(ep,"not 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ey={doc:eI,mirror:e_,blockClass:eS,blockSelector:eP,maskAllText:eT,unblockSelector:eE,maskTextClass:eA,unmaskTextClass:eC,maskTextSelector:eO,unmaskTextSelector:eM,skipChild:eR,inlineStylesheet:eH,maskInputOptions:eW,maskAttributeFn:eD,maskTextFn:eL,maskInputFn:eN,slimDOMOptions:eF,dataURLOptions:eB,inlineImages:ez,recordCanvas:eU,preserveWhiteSpace:e$,onSerialize:eG,onIframeLoad:eV,iframeLoadTimeout:eY,onStylesheetLoad:eJ,stylesheetLoadTimeout:eZ,keepIframeSrcFn:eX};for(let ew of Array.from(ep.childNodes)){let ep=serializeNodeWithId(ew,ey);ep&&e1.childNodes.push(ep)}if(isElement$1(ep)&&ep.shadowRoot)for(let ew of Array.from(ep.shadowRoot.childNodes)){let eI=serializeNodeWithId(ew,ey);eI&&(isNativeShadowDom(ep.shadowRoot)&&(eI.isShadow=!0),e1.childNodes.push(eI))}}return ep.parentNode&&isShadowRoot(ep.parentNode)&&isNativeShadowDom(ep.parentNode)&&(e1.isShadow=!0),e1.type===eK.Element&&"iframe"===e1.tagName&&onceIframeLoaded(ep,()=>{let ey=ep.contentDocument;if(ey&&eV){let 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ey=serializeNodeWithId(ep,{doc:eI,mirror:e_,blockClass:eS,blockSelector:eP,unblockSelector:eE,maskAllText:eT,maskTextClass:eA,unmaskTextClass:eC,maskTextSelector:eO,unmaskTextSelector:eM,skipChild:!1,inlineStylesheet:eH,maskInputOptions:eW,maskAttributeFn:eD,maskTextFn:eL,maskInputFn:eN,slimDOMOptions:eF,dataURLOptions:eB,inlineImages:ez,recordCanvas:eU,preserveWhiteSpace:e$,onSerialize:eG,onIframeLoad:eV,iframeLoadTimeout:eY,onStylesheetLoad:eJ,stylesheetLoadTimeout:eZ,keepIframeSrcFn:eX});ey&&eJ(ep,ey)}},eZ),e1}function snapshot(ep,ey){let{mirror:ew=new Mirror,blockClass:eI="rr-block",blockSelector:e_=null,unblockSelector:eS=null,maskAllText:eP=!1,maskTextClass:eE="rr-mask",unmaskTextClass:eT=null,maskTextSelector:eA=null,unmaskTextSelector:eC=null,inlineStylesheet:eO=!0,inlineImages:eM=!1,recordCanvas:eR=!1,maskAllInputs:eH=!1,maskAttributeFn:eW,maskTextFn:eD,maskInputFn:eL,slimDOM:eN=!1,dataURLOptions:eF,preserveWhiteSpace:eB,onSerialize:ez,onIframeLoad:eU,iframeLoadTimeout:eG,onStylesheetLoad:eV,stylesheetLoadTimeout:eY,keepIframeSrcFn:eK=()=>!1}=ey||{},eJ=!0===eH?{color:!0,date:!0,"datetime-local":!0,email:!0,month:!0,number:!0,range:!0,search:!0,tel:!0,text:!0,time:!0,url:!0,week:!0,textarea:!0,select:!0}:!1===eH?{}:eH,eZ=!0===eN||"all"===eN?{script:!0,comment:!0,headFavicon:!0,headWhitespace:!0,headMetaDescKeywords:"all"===eN,headMetaSocial:!0,headMetaRobots:!0,headMetaHttpEquiv:!0,headMetaAuthorship:!0,headMetaVerification:!0}:!1===eN?{}:eN;return serializeNodeWithId(ep,{doc:ep,mirror:ew,blockClass:eI,blockSelector:e_,unblockSelector:eS,maskAllText:eP,maskTextClass:eE,unmaskTextClass:eT,maskTextSelector:eA,unmaskTextSelector:eC,skipChild:!1,inlineStylesheet:eO,maskInputOptions:eJ,maskAttributeFn:eW,maskTextFn:eD,maskInputFn:eL,slimDOMOptions:eZ,dataURLOptions:eF,inlineImages:eM,recordCanvas:eR,preserveWhiteSpace:eB,onSerialize:ez,onIframeLoad:eU,iframeLoadTimeout:eG,onStylesheetLoad:eV,stylesheetLoadTimeout:eY,keepIframeSrcFn:eK,newlyAddedElement:!1})}function _optionalChain$4(ep){let ey;let ew=ep[0],eI=1;for(;eIew.call(ey,...ep)),ey=void 0)}return ew}function on(ep,ey,ew=document){let eI={capture:!0,passive:!0};return ew.addEventListener(ep,ey,eI),()=>ew.removeEventListener(ep,ey,eI)}let iY="Please stop import mirror directly. 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ep))return()=>{};let eI=ep[ey],e_=ew(eI);return"function"==typeof e_&&(e_.prototype=e_.prototype||{},Object.defineProperties(e_,{__rrweb_original__:{enumerable:!1,value:eI}})),ep[ey]=e_,()=>{ep[ey]=eI}}catch(ep){return()=>{}}}"undefined"!=typeof window&&window.Proxy&&window.Reflect&&(iK=new Proxy(iK,{get:(ep,ey,ew)=>("map"===ey&&console.error(iY),Reflect.get(ep,ey,ew))}));let iJ=Date.now;function getWindowScroll(ep){let ey=ep.document;return{left:ey.scrollingElement?ey.scrollingElement.scrollLeft:void 0!==ep.pageXOffset?ep.pageXOffset:_optionalChain$4([ey,"optionalAccess",ep=>ep.documentElement,"access",ep=>ep.scrollLeft])||_optionalChain$4([ey,"optionalAccess",ep=>ep.body,"optionalAccess",ep=>ep.parentElement,"optionalAccess",ep=>ep.scrollLeft])||_optionalChain$4([ey,"optionalAccess",ep=>ep.body,"optionalAccess",ep=>ep.scrollLeft])||0,top:ey.scrollingElement?ey.scrollingElement.scrollTop:void 0!==ep.pageYOffset?ep.pageYOffset:_optionalChain$4([ey,"optionalAccess",ep=>ep.documentElement,"access",ep=>ep.scrollTop])||_optionalChain$4([ey,"optionalAccess",ep=>ep.body,"optionalAccess",ep=>ep.parentElement,"optionalAccess",ep=>ep.scrollTop])||_optionalChain$4([ey,"optionalAccess",ep=>ep.body,"optionalAccess",ep=>ep.scrollTop])||0}}function getWindowHeight(){return window.innerHeight||document.documentElement&&document.documentElement.clientHeight||document.body&&document.body.clientHeight}function getWindowWidth(){return window.innerWidth||document.documentElement&&document.documentElement.clientWidth||document.body&&document.body.clientWidth}function closestElementOfNode(ep){if(!ep)return null;let ey=ep.nodeType===ep.ELEMENT_NODE?ep:ep.parentElement;return ey}function isBlocked(ep,ey,ew,eI,e_){if(!ep)return!1;let eS=closestElementOfNode(ep);if(!eS)return!1;let eP=createMatchPredicate(ey,ew);if(!e_){let ep=eI&&eS.matches(eI);return eP(eS)&&!ep}let eE=distanceToMatch(eS,eP),eT=-1;return!(eE<0)&&(eI&&(eT=distanceToMatch(eS,createMatchPredicate(null,eI))),eE>-1&&eT<0||eE{let ey=ep[0];if(!(0 in ep))throw TypeError("1 argument is required");do if(this===ey)return!0;while(ey=ey&&ey.parentNode);return!1})}function isSerializedIframe(ep,ey){return!!("IFRAME"===ep.nodeName&&ey.getMeta(ep))}function isSerializedStylesheet(ep,ey){return!!("LINK"===ep.nodeName&&ep.nodeType===ep.ELEMENT_NODE&&ep.getAttribute&&"stylesheet"===ep.getAttribute("rel")&&ey.getMeta(ep))}function hasShadowRoot(ep){return!!_optionalChain$4([ep,"optionalAccess",ep=>ep.shadowRoot])}/[1-9][0-9]{12}/.test(Date.now().toString())||(iJ=()=>new Date().getTime());let StyleSheetMirror=class StyleSheetMirror{constructor(){this.id=1,this.styleIDMap=new WeakMap,this.idStyleMap=new Map}getId(ep){return _nullishCoalesce(this.styleIDMap.get(ep),()=>-1)}has(ep){return this.styleIDMap.has(ep)}add(ep,ey){let ew;return this.has(ep)?this.getId(ep):(ew=void 0===ey?this.id++:ey,this.styleIDMap.set(ep,ew),this.idStyleMap.set(ew,ep),ew)}getStyle(ep){return this.idStyleMap.get(ep)||null}reset(){this.styleIDMap=new WeakMap,this.idStyleMap=new Map,this.id=1}generateId(){return this.id++}};function getShadowHost(ep){let ey=null;return _optionalChain$4([ep,"access",ep=>ep.getRootNode,"optionalCall",ep=>ep(),"optionalAccess",ep=>ep.nodeType])===Node.DOCUMENT_FRAGMENT_NODE&&ep.getRootNode().host&&(ey=ep.getRootNode().host),ey}function getRootShadowHost(ep){let ey,ew=ep;for(;ey=getShadowHost(ew);)ew=ey;return ew}function shadowHostInDom(ep){let ey=ep.ownerDocument;if(!ey)return!1;let ew=getRootShadowHost(ep);return ey.contains(ew)}function inDom(ep){let ey=ep.ownerDocument;return!!ey&&(ey.contains(ep)||shadowHostInDom(ep))}let iZ={};function getImplementation(ep){let ey=iZ[ep];if(ey)return ey;let ew=window.document,eI=window[ep];if(ew&&"function"==typeof ew.createElement)try{let ey=ew.createElement("iframe");ey.hidden=!0,ew.head.appendChild(ey);let e_=ey.contentWindow;e_&&e_[ep]&&(eI=e_[ep]),ew.head.removeChild(ey)}catch(ep){}return iZ[ep]=eI.bind(window)}function onRequestAnimationFrame(...ep){return getImplementation("requestAnimationFrame")(...ep)}function setTimeout$1(...ep){return getImplementation("setTimeout")(...ep)}function clearTimeout$1(...ep){return getImplementation("clearTimeout")(...ep)}var iX=((eU=iX||{})[eU.DomContentLoaded=0]="DomContentLoaded",eU[eU.Load=1]="Load",eU[eU.FullSnapshot=2]="FullSnapshot",eU[eU.IncrementalSnapshot=3]="IncrementalSnapshot",eU[eU.Meta=4]="Meta",eU[eU.Custom=5]="Custom",eU[eU.Plugin=6]="Plugin",eU),iQ=((eG=iQ||{})[eG.Mutation=0]="Mutation",eG[eG.MouseMove=1]="MouseMove",eG[eG.MouseInteraction=2]="MouseInteraction",eG[eG.Scroll=3]="Scroll",eG[eG.ViewportResize=4]="ViewportResize",eG[eG.Input=5]="Input",eG[eG.TouchMove=6]="TouchMove",eG[eG.MediaInteraction=7]="MediaInteraction",eG[eG.StyleSheetRule=8]="StyleSheetRule",eG[eG.CanvasMutation=9]="CanvasMutation",eG[eG.Font=10]="Font",eG[eG.Log=11]="Log",eG[eG.Drag=12]="Drag",eG[eG.StyleDeclaration=13]="StyleDeclaration",eG[eG.Selection=14]="Selection",eG[eG.AdoptedStyleSheet=15]="AdoptedStyleSheet",eG[eG.CustomElement=16]="CustomElement",eG),i$=((eV=i$||{})[eV.MouseUp=0]="MouseUp",eV[eV.MouseDown=1]="MouseDown",eV[eV.Click=2]="Click",eV[eV.ContextMenu=3]="ContextMenu",eV[eV.DblClick=4]="DblClick",eV[eV.Focus=5]="Focus",eV[eV.Blur=6]="Blur",eV[eV.TouchStart=7]="TouchStart",eV[eV.TouchMove_Departed=8]="TouchMove_Departed",eV[eV.TouchEnd=9]="TouchEnd",eV[eV.TouchCancel=10]="TouchCancel",eV),i0=((eY=i0||{})[eY.Mouse=0]="Mouse",eY[eY.Pen=1]="Pen",eY[eY.Touch=2]="Touch",eY);function _optionalChain$3(ep){let ey;let ew=ep[0],eI=1;for(;eIew.call(ey,...ep)),ey=void 0)}return ew}function isNodeInLinkedList(ep){return"__ln"in ep}let DoubleLinkedList=class DoubleLinkedList{constructor(){this.length=0,this.head=null,this.tail=null}get(ep){if(ep>=this.length)throw Error("Position outside of list range");let ey=this.head;for(let ew=0;ewep.next])||null;return ey}addNode(ep){let ey={value:ep,previous:null,next:null};if(ep.__ln=ey,ep.previousSibling&&isNodeInLinkedList(ep.previousSibling)){let ew=ep.previousSibling.__ln.next;ey.next=ew,ey.previous=ep.previousSibling.__ln,ep.previousSibling.__ln.next=ey,ew&&(ew.previous=ey)}else if(ep.nextSibling&&isNodeInLinkedList(ep.nextSibling)&&ep.nextSibling.__ln.previous){let ew=ep.nextSibling.__ln.previous;ey.previous=ew,ey.next=ep.nextSibling.__ln,ep.nextSibling.__ln.previous=ey,ew&&(ew.next=ey)}else this.head&&(this.head.previous=ey),ey.next=this.head,this.head=ey;null===ey.next&&(this.tail=ey),this.length++}removeNode(ep){let ey=ep.__ln;this.head&&(ey.previous?(ey.previous.next=ey.next,ey.next?ey.next.previous=ey.previous:this.tail=ey.previous):(this.head=ey.next,this.head?this.head.previous=null:this.tail=null),ep.__ln&&delete ep.__ln,this.length--)}};let moveKey=(ep,ey)=>`${ep}@${ey}`;let MutationBuffer=class MutationBuffer{constructor(){this.frozen=!1,this.locked=!1,this.texts=[],this.attributes=[],this.attributeMap=new WeakMap,this.removes=[],this.mapRemoves=[],this.movedMap={},this.addedSet=new Set,this.movedSet=new Set,this.droppedSet=new Set,this.processMutations=ep=>{ep.forEach(this.processMutation),this.emit()},this.emit=()=>{if(this.frozen||this.locked)return;let ep=[],ey=new Set,ew=new DoubleLinkedList,getNextId=ep=>{let ey=ep,ew=iN;for(;ew===iN;)ew=(ey=ey&&ey.nextSibling)&&this.mirror.getId(ey);return ew},pushAdd=eI=>{if(!eI.parentNode||!inDom(eI))return;let e_=isShadowRoot(eI.parentNode)?this.mirror.getId(getShadowHost(eI)):this.mirror.getId(eI.parentNode),eS=getNextId(eI);if(-1===e_||-1===eS)return ew.addNode(eI);let eP=serializeNodeWithId(eI,{doc:this.doc,mirror:this.mirror,blockClass:this.blockClass,blockSelector:this.blockSelector,maskAllText:this.maskAllText,unblockSelector:this.unblockSelector,maskTextClass:this.maskTextClass,unmaskTextClass:this.unmaskTextClass,maskTextSelector:this.maskTextSelector,unmaskTextSelector:this.unmaskTextSelector,skipChild:!0,newlyAddedElement:!0,inlineStylesheet:this.inlineStylesheet,maskInputOptions:this.maskInputOptions,maskAttributeFn:this.maskAttributeFn,maskTextFn:this.maskTextFn,maskInputFn:this.maskInputFn,slimDOMOptions:this.slimDOMOptions,dataURLOptions:this.dataURLOptions,recordCanvas:this.recordCanvas,inlineImages:this.inlineImages,onSerialize:ep=>{isSerializedIframe(ep,this.mirror)&&!isBlocked(ep,this.blockClass,this.blockSelector,this.unblockSelector,!1)&&this.iframeManager.addIframe(ep),isSerializedStylesheet(ep,this.mirror)&&this.stylesheetManager.trackLinkElement(ep),hasShadowRoot(eI)&&this.shadowDomManager.addShadowRoot(eI.shadowRoot,this.doc)},onIframeLoad:(ep,ey)=>{isBlocked(ep,this.blockClass,this.blockSelector,this.unblockSelector,!1)||(this.iframeManager.attachIframe(ep,ey),ep.contentWindow&&this.canvasManager.addWindow(ep.contentWindow),this.shadowDomManager.observeAttachShadow(ep))},onStylesheetLoad:(ep,ey)=>{this.stylesheetManager.attachLinkElement(ep,ey)}});eP&&(ep.push({parentId:e_,nextId:eS,node:eP}),ey.add(eP.id))};for(;this.mapRemoves.length;)this.mirror.removeNodeFromMap(this.mapRemoves.shift());for(let ep of this.movedSet)(!isParentRemoved(this.removes,ep,this.mirror)||this.movedSet.has(ep.parentNode))&&pushAdd(ep);for(let ep of this.addedSet)isAncestorInSet(this.droppedSet,ep)||isParentRemoved(this.removes,ep,this.mirror)?isAncestorInSet(this.movedSet,ep)?pushAdd(ep):this.droppedSet.add(ep):pushAdd(ep);let eI=null;for(;ew.length;){let ep=null;if(eI){let ey=this.mirror.getId(eI.value.parentNode),ew=getNextId(eI.value);-1!==ey&&-1!==ew&&(ep=eI)}if(!ep){let ey=ew.tail;for(;ey;){let ew=ey;if(ey=ey.previous,ew){let ey=this.mirror.getId(ew.value.parentNode),eI=getNextId(ew.value);if(-1===eI)continue;if(-1!==ey){ep=ew;break}{let ey=ew.value;if(ey.parentNode&&ey.parentNode.nodeType===Node.DOCUMENT_FRAGMENT_NODE){let eI=ey.parentNode.host,e_=this.mirror.getId(eI);if(-1!==e_){ep=ew;break}}}}}}if(!ep){for(;ew.head;)ew.removeNode(ew.head.value);break}eI=ep.previous,ew.removeNode(ep.value),pushAdd(ep.value)}let e_={texts:this.texts.map(ep=>({id:this.mirror.getId(ep.node),value:ep.value})).filter(ep=>!ey.has(ep.id)).filter(ep=>this.mirror.has(ep.id)),attributes:this.attributes.map(ep=>{let{attributes:ey}=ep;if("string"==typeof ey.style){let ew=JSON.stringify(ep.styleDiff),eI=JSON.stringify(ep._unchangedStyles);ew.length!ey.has(ep.id)).filter(ep=>this.mirror.has(ep.id)),removes:this.removes,adds:ep};(e_.texts.length||e_.attributes.length||e_.removes.length||e_.adds.length)&&(this.texts=[],this.attributes=[],this.attributeMap=new WeakMap,this.removes=[],this.addedSet=new Set,this.movedSet=new Set,this.droppedSet=new Set,this.movedMap={},this.mutationCb(e_))},this.processMutation=ep=>{if(!isIgnored(ep.target,this.mirror))switch(ep.type){case"characterData":{let ey=ep.target.textContent;isBlocked(ep.target,this.blockClass,this.blockSelector,this.unblockSelector,!1)||ey===ep.oldValue||this.texts.push({value:needMaskingText(ep.target,this.maskTextClass,this.maskTextSelector,this.unmaskTextClass,this.unmaskTextSelector,this.maskAllText)&&ey?this.maskTextFn?this.maskTextFn(ey,closestElementOfNode(ep.target)):ey.replace(/[\S]/g,"*"):ey,node:ep.target});break}case"attributes":{let ey=ep.target,ew=ep.attributeName,eI=ep.target.getAttribute(ew);if("value"===ew){let ew=getInputType(ey),e_=ey.tagName;eI=getInputValue(ey,e_,ew);let eS=shouldMaskInput({maskInputOptions:this.maskInputOptions,tagName:e_,type:ew}),eP=needMaskingText(ep.target,this.maskTextClass,this.maskTextSelector,this.unmaskTextClass,this.unmaskTextSelector,eS);eI=maskInputValue({isMasked:eP,element:ey,value:eI,maskInputFn:this.maskInputFn})}if(isBlocked(ep.target,this.blockClass,this.blockSelector,this.unblockSelector,!1)||eI===ep.oldValue)return;let e_=this.attributeMap.get(ep.target);if("IFRAME"===ey.tagName&&"src"===ew&&!this.keepIframeSrcFn(eI)){if(ey.contentDocument)return;ew="rr_src"}if(e_||(e_={node:ep.target,attributes:{},styleDiff:{},_unchangedStyles:{}},this.attributes.push(e_),this.attributeMap.set(ep.target,e_)),"type"===ew&&"INPUT"===ey.tagName&&"password"===(ep.oldValue||"").toLowerCase()&&ey.setAttribute("data-rr-is-password","true"),!ignoreAttribute(ey.tagName,ew)&&(e_.attributes[ew]=transformAttribute(this.doc,toLowerCase(ey.tagName),toLowerCase(ew),eI,ey,this.maskAttributeFn),"style"===ew)){if(!this.unattachedDoc)try{this.unattachedDoc=document.implementation.createHTMLDocument()}catch(ep){this.unattachedDoc=this.doc}let ew=this.unattachedDoc.createElement("span");for(let eI of(ep.oldValue&&ew.setAttribute("style",ep.oldValue),Array.from(ey.style))){let ep=ey.style.getPropertyValue(eI),eS=ey.style.getPropertyPriority(eI);ep!==ew.style.getPropertyValue(eI)||eS!==ew.style.getPropertyPriority(eI)?""===eS?e_.styleDiff[eI]=ep:e_.styleDiff[eI]=[ep,eS]:e_._unchangedStyles[eI]=[ep,eS]}for(let ep of Array.from(ew.style))""===ey.style.getPropertyValue(ep)&&(e_.styleDiff[ep]=!1)}break}case"childList":if(isBlocked(ep.target,this.blockClass,this.blockSelector,this.unblockSelector,!0))return;ep.addedNodes.forEach(ey=>this.genAdds(ey,ep.target)),ep.removedNodes.forEach(ey=>{let ew=this.mirror.getId(ey),eI=isShadowRoot(ep.target)?this.mirror.getId(ep.target.host):this.mirror.getId(ep.target);!(isBlocked(ep.target,this.blockClass,this.blockSelector,this.unblockSelector,!1)||isIgnored(ey,this.mirror))&&isSerialized(ey,this.mirror)&&(this.addedSet.has(ey)?(deepDelete(this.addedSet,ey),this.droppedSet.add(ey)):this.addedSet.has(ep.target)&&-1===ew||isAncestorRemoved(ep.target,this.mirror)||(this.movedSet.has(ey)&&this.movedMap[moveKey(ew,eI)]?deepDelete(this.movedSet,ey):this.removes.push({parentId:eI,id:ew,isShadow:!!(isShadowRoot(ep.target)&&isNativeShadowDom(ep.target))||void 0})),this.mapRemoves.push(ey))})}},this.genAdds=(ep,ey)=>{if(!this.processedNodeManager.inOtherBuffer(ep,this)&&!(this.addedSet.has(ep)||this.movedSet.has(ep))){if(this.mirror.hasNode(ep)){if(isIgnored(ep,this.mirror))return;this.movedSet.add(ep);let ew=null;ey&&this.mirror.hasNode(ey)&&(ew=this.mirror.getId(ey)),ew&&-1!==ew&&(this.movedMap[moveKey(this.mirror.getId(ep),ew)]=!0)}else this.addedSet.add(ep),this.droppedSet.delete(ep);!isBlocked(ep,this.blockClass,this.blockSelector,this.unblockSelector,!1)&&(ep.childNodes.forEach(ep=>this.genAdds(ep)),hasShadowRoot(ep)&&ep.shadowRoot.childNodes.forEach(ey=>{this.processedNodeManager.add(ey,this),this.genAdds(ey,ep)}))}}}init(ep){["mutationCb","blockClass","blockSelector","unblockSelector","maskAllText","maskTextClass","unmaskTextClass","maskTextSelector","unmaskTextSelector","inlineStylesheet","maskInputOptions","maskAttributeFn","maskTextFn","maskInputFn","keepIframeSrcFn","recordCanvas","inlineImages","slimDOMOptions","dataURLOptions","doc","mirror","iframeManager","stylesheetManager","shadowDomManager","canvasManager","processedNodeManager"].forEach(ey=>{this[ey]=ep[ey]})}freeze(){this.frozen=!0,this.canvasManager.freeze()}unfreeze(){this.frozen=!1,this.canvasManager.unfreeze(),this.emit()}isFrozen(){return this.frozen}lock(){this.locked=!0,this.canvasManager.lock()}unlock(){this.locked=!1,this.canvasManager.unlock(),this.emit()}reset(){this.shadowDomManager.reset(),this.canvasManager.reset()}};function deepDelete(ep,ey){ep.delete(ey),ey.childNodes.forEach(ey=>deepDelete(ep,ey))}function isParentRemoved(ep,ey,ew){return 0!==ep.length&&_isParentRemoved(ep,ey,ew)}function _isParentRemoved(ep,ey,ew){let eI=ey.parentNode;for(;eI;){let ey=ew.getId(eI);if(ep.some(ep=>ep.id===ey))return!0;eI=eI.parentNode}return!1}function isAncestorInSet(ep,ey){return 0!==ep.size&&_isAncestorInSet(ep,ey)}function _isAncestorInSet(ep,ey){let{parentNode:ew}=ey;return!!ew&&(!!ep.has(ew)||_isAncestorInSet(ep,ew))}function registerErrorHandler(ep){eN=ep}function unregisterErrorHandler(){eN=void 0}let callbackWrapper=ep=>{if(!eN)return ep;let rrwebWrapped=(...ey)=>{try{return ep(...ey)}catch(ep){if(eN&&!0===eN(ep))return()=>{};throw ep}};return rrwebWrapped};function _optionalChain$2(ep){let ey;let ew=ep[0],eI=1;for(;eIew.call(ey,...ep)),ey=void 0)}return ew}let i1=[];function esm_getEventTarget(ep){try{if("composedPath"in ep){let ey=ep.composedPath();if(ey.length)return ey[0]}else if("path"in ep&&ep.path.length)return ep.path[0]}catch(ep){}return ep&&ep.target}function initMutationObserver(ep,ey){let ew=new MutationBuffer;i1.push(ew),ew.init(ep);let eI=window.MutationObserver||window.__rrMutationObserver,e_=_optionalChain$2([window,"optionalAccess",ep=>ep.Zone,"optionalAccess",ep=>ep.__symbol__,"optionalCall",ep=>ep("MutationObserver")]);e_&&window[e_]&&(eI=window[e_]);let eS=new eI(callbackWrapper(ey=>{ep.onMutation&&!1===ep.onMutation(ey)||ew.processMutations.bind(ew)(ey)}));return eS.observe(ey,{attributes:!0,attributeOldValue:!0,characterData:!0,characterDataOldValue:!0,childList:!0,subtree:!0}),eS}function initMoveObserver({mousemoveCb:ep,sampling:ey,doc:ew,mirror:eI}){let e_;if(!1===ey.mousemove)return()=>{};let eS="number"==typeof ey.mousemove?ey.mousemove:50,eP="number"==typeof ey.mousemoveCallback?ey.mousemoveCallback:500,eE=[],eT=throttle$1(callbackWrapper(ey=>{let ew=Date.now()-e_;ep(eE.map(ep=>(ep.timeOffset-=ew,ep)),ey),eE=[],e_=null}),eP),eA=callbackWrapper(throttle$1(callbackWrapper(ep=>{let ey=esm_getEventTarget(ep),{clientX:ew,clientY:eS}=legacy_isTouchEvent(ep)?ep.changedTouches[0]:ep;e_||(e_=iJ()),eE.push({x:ew,y:eS,id:eI.getId(ey),timeOffset:iJ()-e_}),eT("undefined"!=typeof DragEvent&&ep instanceof DragEvent?iQ.Drag:ep instanceof MouseEvent?iQ.MouseMove:iQ.TouchMove)}),eS,{trailing:!1})),eC=[on("mousemove",eA,ew),on("touchmove",eA,ew),on("drag",eA,ew)];return callbackWrapper(()=>{eC.forEach(ep=>ep())})}function initMouseInteractionObserver({mouseInteractionCb:ep,doc:ey,mirror:ew,blockClass:eI,blockSelector:e_,unblockSelector:eS,sampling:eP}){if(!1===eP.mouseInteraction)return()=>{};let eE=!0===eP.mouseInteraction||void 0===eP.mouseInteraction?{}:eP.mouseInteraction,eT=[],eA=null,getHandler=ey=>eP=>{let eE=esm_getEventTarget(eP);if(isBlocked(eE,eI,e_,eS,!0))return;let eT=null,eC=ey;if("pointerType"in eP){switch(eP.pointerType){case"mouse":eT=i0.Mouse;break;case"touch":eT=i0.Touch;break;case"pen":eT=i0.Pen}eT===i0.Touch?i$[ey]===i$.MouseDown?eC="TouchStart":i$[ey]===i$.MouseUp&&(eC="TouchEnd"):i0.Pen}else legacy_isTouchEvent(eP)&&(eT=i0.Touch);null!==eT?(eA=eT,(eC.startsWith("Touch")&&eT===i0.Touch||eC.startsWith("Mouse")&&eT===i0.Mouse)&&(eT=null)):i$[ey]===i$.Click&&(eT=eA,eA=null);let eO=legacy_isTouchEvent(eP)?eP.changedTouches[0]:eP;if(!eO)return;let eM=ew.getId(eE),{clientX:eR,clientY:eH}=eO;callbackWrapper(ep)({type:i$[eC],id:eM,x:eR,y:eH,...null!==eT&&{pointerType:eT}})};return Object.keys(i$).filter(ep=>Number.isNaN(Number(ep))&&!ep.endsWith("_Departed")&&!1!==eE[ep]).forEach(ep=>{let ew=toLowerCase(ep),eI=getHandler(ep);if(window.PointerEvent)switch(i$[ep]){case i$.MouseDown:case i$.MouseUp:ew=ew.replace("mouse","pointer");break;case i$.TouchStart:case i$.TouchEnd:return}eT.push(on(ew,eI,ey))}),callbackWrapper(()=>{eT.forEach(ep=>ep())})}function initScrollObserver({scrollCb:ep,doc:ey,mirror:ew,blockClass:eI,blockSelector:e_,unblockSelector:eS,sampling:eP}){let eE=callbackWrapper(throttle$1(callbackWrapper(eP=>{let eE=esm_getEventTarget(eP);if(!eE||isBlocked(eE,eI,e_,eS,!0))return;let eT=ew.getId(eE);if(eE===ey&&ey.defaultView){let ew=getWindowScroll(ey.defaultView);ep({id:eT,x:ew.left,y:ew.top})}else ep({id:eT,x:eE.scrollLeft,y:eE.scrollTop})}),eP.scroll||100));return on("scroll",eE,ey)}function initViewportResizeObserver({viewportResizeCb:ep},{win:ey}){let ew=-1,eI=-1,e_=callbackWrapper(throttle$1(callbackWrapper(()=>{let ey=getWindowHeight(),e_=getWindowWidth();(ew!==ey||eI!==e_)&&(ep({width:Number(e_),height:Number(ey)}),ew=ey,eI=e_)}),200));return on("resize",e_,ey)}let i2=["INPUT","TEXTAREA","SELECT"],i4=new WeakMap;function initInputObserver({inputCb:ep,doc:ey,mirror:ew,blockClass:eI,blockSelector:e_,unblockSelector:eS,ignoreClass:eP,ignoreSelector:eE,maskInputOptions:eT,maskInputFn:eA,sampling:eC,userTriggeredOnInput:eO,maskTextClass:eM,unmaskTextClass:eR,maskTextSelector:eH,unmaskTextSelector:eW}){function eventHandler(ep){let ew=esm_getEventTarget(ep),eC=ep.isTrusted,eD=ew&&toUpperCase(ew.tagName);if("OPTION"===eD&&(ew=ew.parentElement),!ew||!eD||0>i2.indexOf(eD)||isBlocked(ew,eI,e_,eS,!0))return;let eL=ew;if(eL.classList.contains(eP)||eE&&eL.matches(eE))return;let eN=getInputType(ew),eF=getInputValue(eL,eD,eN),eB=!1,ez=shouldMaskInput({maskInputOptions:eT,tagName:eD,type:eN}),eU=needMaskingText(ew,eM,eH,eR,eW,ez);("radio"===eN||"checkbox"===eN)&&(eB=ew.checked),eF=maskInputValue({isMasked:eU,element:ew,value:eF,maskInputFn:eA}),cbWithDedup(ew,eO?{text:eF,isChecked:eB,userTriggered:eC}:{text:eF,isChecked:eB});let eG=ew.name;"radio"===eN&&eG&&eB&&ey.querySelectorAll(`input[type="radio"][name="${eG}"]`).forEach(ep=>{if(ep!==ew){let ey=maskInputValue({isMasked:eU,element:ep,value:getInputValue(ep,eD,eN),maskInputFn:eA});cbWithDedup(ep,eO?{text:ey,isChecked:!eB,userTriggered:!1}:{text:ey,isChecked:!eB})}})}function cbWithDedup(ey,eI){let e_=i4.get(ey);if(!e_||e_.text!==eI.text||e_.isChecked!==eI.isChecked){i4.set(ey,eI);let e_=ew.getId(ey);callbackWrapper(ep)({...eI,id:e_})}}let eD="last"===eC.input?["change"]:["input","change"],eL=eD.map(ep=>on(ep,callbackWrapper(eventHandler),ey)),eN=ey.defaultView;if(!eN)return()=>{eL.forEach(ep=>ep())};let eF=eN.Object.getOwnPropertyDescriptor(eN.HTMLInputElement.prototype,"value"),eB=[[eN.HTMLInputElement.prototype,"value"],[eN.HTMLInputElement.prototype,"checked"],[eN.HTMLSelectElement.prototype,"value"],[eN.HTMLTextAreaElement.prototype,"value"],[eN.HTMLSelectElement.prototype,"selectedIndex"],[eN.HTMLOptionElement.prototype,"selected"]];return eF&&eF.set&&eL.push(...eB.map(ep=>hookSetter(ep[0],ep[1],{set(){callbackWrapper(eventHandler)({target:this,isTrusted:!1})}},!1,eN))),callbackWrapper(()=>{eL.forEach(ep=>ep())})}function getNestedCSSRulePositions(ep){let ey=[];return function(ep,ey){if(hasNestedCSSRule("CSSGroupingRule")&&ep.parentRule instanceof CSSGroupingRule||hasNestedCSSRule("CSSMediaRule")&&ep.parentRule instanceof CSSMediaRule||hasNestedCSSRule("CSSSupportsRule")&&ep.parentRule instanceof CSSSupportsRule||hasNestedCSSRule("CSSConditionRule")&&ep.parentRule instanceof CSSConditionRule){let ew=Array.from(ep.parentRule.cssRules),eI=ew.indexOf(ep);ey.unshift(eI)}else if(ep.parentStyleSheet){let ew=Array.from(ep.parentStyleSheet.cssRules),eI=ew.indexOf(ep);ey.unshift(eI)}return ey}(ep,ey)}function getIdAndStyleId(ep,ey,ew){let eI,e_;return ep?(ep.ownerNode?eI=ey.getId(ep.ownerNode):e_=ew.getId(ep),{styleId:e_,id:eI}):{}}function initStyleSheetObserver({styleSheetRuleCb:ep,mirror:ey,stylesheetManager:ew},{win:eI}){let e_,eS;if(!eI.CSSStyleSheet||!eI.CSSStyleSheet.prototype)return()=>{};let eP=eI.CSSStyleSheet.prototype.insertRule;eI.CSSStyleSheet.prototype.insertRule=new Proxy(eP,{apply:callbackWrapper((eI,e_,eS)=>{let[eP,eE]=eS,{id:eT,styleId:eA}=getIdAndStyleId(e_,ey,ew.styleMirror);return(eT&&-1!==eT||eA&&-1!==eA)&&ep({id:eT,styleId:eA,adds:[{rule:eP,index:eE}]}),eI.apply(e_,eS)})});let eE=eI.CSSStyleSheet.prototype.deleteRule;eI.CSSStyleSheet.prototype.deleteRule=new Proxy(eE,{apply:callbackWrapper((eI,e_,eS)=>{let[eP]=eS,{id:eE,styleId:eT}=getIdAndStyleId(e_,ey,ew.styleMirror);return(eE&&-1!==eE||eT&&-1!==eT)&&ep({id:eE,styleId:eT,removes:[{index:eP}]}),eI.apply(e_,eS)})}),eI.CSSStyleSheet.prototype.replace&&(e_=eI.CSSStyleSheet.prototype.replace,eI.CSSStyleSheet.prototype.replace=new Proxy(e_,{apply:callbackWrapper((eI,e_,eS)=>{let[eP]=eS,{id:eE,styleId:eT}=getIdAndStyleId(e_,ey,ew.styleMirror);return(eE&&-1!==eE||eT&&-1!==eT)&&ep({id:eE,styleId:eT,replace:eP}),eI.apply(e_,eS)})})),eI.CSSStyleSheet.prototype.replaceSync&&(eS=eI.CSSStyleSheet.prototype.replaceSync,eI.CSSStyleSheet.prototype.replaceSync=new Proxy(eS,{apply:callbackWrapper((eI,e_,eS)=>{let[eP]=eS,{id:eE,styleId:eT}=getIdAndStyleId(e_,ey,ew.styleMirror);return(eE&&-1!==eE||eT&&-1!==eT)&&ep({id:eE,styleId:eT,replaceSync:eP}),eI.apply(e_,eS)})}));let eT={};canMonkeyPatchNestedCSSRule("CSSGroupingRule")?eT.CSSGroupingRule=eI.CSSGroupingRule:(canMonkeyPatchNestedCSSRule("CSSMediaRule")&&(eT.CSSMediaRule=eI.CSSMediaRule),canMonkeyPatchNestedCSSRule("CSSConditionRule")&&(eT.CSSConditionRule=eI.CSSConditionRule),canMonkeyPatchNestedCSSRule("CSSSupportsRule")&&(eT.CSSSupportsRule=eI.CSSSupportsRule));let eA={};return Object.entries(eT).forEach(([eI,e_])=>{eA[eI]={insertRule:e_.prototype.insertRule,deleteRule:e_.prototype.deleteRule},e_.prototype.insertRule=new Proxy(eA[eI].insertRule,{apply:callbackWrapper((eI,e_,eS)=>{let[eP,eE]=eS,{id:eT,styleId:eA}=getIdAndStyleId(e_.parentStyleSheet,ey,ew.styleMirror);return(eT&&-1!==eT||eA&&-1!==eA)&&ep({id:eT,styleId:eA,adds:[{rule:eP,index:[...getNestedCSSRulePositions(e_),eE||0]}]}),eI.apply(e_,eS)})}),e_.prototype.deleteRule=new Proxy(eA[eI].deleteRule,{apply:callbackWrapper((eI,e_,eS)=>{let[eP]=eS,{id:eE,styleId:eT}=getIdAndStyleId(e_.parentStyleSheet,ey,ew.styleMirror);return(eE&&-1!==eE||eT&&-1!==eT)&&ep({id:eE,styleId:eT,removes:[{index:[...getNestedCSSRulePositions(e_),eP]}]}),eI.apply(e_,eS)})})}),callbackWrapper(()=>{eI.CSSStyleSheet.prototype.insertRule=eP,eI.CSSStyleSheet.prototype.deleteRule=eE,e_&&(eI.CSSStyleSheet.prototype.replace=e_),eS&&(eI.CSSStyleSheet.prototype.replaceSync=eS),Object.entries(eT).forEach(([ep,ey])=>{ey.prototype.insertRule=eA[ep].insertRule,ey.prototype.deleteRule=eA[ep].deleteRule})})}function initAdoptedStyleSheetObserver({mirror:ep,stylesheetManager:ey},ew){let eI=null;eI="#document"===ew.nodeName?ep.getId(ew):ep.getId(ew.host);let e_="#document"===ew.nodeName?_optionalChain$2([ew,"access",ep=>ep.defaultView,"optionalAccess",ep=>ep.Document]):_optionalChain$2([ew,"access",ep=>ep.ownerDocument,"optionalAccess",ep=>ep.defaultView,"optionalAccess",ep=>ep.ShadowRoot]),eS=_optionalChain$2([e_,"optionalAccess",ep=>ep.prototype])?Object.getOwnPropertyDescriptor(_optionalChain$2([e_,"optionalAccess",ep=>ep.prototype]),"adoptedStyleSheets"):void 0;return null!==eI&&-1!==eI&&e_&&eS?(Object.defineProperty(ew,"adoptedStyleSheets",{configurable:eS.configurable,enumerable:eS.enumerable,get(){return _optionalChain$2([eS,"access",ep=>ep.get,"optionalAccess",ep=>ep.call,"call",ep=>ep(this)])},set(ep){let ew=_optionalChain$2([eS,"access",ep=>ep.set,"optionalAccess",ep=>ep.call,"call",ey=>ey(this,ep)]);if(null!==eI&&-1!==eI)try{ey.adoptStyleSheets(ep,eI)}catch(ep){}return ew}}),callbackWrapper(()=>{Object.defineProperty(ew,"adoptedStyleSheets",{configurable:eS.configurable,enumerable:eS.enumerable,get:eS.get,set:eS.set})})):()=>{}}function initStyleDeclarationObserver({styleDeclarationCb:ep,mirror:ey,ignoreCSSAttributes:ew,stylesheetManager:eI},{win:e_}){let eS=e_.CSSStyleDeclaration.prototype.setProperty;e_.CSSStyleDeclaration.prototype.setProperty=new Proxy(eS,{apply:callbackWrapper((e_,eP,eE)=>{let[eT,eA,eC]=eE;if(ew.has(eT))return eS.apply(eP,[eT,eA,eC]);let{id:eO,styleId:eM}=getIdAndStyleId(_optionalChain$2([eP,"access",ep=>ep.parentRule,"optionalAccess",ep=>ep.parentStyleSheet]),ey,eI.styleMirror);return(eO&&-1!==eO||eM&&-1!==eM)&&ep({id:eO,styleId:eM,set:{property:eT,value:eA,priority:eC},index:getNestedCSSRulePositions(eP.parentRule)}),e_.apply(eP,eE)})});let eP=e_.CSSStyleDeclaration.prototype.removeProperty;return e_.CSSStyleDeclaration.prototype.removeProperty=new Proxy(eP,{apply:callbackWrapper((e_,eS,eE)=>{let[eT]=eE;if(ew.has(eT))return eP.apply(eS,[eT]);let{id:eA,styleId:eC}=getIdAndStyleId(_optionalChain$2([eS,"access",ep=>ep.parentRule,"optionalAccess",ep=>ep.parentStyleSheet]),ey,eI.styleMirror);return(eA&&-1!==eA||eC&&-1!==eC)&&ep({id:eA,styleId:eC,remove:{property:eT},index:getNestedCSSRulePositions(eS.parentRule)}),e_.apply(eS,eE)})}),callbackWrapper(()=>{e_.CSSStyleDeclaration.prototype.setProperty=eS,e_.CSSStyleDeclaration.prototype.removeProperty=eP})}function initMediaInteractionObserver({mediaInteractionCb:ep,blockClass:ey,blockSelector:ew,unblockSelector:eI,mirror:e_,sampling:eS,doc:eP}){let eE=callbackWrapper(eP=>throttle$1(callbackWrapper(eS=>{let eE=esm_getEventTarget(eS);if(!eE||isBlocked(eE,ey,ew,eI,!0))return;let{currentTime:eT,volume:eA,muted:eC,playbackRate:eO}=eE;ep({type:eP,id:e_.getId(eE),currentTime:eT,volume:eA,muted:eC,playbackRate:eO})}),eS.media||500)),eT=[on("play",eE(0),eP),on("pause",eE(1),eP),on("seeked",eE(2),eP),on("volumechange",eE(3),eP),on("ratechange",eE(4),eP)];return callbackWrapper(()=>{eT.forEach(ep=>ep())})}function initFontObserver({fontCb:ep,doc:ey}){let ew=ey.defaultView;if(!ew)return()=>{};let eI=[],e_=new WeakMap,eS=ew.FontFace;ew.FontFace=function(ep,ey,ew){let eI=new eS(ep,ey,ew);return e_.set(eI,{family:ep,buffer:"string"!=typeof ey,descriptors:ew,fontSource:"string"==typeof ey?ey:JSON.stringify(Array.from(new Uint8Array(ey)))}),eI};let eP=patch(ey.fonts,"add",function(ey){return function(ew){return setTimeout$1(callbackWrapper(()=>{let ey=e_.get(ew);ey&&(ep(ey),e_.delete(ew))}),0),ey.apply(this,[ew])}});return eI.push(()=>{ew.FontFace=eS}),eI.push(eP),callbackWrapper(()=>{eI.forEach(ep=>ep())})}function initSelectionObserver(ep){let{doc:ey,mirror:ew,blockClass:eI,blockSelector:e_,unblockSelector:eS,selectionCb:eP}=ep,eE=!0,eT=callbackWrapper(()=>{let ep=ey.getSelection();if(!ep||eE&&_optionalChain$2([ep,"optionalAccess",ep=>ep.isCollapsed]))return;eE=ep.isCollapsed||!1;let eT=[],eA=ep.rangeCount||0;for(let ey=0;ey{};let eI=patch(ew.customElements,"define",function(ep){return function(ew,eI,e_){try{ey({define:{name:ew}})}catch(ep){}return ep.apply(this,[ew,eI,e_])}});return eI}function initObservers(ep,ey={}){let ew;let eI=ep.doc.defaultView;if(!eI)return()=>{};ep.recordDOM&&(ew=initMutationObserver(ep,ep.doc));let e_=initMoveObserver(ep),eS=initMouseInteractionObserver(ep),eP=initScrollObserver(ep),eE=initViewportResizeObserver(ep,{win:eI}),eT=initInputObserver(ep),eA=initMediaInteractionObserver(ep),styleSheetObserver=()=>{},adoptedStyleSheetObserver=()=>{},styleDeclarationObserver=()=>{},fontObserver=()=>{};ep.recordDOM&&(styleSheetObserver=initStyleSheetObserver(ep,{win:eI}),adoptedStyleSheetObserver=initAdoptedStyleSheetObserver(ep,ep.doc),styleDeclarationObserver=initStyleDeclarationObserver(ep,{win:eI}),ep.collectFonts&&(fontObserver=initFontObserver(ep)));let eC=initSelectionObserver(ep),eO=initCustomElementObserver(ep),eM=[];for(let ey of ep.plugins)eM.push(ey.observer(ey.callback,eI,ey.options));return callbackWrapper(()=>{i1.forEach(ep=>ep.reset()),_optionalChain$2([ew,"optionalAccess",ep=>ep.disconnect,"call",ep=>ep()]),e_(),eS(),eP(),eE(),eT(),eA(),styleSheetObserver(),adoptedStyleSheetObserver(),styleDeclarationObserver(),fontObserver(),eC(),eO(),eM.forEach(ep=>ep())})}function hasNestedCSSRule(ep){return void 0!==window[ep]}function canMonkeyPatchNestedCSSRule(ep){return!!(void 0!==window[ep]&&window[ep].prototype&&"insertRule"in window[ep].prototype&&"deleteRule"in window[ep].prototype)}let CrossOriginIframeMirror=class CrossOriginIframeMirror{constructor(ep){this.generateIdFn=ep,this.iframeIdToRemoteIdMap=new WeakMap,this.iframeRemoteIdToIdMap=new WeakMap}getId(ep,ey,ew,eI){let e_=ew||this.getIdToRemoteIdMap(ep),eS=eI||this.getRemoteIdToIdMap(ep),eP=e_.get(ey);return eP||(eP=this.generateIdFn(),e_.set(ey,eP),eS.set(eP,ey)),eP}getIds(ep,ey){let ew=this.getIdToRemoteIdMap(ep),eI=this.getRemoteIdToIdMap(ep);return ey.map(ey=>this.getId(ep,ey,ew,eI))}getRemoteId(ep,ey,ew){let eI=ew||this.getRemoteIdToIdMap(ep);if("number"!=typeof ey)return ey;let e_=eI.get(ey);return e_||-1}getRemoteIds(ep,ey){let ew=this.getRemoteIdToIdMap(ep);return ey.map(ey=>this.getRemoteId(ep,ey,ew))}reset(ep){if(!ep){this.iframeIdToRemoteIdMap=new WeakMap,this.iframeRemoteIdToIdMap=new WeakMap;return}this.iframeIdToRemoteIdMap.delete(ep),this.iframeRemoteIdToIdMap.delete(ep)}getIdToRemoteIdMap(ep){let ey=this.iframeIdToRemoteIdMap.get(ep);return ey||(ey=new Map,this.iframeIdToRemoteIdMap.set(ep,ey)),ey}getRemoteIdToIdMap(ep){let ey=this.iframeRemoteIdToIdMap.get(ep);return ey||(ey=new Map,this.iframeRemoteIdToIdMap.set(ep,ey)),ey}};function _optionalChain$1(ep){let ey;let ew=ep[0],eI=1;for(;eIew.call(ey,...ep)),ey=void 0)}return ew}let IframeManagerNoop=class IframeManagerNoop{constructor(){this.crossOriginIframeMirror=new CrossOriginIframeMirror(genId),this.crossOriginIframeRootIdMap=new WeakMap}addIframe(){}addLoadListener(){}attachIframe(){}};let IframeManager=class IframeManager{constructor(ep){this.iframes=new WeakMap,this.crossOriginIframeMap=new WeakMap,this.crossOriginIframeMirror=new CrossOriginIframeMirror(genId),this.crossOriginIframeRootIdMap=new WeakMap,this.mutationCb=ep.mutationCb,this.wrappedEmit=ep.wrappedEmit,this.stylesheetManager=ep.stylesheetManager,this.recordCrossOriginIframes=ep.recordCrossOriginIframes,this.crossOriginIframeStyleMirror=new CrossOriginIframeMirror(this.stylesheetManager.styleMirror.generateId.bind(this.stylesheetManager.styleMirror)),this.mirror=ep.mirror,this.recordCrossOriginIframes&&window.addEventListener("message",this.handleMessage.bind(this))}addIframe(ep){this.iframes.set(ep,!0),ep.contentWindow&&this.crossOriginIframeMap.set(ep.contentWindow,ep)}addLoadListener(ep){this.loadListener=ep}attachIframe(ep,ey){this.mutationCb({adds:[{parentId:this.mirror.getId(ep),nextId:null,node:ey}],removes:[],texts:[],attributes:[],isAttachIframe:!0}),_optionalChain$1([this,"access",ep=>ep.loadListener,"optionalCall",ey=>ey(ep)]),ep.contentDocument&&ep.contentDocument.adoptedStyleSheets&&ep.contentDocument.adoptedStyleSheets.length>0&&this.stylesheetManager.adoptStyleSheets(ep.contentDocument.adoptedStyleSheets,this.mirror.getId(ep.contentDocument))}handleMessage(ep){let ey=ep;if("rrweb"!==ey.data.type||ey.origin!==ey.data.origin)return;let ew=ep.source;if(!ew)return;let eI=this.crossOriginIframeMap.get(ep.source);if(!eI)return;let e_=this.transformCrossOriginEvent(eI,ey.data.event);e_&&this.wrappedEmit(e_,ey.data.isCheckout)}transformCrossOriginEvent(ep,ey){switch(ey.type){case iX.FullSnapshot:{this.crossOriginIframeMirror.reset(ep),this.crossOriginIframeStyleMirror.reset(ep),this.replaceIdOnNode(ey.data.node,ep);let ew=ey.data.node.id;return this.crossOriginIframeRootIdMap.set(ep,ew),this.patchRootIdOnNode(ey.data.node,ew),{timestamp:ey.timestamp,type:iX.IncrementalSnapshot,data:{source:iQ.Mutation,adds:[{parentId:this.mirror.getId(ep),nextId:null,node:ey.data.node}],removes:[],texts:[],attributes:[],isAttachIframe:!0}}}case iX.Meta:case iX.Load:case iX.DomContentLoaded:break;case iX.Plugin:return ey;case iX.Custom:return this.replaceIds(ey.data.payload,ep,["id","parentId","previousId","nextId"]),ey;case iX.IncrementalSnapshot:switch(ey.data.source){case iQ.Mutation:return ey.data.adds.forEach(ey=>{this.replaceIds(ey,ep,["parentId","nextId","previousId"]),this.replaceIdOnNode(ey.node,ep);let ew=this.crossOriginIframeRootIdMap.get(ep);ew&&this.patchRootIdOnNode(ey.node,ew)}),ey.data.removes.forEach(ey=>{this.replaceIds(ey,ep,["parentId","id"])}),ey.data.attributes.forEach(ey=>{this.replaceIds(ey,ep,["id"])}),ey.data.texts.forEach(ey=>{this.replaceIds(ey,ep,["id"])}),ey;case iQ.Drag:case iQ.TouchMove:case iQ.MouseMove:return ey.data.positions.forEach(ey=>{this.replaceIds(ey,ep,["id"])}),ey;case iQ.ViewportResize:return!1;case iQ.MediaInteraction:case iQ.MouseInteraction:case iQ.Scroll:case iQ.CanvasMutation:case iQ.Input:return this.replaceIds(ey.data,ep,["id"]),ey;case iQ.StyleSheetRule:case iQ.StyleDeclaration:return this.replaceIds(ey.data,ep,["id"]),this.replaceStyleIds(ey.data,ep,["styleId"]),ey;case iQ.Font:return ey;case iQ.Selection:return ey.data.ranges.forEach(ey=>{this.replaceIds(ey,ep,["start","end"])}),ey;case iQ.AdoptedStyleSheet:return this.replaceIds(ey.data,ep,["id"]),this.replaceStyleIds(ey.data,ep,["styleIds"]),_optionalChain$1([ey,"access",ep=>ep.data,"access",ep=>ep.styles,"optionalAccess",ep=>ep.forEach,"call",ey=>ey(ey=>{this.replaceStyleIds(ey,ep,["styleId"])})]),ey}}return!1}replace(ep,ey,ew,eI){for(let e_ of eI)(Array.isArray(ey[e_])||"number"==typeof ey[e_])&&(Array.isArray(ey[e_])?ey[e_]=ep.getIds(ew,ey[e_]):ey[e_]=ep.getId(ew,ey[e_]));return ey}replaceIds(ep,ey,ew){return this.replace(this.crossOriginIframeMirror,ep,ey,ew)}replaceStyleIds(ep,ey,ew){return this.replace(this.crossOriginIframeStyleMirror,ep,ey,ew)}replaceIdOnNode(ep,ey){this.replaceIds(ep,ey,["id","rootId"]),"childNodes"in ep&&ep.childNodes.forEach(ep=>{this.replaceIdOnNode(ep,ey)})}patchRootIdOnNode(ep,ey){ep.type===eK.Document||ep.rootId||(ep.rootId=ey),"childNodes"in ep&&ep.childNodes.forEach(ep=>{this.patchRootIdOnNode(ep,ey)})}};let ShadowDomManagerNoop=class ShadowDomManagerNoop{init(){}addShadowRoot(){}observeAttachShadow(){}reset(){}};let ShadowDomManager=class ShadowDomManager{constructor(ep){this.shadowDoms=new WeakSet,this.restoreHandlers=[],this.mutationCb=ep.mutationCb,this.scrollCb=ep.scrollCb,this.bypassOptions=ep.bypassOptions,this.mirror=ep.mirror,this.init()}init(){this.reset(),this.patchAttachShadow(Element,document)}addShadowRoot(ep,ey){if(!isNativeShadowDom(ep)||this.shadowDoms.has(ep))return;this.shadowDoms.add(ep),this.bypassOptions.canvasManager.addShadowRoot(ep);let ew=initMutationObserver({...this.bypassOptions,doc:ey,mutationCb:this.mutationCb,mirror:this.mirror,shadowDomManager:this},ep);this.restoreHandlers.push(()=>ew.disconnect()),this.restoreHandlers.push(initScrollObserver({...this.bypassOptions,scrollCb:this.scrollCb,doc:ep,mirror:this.mirror})),setTimeout$1(()=>{ep.adoptedStyleSheets&&ep.adoptedStyleSheets.length>0&&this.bypassOptions.stylesheetManager.adoptStyleSheets(ep.adoptedStyleSheets,this.mirror.getId(ep.host)),this.restoreHandlers.push(initAdoptedStyleSheetObserver({mirror:this.mirror,stylesheetManager:this.bypassOptions.stylesheetManager},ep))},0)}observeAttachShadow(ep){ep.contentWindow&&ep.contentDocument&&this.patchAttachShadow(ep.contentWindow.Element,ep.contentDocument)}patchAttachShadow(ep,ey){let ew=this;this.restoreHandlers.push(patch(ep.prototype,"attachShadow",function(ep){return function(eI){let e_=ep.call(this,eI);return this.shadowRoot&&inDom(this)&&ew.addShadowRoot(this.shadowRoot,ey),e_}}))}reset(){this.restoreHandlers.forEach(ep=>{try{ep()}catch(ep){}}),this.restoreHandlers=[],this.shadowDoms=new WeakSet,this.bypassOptions.canvasManager.resetShadowRoots()}};let CanvasManagerNoop=class CanvasManagerNoop{reset(){}freeze(){}unfreeze(){}lock(){}unlock(){}snapshot(){}addWindow(){}addShadowRoot(){}resetShadowRoots(){}};let StylesheetManager=class StylesheetManager{constructor(ep){this.trackedLinkElements=new WeakSet,this.styleMirror=new StyleSheetMirror,this.mutationCb=ep.mutationCb,this.adoptedStyleSheetCb=ep.adoptedStyleSheetCb}attachLinkElement(ep,ey){"_cssText"in ey.attributes&&this.mutationCb({adds:[],removes:[],texts:[],attributes:[{id:ey.id,attributes:ey.attributes}]}),this.trackLinkElement(ep)}trackLinkElement(ep){this.trackedLinkElements.has(ep)||(this.trackedLinkElements.add(ep),this.trackStylesheetInLinkElement(ep))}adoptStyleSheets(ep,ey){if(0===ep.length)return;let ew={id:ey,styleIds:[]},eI=[];for(let ey of ep){let ep;this.styleMirror.has(ey)?ep=this.styleMirror.getId(ey):(ep=this.styleMirror.add(ey),eI.push({styleId:ep,rules:Array.from(ey.rules||CSSRule,(ep,ey)=>({rule:stringifyRule(ep),index:ey}))})),ew.styleIds.push(ep)}eI.length>0&&(ew.styles=eI),this.adoptedStyleSheetCb(ew)}reset(){this.styleMirror.reset(),this.trackedLinkElements=new WeakSet}trackStylesheetInLinkElement(ep){}};let ProcessedNodeManager=class ProcessedNodeManager{constructor(){this.nodeMap=new WeakMap,this.active=!1}inOtherBuffer(ep,ey){let ew=this.nodeMap.get(ep);return ew&&Array.from(ew).some(ep=>ep!==ey)}add(ep,ey){this.active||(this.active=!0,onRequestAnimationFrame(()=>{this.nodeMap=new WeakMap,this.active=!1})),this.nodeMap.set(ep,(this.nodeMap.get(ep)||new Set).add(ey))}destroy(){}};try{if(2!==Array.from([1],ep=>2*ep)[0]){let ep=document.createElement("iframe");document.body.appendChild(ep),Array.from=_optionalChain([ep,"access",ep=>ep.contentWindow,"optionalAccess",ep=>ep.Array,"access",ep=>ep.from])||Array.from,document.body.removeChild(ep)}}catch(ep){console.debug("Unable to override Array.from",ep)}let i6=createMirror();function record(ep={}){let ey;let{emit:ew,checkoutEveryNms:eI,checkoutEveryNth:e_,blockClass:eS="rr-block",blockSelector:eP=null,unblockSelector:eE=null,ignoreClass:eT="rr-ignore",ignoreSelector:eA=null,maskAllText:eC=!1,maskTextClass:eO="rr-mask",unmaskTextClass:eM=null,maskTextSelector:eR=null,unmaskTextSelector:eH=null,inlineStylesheet:eW=!0,maskAllInputs:eD,maskInputOptions:eL,slimDOMOptions:eN,maskAttributeFn:ez,maskInputFn:eU,maskTextFn:eG,maxCanvasSize:eV=null,packFn:eY,sampling:eK={},dataURLOptions:eJ={},mousemoveWait:eZ,recordDOM:eX=!0,recordCanvas:eQ=!1,recordCrossOriginIframes:e$=!1,recordAfter:e0="DOMContentLoaded"===ep.recordAfter?ep.recordAfter:"load",userTriggeredOnInput:e1=!1,collectFonts:e4=!1,inlineImages:e6=!1,plugins:e5,keepIframeSrcFn:e8=()=>!1,ignoreCSSAttributes:e3=new Set([]),errorHandler:e9,onMutation:e7,getCanvasManager:ty}=ep;registerErrorHandler(e9);let tv=!e$||window.parent===window,tI=!1;if(!tv)try{window.parent.document&&(tI=!1)}catch(ep){tI=!0}if(tv&&!ew)throw Error("emit function 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eP=ep;if(eP.timestamp=iJ(),_optionalChain([i1,"access",ep=>ep[0],"optionalAccess",ep=>ep.isFrozen,"call",ep=>ep()])&&eP.type!==iX.FullSnapshot&&!(eP.type===iX.IncrementalSnapshot&&eP.data.source===iQ.Mutation)&&i1.forEach(ep=>ep.unfreeze()),tv)_optionalChain([ew,"optionalCall",ep=>ep(eventProcessor(eP),eS)]);else if(tI){let ep={type:"rrweb",event:eventProcessor(eP),origin:window.location.origin,isCheckout:eS};window.parent.postMessage(ep,"*")}if(eP.type===iX.FullSnapshot)ey=eP,tP=0;else if(eP.type===iX.IncrementalSnapshot){if(eP.data.source===iQ.Mutation&&eP.data.isAttachIframe)return;tP++;let ep=e_&&tP>=e_,ew=eI&&ey&&eP.timestamp-ey.timestamp>eI;(ep||ew)&&takeFullSnapshot(!0)}};let wrappedMutationEmit=ep=>{eF({type:iX.IncrementalSnapshot,data:{source:iQ.Mutation,...ep}})},wrappedScrollEmit=ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.Scroll,...ep}}),wrappedCanvasMutationEmit=ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.CanvasMutation,...ep}}),wrappedAdoptedStyleSheetEmit=ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.AdoptedStyleSheet,...ep}}),tE=new StylesheetManager({mutationCb:wrappedMutationEmit,adoptedStyleSheetCb:wrappedAdoptedStyleSheetEmit}),tT="boolean"==typeof __RRWEB_EXCLUDE_IFRAME__&&__RRWEB_EXCLUDE_IFRAME__?new IframeManagerNoop:new IframeManager({mirror:i6,mutationCb:wrappedMutationEmit,stylesheetManager:tE,recordCrossOriginIframes:e$,wrappedEmit:eF});for(let ep of e5||[])ep.getMirror&&ep.getMirror({nodeMirror:i6,crossOriginIframeMirror:tT.crossOriginIframeMirror,crossOriginIframeStyleMirror:tT.crossOriginIframeStyleMirror});let tA=new ProcessedNodeManager,tC=_getCanvasManager(ty,{mirror:i6,win:window,mutationCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.CanvasMutation,...ep}}),recordCanvas:eQ,blockClass:eS,blockSelector:eP,unblockSelector:eE,maxCanvasSize:eV,sampling:eK.canvas,dataURLOptions:eJ,errorHandler:e9}),tO="boolean"==typeof __RRWEB_EXCLUDE_SHADOW_DOM__&&__RRWEB_EXCLUDE_SHADOW_DOM__?new ShadowDomManagerNoop:new ShadowDomManager({mutationCb:wrappedMutationEmit,scrollCb:wrappedScrollEmit,bypassOptions:{onMutation:e7,blockClass:eS,blockSelector:eP,unblockSelector:eE,maskAllText:eC,maskTextClass:eO,unmaskTextClass:eM,maskTextSelector:eR,unmaskTextSelector:eH,inlineStylesheet:eW,maskInputOptions:t_,dataURLOptions:eJ,maskAttributeFn:ez,maskTextFn:eG,maskInputFn:eU,recordCanvas:eQ,inlineImages:e6,sampling:eK,slimDOMOptions:tS,iframeManager:tT,stylesheetManager:tE,canvasManager:tC,keepIframeSrcFn:e8,processedNodeManager:tA},mirror:i6}),takeFullSnapshot=(ep=!1)=>{if(!eX)return;eF({type:iX.Meta,data:{href:window.location.href,width:getWindowWidth(),height:getWindowHeight()}},ep),tE.reset(),tO.init(),i1.forEach(ep=>ep.lock());let ey=snapshot(document,{mirror:i6,blockClass:eS,blockSelector:eP,unblockSelector:eE,maskAllText:eC,maskTextClass:eO,unmaskTextClass:eM,maskTextSelector:eR,unmaskTextSelector:eH,inlineStylesheet:eW,maskAllInputs:t_,maskAttributeFn:ez,maskInputFn:eU,maskTextFn:eG,slimDOM:tS,dataURLOptions:eJ,recordCanvas:eQ,inlineImages:e6,onSerialize:ep=>{isSerializedIframe(ep,i6)&&tT.addIframe(ep),isSerializedStylesheet(ep,i6)&&tE.trackLinkElement(ep),hasShadowRoot(ep)&&tO.addShadowRoot(ep.shadowRoot,document)},onIframeLoad:(ep,ey)=>{tT.attachIframe(ep,ey),ep.contentWindow&&tC.addWindow(ep.contentWindow),tO.observeAttachShadow(ep)},onStylesheetLoad:(ep,ey)=>{tE.attachLinkElement(ep,ey)},keepIframeSrcFn:e8});if(!ey)return console.warn("Failed to snapshot the document");eF({type:iX.FullSnapshot,data:{node:ey,initialOffset:getWindowScroll(window)}}),i1.forEach(ep=>ep.unlock()),document.adoptedStyleSheets&&document.adoptedStyleSheets.length>0&&tE.adoptStyleSheets(document.adoptedStyleSheets,i6.getId(document))};eB=takeFullSnapshot;try{let ep=[],observe=ep=>callbackWrapper(initObservers)({onMutation:e7,mutationCb:wrappedMutationEmit,mousemoveCb:(ep,ey)=>eF({type:iX.IncrementalSnapshot,data:{source:ey,positions:ep}}),mouseInteractionCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.MouseInteraction,...ep}}),scrollCb:wrappedScrollEmit,viewportResizeCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.ViewportResize,...ep}}),inputCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.Input,...ep}}),mediaInteractionCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.MediaInteraction,...ep}}),styleSheetRuleCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.StyleSheetRule,...ep}}),styleDeclarationCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.StyleDeclaration,...ep}}),canvasMutationCb:wrappedCanvasMutationEmit,fontCb:ep=>eF({type:iX.IncrementalSnapshot,data:{source:iQ.Font,...ep}}),selectionCb:ep=>{eF({type:iX.IncrementalSnapshot,data:{source:iQ.Selection,...ep}})},customElementCb:ep=>{eF({type:iX.IncrementalSnapshot,data:{source:iQ.CustomElement,...ep}})},blockClass:eS,ignoreClass:eT,ignoreSelector:eA,maskAllText:eC,maskTextClass:eO,unmaskTextClass:eM,maskTextSelector:eR,unmaskTextSelector:eH,maskInputOptions:t_,inlineStylesheet:eW,sampling:eK,recordDOM:eX,recordCanvas:eQ,inlineImages:e6,userTriggeredOnInput:e1,collectFonts:e4,doc:ep,maskAttributeFn:ez,maskInputFn:eU,maskTextFn:eG,keepIframeSrcFn:e8,blockSelector:eP,unblockSelector:eE,slimDOMOptions:tS,dataURLOptions:eJ,mirror:i6,iframeManager:tT,stylesheetManager:tE,shadowDomManager:tO,processedNodeManager:tA,canvasManager:tC,ignoreCSSAttributes:e3,plugins:_optionalChain([e5,"optionalAccess",ep=>ep.filter,"call",ep=>ep(ep=>ep.observer),"optionalAccess",ep=>ep.map,"call",ep=>ep(ep=>({observer:ep.observer,options:ep.options,callback:ey=>eF({type:iX.Plugin,data:{plugin:ep.name,payload:ey}})}))])||[]},{});tT.addLoadListener(ey=>{try{ep.push(observe(ey.contentDocument))}catch(ep){console.warn(ep)}});let init=()=>{takeFullSnapshot(),ep.push(observe(document))};return"interactive"===document.readyState||"complete"===document.readyState?init():(ep.push(on("DOMContentLoaded",()=>{eF({type:iX.DomContentLoaded,data:{}}),"DOMContentLoaded"===e0&&init()})),ep.push(on("load",()=>{eF({type:iX.Load,data:{}}),"load"===e0&&init()},window))),()=>{ep.forEach(ep=>ep()),tA.destroy(),eB=void 0,unregisterErrorHandler()}}catch(ep){console.warn(ep)}}function takeFullSnapshot(ep){if(!eB)throw Error("please take full snapshot after start recording");eB(ep)}function _getCanvasManager(ep,ey){try{return ep?ep(ey):new CanvasManagerNoop}catch(ep){return console.warn("Unable to initialize CanvasManager"),new CanvasManagerNoop}}record.mirror=i6,record.takeFullSnapshot=takeFullSnapshot;let i5=!1,i8=["info","warn","error","log"],i3="[Replay] ";function _addBreadcrumb(ep,ey="info"){addBreadcrumb({category:"console",data:{logger:"replay"},level:ey,message:`${i3}${ep}`},{level:ey})}function makeReplayLogger(){let ep=!1,ey=!1,ew={exception:()=>void 0,infoTick:()=>void 0,setConfig:ew=>{ep=ew.captureExceptions,ey=ew.traceInternals}};return i5?(i8.forEach(ep=>{ew[ep]=(...ew)=>{e0.kg[ep](i3,...ew),ey&&_addBreadcrumb(ew.join(""),severityLevelFromString(ep))}}),ew.exception=(eI,...e_)=>{e_.length&&ew.error&&ew.error(...e_),e0.kg.error(i3,eI),ep?(0,eQ.Tb)(eI):ey&&_addBreadcrumb(eI,"error")},ew.infoTick=(...ep)=>{e0.kg.info(i3,...ep),ey&&setTimeout(()=>_addBreadcrumb(ep[0]),0)}):i8.forEach(ep=>{ew[ep]=()=>void 0}),ew}let i9=makeReplayLogger(),i7=3,np=5;function timestampToMs(ep){let ey=ep>9999999999;return ey?ep:1e3*ep}function timestampToS(ep){let ey=ep>9999999999;return ey?ep/1e3:ep}function addBreadcrumbEvent(ep,ey){"sentry.transaction"!==ey.category&&(["ui.click","ui.input"].includes(ey.category)?ep.triggerUserActivity():ep.checkAndHandleExpiredSession(),ep.addUpdate(()=>(ep.throttledAddEvent({type:iX.Custom,timestamp:1e3*(ey.timestamp||0),data:{tag:"breadcrumb",payload:(0,tD.Fv)(ey,10,1e3)}}),"console"===ey.category)))}let ny="button,a";function getClosestInteractive(ep){let ey=ep.closest(ny);return ey||ep}function getClickTargetNode(ep){let ey=getTargetNode(ep);return ey&&ey instanceof Element?getClosestInteractive(ey):ey}function getTargetNode(ep){return isEventWithTarget(ep)?ep.target:ep}function isEventWithTarget(ep){return"object"==typeof ep&&!!ep&&"target"in ep}function onWindowOpen(ep){return ez||(ez=[],monkeyPatchWindowOpen()),ez.push(ep),()=>{let ey=ez?ez.indexOf(ep):-1;ey>-1&&ez.splice(ey,1)}}function monkeyPatchWindowOpen(){(0,e7.hl)(a3,"open",function(ep){return function(...ey){if(ez)try{ez.forEach(ep=>ep())}catch(ep){}return ep.apply(a3,ey)}})}let nw=new Set([iQ.Mutation,iQ.StyleSheetRule,iQ.StyleDeclaration,iQ.AdoptedStyleSheet,iQ.CanvasMutation,iQ.Selection,iQ.MediaInteraction]);function handleClick(ep,ey,ew){ep.handleClick(ey,ew)}let ClickDetector=class ClickDetector{constructor(ep,ey,ew=addBreadcrumbEvent){this._lastMutation=0,this._lastScroll=0,this._clicks=[],this._timeout=ey.timeout/1e3,this._threshold=ey.threshold/1e3,this._scrollTimeout=ey.scrollTimeout/1e3,this._replay=ep,this._ignoreSelector=ey.ignoreSelector,this._addBreadcrumbEvent=ew}addListeners(){let ep=onWindowOpen(()=>{this._lastMutation=nowInSeconds()});this._teardown=()=>{ep(),this._clicks=[],this._lastMutation=0,this._lastScroll=0}}removeListeners(){this._teardown&&this._teardown(),this._checkClickTimeout&&clearTimeout(this._checkClickTimeout)}handleClick(ep,ey){if(ignoreElement(ey,this._ignoreSelector)||!isClickBreadcrumb(ep))return;let ew={timestamp:timestampToS(ep.timestamp),clickBreadcrumb:ep,clickCount:0,node:ey};this._clicks.some(ep=>ep.node===ew.node&&1>Math.abs(ep.timestamp-ew.timestamp))||(this._clicks.push(ew),1===this._clicks.length&&this._scheduleCheckClicks())}registerMutation(ep=Date.now()){this._lastMutation=timestampToS(ep)}registerScroll(ep=Date.now()){this._lastScroll=timestampToS(ep)}registerClick(ep){let ey=getClosestInteractive(ep);this._handleMultiClick(ey)}_handleMultiClick(ep){this._getClicks(ep).forEach(ep=>{ep.clickCount++})}_getClicks(ep){return this._clicks.filter(ey=>ey.node===ep)}_checkClicks(){let ep=[],ey=nowInSeconds();for(let ew of(this._clicks.forEach(ew=>{!ew.mutationAfter&&this._lastMutation&&(ew.mutationAfter=ew.timestamp<=this._lastMutation?this._lastMutation-ew.timestamp:void 0),!ew.scrollAfter&&this._lastScroll&&(ew.scrollAfter=ew.timestamp<=this._lastScroll?this._lastScroll-ew.timestamp:void 0),ew.timestamp+this._timeout<=ey&&ep.push(ew)}),ep)){let ep=this._clicks.indexOf(ew);ep>-1&&(this._generateBreadcrumbs(ew),this._clicks.splice(ep,1))}this._clicks.length&&this._scheduleCheckClicks()}_generateBreadcrumbs(ep){let ey=this._replay,ew=ep.scrollAfter&&ep.scrollAfter<=this._scrollTimeout,eI=ep.mutationAfter&&ep.mutationAfter<=this._threshold,e_=!ew&&!eI,{clickCount:eS,clickBreadcrumb:eP}=ep;if(e_){let ew=1e3*Math.min(ep.mutationAfter||this._timeout,this._timeout),eI=ew<1e3*this._timeout?"mutation":"timeout",e_={type:"default",message:eP.message,timestamp:eP.timestamp,category:"ui.slowClickDetected",data:{...eP.data,url:a3.location.href,route:ey.getCurrentRoute(),timeAfterClickMs:ew,endReason:eI,clickCount:eS||1}};this._addBreadcrumbEvent(ey,e_);return}if(eS>1){let ep={type:"default",message:eP.message,timestamp:eP.timestamp,category:"ui.multiClick",data:{...eP.data,url:a3.location.href,route:ey.getCurrentRoute(),clickCount:eS,metric:!0}};this._addBreadcrumbEvent(ey,ep)}}_scheduleCheckClicks(){this._checkClickTimeout&&clearTimeout(this._checkClickTimeout),this._checkClickTimeout=getNativeImplementation_setTimeout(()=>this._checkClicks(),1e3)}};let nv=["A","BUTTON","INPUT"];function ignoreElement(ep,ey){return!!(!nv.includes(ep.tagName)||"INPUT"===ep.tagName&&!["submit","button"].includes(ep.getAttribute("type")||"")||"A"===ep.tagName&&(ep.hasAttribute("download")||ep.hasAttribute("target")&&"_self"!==ep.getAttribute("target"))||ey&&ep.matches(ey))}function isClickBreadcrumb(ep){return!!(ep.data&&"number"==typeof ep.data.nodeId&&ep.timestamp)}function nowInSeconds(){return Date.now()/1e3}function updateClickDetectorForRecordingEvent(ep,ey){try{if(!isIncrementalEvent(ey))return;let{source:ew}=ey.data;if(nw.has(ew)&&ep.registerMutation(ey.timestamp),ew===iQ.Scroll&&ep.registerScroll(ey.timestamp),isIncrementalMouseInteraction(ey)){let{type:ew,id:eI}=ey.data,e_=record.mirror.getNode(eI);e_ instanceof HTMLElement&&ew===i$.Click&&ep.registerClick(e_)}}catch(ep){}}function isIncrementalEvent(ep){return ep.type===i7}function isIncrementalMouseInteraction(ep){return ep.data.source===iQ.MouseInteraction}function createBreadcrumb(ep){return{timestamp:Date.now()/1e3,type:"default",...ep}}!function(ep){ep[ep.Document=0]="Document",ep[ep.DocumentType=1]="DocumentType",ep[ep.Element=2]="Element",ep[ep.Text=3]="Text",ep[ep.CDATA=4]="CDATA",ep[ep.Comment=5]="Comment"}(eJ||(eJ={}));let nI=new Set(["id","class","aria-label","role","name","alt","title","data-test-id","data-testid","disabled","aria-disabled","data-sentry-component"]);function getAttributesToRecord(ep){let ey={};for(let ew in!ep["data-sentry-component"]&&ep["data-sentry-element"]&&(ep["data-sentry-component"]=ep["data-sentry-element"]),ep)if(nI.has(ew)){let eI=ew;("data-testid"===ew||"data-test-id"===ew)&&(eI="testId"),ey[eI]=ep[ew]}return ey}let handleDomListener=ep=>ey=>{if(!ep.isEnabled())return;let ew=handleDom(ey);if(!ew)return;let eI="click"===ey.name,e_=eI?ey.event:void 0;eI&&ep.clickDetector&&e_&&e_.target&&!e_.altKey&&!e_.metaKey&&!e_.ctrlKey&&!e_.shiftKey&&handleClick(ep.clickDetector,ew,getClickTargetNode(ey.event)),addBreadcrumbEvent(ep,ew)};function getBaseDomBreadcrumb(ep,ey){let ew=record.mirror.getId(ep),eI=ew&&record.mirror.getNode(ew),e_=eI&&record.mirror.getMeta(eI),eS=e_&&isElement(e_)?e_:null;return{message:ey,data:eS?{nodeId:ew,node:{id:ew,tagName:eS.tagName,textContent:Array.from(eS.childNodes).map(ep=>ep.type===eJ.Text&&ep.textContent).filter(Boolean).map(ep=>ep.trim()).join(""),attributes:getAttributesToRecord(eS.attributes)}}:{}}}function handleDom(ep){let{target:ey,message:ew}=getDomTarget(ep);return createBreadcrumb({category:`ui.${ep.name}`,...getBaseDomBreadcrumb(ey,ew)})}function getDomTarget(ep){let ey;let ew="click"===ep.name,eI=null;try{eI=ew?getClickTargetNode(ep.event):getTargetNode(ep.event),ey=(0,t$.Rt)(eI,{maxStringLength:200})||""}catch(ep){ey=""}return{target:eI,message:ey}}function isElement(ep){return ep.type===eJ.Element}function handleKeyboardEvent(ep,ey){if(!ep.isEnabled())return;ep.updateUserActivity();let ew=getKeyboardBreadcrumb(ey);ew&&addBreadcrumbEvent(ep,ew)}function getKeyboardBreadcrumb(ep){let{metaKey:ey,shiftKey:ew,ctrlKey:eI,altKey:e_,key:eS,target:eP}=ep;if(!eP||isInputElement(eP)||!eS)return null;let eE=ey||eI||e_,eT=1===eS.length;if(!eE&&eT)return null;let eA=(0,t$.Rt)(eP,{maxStringLength:200})||"",eC=getBaseDomBreadcrumb(eP,eA);return createBreadcrumb({category:"ui.keyDown",message:eA,data:{...eC.data,metaKey:ey,shiftKey:ew,ctrlKey:eI,altKey:e_,key:eS}})}function isInputElement(ep){return"INPUT"===ep.tagName||"TEXTAREA"===ep.tagName||ep.isContentEditable}let n_={resource:createResourceEntry,paint:createPaintEntry,navigation:createNavigationEntry};function webVitalHandler(ep,ey){return({metric:ew})=>void ey.replayPerformanceEntries.push(ep(ew))}function createPerformanceEntries(ep){return ep.map(createPerformanceEntry).filter(Boolean)}function createPerformanceEntry(ep){let ey=n_[ep.entryType];return ey?ey(ep):null}function esm_getAbsoluteTime(ep){return((tB.Z1||a3.performance.timeOrigin)+ep)/1e3}function createPaintEntry(ep){let{duration:ey,entryType:ew,name:eI,startTime:e_}=ep,eS=esm_getAbsoluteTime(e_);return{type:ew,name:eI,start:eS,end:eS+ey,data:void 0}}function 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handleAfterSendEvent(ep){return(ey,ew)=>{if(!ep.isEnabled()||!esm_isErrorEvent(ey)&&!esm_isTransactionEvent(ey))return;let eI=ew&&ew.statusCode;if(eI&&!(eI<200)&&!(eI>=300)){if(esm_isTransactionEvent(ey)){handleTransactionEvent(ep,ey);return}handleErrorEvent(ep,ey)}}}function handleTransactionEvent(ep,ey){let ew=ep.getContext();ey.contexts&&ey.contexts.trace&&ey.contexts.trace.trace_id&&ew.traceIds.size<100&&ew.traceIds.add(ey.contexts.trace.trace_id)}function handleErrorEvent(ep,ey){let ew=ep.getContext();if(ey.event_id&&ew.errorIds.size<100&&ew.errorIds.add(ey.event_id),"buffer"!==ep.recordingMode||!ey.tags||!ey.tags.replayId)return;let{beforeErrorSampling:eI}=ep.getOptions();("function"!=typeof eI||eI(ey))&&getNativeImplementation_setTimeout(async()=>{try{await ep.sendBufferedReplayOrFlush()}catch(ey){ep.handleException(ey)}})}function handleBeforeSendEvent(ep){return ey=>{ep.isEnabled()&&esm_isErrorEvent(ey)&&handleHydrationError(ep,ey)}}function handleHydrationError(ep,ey){let ew=ey.exception&&ey.exception.values&&ey.exception.values[0]&&ey.exception.values[0].value;if("string"==typeof ew&&(ew.match(/(reactjs\.org\/docs\/error-decoder\.html\?invariant=|react\.dev\/errors\/)(418|419|422|423|425)/)||ew.match(/(does not match server-rendered HTML|Hydration failed because)/i))){let ey=createBreadcrumb({category:"replay.hydrate-error",data:{url:(0,t$.l4)()}});addBreadcrumbEvent(ep,ey)}}function handleBreadcrumbs(ep){let ey=(0,e9.s3)();ey&&ey.on("beforeAddBreadcrumb",ey=>beforeAddBreadcrumb(ep,ey))}function beforeAddBreadcrumb(ep,ey){if(!ep.isEnabled()||!isBreadcrumbWithCategory(ey))return;let ew=normalizeBreadcrumb(ey);ew&&addBreadcrumbEvent(ep,ew)}function normalizeBreadcrumb(ep){return!isBreadcrumbWithCategory(ep)||["fetch","xhr","sentry.event","sentry.transaction"].includes(ep.category)||ep.category.startsWith("ui.")?null:"console"===ep.category?normalizeConsoleBreadcrumb(ep):createBreadcrumb(ep)}function normalizeConsoleBreadcrumb(ep){let ey=ep.data&&ep.data.arguments;if(!Array.isArray(ey)||0===ey.length)return createBreadcrumb(ep);let ew=!1,eI=ey.map(ep=>{if(!ep)return ep;if("string"==typeof ep)return ep.length>ix?(ew=!0,`${ep.slice(0,ix)}…`):ep;if("object"==typeof ep)try{let ey=(0,tD.Fv)(ep,7),eI=JSON.stringify(ey);if(eI.length>ix)return ew=!0,`${JSON.stringify(ey,null,2).slice(0,ix)}…`;return ey}catch(ep){}return ep});return createBreadcrumb({...ep,data:{...ep.data,arguments:eI,...ew?{_meta:{warnings:["CONSOLE_ARG_TRUNCATED"]}}:{}}})}function isBreadcrumbWithCategory(ep){return!!ep.category}function isRrwebError(ep,ey){return!ep.type&&!!ep.exception&&!!ep.exception.values&&!!ep.exception.values.length&&!!ey.originalException&&!!ey.originalException.__rrweb__}function resetReplayIdOnDynamicSamplingContext(){let ep=(0,e9.nZ)().getPropagationContext().dsc;ep&&delete ep.replay_id;let ey=(0,tN.HN)();if(ey){let ep=(0,tH.jC)(ey);delete ep.replay_id}}function addFeedbackBreadcrumb(ep,ey){ep.triggerUserActivity(),ep.addUpdate(()=>!ey.timestamp||(ep.throttledAddEvent({type:iX.Custom,timestamp:1e3*ey.timestamp,data:{tag:"breadcrumb",payload:{timestamp:ey.timestamp,type:"default",category:"sentry.feedback",data:{feedbackId:ey.event_id}}}}),!1))}function shouldSampleForBufferEvent(ep,ey){return"buffer"===ep.recordingMode&&ey.message!==ip&&!!ey.exception&&!ey.type&&isSampled(ep.getOptions().errorSampleRate)}function handleGlobalEventListener(ep){return Object.assign((ey,ew)=>{if(!ep.isEnabled()||ep.isPaused())return ey;if(isReplayEvent(ey))return delete ey.breadcrumbs,ey;if(!esm_isErrorEvent(ey)&&!esm_isTransactionEvent(ey)&&!isFeedbackEvent(ey))return ey;let eI=ep.checkAndHandleExpiredSession();if(!eI)return resetReplayIdOnDynamicSamplingContext(),ey;if(isFeedbackEvent(ey))return ep.flush(),ey.contexts.feedback.replay_id=ep.getSessionId(),addFeedbackBreadcrumb(ep,ey),ey;if(isRrwebError(ey,ew)&&!ep.getOptions()._experiments.captureExceptions)return i5&&i9.log("Ignoring error from rrweb internals",ey),null;let e_=shouldSampleForBufferEvent(ep,ey),eS=e_||"session"===ep.recordingMode;return eS&&(ey.tags={...ey.tags,replayId:ep.getSessionId()}),ey},{id:"Replay"})}function createPerformanceSpans(ep,ey){return ey.map(({type:ey,start:ew,end:eI,name:e_,data:eS})=>{let eP=ep.throttledAddEvent({type:iX.Custom,timestamp:ew,data:{tag:"performanceSpan",payload:{op:ey,description:e_,startTimestamp:ew,endTimestamp:eI,data:eS}}});return"string"==typeof eP?Promise.resolve(null):eP})}function handleHistory(ep){let{from:ey,to:ew}=ep,eI=Date.now()/1e3;return{type:"navigation.push",start:eI,end:eI,name:ew,data:{previous:ey}}}function handleHistorySpanListener(ep){return ey=>{if(!ep.isEnabled())return;let ew=handleHistory(ey);null!==ew&&(ep.getContext().urls.push(ew.name),ep.triggerUserActivity(),ep.addUpdate(()=>(createPerformanceSpans(ep,[ew]),!1)))}}function shouldFilterRequest(ep,ey){return(!i5||!ep.getOptions()._experiments.traceInternals)&&isSentryRequestUrl(ey,(0,e9.s3)())}function addNetworkBreadcrumb(ep,ey){!ep.isEnabled()||null===ey||shouldFilterRequest(ep,ey.name)||ep.addUpdate(()=>(createPerformanceSpans(ep,[ey]),!0))}function getBodySize(ep){if(!ep)return;let ey=new TextEncoder;try{if("string"==typeof ep)return ey.encode(ep).length;if(ep instanceof URLSearchParams)return ey.encode(ep.toString()).length;if(ep instanceof FormData){let ew=_serializeFormData(ep);return ey.encode(ew).length}if(ep instanceof Blob)return ep.size;if(ep instanceof ArrayBuffer)return ep.byteLength}catch(ep){}}function parseContentLengthHeader(ep){if(!ep)return;let ey=parseInt(ep,10);return isNaN(ey)?void 0:ey}function getBodyString(ep){try{if("string"==typeof ep)return[ep];if(ep instanceof URLSearchParams)return[ep.toString()];if(ep instanceof FormData)return[_serializeFormData(ep)];if(!ep)return[void 0]}catch(ey){return i5&&i9.exception(ey,"Failed to serialize body",ep),[void 0,"BODY_PARSE_ERROR"]}return i5&&i9.info("Skipping network body because of body type",ep),[void 0,"UNPARSEABLE_BODY_TYPE"]}function mergeWarning(ep,ey){if(!ep)return{headers:{},size:void 0,_meta:{warnings:[ey]}};let ew={...ep._meta},eI=ew.warnings||[];return ew.warnings=[...eI,ey],ep._meta=ew,ep}function makeNetworkReplayBreadcrumb(ep,ey){if(!ey)return null;let{startTimestamp:ew,endTimestamp:eI,url:e_,method:eS,statusCode:eP,request:eE,response:eT}=ey,eA={type:ep,start:ew/1e3,end:eI/1e3,name:e_,data:(0,e7.Jr)({method:eS,statusCode:eP,request:eE,response:eT})};return eA}function buildSkippedNetworkRequestOrResponse(ep){return{headers:{},size:ep,_meta:{warnings:["URL_SKIPPED"]}}}function buildNetworkRequestOrResponse(ep,ey,ew){if(!ey&&0===Object.keys(ep).length)return;if(!ey)return{headers:ep};if(!ew)return{headers:ep,size:ey};let eI={headers:ep,size:ey},{body:e_,warnings:eS}=normalizeNetworkBody(ew);return eI.body=e_,eS&&eS.length>0&&(eI._meta={warnings:eS}),eI}function getAllowedHeaders(ep,ey){return Object.entries(ep).reduce((ew,[eI,e_])=>{let eS=eI.toLowerCase();return ey.includes(eS)&&ep[eI]&&(ew[eS]=e_),ew},{})}function _serializeFormData(ep){return new URLSearchParams(ep).toString()}function normalizeNetworkBody(ep){if(!ep||"string"!=typeof ep)return{body:ep};let ey=ep.length>iE,ew=_strIsProbablyJson(ep);if(ey){let ey=ep.slice(0,iE);return ew?{body:ey,warnings:["MAYBE_JSON_TRUNCATED"]}:{body:`${ey}…`,warnings:["TEXT_TRUNCATED"]}}if(ew)try{let ey=JSON.parse(ep);return{body:ey}}catch(ep){}return{body:ep}}function _strIsProbablyJson(ep){let ey=ep[0],ew=ep[ep.length-1];return"["===ey&&"]"===ew||"{"===ey&&"}"===ew}function urlMatches(ep,ey){let ew=getFullUrl(ep);return(0,e6.U0)(ew,ey)}function getFullUrl(ep,ey=a3.document.baseURI){if(ep.startsWith("http://")||ep.startsWith("https://")||ep.startsWith(a3.location.origin))return ep;let ew=new URL(ep,ey);if(ew.origin!==new URL(ey).origin)return ep;let eI=ew.href;return!ep.endsWith("/")&&eI.endsWith("/")?eI.slice(0,-1):eI}async function captureFetchBreadcrumbToReplay(ep,ey,ew){try{let eI=await _prepareFetchData(ep,ey,ew),e_=makeNetworkReplayBreadcrumb("resource.fetch",eI);addNetworkBreadcrumb(ew.replay,e_)}catch(ep){i5&&i9.exception(ep,"Failed to capture fetch breadcrumb")}}function enrichFetchBreadcrumb(ep,ey){let{input:ew,response:eI}=ey,e_=ew?_getFetchRequestArgBody(ew):void 0,eS=getBodySize(e_),eP=eI?parseContentLengthHeader(eI.headers.get("content-length")):void 0;void 0!==eS&&(ep.data.request_body_size=eS),void 0!==eP&&(ep.data.response_body_size=eP)}async function _prepareFetchData(ep,ey,ew){let eI=Date.now(),{startTimestamp:e_=eI,endTimestamp:eS=eI}=ey,{url:eP,method:eE,status_code:eT=0,request_body_size:eA,response_body_size:eC}=ep.data,eO=urlMatches(eP,ew.networkDetailAllowUrls)&&!urlMatches(eP,ew.networkDetailDenyUrls),eM=eO?_getRequestInfo(ew,ey.input,eA):buildSkippedNetworkRequestOrResponse(eA),eR=await _getResponseInfo(eO,ew,ey.response,eC);return{startTimestamp:e_,endTimestamp:eS,url:eP,method:eE,statusCode:eT,request:eM,response:eR}}function _getRequestInfo({networkCaptureBodies:ep,networkRequestHeaders:ey},ew,eI){let e_=ew?getRequestHeaders(ew,ey):{};if(!ep)return buildNetworkRequestOrResponse(e_,eI,void 0);let eS=_getFetchRequestArgBody(ew),[eP,eE]=getBodyString(eS),eT=buildNetworkRequestOrResponse(e_,eI,eP);return eE?mergeWarning(eT,eE):eT}async function _getResponseInfo(ep,{networkCaptureBodies:ey,networkResponseHeaders:ew},eI,e_){if(!ep&&void 0!==e_)return buildSkippedNetworkRequestOrResponse(e_);let eS=eI?getAllHeaders(eI.headers,ew):{};if(!eI||!ey&&void 0!==e_)return buildNetworkRequestOrResponse(eS,e_,void 0);let[eP,eE]=await _parseFetchResponseBody(eI),eT=getResponseData(eP,{networkCaptureBodies:ey,responseBodySize:e_,captureDetails:ep,headers:eS});return eE?mergeWarning(eT,eE):eT}function getResponseData(ep,{networkCaptureBodies:ey,responseBodySize:ew,captureDetails:eI,headers:e_}){try{let eS=ep&&ep.length&&void 0===ew?getBodySize(ep):ew;if(!eI)return buildSkippedNetworkRequestOrResponse(eS);if(ey)return buildNetworkRequestOrResponse(e_,eS,ep);return buildNetworkRequestOrResponse(e_,eS,void 0)}catch(ep){return i5&&i9.exception(ep,"Failed to serialize response body"),buildNetworkRequestOrResponse(e_,ew,void 0)}}async function _parseFetchResponseBody(ep){let ey=_tryCloneResponse(ep);if(!ey)return[void 0,"BODY_PARSE_ERROR"];try{let ep=await _tryGetResponseText(ey);return[ep]}catch(ep){if(ep instanceof Error&&ep.message.indexOf("Timeout")>-1)return i5&&i9.warn("Parsing text body from response timed out"),[void 0,"BODY_PARSE_TIMEOUT"];return i5&&i9.exception(ep,"Failed to get text body from response"),[void 0,"BODY_PARSE_ERROR"]}}function _getFetchRequestArgBody(ep=[]){if(2===ep.length&&"object"==typeof ep[1])return ep[1].body}function getAllHeaders(ep,ey){let ew={};return ey.forEach(ey=>{ep.get(ey)&&(ew[ey]=ep.get(ey))}),ew}function getRequestHeaders(ep,ey){return 1===ep.length&&"string"!=typeof ep[0]?getHeadersFromOptions(ep[0],ey):2===ep.length?getHeadersFromOptions(ep[1],ey):{}}function getHeadersFromOptions(ep,ey){if(!ep)return{};let ew=ep.headers;return ew?ew instanceof Headers?getAllHeaders(ew,ey):Array.isArray(ew)?{}:getAllowedHeaders(ew,ey):{}}function _tryCloneResponse(ep){try{return ep.clone()}catch(ep){i5&&i9.exception(ep,"Failed to clone response body")}}function _tryGetResponseText(ep){return new Promise((ey,ew)=>{let eI=getNativeImplementation_setTimeout(()=>ew(Error("Timeout while trying to read response body")),500);_getResponseText(ep).then(ep=>ey(ep),ep=>ew(ep)).finally(()=>clearTimeout(eI))})}async function _getResponseText(ep){return await ep.text()}async function captureXhrBreadcrumbToReplay(ep,ey,ew){try{let eI=_prepareXhrData(ep,ey,ew),e_=makeNetworkReplayBreadcrumb("resource.xhr",eI);addNetworkBreadcrumb(ew.replay,e_)}catch(ep){i5&&i9.exception(ep,"Failed to capture xhr breadcrumb")}}function enrichXhrBreadcrumb(ep,ey){let{xhr:ew,input:eI}=ey;if(!ew)return;let e_=getBodySize(eI),eS=ew.getResponseHeader("content-length")?parseContentLengthHeader(ew.getResponseHeader("content-length")):_getBodySize(ew.response,ew.responseType);void 0!==e_&&(ep.data.request_body_size=e_),void 0!==eS&&(ep.data.response_body_size=eS)}function _prepareXhrData(ep,ey,ew){let eI=Date.now(),{startTimestamp:e_=eI,endTimestamp:eS=eI,input:eP,xhr:eE}=ey,{url:eT,method:eA,status_code:eC=0,request_body_size:eO,response_body_size:eM}=ep.data;if(!eT)return null;if(!eE||!urlMatches(eT,ew.networkDetailAllowUrls)||urlMatches(eT,ew.networkDetailDenyUrls)){let ep=buildSkippedNetworkRequestOrResponse(eO),ey=buildSkippedNetworkRequestOrResponse(eM);return{startTimestamp:e_,endTimestamp:eS,url:eT,method:eA,statusCode:eC,request:ep,response:ey}}let eR=eE[tX],eH=eR?getAllowedHeaders(eR.request_headers,ew.networkRequestHeaders):{},eW=getAllowedHeaders(getResponseHeaders(eE),ew.networkResponseHeaders),[eD,eL]=ew.networkCaptureBodies?getBodyString(eP):[void 0],[eN,eF]=ew.networkCaptureBodies?_getXhrResponseBody(eE):[void 0],eB=buildNetworkRequestOrResponse(eH,eO,eD),ez=buildNetworkRequestOrResponse(eW,eM,eN);return{startTimestamp:e_,endTimestamp:eS,url:eT,method:eA,statusCode:eC,request:eL?mergeWarning(eB,eL):eB,response:eF?mergeWarning(ez,eF):ez}}function getResponseHeaders(ep){let ey=ep.getAllResponseHeaders();return ey?ey.split("\r\n").reduce((ep,ey)=>{let[ew,eI]=ey.split(": ");return eI&&(ep[ew.toLowerCase()]=eI),ep},{}):{}}function _getXhrResponseBody(ep){let ey=[];try{return[ep.responseText]}catch(ep){ey.push(ep)}try{return _parseXhrResponse(ep.response,ep.responseType)}catch(ep){ey.push(ep)}return i5&&i9.warn("Failed to get xhr response body",...ey),[void 0]}function _parseXhrResponse(ep,ey){try{if("string"==typeof ep)return[ep];if(ep instanceof Document)return[ep.body.outerHTML];if("json"===ey&&ep&&"object"==typeof ep)return[JSON.stringify(ep)];if(!ep)return[void 0]}catch(ey){return i5&&i9.exception(ey,"Failed to serialize body",ep),[void 0,"BODY_PARSE_ERROR"]}return i5&&i9.info("Skipping network body because of body type",ep),[void 0,"UNPARSEABLE_BODY_TYPE"]}function _getBodySize(ep,ey){try{let ew="json"===ey&&ep&&"object"==typeof ep?JSON.stringify(ep):ep;return getBodySize(ew)}catch(ep){return}}function handleNetworkBreadcrumbs(ep){let ey=(0,e9.s3)();try{let{networkDetailAllowUrls:ew,networkDetailDenyUrls:eI,networkCaptureBodies:e_,networkRequestHeaders:eS,networkResponseHeaders:eP}=ep.getOptions(),eE={replay:ep,networkDetailAllowUrls:ew,networkDetailDenyUrls:eI,networkCaptureBodies:e_,networkRequestHeaders:eS,networkResponseHeaders:eP};ey&&ey.on("beforeAddBreadcrumb",(ep,ey)=>beforeAddNetworkBreadcrumb(eE,ep,ey))}catch(ep){}}function beforeAddNetworkBreadcrumb(ep,ey,ew){if(ey.data)try{_isXhrBreadcrumb(ey)&&_isXhrHint(ew)&&(enrichXhrBreadcrumb(ey,ew),captureXhrBreadcrumbToReplay(ey,ew,ep)),_isFetchBreadcrumb(ey)&&_isFetchHint(ew)&&(enrichFetchBreadcrumb(ey,ew),captureFetchBreadcrumbToReplay(ey,ew,ep))}catch(ep){i5&&i9.exception(ep,"Error when enriching network breadcrumb")}}function _isXhrBreadcrumb(ep){return"xhr"===ep.category}function _isFetchBreadcrumb(ep){return"fetch"===ep.category}function _isXhrHint(ep){return ep&&ep.xhr}function _isFetchHint(ep){return ep&&ep.response}function addGlobalListeners(ep){let ey=(0,e9.s3)();addClickKeypressInstrumentationHandler(handleDomListener(ep)),addHistoryInstrumentationHandler(handleHistorySpanListener(ep)),handleBreadcrumbs(ep),handleNetworkBreadcrumbs(ep);let ew=handleGlobalEventListener(ep);(0,eQ.Qy)(ew),ey&&(ey.on("beforeSendEvent",handleBeforeSendEvent(ep)),ey.on("afterSendEvent",handleAfterSendEvent(ep)),ey.on("createDsc",ey=>{let ew=ep.getSessionId();if(ew&&ep.isEnabled()&&"session"===ep.recordingMode){let eI=ep.checkAndHandleExpiredSession();eI&&(ey.replay_id=ew)}}),ey.on("spanStart",ey=>{ep.lastActiveSpan=ey}),ey.on("spanEnd",ey=>{ep.lastActiveSpan=ey}),ey.on("beforeSendFeedback",(ey,ew)=>{let eI=ep.getSessionId();ew&&ew.includeReplay&&ep.isEnabled()&&eI&&ey.contexts&&ey.contexts.feedback&&(ey.contexts.feedback.replay_id=eI)}))}async function addMemoryEntry(ep){try{return Promise.all(createPerformanceSpans(ep,[createMemoryEntry(a3.performance.memory)]))}catch(ep){return[]}}function createMemoryEntry(ep){let{jsHeapSizeLimit:ey,totalJSHeapSize:ew,usedJSHeapSize:eI}=ep,e_=Date.now()/1e3;return{type:"memory",name:"memory",start:e_,end:e_,data:{memory:{jsHeapSizeLimit:ey,totalJSHeapSize:ew,usedJSHeapSize:eI}}}}function debounce(ep,ey,ew){let eI,e_,eS;let eP=ew&&ew.maxWait?Math.max(ew.maxWait,ey):0;function invokeFunc(){return cancelTimers(),eI=ep()}function cancelTimers(){void 0!==e_&&clearTimeout(e_),void 0!==eS&&clearTimeout(eS),e_=eS=void 0}function flush(){return void 0!==e_||void 0!==eS?invokeFunc():eI}function debounced(){return e_&&clearTimeout(e_),e_=getNativeImplementation_setTimeout(invokeFunc,ey),eP&&void 0===eS&&(eS=getNativeImplementation_setTimeout(invokeFunc,eP)),eI}return debounced.cancel=cancelTimers,debounced.flush=flush,debounced}function getHandleRecordingEmit(ep){let ey=!1;return(ew,eI)=>{if(!ep.checkAndHandleExpiredSession()){i5&&i9.warn("Received replay event after session expired.");return}let e_=eI||!ey;ey=!0,ep.clickDetector&&updateClickDetectorForRecordingEvent(ep.clickDetector,ew),ep.addUpdate(()=>{if("buffer"===ep.recordingMode&&e_&&ep.setInitialState(),!addEventSync(ep,ew,e_))return!0;if(!e_)return!1;let ey=ep.session;if(addSettingsEvent(ep,e_),"buffer"===ep.recordingMode&&ey&&ep.eventBuffer){let ew=ep.eventBuffer.getEarliestTimestamp();ew&&(i5&&i9.info(`Updating session start time to earliest event in buffer to ${new Date(ew)}`),ey.started=ew,ep.getOptions().stickySession&&saveSession(ey))}return!!ey&&!!ey.previousSessionId||("session"===ep.recordingMode&&ep.flush(),!0)})}}function createOptionsEvent(ep){let ey=ep.getOptions();return{type:iX.Custom,timestamp:Date.now(),data:{tag:"options",payload:{shouldRecordCanvas:ep.isRecordingCanvas(),sessionSampleRate:ey.sessionSampleRate,errorSampleRate:ey.errorSampleRate,useCompressionOption:ey.useCompression,blockAllMedia:ey.blockAllMedia,maskAllText:ey.maskAllText,maskAllInputs:ey.maskAllInputs,useCompression:!!ep.eventBuffer&&"worker"===ep.eventBuffer.type,networkDetailHasUrls:ey.networkDetailAllowUrls.length>0,networkCaptureBodies:ey.networkCaptureBodies,networkRequestHasHeaders:ey.networkRequestHeaders.length>0,networkResponseHasHeaders:ey.networkResponseHeaders.length>0}}}}function addSettingsEvent(ep,ey){ey&&ep.session&&0===ep.session.segmentId&&addEventSync(ep,createOptionsEvent(ep),!1)}function createReplayEnvelope(ep,ey,ew,eI){return createEnvelope(createEventEnvelopeHeaders(ep,getSdkMetadataForEnvelopeHeader(ep),eI,ew),[[{type:"replay_event"},ep],[{type:"replay_recording",length:"string"==typeof ey?new TextEncoder().encode(ey).length:ey.length},ey]])}function prepareRecordingData({recordingData:ep,headers:ey}){let ew;let eI=`${JSON.stringify(ey)} `;if("string"==typeof ep)ew=`${eI}${ep}`;else{let ey=new TextEncoder,e_=ey.encode(eI);(ew=new Uint8Array(e_.length+ep.length)).set(e_),ew.set(ep,e_.length)}return ew}async function prepareReplayEvent({client:ep,scope:ey,replayId:ew,event:eI}){let e_="object"!=typeof ep._integrations||null===ep._integrations||Array.isArray(ep._integrations)?void 0:Object.keys(ep._integrations),eS={event_id:ew,integrations:e_};ep.emit("preprocessEvent",eI,eS);let eP=await (0,tU.R)(ep.getOptions(),eI,eS,ey,ep,(0,e9.aF)());if(!eP)return null;eP.platform=eP.platform||"javascript";let eE=ep.getSdkMetadata(),{name:eT,version:eA}=eE&&eE.sdk||{};return eP.sdk={...eP.sdk,name:eT||"sentry.javascript.unknown",version:eA||"0.0.0"},eP}async function sendReplayRequest({recordingData:ep,replayId:ey,segmentId:ew,eventContext:eI,timestamp:e_,session:eS}){let eP;let eE=prepareRecordingData({recordingData:ep,headers:{segment_id:ew}}),{urls:eT,errorIds:eA,traceIds:eC,initialTimestamp:eO}=eI,eM=(0,e9.s3)(),eR=(0,e9.nZ)(),eH=eM&&eM.getTransport(),eW=eM&&eM.getDsn();if(!eM||!eH||!eW||!eS.sampled)return(0,tq.WD)({});let eD={type:a7,replay_start_timestamp:eO/1e3,timestamp:e_/1e3,error_ids:eA,trace_ids:eC,urls:eT,replay_id:ey,segment_id:ew,replay_type:eS.sampled},eL=await prepareReplayEvent({scope:eR,client:eM,replayId:ey,event:eD});if(!eL)return eM.recordDroppedEvent("event_processor","replay",eD),i5&&i9.info("An event processor returned `null`, will not send event."),(0,tq.WD)({});delete eL.sdkProcessingMetadata;let eN=createReplayEnvelope(eL,eE,eW,eM.getOptions().tunnel);try{eP=await eH.send(eN)}catch(ey){let ep=Error(ip);try{ep.cause=ey}catch(ep){}throw ep}if("number"==typeof eP.statusCode&&(eP.statusCode<200||eP.statusCode>=300))throw new TransportStatusCodeError(eP.statusCode);let eF=updateRateLimits({},eP);if(isRateLimited(eF,"replay"))throw new RateLimitError(eF);return eP}let TransportStatusCodeError=class TransportStatusCodeError extends Error{constructor(ep){super(`Transport returned status code ${ep}`)}};let RateLimitError=class RateLimitError extends Error{constructor(ep){super("Rate limit hit"),this.rateLimits=ep}};async function sendReplay(ep,ey={count:0,interval:iS}){let{recordingData:ew,onError:eI}=ep;if(ew.length)try{return await sendReplayRequest(ep),!0}catch(ew){if(ew instanceof TransportStatusCodeError||ew instanceof RateLimitError)throw ew;if((0,eQ.v)("Replays",{_retryCount:ey.count}),eI&&eI(ew),ey.count>=iP){let ep=Error(`${ip} - max retries exceeded`);try{ep.cause=ew}catch(ep){}throw ep}return ey.interval*=++ey.count,new Promise((ew,eI)=>{getNativeImplementation_setTimeout(async()=>{try{await sendReplay(ep,ey),ew(!0)}catch(ep){eI(ep)}},ey.interval)})}}let nP="__THROTTLED",nE="__SKIPPED";function throttle(ep,ey,ew){let eI=new Map,_cleanup=ep=>{let ey=ep-ew;eI.forEach((ep,ew)=>{ew[...eI.values()].reduce((ep,ey)=>ep+ey,0),e_=!1;return(...ew)=>{let eS=Math.floor(Date.now()/1e3);if(_cleanup(eS),_getTotalCount()>=ey){let ep=e_;return e_=!0,ep?nE:nP}e_=!1;let eP=eI.get(eS)||0;return eI.set(eS,eP+1),ep(...ew)}}let ReplayContainer=class ReplayContainer{constructor({options:ep,recordingOptions:ey}){ReplayContainer.prototype.__init.call(this),ReplayContainer.prototype.__init2.call(this),ReplayContainer.prototype.__init3.call(this),ReplayContainer.prototype.__init4.call(this),ReplayContainer.prototype.__init5.call(this),ReplayContainer.prototype.__init6.call(this),this.eventBuffer=null,this.performanceEntries=[],this.replayPerformanceEntries=[],this.recordingMode="session",this.timeouts={sessionIdlePause:iy,sessionIdleExpire:iw},this._lastActivity=Date.now(),this._isEnabled=!1,this._isPaused=!1,this._requiresManualStart=!1,this._hasInitializedCoreListeners=!1,this._context={errorIds:new Set,traceIds:new Set,urls:[],initialTimestamp:Date.now(),initialUrl:""},this._recordingOptions=ey,this._options=ep,this._debouncedFlush=debounce(()=>this._flush(),this._options.flushMinDelay,{maxWait:this._options.flushMaxDelay}),this._throttledAddEvent=throttle((ep,ey)=>addEvent(this,ep,ey),300,5);let{slowClickTimeout:ew,slowClickIgnoreSelectors:eI}=this.getOptions(),e_=ew?{threshold:Math.min(iT,ew),timeout:ew,scrollTimeout:iA,ignoreSelector:eI?eI.join(","):""}:void 0;if(e_&&(this.clickDetector=new ClickDetector(this,e_)),i5){let ey=ep._experiments;i9.setConfig({captureExceptions:!!ey.captureExceptions,traceInternals:!!ey.traceInternals})}}getContext(){return this._context}isEnabled(){return this._isEnabled}isPaused(){return this._isPaused}isRecordingCanvas(){return!!this._canvas}getOptions(){return this._options}handleException(ep){i5&&i9.exception(ep),this._options.onError&&this._options.onError(ep)}initializeSampling(ep){let{errorSampleRate:ey,sessionSampleRate:ew}=this._options,eI=ey<=0&&ew<=0;if(this._requiresManualStart=eI,!eI){if(this._initializeSessionForSampling(ep),!this.session){i5&&i9.exception(Error("Unable to initialize and create session"));return}!1!==this.session.sampled&&(this.recordingMode="buffer"===this.session.sampled&&0===this.session.segmentId?"buffer":"session",i5&&i9.infoTick(`Starting replay in ${this.recordingMode} mode`),this._initializeRecording())}}start(){if(this._isEnabled&&"session"===this.recordingMode){i5&&i9.info("Recording is already in progress");return}if(this._isEnabled&&"buffer"===this.recordingMode){i5&&i9.info("Buffering is in progress, call `flush()` to save the replay");return}i5&&i9.infoTick("Starting replay in session mode"),this._updateUserActivity();let ep=loadOrCreateSession({maxReplayDuration:this._options.maxReplayDuration,sessionIdleExpire:this.timeouts.sessionIdleExpire},{stickySession:this._options.stickySession,sessionSampleRate:1,allowBuffering:!1});this.session=ep,this._initializeRecording()}startBuffering(){if(this._isEnabled){i5&&i9.info("Buffering is in progress, call `flush()` to save the replay");return}i5&&i9.infoTick("Starting replay in buffer mode");let ep=loadOrCreateSession({sessionIdleExpire:this.timeouts.sessionIdleExpire,maxReplayDuration:this._options.maxReplayDuration},{stickySession:this._options.stickySession,sessionSampleRate:0,allowBuffering:!0});this.session=ep,this.recordingMode="buffer",this._initializeRecording()}startRecording(){try{let ep=this._canvas;this._stopRecording=record({...this._recordingOptions,..."buffer"===this.recordingMode?{checkoutEveryNms:i_}:this._options._experiments.continuousCheckout&&{checkoutEveryNms:Math.max(36e4,this._options._experiments.continuousCheckout)},emit:getHandleRecordingEmit(this),onMutation:this._onMutationHandler,...ep?{recordCanvas:ep.recordCanvas,getCanvasManager:ep.getCanvasManager,sampling:ep.sampling,dataURLOptions:ep.dataURLOptions}:{}})}catch(ep){this.handleException(ep)}}stopRecording(){try{return this._stopRecording&&(this._stopRecording(),this._stopRecording=void 0),!0}catch(ep){return this.handleException(ep),!1}}async stop({forceFlush:ep=!1,reason:ey}={}){if(this._isEnabled){this._isEnabled=!1;try{i5&&i9.info(`Stopping Replay${ey?` triggered by ${ey}`:""}`),resetReplayIdOnDynamicSamplingContext(),this._removeListeners(),this.stopRecording(),this._debouncedFlush.cancel(),ep&&await 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ep=`${a3.location.pathname}${a3.location.hash}${a3.location.search}`,ey=`${a3.location.origin}${ep}`;this.performanceEntries=[],this.replayPerformanceEntries=[],this._clearContext(),this._context.initialUrl=ey,this._context.initialTimestamp=Date.now(),this._context.urls.push(ey)}throttledAddEvent(ep,ey){let ew=this._throttledAddEvent(ep,ey);if(ew===nP){let ep=createBreadcrumb({category:"replay.throttled"});this.addUpdate(()=>!addEventSync(this,{type:np,timestamp:ep.timestamp||0,data:{tag:"breadcrumb",payload:ep,metric:!0}}))}return ew}getCurrentRoute(){let 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Wondering what is going on in Email? We surveyed thousands of people in email to get their outlook, skills, teams, history, and strategies.

","originalWidth":1280,"slug":"2018-email-industry-conditions","content":[{"type":"text","content":"

So… a few months ago we at ReallyGoodEmails.com asked tens of thousands of email geeks to tell us about themselves at work. Most people were like, “Nope. Got better things to do with my life.” But there were about a thousand people who decided to take one for the team and give us a solid 7 minutes so that we could put this thing together.

To all those people who helped out (1,067 to be exact), this research goes out to you.

xoxo,

The RGE Team

About the people in email…

Attitude, outlook, and background

We asked how people ended up involved in the wild world of email. The vast majority (57%) were brought into the fold because they started a new position that required them to work on it. Welcome to the jungle. Only 1.5% reported actually studying how to email before jumping into the workforce, whereas almost 1 in 5 (19.5%) told us that they had some coding, design, copywriting, and/or analytical skills which they volunteered — of their own free will — to do more in email for their organization. Of the remainder, 15.2% reported that they were forced into email development by “the man” (aka their boss) and 6.2% fell into the “other” category, citing activities such as necessity for running the business (i.e. being the founder), or trying to understand customer behavior (i.e. UX designers and analysts).

Of the emailers who responded, the studious types and volunteers aren’t really feeling it long-term compared to their peers. Many of them don’t see themselves sticking with email beyond the next few years. Sadness. But you do you, boo. The good news is that 2 out of 3 (67%) still feel the email love. They have a positive, view of their roles in email development. Hurray!

It’s all a matter of perspective and experience, apparently: long-term vs. short-term outlook was influenced by years of experience. Like adorable, exuberant puppies, the newbies (0–1 year) see a lasting role in email. Things are a bit gloomy in years 2–4, but the turning point seems to be year 5. The sunshine and roses return at that point! Or, maybe that’s the point at which people say peace out. But after that, the longer they’re in email, the brighter the outlook.

Experience

We shouldn’t play fast and loose with our stats, though… full disclosure: a majority of respondents (55%) have 3 years or less of dedicated email experience. This makes those of us with almost a decade or more of emailing feel like dinosaurs… y’all remember aol? Hotmail, anyone?! Oh, man… those were the days. But you youngsters out there give us hope for the future.

And it seems like that future will be guided by those of you who have full-time gigs doing email. Based on years worked, you are more likely to have a dedicated role in email. However, around 7 years in, that dedication switches back to part-time for some reason. (Without more information, our assumption is that with the more years of experience, individuals may be placed in management roles which take away this full-time focus.) On average of all years worked, only 38% have a full-time email role.

When it comes to actual role titles, seems like a lot of our readers see themselves as email dabblers rather than dedicated experts in any one thing. Almost 60% self-identify as filling a mixed bag kind of role — taking on a number of tasks such as designing, coding, managing, and analyzing.

And that’s probably because most of y’all are either flying solo or working as a tiny tag-team crew. 80% of email teams are 3 people or less! Bless you. You are the warriors.

Working conditions

Getting stuff done with your team is all the craze these days. You know what else is a craze? Working remote (#remotelife). So… we were surprised that most of y’all are tied to offices. The analysts are given more freedom than any other role, and designers (the “free spirits” of the tech-iverse) are more chained to an office than any other self-described role.

If you’re to break free from a desk, you probably need to take a look at your list-size — as this was the biggest factor on remote work ( even more than years worked or size of team). As you can see from the results, the higher the list size, the less strict they are for sticking butts in seats in the office. But, as corporate life goes, they still want you in the office compared to smaller list size companies who don’t mind remote workers.

About the emails themselves…

Size matters (As in matters related to list size! Geez.)

Looking at work conditions by list size got us curious about how list size impacted other factors. We found some really good correlations that we thought we’d share. For one thing, if you’re all on your lonesome, getting your list up past the 50k mark increases your chances of getting a buddy or two on board to help out.

And, perhaps un-shockingly, the larger the list, the more time spent planning the emails. Fewer than 500k? Emails get planned in about 3 days or less. 500,001 and more and you’re up to 5+ days of planning. We don’t really know what to say about the 30–60 days of planning. Does that deserve a slow clap for being so on top of things?

As the saying goes: “mo’ people, mo’ problems.” Okay, it doesn’t go like that. But you can see below that the more people you have on your list, the more emails you are working at a given time, with the median being 3 emails.

The bigger the list, the more it becomes about the Benjamins. We asked what was the most important metric for each team, and clicks and opens get less important while lifetime value and money generated per email become more more significant.

Life also seems to be much simpler for people with smaller lists. When you grow your list, it indicates that you start trying to please multiple masters, going from almost half of the population in the survey saying they just send one call-to-action to only a quarter with large lists.

Doing email is never painless, right? Right. So we wondered about the biggest pain point, and apparently it’s people. People and their opinions. Those are the worst. Especially when the list gets big. Ideas seem to run rampant on the streets the bigger the list size, compared to those with smaller lists who have a harder time figuring out what to say. And dynamic content, that tends to be a jerk all the time.

That’s the last of the graphics. We are still sitting on a ton of information, but we’re going to save some more results for our UNSPAM conference — which you should come to. (Be on the lookout for details soon! It’s gonna be rad. We promise.)

Overall, and un-shockingly, it seems like email is something that gets pawned off on too few people as a job add-on rather than a dedicated role. The good news is that the responsibility doesn’t seem to crush your souls — if you stick with it, you’ll probably maintain a sunny disposition and hope for the future. (Especially with a weekly dose of camaraderie and silliness from our kick-ass newsletter!) Growing your list will probably grow your team, but it’ll also come with more planning and more people and more opinions and more CTAs and more… stuff. Good? Bad? Who knows. But you don’t gotta go it alone. We’re here for you, friends.

"}],"title":"2018 Email Industry Conditions","publish_date":1561608000000,"name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},5349:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Host","isDraft":false,"categories":[{"slug":"trends","name":"Trends"}],"type":"article","content":[{"type":"text","content":"

As technology evolves, so does the world of email design. With millions of emails being sent daily, it\'s important to keep up with the latest trends to make your messages stand out. In this article, we\'ll be exploring the top email design trends for 2023 that you can use to create visually appealing and effective communications.

  • Deep Blue-Green Hues: This year, deep blue-green hues are all the rage. These rich, earthy tones convey a sense of sophistication and provide a calming contrast to the busy digital world.
  • Chunky Headlines: Bold, chunky headlines are making a comeback in 2023. These eye-catching titles grab attention and help break up the content of your email.
  • Rounded Landscape Hero ImagesRounded landscape hero images are a popular trend in 2023. These images provide a visually appealing and organic feel, drawing the eye to the central message of your email.
  • Outlined Table Borders: Outlined table borders provide a clean, modern look for your email designs. They are easy to read and help organize your content.
  • Non-framed TextNon-framed text gives your email a sleek, uncluttered look. It allows the content to breathe, making it easier for your audience to read and retain information.
  • Extra ShadowShadows are making a comeback in 2023. Adding extra shadow to your designs can make your images and text pop, drawing the eye to important elements.

In addition to these trends, we\'ve also seen a rise in the use of hand models in email designs and a decline in the use of illustrations. This is because hand models provide a more personal touch, while illustrations can sometimes detract from the message.

In conclusion, these are the top email design trends for 2023. By incorporating these elements into your designs, you can create visually appealing and effective emails that stand out in the crowded inbox. So, get ahead and start experimenting with these trends today!

From the team at RGE, with love and a crystal ball full of creative inspiration. \uD83D\uDD2E

"}],"primaryAuthorText":"Author","authorSlug":"mike","slug":"2023-email-design-trends","hasPrimaryImage":true,"created_date":1675141737296,"originalWidth":2560,"description":"

Stay Ahead of the Game: Top Six Email Design Trends for 2023

","title":"2023 Email Design Trends","partnerSlugText":"With partnership from","publish_date":1675141735756,"originalHeight":1440,"name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},16956:function(ep){"use strict";ep.exports=JSON.parse('{"title":"7 Really Good Unsubscribe Pages + Preference Centers","created_date":1581379202128,"partnerSlugText":"With partnership from","originalWidth":2400,"description":"

…and why they work.

","originalHeight":1200,"authorSlug":"kaitcreamer","isDraft":false,"hasPrimaryImage":true,"slug":"7-really-good-unsubscribe-pages-preference-centers","content":[{"type":"text","content":"

Raise your hand if you’ve ever felt a little hurt from an unsubscribe. Or a thousand. Yeah, me too. When you spend weeks working on a brilliant new campaign, it’s tough not to take them personally.

But it’s about time we stopped treating all unsubscribes like bad break-ups. A good email preferences or unsubscribe page gives your subscribers the simple opportunity to get more emails they love and fewer emails they don’t.

It’s like couples counseling for you and thousands of subscribers. It’s a good thing.

As the resident email geek at MakeMusic, I spend a lot of time subscribing (and unsubscribing) to other companies’ emails looking for new ideas. I see a lot of preference centers. Every now and then, I’ll come across one that makes me smile and shows me that the company cares.

Here are some of my favorites.

#1: Spotify

When a preference center gives me a lot of options, I want to know what exactly each of those options actually means. I don’t want a list of vague categories like “Daily Digest” or “Updates”. What the hell is a “Daily Digest” anyway?

Spotify sets my expectations nicely here. First, they separate notifications into two distinct groups: “Spotify Updates” and “Your Music”. Beyond that, they (briefly) explain exactly what you can expect from each type of notification. That makes it easy for me to choose exactly what I want quickly and easily.

(Unsurprisingly, Litmus also does this beautifully.)

While I don’t think SMS works this well for every brand, it is worth noting that Spotify gives me the option to easily select which SMS notifications I receive here, too.

#2: Wistia

I’m all about setting and managing the customer’s expectations. And Wistia nails it with this preferences page. “How much Wistia do you want in your life?” is a great alternative to the standard “Email Preferences” header, especially given that frequency is listed right next to each email type.

Of course, once you set the expectation for email frequency, you have to keep to that schedule. Nobody likes the person who tells subscribers to expect one email a month and sends two a week instead. Set the expectations and stick to them.

#3: Moosejaw

There are a few things I don’t love about this preference center, but two big things that I do: the option to change email type and/or frequency, and Moosejaw’s commitment to their brand voice.

First, I appreciate when brands give me the option to change both the content and the frequency of the emails I’m getting. If a subscriber wants a tidy inbox but still hopes to hear about your best promotions once a month, take advantage of that opportunity. Sometimes asking for fewer emails doesn’t mean they hate your emails — it just means they need a little space.

Though it is easy to get carried away with too many options, I think these limited choices hit the sweet spot.

Second, we have to talk about Moosejaw’s commitment to their voice and tone. From “33% of people that opt out of Moosejaw emails have recurring possum nightmares” to “I can’t get me enough Moosejaw,” they’ve taken the opportunity to delight with silliness.

Brand authenticity is important in every customer touchpoint — especially so on an unsubscribe page. The last thing you want a subscriber to see when they’re thinking of opting out is the boring, sad, corporate version of your brand that comes through on an unloved unsubscribe page.

Would you seriously try to win back the heart of your one true love with a post-it note that says “Are you sure you want to break up with me?”? Definitely not. You’re more authentic than that. Your unsubscribe page should be, too.

#4: eROI

Marketers are always looking for new ways to push the envelope with gamification and interactivity these days. We’re seeing interactive surveys, carousels, and heaps more in emails all the time. But it’s so rare and so totally delightful to see a company that’s made a preference center as awesome as this one from eROI.

The information is relatively simple: contact details, email clients, and interests. But for every detail I enter about myself on the left, the email preview on the right updates to show a personalized email just for me.

It’s not complicated, but it turns an otherwise simple and unassuming subscription page into a fun experience for the user.

#5: Le Creuset

Le Creuset’s email preferences page makes me feel like I’m taking a BuzzFeed quiz that’s about to match me with my perfect cookware.

They don’t ask just which emails I’d like to receive; they take the opportunity to learn what colors I prefer, what kind of chef I am, and what kind of cookware I own. It feels warm and genuine and I’d be lying if I said I didn’t click every one of those little dutch ovens to watch the colors change. What a fun surprise!

We want our marketing to feel authentic and conversational and human. When we ask customers to tell us who they are and what they enjoy, we can tailor the email experience to their preferences.

This page strikes the perfect balance between “tell us about yourself” and “let us tell you about ourselves”.

#6: Hipmunk

With just three simple categories of email campaigns, Hipmunk’s unsubscribe page seems pretty lean. What I love about it, though, is that they’re using only my saved trips to show exactly which fare alerts and deals I’m already getting. This does three important things.

  1. It limits my choices, making me more confident in the emails I do choose to receive.
  2. It reinforces the idea that Hipmunk already knows me and my preferences. We’re old pals.
  3. Assuming my preferences haven’t changed since the last time I saved a trip or updated my home city, it makes it hard for me to unsubscribe. Why wouldn’t I want to save money on my next flight out of Denver or on my way to Queenstown? These are interests Hipmunk already knows are relevant.

#7: Medium

Too many times, I’ve arrived at a preferences page after clicking “unsubscribe” in an email and realized I have no idea what I need to do to actually opt out. Recently, I came across a page that had checkboxes next to the words “daily digest” and “promotions” with nothing else. The only button below said, “apply changes”.

What? Does checking the boxes mean I want to opt in? Do checked boxes mean I want to opt out? Even if the person who designed the page knew what to do, I definitely didn’t. Not a great experience.

On unsubscribe pages and everywhere else, you have to consider the intended user flow. If something feels confusing to you, it’s definitely not going to feel right to your users.

Medium has created a great experience in using “on” and “off” buttons to highlight exactly which email someone’s getting. A couple of the categories even show frequency options this way as well. It’s simple, straightforward, and doesn’t clutter the page a bit.

Looking at these buttons, I’m confident that I’m getting the emails I signed up for and absolutely nothing else. We should all build that kind of trust with our subscribers.

BONUS ROUND: What NOT to Do to Your Preference Center

These are not preferences. This is a nightmare.

Somewhere out there, a really great person created this last email preference center. (I’m making assumptions here — I don’t know who made this but I believe email people are great people.)

I was unlucky enough to find it when I clicked “unsubscribe” in an email from an outdoors brand I trust and respect. That simple unsubscribe button brought me to a page titled, “Update Your Preferences”. But the only preference it asks for (in a mountain of other questions that somehow didn’t include my social security number) is whether I want HTML or Plain Text emails.

Three different fields for my birth date, three more street address fields, an “Age Bracket” open text field, a cryptic “Customer Groups” dropdown and — perhaps the most bizarre and surprising — my IP address!

YIKES.

There was at least a button allowing me to unsubscribe at the very bottom, thank goodness.

For a page titled, “Email Preferences”, I didn’t get the sense that they care very much what I prefer. It felt jarring and a little invasive, especially given the otherwise high quality of this company’s communication.

It’s a valuable reminder that we email geeks are largely responsible for building a trusting and genuine relationship with our subscribers, from the first point of contact to the very last. Even if someone clicks “unsubscribe” at the bottom of an email, we still have the opportunity and the obligation to make that landing page a great experience for them.

\uFEFFKey Takeaways:

  1. Be clear in what you’re offering. Subscribers should know exactly what emails they can expect from you. Don’t use vague phrases like “daily digest” or “newsletter” without explaining what’s in those emails.
  2. Give them the opportunity to choose. Not every subscriber wants every email. Let them customize the communication they get and you’ll build better relationships with them.
  3. Treat subscribers as friends. Be authentic to your brand voice, especially on unsubscribe pages or preference centers. Use what you do know about your subscribers to show them that you know and you care what they’re interested in.
  4. Surprise and delight. Just because you’re sad they clicked “unsubscribe” doesn’t mean the page they land on has to be. Make your unsubscribe/preferences page awesome and they might just decide to hang around for a little while.
"}],"type":"article","publish_date":1503810000000,"categories":[{"name":"Inspiration","slug":"inspiration"}],"secondaryAuthorText":"Host","primaryAuthorText":"Author","name":"Kait Cremer","authorBio":""}')},1668:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1589757949916,"content":[{"type":"text","content":""},{"type":"youtube","content":"

https://www.youtube.com/embed/VqI0Bn1MczM

","embed":"VqI0Bn1MczM"},{"type":"text","content":"

Cristina Gomez: I\'m Cristina, or @OHCRISTINA, if you want to tag me in anything while I\'m up here.

I\'m very excited to talk to you about emails today.

I\'m also very excited to be in Greenville because I\'m originally from Knoxville, even though I\'m living in New York City, and it\'s like three hours that way.

So while I may not be in my hometown, it\'s nice to be close by. There\'s also something about being a lot closer to a Cracker Barrel that does a lot to put me at ease.

So now that you know where I\'m from, let me tell you a little bit about what I do. For the past four years, I\'ve been working as the design director of Tattly temporary tattoos.

And then before that I was the art director of Kikkerland Design for about four and a half years. But I\'m not going to focus on that. That is just to say that I have a lot of experience working in-house and getting my hands on literally every aspect of a brand. For those of you that may not know what Tattly is, we are a designy temporary tattoo company founded by Tina Roth Eisenberg, AKA @swissmiss.

We work with professional artists and designers from all over the world to build our collection. And then with every Tattly you buy, the artist gets a portion of that sale. We\'re a small company, so as the design director, I get to be involved in all sorts of things, such as art directing our photography...

designing our wholesale catalog...

designing all of our packaging...

redesigning our website...

hand modeling...

I did have to hide under our couch to do that.

And designing our newsletter.

We send at least one newsletter a week, sometimes more, depending on if we\'re having a sale or we\'re just really excited about something.

Since I started at Tattly four years ago, I\'ve either been the one designing the newsletter, or at the very least art directing it. We\'re also really big MailChimp people, so you\'ll probably see Freddy pop up at the bottom of these a lot.

The newsletter\'s changed a lot over the years.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-here-s-your-discount-code/

","slug":"welcome-here-s-your-discount-code","email":{"screenshots":{"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"OL2019":true,"OUTLOOKCOM":true},"companies":[{"slug":"tattly","name":"Tattly"}],"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"content":"

Heard of Tattly? Their emails are just as good as their products. I love how they recommended a few products within this welcome email just to get you back to the site.

\\n

View the Live Email
\\n Edit on CodePen

\\n","accessibilityIssues":{},"hasHtml":true,"popularityScore":2,"categories":[{"slug":"arts-and-crafts","name":"Arts and Crafts"},{"slug":"discount","name":"Discount"},{"name":"Welcome","slug":"welcome"}],"slug":"welcome-here-s-your-discount-code","title":"Welcome! Here’s your discount code!","originalHeight":1937,"litmusApiData":true,"hasPrimaryImage":true,"publish_date":1470791126,"originalWidth":680,"litmusApiDate":1574818726608}},{"type":"text","content":"

This is our welcome email from 2016, which as you can see, is very different from the 2019 version I just showed.

When Tina started Tattly in 2011 she didn\'t plan on it becoming a real company. It was just this like a fun side project. So the emails were more about surprising and delighting. We didn\'t pay that much attention to what was being clicked on or what our open rates were. We just wanted to have fun with it.

But we\'ve grown up and we\'ve learned it\'s probably a good idea to keep track of those things. So we\'ve gotten a little smarter and we start paying attention. We A/B test now. See what works, and then we\'ve adjusted our emails over time. So I\'m going to briefly walk you through a few of our emails from over the years.

This is from 2012 and then this one you can see Tattly\'s really into puns. This is from our birthday sale in 2015. Again, more puns. I was not there for that one, but I cannot imagine how long it took to tattoo that guy. This is from the year that I started. 

One of my first tasks was to redesign the newsletter template that we used, and then I just kept making changes to it over time.

So I think this was probably from 2017, changing it some more, and then this is from when we redesigned the website in 2018. So it\'s changed a lot. And at this point is when I decided to just like take the newsletter template and just run with it. So I mess with it all the time now. 

Even as we change things, one of the main things we try to hold on to is the sense of joy that we\'ve become so well known for. One of my favorite ways that we do that is that we include a bunch of fun links to click on at the bottom of our emails.

We had taken them out for a little while because we were worried about it hurting the click-throughs to our site. But we realized that it was kind of like taking away some of the brand heart. So we just brought them back a little while ago, which makes me very happy. 

Our current newsletter template, like I said, really gives me a lot of room to play around with it. And I\'m very lucky that we\'re encouraged to experiment and play with the design of it.

So I\'m always looking at the trends to see how I can keep pushing our newsletter design while also trying to use as much live text as possible.

So... using some data from Really Good Emails along with my research. I\'m going to walk you through nine of the biggest email design trends from the past year.

I\'m going to tell you some of the pros and cons of each, and I\'m also going to show you how I\'ve used them in the Tattly newsletter.

So first up, wiggly blobs.

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Or as I like to refer to it, the Chobani effect.

Blobs are kind of a big deal in design right now. So of course they\'re working their way into emails as well. And I can\'t blame people for that. I think they\'re a great way to bring a lot of fun, color and playfulness into a newsletter.

Plus as a border, it like kind of helps break things up a bit out of the traditional grid or column. I love how they kind of box the text in the little shapes and then also use this little zigzag to kind of keep it from being just like a straight line divider. 

Or in this one by MindNode that illustration could have just been in a rectangle, but they put it in a blob, which in addition to making that image look like a thought bubble, adds some overall playfulness to the email while still looking like clean and professional. In general, I think there\'s like a really big overall shift in emails, trying to not feel like they\'re trapped in this 600-pixel wide rectangle. So details like that help. 

I\'ve also used blobs. This is a recent favorite of mine which I made for the launch of our new artist, Amber Vittoria.

I normally put our images in rectangles, but I\'ve secretly been waiting for the right moment to put our images in blobs.

I\'m not kidding. I wanted to do an email like this. Amber\'s work is very blobby, so it seemed like the right time to pull that out.

So in conclusion, the pros of blobs is that they\'re fun, trendy way to make your email more fun and playful. They can work well as dividers or frames for images and break your emails out of the box quite literally.

The downside is that it can feel very much like you\'re just jumping on a trend and can make your emails look like everything else out there as a result. And then maybe depending on your brand, they are too fun? This is not a problem for me personally, but maybe it is for you. I don\'t know. 

Number two, beige.

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Beige is everywhere. It does seem like more and more brands are incorporating it into their branding and their marketing. I feel like this one also goes a little hand in hand with the blobs because again, I feel like Chobani is a little bit to blame here.

Here\'s an example of them bringing that beige into their newsletter.

How nice. And again, also another example of an email not trying to feel very rectangular. But back to beige. I feel like beige historically has a bad reputation for being a boring color, but I feel like that\'s not the case anymore. I think it works well for a couple of reasons.

I think it feels modern and clean. I feel like a lot less techie startup brands seem to be using it lately. It works because it\'s not as stiff as an all-white email, but also not as like wild and crazy as a brightly colored background might be. It\'s like the perfect middle ground. It\'s fancy, yet approachable.

I also really like beige because it works nicely as a canvas for other bright colors. So you know how much designers love being told to make things pop. So the next time someone tells you that, consider putting it on beige. I use beige a lot, mostly because of this specific reason. It just really works well with a lot of different colors.Also, more blobs.

I use beige a lot also. in this newsletter we were featuring new designs by Kelsey Osei. We wanted to give the campaign the feeling of an old textbook. So we use beige as the background for the diorama inspired photos that we took. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-flamingo-and-black-widow/

","slug":"new-flamingo-and-black-widow","email":{"content":"","hasHtml":true,"submittedEmailId":"Hj3P1Ey8CDKGtph1vAK3","litmusApiDate":1580405939169,"hasPrimaryImage":true,"originalHeight":5575,"title":"New! Flamingo and Black Widow ","submitter":{"role":"None","slug":"mtthlbg"},"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-metacontenttype":true,"accessibility-htmllang":true,"accessibility-linktitle":true,"accessibility-justified":true,"accessibility-gif-detected-aad-dc--a-eb.gif":true,"accessibility-gif-detected-scented_eee-be-fbb-a-fbdcf.gif":true,"accessibility-heading-tags":true},"popularityScore":1,"screenshots":{"IPHONE8":true,"OL2019":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true},"categories":[{"slug":"newsletter","name":"Newsletter"},{"name":"Ecommerce","slug":"ecommerce"}],"slug":"new-flamingo-and-black-widow","litmusApiData":true,"companies":[{"slug":"tattly","name":"Tattly"}],"originalWidth":680,"publish_date":1579915365758,"author":{"slug":"mtthlbg","name":"Matt Helbig"}}},{"type":"text","content":"

The pros of beige. It can feel upscale, but approachable as well as having a nice, clean, natural feel. And it also works as a great canvas for bright colors. On the downside, I know I said earlier that beige isn\'t boring, but if it\'s the only color you use, it definitely can start to feel that way. So consider mixing it up every once in a while. Maybe try tan or olive. You choose. 

Number three, bigger, bolder type. They say bigger is better. Well, that\'s not always the case. A lot of emails have been using like really big attention-grabbing type at the top of their emails. And while it\'s eye-catching, depending on what you write, it could maybe be confusing. 

"},{"type":"collection","content":"

https://reallygoodemails.com/TeamRGE/collections/q9PifYkp6Z6G0IcWE6Lp/

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& Better","dateCreated":1572902358484,"firstPost":{"privatePostId":"ZJuExsvkVnk5hjthHMUE","email":{"originalWidth":680,"originalHeight":3036,"slug":"introducing-a-new-member-of-the-pack-wolvvs"},"dateAdded":1598926113250}}},{"type":"text","content":"

I feel like both of these emails are good examples of that. Like, I don\'t know what \\"Modern heist.\\" means or \\"Say bye. Get pie.\\", but then I like, look down here, I\'m like, Oh, $25 and delivery fee credit. No code required. Like, that\'s much more valuable to me.

Why didn\'t you tell me that sooner? It leaves me feeling a little bit like this.

In these examples, the type is large, but also is communicating something of a little more substance.

I am not a finance person, but I assume the example on the left is telling me something I would want to hear right at the top. And then on the right, it\'s communicating to me a sense of urgency. \\"Last Chance to Buy\\" is the kind of thing that will make me click on an email. 

We\'ve also been using big type at Tattly, especially when we have a sale. One of the things that we\'ve learned through all of our tracking is that we\'ve seen more success when we get straight to business with our sales emails. 

We usually show a nice photo at the top, instead of text. So we try to put all of the pertinent info right at the top of the email, very attention-grabbing. So the word \\"sale\\". What the discount is, how long it lasts, et cetera. 

The pro of big type, can get your point across very quickly and clearly, whether it\'s a sense of urgency or some very important financial information that you might understand if you\'re into that kind of thing. The downside is depending on what you write, it could be confusing. So just consider what words you\'re putting up there to make sure that it\'s saying something.

Overlapping blocks. This one I\'ve seen everywhere lately. What I mean when I say overlapping blocks is when there\'s a rectangle, and then on top of it you put another rectangle. The most common use of it is in this email where the background rectangle has some text on it and the foreground rectangle is a photo.

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As a design element, I find it to be really useful actually. It\'s really helpful when you want to like put some text ahead of an image, or like near an image, but you can\'t put the text on top of the image. So it kind of lets you combine them in like a nice pleasing design-y way. It also can again, help break things out of the box.

I know that that\'s not two rectangles, but work with me. It works well I think. That looks like a very fun Frappuccino on its extremely trendy blob background. Also side note, I worked at Starbucks for a few years. Frappuccinos are the least fun thing to make in that store.

Again people are trying to avoid having their emails feel too rigid or rectangular lately. So I find it a little funny that one of the ways we\'re trying to make things feel like less of a rectangle is by adding another rectangle.

I finally used this at Tattly when we were getting ready for our eighth birthday sale last year. The biggest sale we have every year. For the theme, we were playing with the idea of using a magic eight ball as our business consultant. To make the imagery work, we had to be able to put like a question ahead of the image.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/last-day-50-off-tattly-with-code-magic8/

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https://codepen.io/reallygoodemails/pen/KOMmNP

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Adding the rectangle helped kind of bring those elements together in a design-y way. And then to keep things consistent, I use that visual element throughout the rest of the email. And fun fact, Dr. Otto still lives on my desk and as a beloved member of team Tattly, or Dr Rr Otto MBA, MD, PhD business advisor at Tattly.

So in conclusion, the pros of overlapping blocks are that it can break up the space. It\'s also a good way of bringing type and images together. The downside is that it could maybe make things too busy if you go overboard with it. I didn\'t show any examples of that happening, but I\'m sure it\'s out there.

Transparent illustrations. These are also definitely popping up a lot more. Again, it ties into that overall trend of emails, trying to feel less rectangular and grid-like and opening them up. We don\'t want to be in a box.

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https://reallygoodemails.com/TeamRGE/collections/Kbj1vKeltUde9mWKaHNk/

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I\'m a fan because I like good illustrations in general. I think these illustrations also make things feel editorial and like in these examples, you see them being used in emails that are more about brand storytelling rather than trying to sell you something.

I also keep imagining how different that Hawthorne email would feel if it was like a photo of a guy with a head full of shampoo checking his phone rather than an illustration. And I\'d say that that illustration was the right move here. 

I also want to take a brief moment to call Aesop if you\'re not familiar with them. They are a very fancy skincare brand. Looking at this email made me realize, I don\'t think I\'ve ever seen a real person in any of their marketing photography. It\'s just illustrations like this, or photos of their nice packaging just lounging about in different environments. Like these are all different header images from like the last month or two of emails.

Just kind of weird. We\'re a much more photo-heavy brand at Tattly, so I don\'t do too much with this specific trend, but I try to use the illustrations we have in conjunction with our photos to, again, break things out of the box and make them more playful.

So in conclusion, the benefit of a transparent illustration is that it can feel very, editorial. Also breaks emails out of the box. The downside could be if your illustrations are bad, maybe this isn\'t for you.

On the opposite end of those nice transparent images, we have 3D images and GIFs. This is a product of our time. 3D animation is more and more common.

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So of course 3D images are showing up more as well, and of course they are. 3D images can be incredibly eye-catching and impressive, and it feels very modern and cool.

It\'s like going from Mewtwo Strikes Back to Mewtwo Strikes Back: Evolution. Although I\'m pretty nostalgic for the first version, so I\'m a little evenly split on this one.

3D GIFs are also popping up a lot more as well. I like how this one blends like a flat illustration, but with the 3d feel and it does a great job of capturing the chaotic essence of those little scooters. I\'m forever grateful that we don\'t have them in New York, cause that would be a nightmare. 

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This is a nice execution using photographs, but you may have noticed that it\'s only really big brands that are using this right now, since it\'s a lot more time consuming and expensive to create 3D images.

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https://reallygoodemails.com/emails/meet-arthur/

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So actually I have no examples of our emails to share. We run into this issue a lot at Tattly where people think we\'re a big company, but we\'re just nine people in a room trying our best.

So 3D images aren\'t really in our budget. So instead, here\'s a photo of some custom Tattly of 3D illustrations that we printed for The Wall Street Journal, a much bigger company than us, that could afford these images. And also a good time to mention that we do make custom tattoos. So talk to me. 

The pro. Looks very modern. They\'re impressive. They make you look like you have a lot of money. On the downside, they\'re expensive. So it might not be a practical approach for a lot of brands.

Number seven, circle bullet points, circular bullet points.

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It seems like brands are taking little icons that were trending before and putting them in circles. Ooh. This is pretty nice actually, because it can bring some unity to illustrative bullet points that might have looked a little more cluttered otherwise.

I think it\'s also a nice way to take what might\'ve been a very unexciting bulleted list and making it a little more approachable. This email is giving me a list of things to do and it feels somehow less stressful because of the little icons, although I think the little red triangle always stresses me out.

It doesn\'t just have to be spot illustrations. This is an email I just got from Prose over the weekend, and they use photos instead. And I thought it looked nice. The rest of the email also has like a ton of these other trends, but I just wanted to focus on that. 

Although. Tread with caution. I feel like sometimes bullet points can feel more cluttered. For example, in this email, I think the bulleted list is kind of hard to follow just in general.

I just don\'t think it\'s laid out super nicely. and then the numbers there also relate to the photo at the top. So like, depending on how you\'re looking at it, you have to scroll, like back and forth to know what\'s going on.

Which is kind of the opposite of how a bulleted list should make me feel? They could have like taken example from Prose and put the photos in the bullet points instead.

We don\'t use bullet points a lot, but in this email we kind of use them to help communicate a tiered discount that we were offering to our wholesale customers. And then also shout out to beige, blobs, and large type again. 

So pros. It\'s a clean way to introduce spot illustrations into your emails, and it\'s organized usually. And then on the downside, it can make your email look more cluttered, which is again, the literal opposite of what we\'re trying to achieve with these, so please proceed with caution.

Night mode. This is a big one. It just keeps getting bigger.

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Black and green were trending before, but ever since Gmail started supporting night mode, dark emails are popping up even more and in a lot of different ways. For example, so many brands use this in their Black Friday promos, which is a great play on words, and also a great way to make an email look very different from the rest.

So like, imagine only getting emails with a light background from a brand, and then suddenly the black one appears and you\'re like, Whoa, must be a sale. Better get on that.

Of course, black still feels very techie and expensive, so you still see it with a lot of brands when they\'re showcasing their latest gadgets. Like I immediately feel like these products are going to cost me hundreds of dollars just based on the visuals here.

It also works great for communicating literal nighttime, like on the email, on the left. And then I also really like the one on the right for showing off new black and white colorways for their product. And I feel like black emails can look serious, but this one manages to feel a lot more playful than in the previous examples.

And there\'s also a lot of emails showing up using not just black, but other dark colors such as navy and green, and also spot illustrations in bullet points. Very trendy.

We\'ve also embraced night mode. This is from when we launched our glow in the dark designs last year.

So obviously this was to give the whole newsletter a very nighttime feel and also make it feel different from our other launches. Cause it was like the first time we were doing glow in the dark. So I want it to be like, surprise, here\'s something new. and then I also had a lot of fun with this GIF of the photos changing from light to dark. And that is my hand in all of those pictures.

This newsletter is from last year\'s Tattly-wean campaign, which is when we use Tattly to make a ton of Halloween costumes and then force everyone in the office to take photos.

I was going with kind of a haunted portrait vibe, so I made the newsletter dark to give it a spooky feel. And I\'m just putting this GIF in here because I love it. And also fun fact, this girl here in the Midsommar costume is Elizabeth. She writes all of our newsletters. So, hi Elizabeth. I was dressed as a Sharknado, but I\'m not showing you that.

Pros of night mode, it can be a really good way to make a specific campaign feel very different from the rest of your emails. It can feel very techie and expensive, and it can also set a specific mood in a very effective way. And it\'s also easy on the eyes when you can\'t sleep and you\'re staring at your phone at 1:00 AM. On the downside, like beige, it can feel one-note if you use it too often. So think of this trend like a little black dress. You only save it for special occasions.

Number nine, plant accents or plantcents. Plants are a huge trend, not just in emails, but everywhere. So of course, that trend is making its way into emails, especially in the photography realm.

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Plus people love the outdoors - well, most people love the outdoors. \uD83C\uDF35\uD83C\uDF32\uD83C\uDF33\uD83C\uDF3F","totalPosts":80}},{"type":"text","content":"

So like having the added plants in these images, I feel like immediately makes these shots a lot more aspirational.

And dare I say, a little happier. I don\'t know if you\'re familiar with The Sill, but you might know their motto. It\'s \\"Plants Make People Happy\xae\\". If you\'re not familiar with them, you should. They will ship plants to your door. 

And it\'s true. Plants do make people happy. We even have a plant shrine in our office. It makes us very happy and we use it a lot for photos.

Plants can also help communicate a very, natural, sustainable feel. For example, nothing in this email says anything about what this product is, but because of the added plant imagery, I can probably assume that this is some very nice eco-friendly toilet paper that Smiles Davis just ordered. Although I hope he ordered more than one roll, cause that would be silly.

Naturally we use plants in our photography all the time. That\'s the plant shrine again. This year we even launched some new plant Tattly with illustrator, Claudia Pearson. So of course we included a lot of plant imagery in the campaign.

We even featured the founder of The Sill, Eliza Blank in our email series, highlighting small businesses that we love.

So the pros of plants, it can make you happier because plants make people happy. Plants can also make your photos look more aspirational or bring in a nice element of color, and they can also help communicate sustainability. On the downside, maybe plants don\'t make you happy, but also I would maybe ask yourself to examine why you feel that way.

Before we move on, you\'re probably like, wow, that was sure a lot of like nice, trendy emails. But should I try to use any of these in my marketing?

And to that I say, sure. If you have a very rigid newsletter template, see if you can try incorporating some of these trends in a small way. Maybe throw in a blob, maybe try a plant. And of course, I think the most important takeaway is that you make sure you actually have a reason to use a trend and you\'re not just using it to be trendy.

So don\'t force something if it\'s not working. Make sure it fits your brand or what you\'re trying to communicate. And you too will have a Really Good Email. 

And then of course, in memoriam, I\'d like to take a moment to remember a few of the trends we\'ve lost along the way.

I was going to play some music here, but I found out that Keynote won\'t let you play a song across multiple slides. So just pick your favorite sappy song and like imagine it running through your head right now.

Adi\xf3s gradients. We will miss your smooth transition from one color to another.

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Goodbye diagonals. Hello, wavy blobs. Straight lines are for squares.

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A light goodbye to neon green as we learned that other colors can exist on a black background. 

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That\'s all. If you want to keep up with Tattly\'s emails, you can sign up on our website tattly.com when this pop up appears or there\'s a spot to sign up in the footer as well, and you get a discount when you sign up as it very clearly states.

If you want to follow me, I\'m on most social media platforms AKA Twitter and Instagram at @OHCRISTINA, although it\'s mostly just stuff relating to my hobbies and not my design work, just FYI.

Also if you want to ask me any questions or just say hi, don\'t hesitate to come up and talk to me. I\'m nice. I like making friends and that\'s all.

Thank you and enjoy the rest of the conference.

"}],"description":"

From blobs to transparent illustrations, Tattly\'s Design Director explores the top email design trends from 2019.

","originalWidth":2400,"categories":[{"name":"UNSPAM","slug":"unspam"}],"authorSlug":"ohcristina","publish_date":1589752368039,"hasPrimaryImage":true,"title":"9 of the Biggest Email Design Trends From the Past Year","type":"article","slug":"9-of-the-biggest-email-design-trends-from-the-past-year","isDraft":false,"originalHeight":1200,"name":"Cristina Gomez","authorBio":""}')},77560:function(ep){"use strict";ep.exports=JSON.parse('{"eventButtonText":"Register for $10","type":"class","partnerSlug":"iterable","partnerSlugText":"Subsidized by our friends at ","classDate":1597809600000,"originalWidth":2160,"slug":"a-3-step-plan","publish_date":1597416049482,"originalHeight":1080,"content":[{"type":"text","content":"

When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible.

Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences. This is where Iterable can help!

In this class, experts from the Iterable team will dive deep into all things data feeds between your ESP and outside sources. By mastering data feeds, you’ll be able to send time-sensitive content at the perfect moment for each customer.

You’ll learn how to:

  • Use data feeds to personalize campaigns, like active offers and blog newsletters
  • Differentiate public and managed data feeds and how to leverage them
  • Create individualized email templates using Iterable’s handlebars logic

Who should come?

B2C marketers that focus on customer lifecycle / retention / CRM

Email, mobile and cross-channel strategists

Verticals: retail/e-commerce, subscription services, media & entertainment, food & beverage, travel, consumer tech

Enterprise businesses looking to replace a legacy marketing cloud

People looking to see what Iterable is capable of

Who should maybe skip this one?

B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch

Note:

This class is part 2 in a 3-part series. While you\'re encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3!

Alyssa Jarrett is Head of Brand & Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray.

Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She\'s been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren\'t already). You can unsubscribe from either or both at any time.

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How to make email that your recipients can access and understand regardless of disabilities.

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Timothy: Hi, I\'m Timothy Buck talking about why accessible email matters. A little bit about me - This is me and my wife, Alyssa, she\'s an artist in San Francisco.

I\'m a product manager, as my day job, also a podcaster and writer, and you can find my podcast at accessible.fm if you\'re interested. 

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With that, let\'s jump into what is accessible email. Can I get a couple of people to raise your hands and share what you think accessible email is? Anybody?

Audience: Email that can be used by people who need to use a screen reader. 

Timothy: That\'s right. I think there was another hand behind her. 

Audience: People who are colorblind. People who have situational reasons for why they may need accessibility. 

Timothy: Right, yeah, that\'s good. I\'m going to share my definition of it. This is a combination from a bunch of different things, so I can\'t claim this as purely mine, but I\'ve just pulled it together from different definitions that I found over the years. Accessible email is an email that your recipients can access and understand.

That sounds super broad, but it\'s true. Accessible email is an email that your recipients can access and understand, and that is foundational for whatever you\'re trying to do. Whether you\'re trying to sell something, or you need them to know something for a legal reason, or whatever you\'re doing, you need them to be able to access it and understand it, whomever your recipient happens to be. If you don\'t get that right, you\'re not going to have success. I\'m going to add one more bit to this, which is, regardless of disabilities.

So, accessible email is an email that your recipients can access and understand, regardless of disabilities. This is where most people focus, as you can see since many of the answers were around specific disabilities. That is a really important part of making email accessible, but accessible email is broader than that. It\'s more foundational than that. It is making sure your email works for every person and in every situation that they may be in. If you can do that, then you will find more success.

So, how many people need accessible emails? Here are some stats, although these are ten years old from the Census Bureau. This will get updated when the next census happens. However, there were 8 million Americans with vision impairment, 15 million with cognitive impairment, and 7 million with some hearing impairment. The World Health Organization recently studied how many people in the world have vision impairment. I don\'t understand how they came up with this number, that seems high to me, but that\'s what they came up with, that 2.2 billion people have some vision impairment in the world. That\'s a fourth of the world. If that\'s true, we should be taking that into account when sending emails to people. However, to answer my main question, how many people need accessible email, the answer is 100% of the recipients.

That may sound sort of flippant to an extent, but it\'s true. All of them need accessible email because when we go back to that definition, accessible email is an email that your recipients can access and understand. Without that, the purpose of your email is gone. Whatever you\'re trying to do becomes useless if they can\'t access and understand it. 

I wanted to add this note here, that designing for everyone, actually makes your email better for everyone. You\'ll see that as a trend in the things that I explain throughout the rest of this presentation. I\'m going to give a lot of concrete examples of what you can do to make your email more accessible, and for many of those, there will be other impacts. Doing this good thing for a smaller population of your recipients is good for them, but it also ends up being good for everybody. Making your email accessible is good design; it\'s just a well-designed email. 

So, what can you do about it? What can you do to make your email accessible? You can do many things, and I\'m going to talk about those in just one second. However, I think there\'s one more point I want to make before that, which will help you understand how I\'ve structured how I\'m talking through the different things you can do. We need to talk about the categories of different types of impairments that people may have. 

They have visual impairments. We saw that in the numbers. Many people have different types of visual impairments, and that\'s a spectrum. Some people are fully blind, some people are colorblind, some wear glasses, and there are people in all these different parts of the spectrum. There are many kinds of visual impairments, and all of them matter. We have the same thing with cognitive impairment. This could be very young users, this could be very old users, this could be people who have some mental illness, but they still need to use email. Then we have people with motor impairments who have difficulty with the ability to move their hands, their body, or whatever they\'re doing to control the computer that you\'re using.

Sometimes it can be more challenging for individual users to do certain things with their email, and we should keep that in mind. Lastly, hearing, much like visual, there is a spectrum of people with different hearing abilities, and all of them matter. Like the woman mentioned in the back, when we think of accessibility, we often think of these types of impairments, and that\'s how I\'m going to talk through it because it\'s real, and it\'s the best way to categorize this type of work. However, there are also situational impairments, so there may be, let\'s say motor, there may not be that many people in your user base who have that specific impairment, but, if somebody has a broken arm, or they\'re holding their child, or whatever it may be, it can be more difficult for them to use their phone or their computer. They also may be in a noisy room, and hearing the audio in your email can be difficult for each of these situational reasons. A person who may be fully capable would need a more accessible email in these situations. 

So, again, many people make decisions about investing in accessibility, based on the percentage of their population they think has each of these impairments, but it\'s much broader than that. Now, I\'m going to go through them in that order, and we will talk first about visual impairments. What specific things can you do with your email to make it more accessible to people with visual impairments?

One is to start with a clear hierarchy. This is basic design, you all know this, but it\'s important for people with visual impairments. Here\'s an email I got from the Really Good Email site, which gives an example. I think this is from Bureau. At the top, the first thing you\'re supposed to read is the part in big black letters. The next thing you see is that it has a yellow background with a larger font size. If you go to the paragraph, it is in smaller text, but the most important information in that paragraph is bolded. This is a way, with clear hierarchy, to understand what you\'re supposed to look at. 

From a technical perspective, I\'m going to talk about the code for just one second here. Some things are really important for people who use screen readers, and that is using semantic elements. I know some people out here are probably still using tables to lay things out, but if you can switch to using semantic elements like an H1 for the header, an H2 for the secondary header, and a P for the paragraph. This makes it much easier for people who use screen readers to understand what\'s in your email. For some of you, you may not know what a screen reader is, but it just does what it sounds like. It reads the screen for people who are completely blind or almost completely blind. They use a screen reader that reads what\'s on the screen to them, and they can hear it, they can click forward, and it will first read them the header, in this case, \\"Here\'s some need to know information.\\" Then, they hit next, and it\'ll say that next piece of information. However, if you use a table or don\'t have it organized in a hierarchically correct way, it\'ll read them out of order, and that will make absolutely no sense to that user. They will be completely confused because your email is not communicating with them. 

So not only is using a clear hierarchy good for everybody, it\'s good for people who use screen readers, and that\'s important. Another thing you can do if you are using tables is that you can use this roll presentation, and it tells the screen reader, \\"Hey, this isn\'t an actual table that\'s being used to display tabular information. Instead, it\'s being used to lay something out\\". It tells the screen reader that it is a presentation table, and the screen reader will do its best to read it in the way that it thinks is correct. That makes it a lot better for those users, so if you are still using tables, please use role presentation as it is better for people using screen readers. 

Next for people with visual impairments, check contrast, and size. Again, this is good for everybody. If you have clear contrast it\'s good for everybody, it\'s easier to read, and it\'s easier to understand. Using font sizes under 14 px is not good. The average phone user out there moves their font size up on their phone because it\'s easier to read and understand. We should be using larger font sizes so those people can understand and can actually access the emails that you\'re making. The same thing with contrast, contrast is the color difference between the foreground and background. Right here, we have black text on a white background, which is very contrasting. If you look over to the visual impairments part of the slide, that\'s black text on a blue background, which provides less contrast making it harder for certain people to read.

There are excellent tools to check this, so you don\'t have to know what this is, you can go to Web Accessibility in Mind. They have a free contrast checker and a bunch of information here. You can also Google free contrast checker, there are hundreds of them, and they give you a grade ranking of like, A, B, so on, so you\'ll know how much contrast you have. 

Next, this is for the colorblind users out there: don\'t use color as the only way to communicate, as that is something colorblind users won\'t understand. They won\'t see it. There\'s a bunch of different types of colorblindness. It\'s not just red and green, so you can\'t decide if it\'s red and green. Yes, color is essential for communicating to a large portion of your audience, but if, for example, you have a paragraph of text and it has a link in it, don\'t only have the link be a different color, because some users may not see. The link has to be underlined or have some other indication that it\'s a link. You should also take that same concept and apply it to anything you\'re communicating. If you\'re communicating only through color, then part of your audience won\'t know what you\'re trying to say. 

Next, provide alt text (alt tags) for important images. Alt text stands for alternative text. For people who are blind, they\'re using a screen reader. This used to be a huge problem as the screen reader would only read the file\'s name. For example, it would say, \\"IMG underscore 1234 dot JPG,\\" which communicates nothing to the users. Since then, in email, in particular, screen readers skip images. They don\'t say anything about it. If something in your image is important for the user to know, you need to have alt text. Alt-text is a little tag that describes what\'s in the picture. You can put whatever text you want in there, but what\'s important is that you don\'t say \\"person\\" because that still communicates nothing. You have to describe what the image is supposed to be communicating to the user so that they understand it. It can be a sentence. It can be three words, as long as whatever the image is supposed to be is communicated to the user. 

Next, always use clear link text. Again, this is true for every user product. If it says \\"click here,\\" that is bad for screen reader users as they don\'t know where they\'re going. The way it\'s described with the screen reader makes this a little bit confusing to them. So, instead, tell them what you\'re trying to get them to do. This is, again, good for every user but particularly good for screen reader users.

Then, I\'m going to say this after each section, but you need to test your emails. When you\'re going to send an email, you QA the email so that it is doing what it\'s supposed to be doing, and the people see it the way you want it to look for your different email clients. However, if you are implementing accessibility, you should check-in and make sure that it\'s working. You can\'t just do it once and forget about it. You need to make sure it\'s continuing to work for those users. 

My last point here is to ask for feedback. Again, you know this, because feedback is how you become better. It\'s important to ask for feedback. If you can find users of yours that have a visual impairment, ask them how you\'re doing. In your general feedback form, you can also make an option to give feedback on accessibility, so that those people can provide feedback and you can organize it, so you know why they were providing that specific type of feedback. 

Next, we\'ll talk about cognitive impairment. The rest of these are going to be a little bit shorter because in email, maybe not with AMP because once AMP comes around, there will be more that you need to keep in mind. However, with regular HTML email, you can do fewer things for these other people groups.

For cognitive impairment, check their reading level of what you\'ve written. You can write something in a way that is confusing to users who are not like you. For instance, you understand your product well and what you\'re working on well, but you\'re on the inside so that is super clear to you. However, if you can check the reading level and make sure that it\'s written in a clear, easy to understand way, it will be better for all of your users, but it will especially be better for users who have cognitive impairments. 

There are things like readable.com, which I think is paid. There are probably others, and you can Google \\"reading level checker.\\" They grade the reading level and tell you if this is a master\'s level, college level, high school level, eighth-grade level, fifth-grade level. It\'s common practice to assume that if you\'re under eighth-grade level or around that, then you\'re probably okay. This is especially important if you work in something like finance or something like that, as the topic is more complicated. It may be harder for you to write in a way that can be understood.

I think it\'s important to at least check. If you can look at it and use one of these checkers to see \\"oh, I\'m writing at a Ph.D. level.\\" That is not good because many of your users do not understand what you\'re trying to say. Again, this is also bad for everybody. This is bad for all of your users because it\'s harder for them to understand what you\'re trying to communicate, and they\'re less likely to read it. They\'re less likely to pay attention to it because it takes more work. So, if you can simplify your language, it\'s better for everybody. 

You also need a clear call to action in your email. Again, this is basic email design. You all know this, but I\'m repeating it because it\'s particularly important for people with cognitive impairments. If you have a call to action that is very, very clear, it tells them what you want them to do and how to do it, then they\'re more likely to use it. They\'re more likely to understand it, and your email is going to be more successful. 

Lastly, make sure you continue to test. You need to use those reading level checkers on every email you write to see what your scores are and make sure that your call to actions are good on every email you write. It would be best if you also asked people for feedback. Cognitive impairment sometimes gets a bad name, and people feel like it\'s demeaning somehow, but there are people all along the spectrum that need to use your emails.

Again, the cognitive impairment doesn\'t have to be a mental illness of any sort; there are many different reasons why they may not understand what you\'re saying. It\'s great to talk to really new email users who are young or speak to the oldest users of your products, who aren\'t as used to using technology. Those are really important people groups to make sure they understand it because if you write it in a way that works for them, it will be a better email for everybody.

Moving on to motor impairments. Firstly, build a large button and link tap areas. Again, examples of motor impairments can be if you\'re holding a kid, you have a broken arm, or you\'re holding your phone, and you\'re trying to do this, but the tap area is a tiny button, you\'re going to miss it. You\'re going to get annoyed, and you\'re going to give up. You\'re going to try to hit it and hit the wrong thing. It\'s going to be frustrating. It\'s terrible for users no matter what, especially if this is an impairment that they have all the time.

It can also affect somebody who has a situational impairment, and it\'s better if you have big, easy-to-click buttons. Links are an example where often people will put links in a paragraph, it\'ll be a word, and the next word is a different link, but they\'re right beside each other. That makes it hard to tap the correct link, and you could easily click the wrong one.

Again, if there\'s anything you can do not to do that, avoid it. Please don\'t do it, so it\'s clear where they have to click, and then they don\'t tap or click the wrong area. Again, and I\'m repeating this because it\'s important.

Lastly, you need to test these things and ask people for feedback.

Moving on to hearing impairment. This one may be a little bit less applicable for many of you, but there are videos and audio sent over email, as well as links in your emails. Keep them in mind because if your call to action is to watch this video and click the link and they can\'t hear the video, that is not good for your user. It\'s bad user experience.

To help with this, provide audio transcription. If you have audio-only content, you need to give a transcription under it. This is basic. You can use something like Descript, which is what I use for my podcast. One option is for you to use their auto transcriber, and the computer tries to transcribe it and gets it 90% correct. Some parts of it are going to be way off and funny.

Ideally, you\'ll go through and fix that in their tool, which they give you the ability to do. That\'s a cheap option, something like a penny per minute. You can also pay about $1 per minute (that seems to be the average) on all the different sites out there to transcribe whatever your audio is. If you have a 5-minute video, that\'s nothing, and if you have an hour-long video, that\'s still only $60. Your company can spend 60 bucks on transcribing audio.

Another important thing is captions for your videos and captions are good for everybody. People like watching Netflix with captions, I know I do. It\'s nice because if something happens and it\'s loud, it\'s nice to be able to continue to understand what\'s going on. They\'re just a nice additional affordance for people to consume that content. Descript can also be used to create captions for your videos.

The way this works is that once you have a transcription of the video, pretty much every video player can upload a transcription file. I know YouTube and Vimeo do; basically, everybody has this option. You upload the file, and that file says \\"at this second in the video, this is the text that should be on the screen,\\" and so it will put the text up there if they turn on closed captioning. Again, the expense for this is about $1 per minute and that dollar per minute is paying somebody there to listen to it and make sure the transcription is correct. That transcription will be very accurate, about 99% accurate, and it will be an excellent experience for those users.

Lastly, you need to make sure you test and then ask for feedback. 

The call to action is for everybody here, in all the millions and millions of emails that you all are sending, is that you make them in a way that your recipients can access and understand,

regardless of any disabilities, they may have.

You can find me, say hi afterward. That\'s it. Any questions?

Audience: If there\'s an image and text, what\'s the best way to do the alt tag?

Timothy: I would say I don\'t add an alt tag if the image isn\'t providing new information. If the alt text would be a repeat of the header, then that\'s a waste because now the person listening to it will hear, for example, \'we have 10% off\\", but that\'s just duplicating, so it\'s not useful. It would be best if you didn\'t use an alt tag in that situation. However, if it is separate information that will be different and interesting to the listener, then describe it. 

Audience: Is it OK to put alt tags on design elements like horizontal rules? 

Timothy: I don\'t think that\'s incredibly valuable. You could use it as a way to say there\'s a new section. That can be valuable, and I guess it depends on the situation.

Audience: Should we use non-printing spaces to prevent widows? Does that impact screen readers? 

Timothy: I don\'t believe it does. I think screen readers are not going to mention spaces, so I think that should be fine.

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Jen: I'm Jen Capstraw, president and co-founder of Women of Email. If you're not familiar with us, we're a 501c3 nonprofit association for women whose careers touch the email marketing niche. Many of you are here right now, any members here? We have stickers in the back and we're going to take a group picture at the very beginning of the lunch break in front of the \\\"step and repeat\\\" so please join us for that. Also, we want to give a special shout out to our friend John Harmer. He's a product manager at Google. A lot of this content and a lot of these insights came directly from him. However, he couldn't join us here today, so he has permitted us to share this with you. 

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So what are we going to be talking about today? So the first thing we're going to do is to bring some context to the history of email, and where AMP fits into that. Then, we're going to explain what is AMP for email, as there does seem to be some confusion among some folks who are a little bit less technical. Then, we've got some cool examples of AMP in action. We're excited about AMP. We're freakishly excited about AMP, that's no surprise, and that's why we're up here talking about it. So, we're going to explain why we're so excited and what we think it means for the future of email, but also we hear many concerns, not everyone is as stoked as we are. So, we're going to address those concerns as well. We can debunk some of them, some of them are very valid, and then we're going to talk about what you can do now if you're interested in AMP for email. 

All right, so join us in our time machine. All right, there was a little hint about this guy in yesterday's presentation, but this guy, Gary, we can't figure out how to pronounce his last name. Maybe \\\"The-uk\\\" or \\\"Thirk\\\".

April: I think it's Turk. 

Jen: He is my LinkedIn connection, I did send him a connection, and he accepted, so we are very close friends now. He sent the world's first email marketing message in 1978 to 400 people. It produced $13 million in computer equipment sales.

April: Gangbuster RP, right? 

Jen: Right from the get-go, our ROI was unmatched. Then, fast forward to 1996, Hotmail was introduced. Notice the HTML is capitalized in Hotmail. So before Hotmail was introduced, the only folks who had email were people who were using it for work or you had a dial-up connection at home, and you were using your ISP. Hotmail was the great democratizer, we all had access to email, and that's really when email marketing as we know it today was born. Now I dug back into my old Yahoo account, which I got after my Hotmail account, to 2006. This is the oldest email marketing message I could find that still had live image links. Thank you for never turning off that's server. So that's what email looked like in 2006, and this is what it looks like today. So you can see, we've advanced a little bit right. The original one seems a little bit like a website and a flyer smooshed together. We've made some advances, and I can scroll down show you what the rest of this message looks like. Pretty simple, straightforward.

So we've had a lot of advances in email since 1996, since 2006. Mobile technology has driven us forward over the last, say like 7-8 years. We've got technology that enables cool automation and personalization. We see some experimentation with interactive email and kinetic email, but here's where the fonts go completely wonky, and you can't even see what they say. You will get a copy of this, and you'll see exactly what it says, but it essentially talks about how far have we've come. 

Are we using all of these innovations all the time? No, in many ways, our email strategies are kind of the same.

April: It's been different when you look at what's happened with the web and mobile apps, or what we traditionally think as mobile apps. Here is the shiny thing that I want us all to keep in mind, and that is that email is the universal mobile app. We don't typically think about it that way, but it's preloaded on your smartphone, all you have to do is enter your credentials, and all of the nice emails come flowing through. We are actually app managers or app developers here, and we have a ton of users, so the adoption is there. Many app creators have a situation where they don't have enough people using their apps or engaging with their apps. We have 3.8 billion email users. Yeah, and almost 300 million emails are sent daily, which my company sends 40% of those. 

We don't have this issue where we don't have people in our app using our app; they are using our app, called email. The other thing that has plagued traditional mobile apps, not the email app, but conventional mobile apps, is that many of them are used only once, and then they're deleted off the device when the activity goes away. Someone will decide, \\\"I don't use this app anymore,\\\" and they delete it off their phone. No one's deleting their email app, people are checking email, and the app remains on the device. I wanted to kind of give that mind shift to all of us that we're more elevated than we think.

Jen: Does anyone remember when Gmail introduced tabs and email died? It was rapture. Yes, everyone was freaking out, but then Gmail introduced GridView. If you were around as an email marketer in 2014, you were probably interested in this and played around with it. I was. GridView was a way for our promotional emails, in that tab, to look very visual. It was exciting that Gmail was giving us some love because we are convinced that all of the email clients, all the ESPs hate our guts. This made us think, well, they're interested in us. However, GridView was kind of wonky, and it never came out of beta. It never looked this good. No one ever quite got it right, and it was not easy to adopt. Because of that, it died just as quickly as it was born. It died in 2015 and lasted less than a year. 

The following year, I wrote an article about it for MediaPost titled, \\\"Why GridView is Good For Us Even Though It's Dead,\\\" and I want to highlight some of the points I made there. First of all, it was evidence that Gmail cared about promotional messages. Gmail users care about our promotional messages, and that's why Google is caring about promotional messages; the connection has been made. Even though this has gone away, I thought something good will happen when it comes to Gmail and possibly other email clients, and we should be optimistic about that. What it is, I wasn't sure, but it was clear to me that Google has a sincere interest in delivering email users the most useful experience possible. Commercial messages are part of that, and Google takes their time figuring out what that is, and our years later, y'all, AMP is it. 

April: It's the micro apps, were micro app developers. It’s AMP.

Jen: It is. If you're unfamiliar with AMP for email, you want to know what it is? People tend to get it confused with AMP or accelerated mobile pages, and folks get it confused with AMPscript. Salesforce's Marketing Cloud AMPscript has absolutely nothing to do with AMP for email. That's just a proprietary coding language. It's irrelevant. AMP, accelerated mobile pages, was introduced in 2016, and it was a stripped-down HTML framework to help content load fast on mobile devices. AMP has expanded into a much larger framework that includes AMP for email, making things like this possible. It just launched last year, and this is an actual AMP message. What's going on here is it's a calculator. You click on what you want to finance, you pop in how much money you're looking to finance, and it gives you instant calculations based on that. This is cool, right? AMP for email brings engaging experiences to email, up to date information can be called at the moment of open, and you can interact and take action on those emails. By the way, this particular example that Google was lovely enough to share with us more than doubled the click rate on here. Engagement spikes when you have excellent use cases for AMP for email.

April: There are quite a few email clients that support AMP for email today. There is this idea that Gmail is hoarding the knowledge, and we don't trust them, but they've opened the conversation with their competitor. We have Mail.Ru, Outlook, which includes Live and Hotmail. There is also MSN (but it excludes the desktop client, although that will probably follow at some point) and then Yahoo and the domains that they have, which those are coming soon. Gmail has opened a dialog. They want to see standardization happen across the various environments because they want this to be used by everyone, not just at Gmail. I think that kind of hints to us that maybe we might want to trust them on this. 

Jen: This is revolutionary. These are direct competitors working with one another. We've never seen anything like that in our industry before. 

April: We also have quite a few email solutions that support AMP for email. I said I work for Sparkpost, and we send 40% of the world's email. We also have all these other providers thrown in there. We're halfway there to the volume of email happening daily is enabled via these solutions. Technology providers are starting to catch on that this is something that people want. They're starting to get this built into their platforms, and I know several others are in the works with it. I think Salesforce is considering it.

Jen: That's top-secret information you didn't hear it here.

April: We don't know anything.

Jen: Also, there's much concern that AMP is tough to do. It's another coding language, and that's true for very sophisticated use cases, but there are email building solutions with cool WYSIWYG that already exist with drag and drop AMP functionality. You can use Stripo right now to build AMP emails. BEE Editor, they're also going to have it very, very soon. I'm not familiar with Express Pigeon, but the good folks at Google say they've got it as well. Is anyone using Express Pigeon? 

Okay, you haven't heard of it either. It's not just me, but I'm going to check them out. 

Are you ready for some hella cool examples of AMP for email in action? **cheering**

I love this conference, I know.

April: They’re your people.

This is the one example that probably a lot of you have already experienced firsthand. Once upon a time, you created a Google Doc, and when somebody commented on it, you got an email, and the call to action would drive you back to Google Docs, and you could see the comment, or the comment with your name tagged, you would be driven back to Google Docs to look at it. Now, those comments are in-line right inside of Gmail, or any of those other solutions that support AMP for email, and you can reply. What's interesting is this decreased visits to the Docs application, but they considered it a good thing that wasn't a KPI for success in this context. As AMP applications become more widespread, your success metrics might change. Here's an example of AMP for Email Accordion, and I have to shout out to Eric Lepetit. I don't know if any of you know him, but his team developed this. What I love about this email is we try to say let's not make emails too heavy, let's not make people scroll too much, and they've built out this accordion feature whereas you're scrolling, you can tap to continue to load the images and expand this email as you go. Also, the word from the Google team is that this email performed very, very well. They had a high number of people that scrolled through the whole email, and they were able to tap the accordion buttons all the way down, so super high engagement. I think there were good sales from it too. 

Jen: This is one of those drag and drop functions that you can use right in one of those WYSIWYG editors right now. Also, important to note that this is a different MIME type. Currently, we send a text version and an HTML version, and this is the third one. Now there's three, and there's also the AMP version. The beauty of this is very different from an interactive email where you have to create that graceful degradation. It's challenging to do with AMP if there is no AMP support within the email client that's being used by your subscriber, it's going to fall back to HTML automatically. This is another one of those really easy WYSIWYG type functions; it's the carousel. We're all familiar with these; we see these on websites all the time, so it's an intuitive thing, people know that we can just click and we're going to see more images. Your HTML backup can be whatever you want it to be, either one of those images or all of those images, it's up to you. 

April: This is an example that many have probably seen, Seth Weisfeld at Pinterest. He created this email and basically what it does is it allows you to see your email, which was highly personal and dynamic by the way, and you can go into the email, and instead of having to go into Pinterest to add things to your pinboard there, you can do that right from the email. Seth and his team were early adopters of this, and we think this example still shines as a really good one. 

Then LendingTree, I love this one, and it would have been terrific when I was in financial services. It's a \\\"choose your adventure kind of thing.\\\" It's a quiz built right into the email where it's asking if you're trying to buy a home, or you're currently a homeowner, or you want to refinance. Then, based on how you answer the question, it might ask you more questions after that or give you a recommendation on screen. It's this kind of dynamic profiling that happens right within the email that's exciting. 

Jen: Order confirmation. People are always referring back to order confirmation emails, and we've been able to use solutions like movable ink and open-time personalization, where an image changes to give you an update on an order status, but this enables live text in real-time. So, at the moment of open, you can know the status of your order. 

April: Then, this is a great abandoned cart example where they're sending the follow-up, but then they have the product details right within the email. Being able to give your consumers an idea of the closer look and the more detailed views to help them decide to convert. Also, you can convert right within the email. Now, email is not a secure communication channel, and no, and they will not be entering credit card information into a form in the email. However, if they have their profile set up where it can submit back to the profile that's hosting the credit card behind a secure login, it's just very seamless, easy, one-click ordering that's enabled by this. This particular example increased sales by 30% for Ecwid, and Google told us that they had another partner that they worked with on a similar strategy that saw about an 80% lift in conversions, using this type of strategy. 

Jen: Could you imagine a single email changing your sales on that level? Superheroes!

April: Gangbuster.

Jen: All right, so we were brainstorming what else you could do with AMP, and these are some of the ideas that we came up with over the course of about two minutes. We don't have time to talk through all of them, but we're going to highlight a few. Firstly, unsubscribes and opt down. This is an idea that every single one of your brands can use. If you click on unsubscribe, and it says, \\\"Hey, we can unsubscribe you from everything, or maybe you just want these few categories.\\\" Then, there's a chance to retain them and give them control over their communication relationship with you. If that's happening right within the email client, there's a higher chance for you to retain, keep them on the list, and keep them happy with your brand. 

April: For those of you following GDPR and CCPA, if you have customers receiving transactional emails from you, but you don't have permission to mail them anything promotional, then put a sign up in your transactional messages. You can have a form right there within the email to collect their permission on the spot without them ever having to leave the inbox. 

Jen: Next, progressive profiling. Marketers complain all the time, \\\"I don't have the data I need for segmentation and personalization.\\\" It can be a part of your onboarding campaign, make it easy to figure out your basic criteria for simple segmentation. Let us know what products you're interested in, let us know who you are, your location, boom, boom, boom. All of that can happen right within the email client.

April: I'm a big fan of the idea of user-generated personalization. If you show a t-shirt within the email, maybe they want to see handbags, giving them the ability to kind of toggle and see different things would be really interesting, similar to the LendingTree example. Let them choose their own adventure. I think this would be so empowering to consumers. 

Jen: As you can tell, we're pretty amped for AMP y'all.

April: We’re stoked, so stoked.

Getting to the frothy layer of being a strategist, here's why I'm most excited about AMP. It's going to change the way we think about the email conversion funnel. This is a very simplified funnel, I get it, but every touchpoint within the funnel is an opportunity for your subscribers to either move forward or to fall out. AMP's idea is that clicks and conversions will combine, and they're going to flatten, causing this conversion funnel to collapse a bit. We're going to reduce that friction, and we're going to have a tighter conversion funnel that will, as the use cases that we shared showed, actually drive more engagement and conversion. I think this is probably the single biggest reason why I'm excited about AMP. That frictionless, getting them right to what they want to buy or do. 

Jen: So April, would you like to know the single reason that I'm most excited for AMP?

April: I'm so ready for this. 

Jen: Would you like to know?

Crowd: Yes

Jen: Movement toward email client standardization. Can I get an amen?

This is what drives us most crazy as email marketers. Our good friends at Email on Acid provided us with some fun screenshots of the pain that we all endure. There are approximately 1.6 bajillion different email clients out there; they all render differently. Standards exist for browsers, but they don't exist for email, and that's why we're using solutions like Email on Acid to see how they look. 

We're going through, \\\"oh, let's see how my creative looks, oh it looks good\\\" and \\\"this Gmail application for Android or iOS.\\\" Then, you see this. We have this crazy background image that popped out, it's all wonky, the width is wrong, and there is a broken image link.

April: So much, FML. 

Jen: Exactly. We have all experienced this, and it is maddening. This is what makes email hard. We are all big-time problem solvers, and it's complicated. Now, imagine it looked the same in every email client, and that's what's happening as those amp MIME types are becoming supported by email clients. It seems the same everywhere. It functions the same everywhere. Is it going to get harder before it gets easier? Yes, it will be, until we have that full adoption, which we're feeling confident might happen because of the amount of progress we've seen already in less than a year.

April: I wanted to inspire you on one last point. How many of you feel like the people in your company treat you like you're a button pusher, but you're very operational?

I saw my tweet got shared this morning about \\\"just send an email,\\\" and I'm like, oh no, you didn't. I've got a 21 step process to share with you that gets stuck in these approval processes along the way. Anyway, you get it.

So, no more button-pusher, enough already. We're now going to be leaders of strategy and experience. A lot of these capabilities, your counterparts on the marketing roster or the product team, will not know how to do this. They're not even going to know it exists. That opens it up for you to start to be the orchestrator of some great, frictionless customer experiences in ways that your counterparts cannot. 

Jen: AMP for email is \\\"the biggest thing happening to email, since the creation of email.\\\" Since our friend Gary spammed 400 of his nearest and dearest friends. 

April: It's like the bread is finally getting sliced. 

Jen: We have heard that some of you just are not as amped for AMP as we are. Does anyone want to call themselves out at this moment? All right, I see you. No judgment here. 

We're going to address a few of these concerns. We only have a few minutes left, so we can't go through this entire list. We are more than happy to chat with any of you one on one. I'm going to be writing about this in the future so look for those articles somewhere if anyone would like to publish them. 

Let's address a couple of these concerns. Firstly, added complication to already complicated codebases increases production time. That's true, so you have to choose your use cases wisely. However, if you're using an ESP with a very complicated code base (like Salesforce Marketing Cloud), ask yourself why it's so hard. New technology exists that is just as powerful, if not more powerful. That does not make it that hard, and it frees you up to do more cool shit. 

April: Another concern is that iOS doesn't support it, sadly, but I'm an Apple user. We don't know if this list of mail clients that will support it will expand beyond the ones that we showed earlier. However, I hope that as more marketers start to use it and more engagement, we'll see other providers begin to offer it. 

Jen: Yeah, Google says it's kind of the chicken or the egg situation. If some companies say, hey, we want to see more senders sending it out, and some are saying we want our users demanding it. I think they're going to get there. I mean they're Google, and they're driving this. They're very powerful, influential, and they're already making headway with Microsoft. Why wouldn't they make headway with Apple as well? I believe in them.

Here are some other concerns: if AMP is always updating, why would anyone continue to send email? It's kind of like a website inside of the email client. I learned that an AMP email is only good for 30 days, so we still have reasons to keep sending email out regularly. 

Also, I don't trust Google; we just had this conversation. I get it. I feel the pain. There's concern that there's a single company controlling this and taking ownership of something that will change our industry. That's scary, but the conversations I've had with them I find very heartening. The gentleman that I've been talking to expressed a sincere desire to collaborate with the email community with the other email clients, and we all have a shared goal, which is an excellent experience for our shared users and our subscribers. We have the same audience as them, so they want to come together and make that happen. Many people feel very suspicious about that.

I understand, but I would urge you to go to this idea with an open heart as they have. If you're interested in asking them questions, we're not super technical people, we know what we know, and we know what we don't know. These guys are the pros, and they are accessible to you. This is unparalleled. We've never had an email client say, we want to help you, we want to communicate with you, we want to address and alleviate your concerns, and we want you to tell us how to do it better. We can all be a part of this, and they are available to you to communicate with. 

So, what can you do right now? Well, we are out of time, but you are going to get these slides. We do want to quickly tell you that it doesn't matter what your job is.

April: It doesn't matter what your job is. You're now going to be in the UX business now due to some of these changes. It's happening. We want you all to be the early adopters, to share your cool use cases, and realize the benefits of it early on. 

Jen: We know that the folks who come to a conference like UNSPAM, you are the innovators in this space. If you want to be considering AMP for email, here are some questions you might want to ask yourself. We don't have time to talk through them, but you're going to get these slides, so if you're going to evaluate whether it's a good idea now in the short term or the long term, these are some starting points for that conversation with your internal leadership. This is all the documentation that you need to learn AMP. Even if you're not a super technical person, I urge you to try it out. If you know just enough about HTML and CSS to be dangerous, check it out. You can go and play on the AMP playground at amp.gmail.dev/playground and start building AMP emails right now. 

April: Stripo has a playground as well with some cool WYSIWYG tools that they just put on their open website. There are lots of fun places to go and explore.

Jen: One fun fact though, is if you want to send an AMP email, you need to get whitelisted by each of those email clients supporting it. You need to go back to the documentation for information on where to send those, and depending on how good your AMP is, it could be a speedy process, or it could take a few weeks. That's what we got to tell you about AMP for email, thanks for being awesome. 

\"}],\"originalWidth\":1496,\"name\":\"Jen Capstraw\",\"authorBio\":\"\"}")},32047:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":1200,"type":"article","partnerSlugText":"With partnership from","slug":"apple-email-privacy","publish_date":1624379973345,"authorSlug":"mike","secondaryAuthorText":"Host","categories":[{"slug":"trends","name":"Trends"}],"originalHeight":630,"content":[{"type":"text","content":"

We’re still riding the wave of speculation from Apple’s Privacy Protection announcement made two weeks ago. In the past week, we’ve come across more than a dozen articles citing how the update this fall to iOS 15 and macOS Monterey will either kill off email marketing as we know it, will be a benefit to customer loyalty, or land somewhere in the middle. That’s a wide range of opinions, so here’s what we know and some ideas of what you should do about it.

What is Apple’s Mail Privacy Protection?

Essentially, what Apple is doing is creating a feature that stops senders from gleaning information from those big brother tracking pixels that are inserted into their emails (either by choice or be default). In the words of Apple’s snappy PR team: “The new feature helps users prevent senders from knowing when [users] open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.” This is done by automatically loading the content of the email once it is delivered to Apple Mail, which ultimately means that opens and IP address will be useless because it isn’t tied to the individual. But that also means that time stamps, forwarding, device identifiers, and even live content (like the cool countdown timers we use) will become useless too.

The Negative Nancy Perspective

Since we can remember, people have been saying that email is dead. For those who still believe that lie, the Apple Mail update is going to be the nail in the coffin because marketers will no longer know who opened the email. Their logic follows the line that everything is tied to opens, stating that if you don’t receive open information, then:

  • Your reputation score will decrease and spam rates will increase (because you don’t know who is not opening)
  • Your customer base won’t receive information based on things near them
  • Your content that revolves around live content (eg. stock tickers) will be incorrect
  • You can’t target the best time to send an email based on optimization algorithms
  • You can’t use open-to-click rates as a key performance metric to determine the persuasiveness of the copy
  • Some organizations that have relied heavily on open and location metrics will not see the value in continuing to email

There’s merit to what they say. We know that the data is very clear: to maintain great inbox placement, you must only send to the subscribers who will engage with you and stop sending to people who don’t. For newsletter-only publishers, who run 100% on read rates and not clicks (because all of their content is within the email), this will be very difficult for them to swallow. They are not accustomed to getting other actions out of their readers other than getting them to open it. This will be a shift in how their business outcomes are valued.

Even worse than those are spam traps. Spam traps are email addresses that don’t belong to real people but instead are used by inbox filters and blocklist providers to find senders who aren’t following best practices. Since the best way of finding a spam trap is by filtering out subscribers who consistently don’t open, keeping spam traps off your list will become very difficult.

The Cheery Charlie Perspective

Email is all about relationships, not open rates. Sure, open rates can tell you something about how effective your subject line copy skills are, but it doesn’t indicate how successful you are with connecting with your readers. Opens rates and list size are two metrics that are known as vanity metrics, and the new Apple Privacy Protection will force people and organizations to focus on:

  • Deeper-impact metrics like click-to-convert, revenue per subscriber, or increased LTV
  • Getting to know your subscribers better and use their profile data more
  • Using actions as engagement metrics which are a better indicator of intent
  • Finding new subscribers who act like engaged users rather than just getting anyone to sign up
  • Actively unsubscribing people who are not adding any value to the email program
  • Building a trustworthy channel so that emails stay in the inbox unlike organizations who don’t focus on the reader’s interests

When email creators focus on the myopic approach of opens, they miss the bigger picture and potential. When a sender optimizes for clicks, they need to continue to be valuable for the reader with every campaign. And that means that the emails that land in our inbox will continue to be ones that we want to engage with over time.

Ways to prep

You have until at least September (when the update is likely to hit devices) to make some moves. If you are only looking at open rates, then take this time to jump into your other data like the ball pits of your childhood. Here are some things to start doing now:

  • Dust off your statistics skills and track important metrics. Keeping a log of how well you do on average will give you an indicator of how well you are doing compared to prior periods. What is good or bad compared to your median and standard deviations of those metrics? When you get some outliers in your data, what is your hypothesis regarding what moved the needle? You should also start tracking unsubscribes and spam complaints more closely as negative indicators, but also keep an eye on Lifetime Value or Return Visitors from Email Source.
  • Optimize your re-engagement campaigns. Since we usually use an open as an indicator that someone is still interested, we will need to move past that metric to some other kind of action. This doesn’t mean that you should trash what you have been doing, but knowing that re-engagement will be more than an open will mean that you should be tying success to new copy, buttons, offers, lapsed time, etc. Now is the time to start testing to see what works, such as giveaways, mystery coupon codes, surveys, or profile preference updates.
  • Use a control group. As we discussed at UNSPAM last year, you can siphon off an entire group of random people to see how effective your emails are by not sending to the control group at all. There’s a lot about how this works, which you can watch here. The gist is that you’ll see how important your emails really are by observing a subset of users who do not receive them at all. You may want to even segment your readers into most engaged (people who click 50% more than average readers) and average readers to see if you can influence the clicks from your average group more.
  • Actively promote readers to update their profiles and preferences. The more data you have on an individual, especially what interests they have or how often they would like to receive your emails, the more likely it is that you’ll have an engaged reader. Use this data, such as birthdays, locations, company info, past purchase history, likes, and more to tailor your message that gets them to click. This also means that you may need to create a preference center.
  • Encourage a click. We aren’t saying to game the system with empty promises or use link bait tactics, but there are other ways to get people to click more often. The best way is to make your email interesting and your copy compelling, but you can also try things like “share this unique code with friends” or “rate this email.” We envision that some senders will get creative and gamify the click process (much like they have for referrals) so that readers can keep track of points earned by clicking through or earn rewards for doing things to keep them in the “engaged” category.
"}],"title":"Apple’s new email privacy: What you need to know","isDraft":false,"description":"

We’re still riding the wave of speculation from Apple’s Privacy Protection announcement made two weeks ago. In the past week, we’ve come across more than a dozen articles citing how the update this fall to iOS 15 and macOS Monterey will either kill off email marketing as we know it, will be a benefit to customer loyalty, or land somewhere in the middle. That’s a wide range of opinions, so here’s what we know and some ideas of what you should do about it.

","primaryAuthorText":"Author","hasPrimaryImage":true,"created_date":1624379975330,"name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},61094:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","isDraft":false,"description":"

When summer\'s over, it\'s time to break out the flannel, the PSLs, and cinnamon brooms to spice up your marketing. Engage your audience year-round.\uD83C\uDF42

","publish_date":1600700206682,"originalHeight":853,"hasPrimaryImage":true,"title":"Rekindle the Flame by Designing Easy, Breezy Fall Emails for your Readers","created_date":1600700210153,"secondaryAuthorText":"Host","content":[{"type":"text","content":"

Pumpkin spice, mental inbox advice…these are the ingredients to make the perfect fall emails. We know you’ve at least considered combing through your closet to find those cozy oversized sweaters, finding your favorite flannel and boots, buying the best-smelling cinnamon brooms, and baking pumpkin spice everything with the folklore album playing on repeat.

You’ll find all of these elements sprinkled throughout fall emails where companies use the season to their marketing advantage to advertise products, a feature release, a scent, or a memory. These seasonal emails could be the invisible string tying you to your readers.

What to include in your fall emails

Fall is one of the busiest seasons during the year for sales and donations with Labor Day (U.S.), Oktoberfest, Halloween, Veterans Day, Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday. This is a great opportunity to reward your subscribers by including special offers, promotions, and quality content in your fall emails that lead back to your site, your blog, or your shop.

Share a snippet about your sale or updates and capture your readers\' attention with a playful subject line, fallen leaf emoji included (\\"Fall in love with our new pumpkin candles\\"). Create urgency by using custom preheader text, including your sale end time (\\"Hurry - offer ends tomorrow\\").

In the subject line, preheader text, and email body, you’ll also find mentions of…

  • Fall freebies
  • Fall fests
  • Fall sales
  • Fall faves
  • Fall in love
  • Falling for fall
  • Gratitude
  • Candy corn
  • Apple cider
  • Pie
  • Turkey
  • Gravy
  • Stuffing
  • Fireplace
  • Leaves changing colors
  • Cornucopia
  • Nutmeg

Get inspired by these 12 fall emails!

1) Simple

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smiles-davis-make-room-for-budgeting-this-thanksgiving

","slug":"smiles-davis-make-room-for-budgeting-this-thanksgiving\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

The Simple Life newsletter combines a unique mix of email elements. It includes a heartfelt note from an employee thanking customers, promotes a giveaway, shares a customer’s story, and highlights another customer’s journey as it pertains to one of the company’s hashtags.

While this email might only say “fall” with its hero image (and with the giant pumpkin further down in the email), the newsletter focuses on gratitude, a common theme in celebrating the holidays.

2) Hush Puppies

"},{"type":"email","content":"

https://reallygoodemails.com/emails/we-fall-boots

","slug":"we-fall-boots\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

This isn\'t your typical fall email design. Hush Puppies gives a nod to the season with its large hero text and lets the rest of the email sell for itself. The email includes some solid product photos and clear CTAs, doing a nice job stacking the images on mobile and desktop to look great with HTML text.

3) AARP

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smiles-davis-your-fall-guide-to-your-city-is-here

","slug":"smiles-davis-your-fall-guide-to-your-city-is-here\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

AARP goes all out with this fall email filled with a leaf wreath, “fall in love” verbiage, fun GIFs, resizing images on hover, and CTA buttons changing colors on hover. There are a lot of images in this email, but the autumn colors and leaves sprinkled throughout the email make it stand out as a top fall email.

4) Chobani

"},{"type":"email","content":"

https://reallygoodemails.com/emails/the-most-delicious-fall-recipe-inside

","slug":"the-most-delicious-fall-recipe-inside\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Wondering how to make glazed pumpkin scones to celebrate fall (or to simply satisfy your pumpkin cravings)? Chobani’s got you covered. This fall email locks in a short and sweet message with a simple CTA and fun food photography showing off the crumbly baked scone goodness.

5) Fracture

"},{"type":"email","content":"

https://reallygoodemails.com/emails/happy-thanksgiving-from-the-fracture-team

","slug":"happy-thanksgiving-from-the-fracture-team\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Fracture is all about holiday gratitude in this mashup of a Thanksgiving / fall / thank-you email with people clinking glasses and celebrating at a table decorated with orange napkins and placemats (because, fall).

6) Outdoorsy

"},{"type":"email","content":"

https://reallygoodemails.com/emails/the-most-colorful-fall-road-trips-near-you

","slug":"the-most-colorful-fall-road-trips-near-you\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

According to Outdoorsy, as soon as summer ends, fall brings in new colors, new roads, and new opportunities to explore while traveling. The beautiful autumn leaves on an empty road in this email paint a beautiful picture of what’s next. Outdoorsy keeps the fall vibes strong with a fall festival bucket list (though, these festivals would most likely be virtual now), and beautiful sunsets.

7) Postmates

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smores-to-your-door

","slug":"smores-to-your-door\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

3 ingredients, a skewer, and a campfire. Postmates offers its audience a delightful s’mores freebie, all customers have to do is pay for delivery. This is a great incentive for customers to order through the local delivery service.

If customers are going to order a free s’mores kit and pay for delivery, this could inspire them to throw in some meals and other treats in their cart to make the most of that delivery fee. Throughout the email, Postmates includes a fun mix of illustrations and a recipe with clear CTAs at the end of the email.

8) Uber

"},{"type":"email","content":"

https://reallygoodemails.com/emails/flying-to-the-feast

","slug":"flying-to-the-feast\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Who doesn’t love a dancing email? Uber pairs a fun, fall-themed GIF with a well-seasoned pun: ”That’s gravy.” This fall email is playful, to the point, and stays true to its Thanksgiving advertising right down to the pumpkin orange “How It Works” button.

9) Lyft

"},{"type":"email","content":"

https://reallygoodemails.com/emails/on-demand-airport-rides-from-lyft

","slug":"on-demand-airport-rides-from-lyft\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Lyft’s fall email is more than just colored leaves and a turkey car surrounded by veggies. The company incorporates its hot pink branding in the leaves and the CTA, keeping its branding consistent throughout the email. Lyft keeps the fun going with its blocks featuring Thanksgiving-themed cars, from a cornucopia to corn on the cob.

10) Trunk Club

"},{"type":"email","content":"

https://reallygoodemails.com/emails/feels-like-fall

","slug":"feels-like-fall\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Trunk Club places its audience right in the middle of the autumn air through storytelling, complete with a bonfire, crisp breeze, and an outfit fit for fall. The company may have deployed an A/B campaign with the same image, different verbiage. Also, notice how one email mentions “fall” and the other mentions “autumn.”

11) Bath & Body Works

Bath & Body Works knows how to sell their scents in every season. Winter? Vanilla Bean Noel. Spring? Blueberry Pie. Summer? Sun-Washed Citrus. And, of course, fall? Pumpkin Pecan Waffles welcome in the season.

Although Bath & Body Works designs image-only emails, their product photography is always on-brand, smart, relatable, and aware of the season for its customers so they can picture the BBW products in their home. This fall email’s GIF, orange colors, season sweets, and autumn leaf wallflower product all keep the company top of mind in fall promotions.

12) Michaels

Michaels shows off pretty fall florals, craft pumpkins, and wreaths in its emails. The “Make It” buttons, although image-only, empowers readers by showing them how to create their own sequin pumpkins and more.

While Michaels is another company that creates image-only emails, we can appreciate and draw inspiration from their lifestyle photos and product staging to create our own stylish yet accessible fall emails.

Really Good Fall Email Collections

Check out these fall email collections from RGE users:

Maria’s fall email collection showcases designs from Headspace, DogVacay, and Leesa:

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https://reallygoodemails.com/mpalamar/collections/1D1OLkr8zZVPpbU0PqAp

","slug":"1D1OLkr8zZVPpbU0PqAp","userSlug":"mpalamar","collection":{"slug":"1D1OLkr8zZVPpbU0PqAp","ownerSlug":"mpalamar","name":"Fall/Autumn","description":"Autumn Seasonal Emails","dateCreated":1573677005742,"secondPost":{"dateAdded":1573682446127,"email":{"originalWidth":680,"originalHeight":2384,"slug":"a-thanksgiving-treat-for-2"},"privatePostId":"uY7AWDJBUoXdZVYy7HrM"},"totalPosts":10,"thirdPost":{"dateAdded":1573681694466,"privatePostId":"ZGEJziE1n1DyRbBUOFsF","email":{"slug":"who-is-to-say-what-is-crazy","originalHeight":1390,"originalWidth":680}},"dateUpdated":1573682475129,"firstPost":{"privatePostId":"jvNVlM1Dqx4leD7994Pn","email":{"originalHeight":4626,"slug":"featuring-you-happy-thanksgiving-from-brandless","originalWidth":680},"dateAdded":1573682474634},"posts":{"a-thanksgiving-treat-for-2":{"slug":"a-thanksgiving-treat-for-2","dateAdded":1573682446127,"email":{"originalHeight":2384,"slug":"a-thanksgiving-treat-for-2","originalWidth":680},"privatePostId":"uY7AWDJBUoXdZVYy7HrM"},"featuring-you-happy-thanksgiving-from-brandless":{"slug":"featuring-you-happy-thanksgiving-from-brandless","email":{"slug":"featuring-you-happy-thanksgiving-from-brandless","originalWidth":680,"originalHeight":4626},"dateAdded":1573682474634,"privatePostId":"jvNVlM1Dqx4leD7994Pn"},"halloween-costumes-for-dogs":{"slug":"halloween-costumes-for-dogs","dateAdded":1573680342517,"email":{"slug":"halloween-costumes-for-dogs","originalHeight":2203,"originalWidth":680},"privatePostId":"yThiMZ6fROnD9MnV9COG"},"is-fortnums-haunted":{"slug":"is-fortnums-haunted","email":{"originalWidth":680,"originalHeight":3903,"slug":"is-fortnums-haunted"},"dateAdded":1573680129616,"privatePostId":"6zBoaxulwkmFExAA7R73"},"join-givingtuesday-with-lyft":{"slug":"join-givingtuesday-with-lyft","email":{"originalWidth":680,"originalHeight":1753,"slug":"join-givingtuesday-with-lyft"},"privatePostId":"H9qLrVV7Z0QCffExSiQl","dateAdded":1573680019778},"on-demand-airport-rides-from-lyft":{"slug":"on-demand-airport-rides-from-lyft","dateAdded":1573679896450,"email":{"slug":"on-demand-airport-rides-from-lyft","originalHeight":1718,"originalWidth":680},"privatePostId":"Cti86swcnncNyU59jGo6"},"revive-your-walls-limited-edition-art-from-25":{"slug":"revive-your-walls-limited-edition-art-from-25","email":{"originalHeight":1440,"originalWidth":680,"slug":"revive-your-walls-limited-edition-art-from-25"},"dateAdded":1573680646661,"privatePostId":"8upLfzFJt70G9h8yIkVZ"},"smiles-davis-your-fall-guide-to-your-city-is-here":{"slug":"smiles-davis-your-fall-guide-to-your-city-is-here","dateAdded":1573677005997,"privatePostId":"RpPmIBxsXyhWxforSQzj","email":{"originalWidth":680,"originalHeight":2394,"slug":"smiles-davis-your-fall-guide-to-your-city-is-here"}},"were-giving-november-to-movember":{"slug":"were-giving-november-to-movember","privatePostId":"B1mrCBJ13eCdIFtgRbEo","email":{"originalWidth":680,"slug":"were-giving-november-to-movember","originalHeight":2018},"dateAdded":1573680292348},"who-is-to-say-what-is-crazy":{"slug":"who-is-to-say-what-is-crazy","privatePostId":"ZGEJziE1n1DyRbBUOFsF","email":{"slug":"who-is-to-say-what-is-crazy","originalHeight":1390,"originalWidth":680},"dateAdded":1573681694466}}}},{"type":"text","content":"

Matthew’s Thanksgiving email collection highlights products and sales emails from companies like Baggu, BaubleBar, and Casper:

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https://reallygoodemails.com/popcornguy/collections/gn2WkbvLjxtowO7U7mH9

","slug":"gn2WkbvLjxtowO7U7mH9","userSlug":"popcornguy","collection":{"slug":"gn2WkbvLjxtowO7U7mH9","ownerSlug":"popcornguy","dateCreated":1598890480319,"secondPost":{"dateAdded":1604079152856,"privatePostId":"XFcgPujiR64jQTM9uMh6","email":{"slug":"black-friday-is-now-50-off-eo2","originalWidth":680,"originalHeight":1846}},"firstPost":{"email":{"slug":"valentines-days-greatest-hits-shipped-to-you","originalWidth":680,"originalHeight":5029},"dateAdded":1706720217519,"privatePostId":"Wipa3pMlUGepMxQ92bJX"},"description":"","totalPosts":13,"name":"Thanksgiving","thirdPost":{"privatePostId":"Cejz9mBRjeGZCkIaIZlK","dateAdded":1604079132953,"email":{"originalWidth":680,"originalHeight":1718,"slug":"something-new-is-coming-on-black-friday-"}},"dateUpdated":1706720217692,"posts":{"black-friday-arrived-early":{"slug":"black-friday-arrived-early","email":{"originalHeight":1372,"slug":"black-friday-arrived-early","originalWidth":680},"privatePostId":"rSR2q5JqeP33b2sMY7OT","dateAdded":1604078367573},"black-friday-is-now-50-off-eo2":{"slug":"black-friday-is-now-50-off-eo2","privatePostId":"XFcgPujiR64jQTM9uMh6","email":{"slug":"black-friday-is-now-50-off-eo2","originalWidth":680,"originalHeight":1846},"dateAdded":1604079152856},"featuring-you-happy-thanksgiving-from-brandless":{"slug":"featuring-you-happy-thanksgiving-from-brandless","privatePostId":"SzZcu5VJQgmLO9ANAHN2","email":{"originalHeight":4626,"slug":"featuring-you-happy-thanksgiving-from-brandless","originalWidth":680},"dateAdded":1598890491540},"happy-thanksgiving-from-casper":{"slug":"happy-thanksgiving-from-casper","privatePostId":"MXB7nLKsQhJYzA3Dt3o9","dateAdded":1598890485648,"email":{"originalWidth":680,"originalHeight":1398,"slug":"happy-thanksgiving-from-casper"}},"hey-vip-black-friday-starts-now":{"slug":"hey-vip-black-friday-starts-now","dateAdded":1598890651220,"email":{"originalWidth":680,"slug":"hey-vip-black-friday-starts-now","originalHeight":1996},"privatePostId":"wPcHfzvkDvIgUDwblNXU"},"its-the-last-day-to-save-30":{"slug":"its-the-last-day-to-save-30","email":{"originalWidth":680,"slug":"its-the-last-day-to-save-30","originalHeight":5986},"privatePostId":"OKpYI2KdGZ0RNxJZaRuK","dateAdded":1598890544653},"keep-your-holiday-candle-lit":{"slug":"keep-your-holiday-candle-lit","dateAdded":1598890552990,"privatePostId":"ItVikSUP0exdou8chpWD","email":{"slug":"keep-your-holiday-candle-lit","originalWidth":700,"originalHeight":1942}},"lets-give-them-something-to-gobble-about":{"slug":"lets-give-them-something-to-gobble-about","privatePostId":"87ApQf4wXMrp0t1NrF1Y","dateAdded":1598890480658,"email":{"originalHeight":3689,"slug":"lets-give-them-something-to-gobble-about","originalWidth":680}},"something-new-is-coming-on-black-friday-":{"slug":"something-new-is-coming-on-black-friday-","email":{"originalHeight":1718,"slug":"something-new-is-coming-on-black-friday-","originalWidth":680},"dateAdded":1604079132953,"privatePostId":"Cejz9mBRjeGZCkIaIZlK"},"the-black-friday-sale-continues-up-to-30-off":{"slug":"the-black-friday-sale-continues-up-to-30-off","email":{"slug":"the-black-friday-sale-continues-up-to-30-off","originalWidth":680,"originalHeight":1371},"dateAdded":1598890600231,"privatePostId":"wHX2NHlkMvwuw7pjVL2O"},"valentines-days-greatest-hits-shipped-to-you":{"slug":"valentines-days-greatest-hits-shipped-to-you","privatePostId":"Wipa3pMlUGepMxQ92bJX","email":{"originalWidth":680,"slug":"valentines-days-greatest-hits-shipped-to-you","originalHeight":5029},"dateAdded":1706720217519},"we-never-do-this":{"slug":"we-never-do-this","dateAdded":1598890539846,"privatePostId":"rLQGaipR1JMDinzwK1pp","email":{"originalWidth":680,"slug":"we-never-do-this","originalHeight":2808}},"yep-were-having-a-sale":{"slug":"yep-were-having-a-sale","email":{"originalHeight":1672,"slug":"yep-were-having-a-sale","originalWidth":680},"dateAdded":1598890560277,"privatePostId":"T0cPykTQJEV0N504rz5N"}}}},{"type":"text","content":"

Here’s a look at some of my favorite fall emails, including emails from this article:

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https://reallygoodemails.com/kellylamano/collections/cxc7fCWaoJ58GJizFqOz

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Engage Your Audience Year-round

Whether you’re writing a personal newsletter or advertising your brand’s products in a fall-themed email, it’s important to test your email designs to learn what works best for your audience. Keep the conversation going year-round in your emails, through social media, and on your website so your audience will come to love and expect your seasonal emails aligning with your branding.  

Did we miss one of your fall favorites? Send us your fall email by clicking the “Upload an Email” button in the top right corner of your screen.

"}],"authorSlug":"kellylamano","originalWidth":1280,"slug":"autumn-fall-emails","primaryAuthorText":"Author","type":"article","categories":[{"name":"Inspiration","slug":"inspiration"}],"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},51063:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","authorSlug":"kellylamano","primaryAuthorText":"Author","created_date":1596647167559,"originalHeight":2000,"secondaryAuthorText":"Host","isDraft":false,"categories":[{"slug":"inspiration","name":"Inspiration"}],"hasPrimaryImage":true,"content":[{"type":"text","content":"

81% of B2B marketers say email newsletters are one of their preferred formats of content marketing. B2B emails give people the opportunity to help solve a problem, to provide updates, or some other form of value.

Our CEO Matthew Smith mentioned, “From a business perspective, I think that B2B emails need to be looking at common business problems and solving those on a point-by-point basis You really need to know your business customer in order to do that well.”

B2B emails should also be concise. Businesses don’t need to reinvent the wheel; they can simplify the process for other businesses.

“The BEST B2B emails are segmented, smart and simple,” Michelle Grupinski, Senior Marketing Automation Specialist, Demand Gen at LogMeIn shared. “Their content tells the story of a solution to a problem that the reader is most likely to be experiencing. A strong B2B email delivers the most relevant content, at the most ideal time, to the most engaged audience.”

Dive in to our top 15 picks for B2B emails

1) Squarespace

"},{"type":"email","content":"

https://reallygoodemails.com/emails/you-can-do-this/

","slug":"you-can-do-this","email":{"companies":[{"slug":"squarespace","name":"Squarespace"}],"publish_date":1570959000527,"hasPrimaryImage":true,"collectionTags":["onboarding","newsletter","trial","welcome","customer","product"],"originalHeight":2363,"title":"You can do this","accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-htmllang":true},"originalWidth":680,"tags":[],"submitter":{"slug":"Really Good Emails","role":null},"categories":[{"slug":"app","name":"App"},{"name":"Onboarding","slug":"onboarding"},{"name":"Trial / Free Trial","slug":"trial-free-trial"},{"slug":"retention-reactivation","name":"Retention / Reactivation"},{"name":"SaaS","slug":"saas"}],"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true},"hasHtml":true,"slug":"you-can-do-this","litmusApiDate":1571153135621,"litmusApiData":true,"popularityScore":3,"content":""}},{"type":"text","content":"

Squarespace reassures business owners that they’re on the right track in building their website and they shouldn’t overthink the process! Squarespace encourages its audience by providing resources, such as guides and tutorials, to power through and go live with their website.

Why it’s really good

  • Clear CTAs
  • Encouraging copy
  • Links to tutorials
  • Showcases website on mobile device

2) LogMeIn

"},{"type":"email","content":"

https://reallygoodemails.com/emails/prepare-for-the-unexpected-with-lastpass/

","slug":"prepare-for-the-unexpected-with-lastpass","email":{"submittedEmailId":"hNJbXq9pRnyFz1VDyZw1","content":"","originalWidth":680,"companies":[{"slug":"the-logmein-team","name":"LogMeIn"}],"hasPrimaryImage":true,"litmusApiData":true,"tags":[],"screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONEX":true,"IPHONE8":true,"OL2019":true},"hasHtml":true,"litmusApiDate":1584550634254,"slug":"prepare-for-the-unexpected-with-lastpass","submitter":{"slug":"mgrupinski","role":"None"},"accessibilityIssues":{"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-metacontenttype":true,"accessibility-heading-tags":true},"popularityScore":2,"categories":[{"slug":"emergency","name":"Emergency"},{"name":"Newsletter","slug":"newsletter"},{"slug":"text-letter","name":"Text / Letter"},{"name":"Security / Phishing","slug":"security-phishing"}],"originalHeight":2469,"title":"Prepare for the unexpected with LastPass","publish_date":1584550583022,"author":{"name":"Matthew Smith","slug":"whale"}}},{"type":"text","content":"

LogMeIn, the developer behind LastPass, GoToMeeting, Bold 360, and GoToConnect, knows how to connect businesses with web solutions. In this B2B email, LogMeIn explains the importance of keeping information secure and how LastPass can help in 5 quick steps.

“B2B emails should tell a simple story: we know our product; you know your business’s needs – our email nurtures and will guide you to where the two align,” Michelle said.

Why it’s really good

  • Fun design
  • Informative
  • Clear CTA
  • On-brand
  • Provides helpful information

3) GoDaddy

"},{"type":"email","content":"

https://reallygoodemails.com/emails/its-national-small-business-week-and-were-celebrating-you/

","slug":"its-national-small-business-week-and-were-celebrating-you","email":{"screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true},"slug":"its-national-small-business-week-and-were-celebrating-you","litmusApiData":true,"originalHeight":1500,"tags":[],"popularityScore":7,"hasHtml":true,"publish_date":1581246852020,"submitter":{"role":null,"slug":"mtthlbg"},"companies":[{"name":"GoDaddy","slug":"godaddy"}],"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-htmllang":true,"accessibility-justified":true},"litmusApiDate":1581443109363,"title":"It\'s National Small Business Week and we\'re celebrating you.","categories":[{"name":"Customer Appreciation","slug":"customer-appreciation"},{"slug":"b2b","name":"B2B"},{"name":"SaaS","slug":"saas"}],"content":"

Entrepreneurs bust their asses trying to make their dreams real. And it’s all too often a very lonely endeavor. Using emotional copy, we celebrated the spirit of our customers, validated their hard work, and inspired them with no attempt to sell them any product.

","hasPrimaryImage":true,"originalWidth":680}},{"type":"text","content":"

In this email, GoDaddy celebrates National Small Business Week by putting the focus on the people it serves. This email gets right to the point, and keeps readers engaged by addressing them throughout the email (“You’re the champion…We got ya.”).

The CTAs to inspirational business owners at the bottom help encourage the reader to engage with other business’s stories while staying on GoDaddy’s site.

Why it’s really good

  • Encouraging copy
  • Addressing audience in second person
  •  Links to inspiring business owners
  • On-brand

4) Divvy

"},{"type":"email","content":"

https://reallygoodemails.com/emails/april-update-well-get-through-this-together/

","slug":"april-update-well-get-through-this-together","email":{"litmusApiData":true,"submittedEmailId":"rS7Lje1jBUmFXMSlJb18","slug":"april-update-well-get-through-this-together","originalWidth":680,"author":{"slug":"mike","name":"Mike Nelson"},"hasHtml":true,"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true},"companies":[{"slug":"divvy","name":"Divvy"}],"publish_date":1592277100710,"title":"April Update - We\'ll get through this together","categories":[{"slug":"newsletter","name":"Newsletter"},{"slug":"financial","name":"Financial"},{"name":"Emergency","slug":"emergency"},{"slug":"b2b","name":"B2B"}],"popularityScore":1,"litmusApiDate":1592277156472,"tags":["covid","covid-19","quarantine","coronavirus","pandemic","support","resource","business","corporate"],"originalHeight":2493,"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-presentationtable":true},"submitter":{"slug":"whale","role":"None"},"content":""}},{"type":"text","content":"

Divvy gets this B2B email right with its inclusive language (“We’ll get through this – together) and walking its audience through solutions. They understand the problems businesses are facing and share a variety of resources to download, read, or listen to.

Why it’s really good

  • Understanding tone
  • Provides resources
  • Easy to skim
  • Clear CTAs
  • On-brand

5) Slack

"},{"type":"email","content":"

https://reallygoodemails.com/emails/youre-invited-frontiers-by-slack-our-best-and-first-ever-conference/

","slug":"youre-invited-frontiers-by-slack-our-best-and-first-ever-conference","email":{"litmusApiDate":1574097499362,"categories":[{"slug":"event-conference-trade-show","name":"Event / Conference / Trade Show"}],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-heading-tags":true},"originalWidth":680,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"slug":"youre-invited-frontiers-by-slack-our-best-and-first-ever-conference","hasPrimaryImage":true,"screenshots":{"IPHONE8":true,"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true},"litmusApiData":true,"hasHtml":true,"popularityScore":2,"companies":[{"slug":"slack","name":"Slack"}],"title":"You’re Invited: Frontiers by Slack – our best (and first) ever conference","collectionTags":["events","edm","event","marketing"],"publish_date":1508162796,"content":"

Originally published on Kuratedemail.co (https://www.kuratedemail.co/?ref=reallygoodemails)

\\n

View the Live Email
\\n Edit on CodePen

\\n","originalHeight":2675}},{"type":"text","content":"

Slack introduces its first conference, Frontiers, welcoming teams to learn and share best practices. This email incorporates Slack’s brand colors throughout, plus, fun shapes framing speaker headshots and social media icons.

Slack shares a helpful at-a-glance look at the event, explaining the value of businesses attending the conference.

Why it’s really good

  • Great design
  • Clear CTA
  • On-brand
  • Provides an “at-a-glance” look at the event
  • Cross-promotes company and event

6) Mintel

"},{"type":"email","content":"

https://reallygoodemails.com/emails/webinar-discover-the-2030-global-beauty-personal-care-trends/

","slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","email":{"submittedEmailId":"1Fi0vu5IyK0lrWZ60Kfi","hasPrimaryImage":true,"litmusApiData":true,"submitter":{"role":"strategy","slug":"cranej87"},"accessibilityIssues":{"accessibility-linktitle":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true},"litmusApiDate":1575396837371,"screenshots":{"FFYAHOO":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true,"OUTLOOKCOM":true,"OL2019":true},"author":{"name":"Matt Helbig","slug":"mtthlbg"},"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","companies":[{"name":"Mintel","slug":"mintel"}],"title":"[WEBINAR] Discover the 2030 Global Beauty & Personal Care Trends","collectionTags":["backgrounds"],"hasHtml":true,"popularityScore":4,"originalHeight":1167,"categories":[{"name":"B2B","slug":"b2b"}],"originalWidth":680,"publish_date":1575396563225,"content":"

It\'s bold and compelling, which, is consistent with the ambitions of the brand going forward, utilizes (a few) email marketing best practices and is accessible across most environments.

"}},{"type":"text","content":"

Mintel works with a whopping 5,000+ businesses worldwide in market intelligence. This email gives businesses just enough information to pique their interest in upcoming trends and demonstrate the value of this webinar. Mintel keeps the email short and sweet, putting the focus on the graphic designs and two straightforward CTAs.

Why it’s really good

  • Bold and interesting design
  • On-brand
  • Clear CTAs
  • Concise

7) Moo

"},{"type":"email","content":"

https://reallygoodemails.com/emails/free-what-free-shipping/

","slug":"free-what-free-shipping","email":{"collectionTags":["animation"],"categories":[{"name":"GIF","slug":"gif"},{"slug":"new-year","name":"New Year"}],"originalHeight":1080,"hasPrimaryImage":true,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"title":"Free what? FREE SHIPPING","popularityScore":3,"content":"

My favorite email from today because of the term “All the things”

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View the Live Email
\\n Edit on CodePen

\\n","accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"accessibility-justified":true},"hasHtml":true,"originalWidth":560,"slug":"free-what-free-shipping","companies":[{"name":"Moo","slug":"moo"}],"litmusApiData":true,"litmusApiDate":1572881166492,"screenshots":{"OL2019":true,"FFYAHOO":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"OUTLOOKCOM":true},"publish_date":1519634814}},{"type":"text","content":"

Moo keeps this offer email nice and short with one paragraph and an offer code. The company also incorporates a fun GIF that highlights business products and the free shipping promo.

Why it’s really good

  • GIF usage
  • Showcases product and promo offer
  • Clear CTA
  • Creates urgency
  • Short and sweet

8) BrightWave

"},{"type":"email","content":"

https://reallygoodemails.com/emails/our-on-demand-webinar-shines-a-light-on-dark-mode/

","slug":"our-on-demand-webinar-shines-a-light-on-dark-mode","email":{"author":{"slug":"whale","name":"Matthew Smith"},"publish_date":1589229419572,"hasHtml":true,"tags":[],"submittedEmailId":"MoCG6odLnMHqxdN1MzfU","content":"","slug":"our-on-demand-webinar-shines-a-light-on-dark-mode","originalWidth":680,"companies":[{"slug":"brightwave","name":"BrightWave"}],"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-gif-detected-cee-c-c-be-daffab.gif":true,"accessibility-gif-detected-eda--c-eff-edadd.gif":true},"originalHeight":1925,"litmusApiData":true,"categories":[{"name":"Webinar","slug":"webinar"},{"slug":"b2b","name":"B2B"}],"submitter":{"role":"None","slug":"mtthlbg"},"litmusApiDate":1590707899371,"screenshots":{"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true},"popularityScore":2,"title":"Our on-demand webinar shines a light on Dark Mode"}},{"type":"text","content":"

BrightWave shows businesses the value of dark mode with an email and a mobile email within an email, both in dark mode. The company keeps the copy brief and encourages the audience to learn more about the value of dark mode with an on-demand webinar.

Why it’s really good

  • Dark mode
  • Promotes design trends
  • Showcases two emails in dark mode
  • Clear CTA

9) emfluence

"},{"type":"email","content":"

https://reallygoodemails.com/emails/remember-adding-this-to-your-cart-smiles-davis/

","slug":"remember-adding-this-to-your-cart-smiles-davis","email":{"slug":"remember-adding-this-to-your-cart-smiles-davis","content":"","hasPrimaryImage":true,"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-gif-detected-email-header-shirts.gif":true,"accessibility-presentationtable":true,"content-titletag":true},"originalWidth":680,"categories":[{"slug":"b2b","name":"B2B"}],"submitter":{"role":"None","slug":"mtthlbg"},"submittedEmailId":"sqSNX87BJZX81u8pnbPE","popularityScore":0,"hasHtml":true,"litmusApiData":true,"litmusApiDate":1579886146769,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"publish_date":1579851608024,"originalHeight":1703,"screenshots":{"FFYAHOO":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"OL2019":true,"IPHONE8":true},"title":"Remember adding this to your cart, Smiles Davis?","companies":[{"name":"emfluence","slug":"emfluence"}]}},{"type":"text","content":"

“Think about how you make digital marketing an experience,” Natalie Jackson, Marketing Director of emfluence, said in this Feedback Friday episode. “One of the things you always look at is, how do you make B2B not be boring?”

Digital marketing agency emfluence created this email within an email to show businesses how to integrate an ecommerce solution and strategy with an automation software.

This B2B email is a fun way to walk businesses through what Natalie calls “the anatomy of an ecommerce abandoned cart email campaign. The purpose of it was to be educational, but also to be experiential.”

Natalie mentioned, “A really good B2B email is personalized, timely, interactive, and transparent! Relationships are built on trust, and our B2B emails are no different—if the content you’re sending is truly intended to help your target audience receive the information they need to do their jobs better, they’ll come around when they’re ready.”

Why it’s really good

  • GIF usage
  • Engaging copy
  • Anatomy of an email
  • Clear CTAs
  • Provides the option to download the email template

10) World Nomads

"},{"type":"email","content":"

https://reallygoodemails.com/emails/december-partner-news/

","slug":"december-partner-news","email":{"originalWidth":680,"popularityScore":2,"title":"December Partner News","collectionTags":["b2b","newsletter"],"originalHeight":2077,"publish_date":1518966599,"litmusApiData":true,"accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"accessibility-linktitle":true,"accessibility-justified":true},"screenshots":{"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONEX":true,"OL2019":true,"IPHONE8":true,"OUTLOOKCOM":true},"slug":"december-partner-news","litmusApiDate":1572883316327,"companies":[{"slug":"world-nomads","name":"World Nomads"}],"categories":[{"name":"B2B","slug":"b2b"},{"name":"Financial","slug":"financial"},{"name":"Insurance","slug":"insurance"},{"slug":"newsletter","name":"Newsletter"}],"hasHtml":true,"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"content":"

I appreciate that a B2B travel insurance company gave some thought about their design. My name at the top pulls me in, with a big image that sets the tone. The little boxes below are interesting little blurbs to grab my attention if I don’t care about the hero story.

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View the Live Email
\\n Edit on CodePen

\\n","hasPrimaryImage":true}},{"type":"text","content":"

World Nomads keeps the opening of this email short and sweet with simple CTAs and a helpful update on an improved user experience. The four, small squares provide information and links to company resources, as well as highlight the company’s brand colors.

Why it’s really good

  • Tells a story
  • Blocks create an interesting layout
  • Clear CTAs
  • On-brand
  • Social media (acknowledging the icons + inviting the reader to join)

11) Asana

"},{"type":"email","content":"

https://reallygoodemails.com/emails/you-created-a-team-now-set-them-up-for-success/

","slug":"you-created-a-team-now-set-them-up-for-success","email":{"popularityScore":0,"publish_date":1592277763763,"submitter":{"slug":"whale","role":"None"},"hasPrimaryImage":true,"originalWidth":680,"originalHeight":2072,"submittedEmailId":"8OE7RmiYHZo2xqw7CCQF","accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true},"content":"","title":"You created a team. Now set them up for success.","screenshots":{"OL2019":true,"OUTLOOKCOM":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true},"litmusApiData":true,"categories":[{"name":"App","slug":"app"},{"slug":"onboarding","name":"Onboarding"},{"name":"SaaS","slug":"saas"}],"tags":["team","project","course"],"author":{"name":"Mike Nelson","slug":"mike"},"hasHtml":true,"slug":"you-created-a-team-now-set-them-up-for-success","litmusApiDate":1595428971866,"companies":[{"name":"Asana","slug":"asana"}]}},{"type":"text","content":"

Asana’s email walks businesses through how to bring their team up-to-speed on the project management tool, and how to set them up for success. The company lists key steps to make this happen, leading to a CTA.

Why it’s really good

  • Informative
  • Clear CTA
  • Breaks down the software
  • Provides option for education

12) Greetabl

"},{"type":"email","content":"

https://reallygoodemails.com/emails/have-you-found-the-perfect-client-gift/

","slug":"have-you-found-the-perfect-client-gift","email":{"accessibilityIssues":{"accessibility-linktitle":true,"content-titletag":true,"accessibility-heading-tags":true,"accessibility-gif-detected-e-b-e-aec-dedaf.gif":true,"accessibility-presentationtable":true,"accessibility-justified":true},"content":"

View the Live Email
\\n Edit on CodePen

\\n","litmusApiData":true,"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"hasPrimaryImage":true,"companies":[{"slug":"greetabl","name":"Greetabl"}],"hasHtml":true,"publish_date":1516324485,"collectionTags":["gif","gifts","b2b","product","holiday","gifting"],"originalWidth":556,"categories":[{"slug":"b2b","name":"B2B"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"gif","name":"GIF"}],"screenshots":{"OL2019":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONE8":true},"litmusApiDate":1572969145804,"popularityScore":4,"originalHeight":1080,"slug":"have-you-found-the-perfect-client-gift","title":"Have you found the perfect client gift?"}},{"type":"text","content":"

This email combines ecommerce with B2B messaging, reminding businesses it’s time to send appreciation gifts. The GIF provides a fun visual, showcasing order options and how easy it is to personalize products.

Why it’s really good

  • GIF usage
  • On-brand
  • Highlights different products
  • Clear CTAs

13) Flywheel

"},{"type":"email","content":"

https://reallygoodemails.com/emails/get-3-months-of-free-wordpress-hosting/

","slug":"get-3-months-of-free-wordpress-hosting","email":{"originalWidth":680,"litmusApiDate":1574446261859,"categories":[{"slug":"b2b","name":"B2B"},{"name":"Discount","slug":"discount"},{"slug":"promotional","name":"Promotional"}],"litmusApiData":true,"screenshots":{"OUTLOOKCOM":true,"OL2019":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true},"title":"Get 3 months of FREE WordPress hosting!","originalHeight":2190,"hasPrimaryImage":true,"slug":"get-3-months-of-free-wordpress-hosting","collectionTags":["b2b"],"popularityScore":0,"publish_date":1501903944,"accessibilityIssues":{},"content":"

Great images, with large text and clear cutover areas that support your decision to use their services. Would’ve been cool to use my name, instead of a generic “Hey Adam” – I am sure that they have my first name when I signed up.

\\n

View the Live Email
\\n Edit on CodePen

\\n","author":{"name":"Really Good Emails","slug":"chinpeiyew"},"hasHtml":true,"companies":[{"slug":"flywheel","name":"Flywheel"}]}},{"type":"text","content":"

Flywheel brings the fun of summer things to this B2B email. The company highlights the value of its platform with the “Here’s what makes Flywheel different” section and sprinkles clear CTAs throughout the email.

Why it’s really good

  • Bright design
  • Discount code
  • Clear CTAs
  • Explains the product
  • Fun images
  • On-brand

14) Mailchimp

"},{"type":"email","content":"

https://reallygoodemails.com/emails/managing-2-businesses-with-2-different-audiences/

","slug":"managing-2-businesses-with-2-different-audiences","email":{"hasHtml":true,"author":{"name":"Matt Helbig","slug":"mtthlbg"},"litmusApiData":true,"hasPrimaryImage":true,"slug":"managing-2-businesses-with-2-different-audiences","tags":[],"originalWidth":665,"originalHeight":4922,"content":"","popularityScore":1,"categories":[{"name":"Newsletter","slug":"newsletter"},{"name":"Video","slug":"video"}],"publish_date":1543437876,"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true},"companies":[{"name":"MailChimp","slug":"mailchimp"}],"title":"Managing 2 businesses with 2 different audiences","litmusApiDate":1571843419442,"accessibilityIssues":{"accessibility-justified":true,"accessibility-metacontenttype":true,"accessibility-linktitle":true,"accessibility-presentationtable":true},"submitter":{"role":null,"slug":"mtthlbg"}}},{"type":"text","content":"

Great B2B emails tell stories, like this one! Mailchimp immerses readers in the story of how one business owner manages multiple businesses and multiple audiences. The email goes in-depth with quotes from the business owner, images, video, and other elements to tell the full story.

Storytelling is an organic way of promoting a product or service, helping businesses explain, “This is why we’re awesome! This is how we can help.”

Why it’s really good

  • Engaging photos
  • Video link
  • Tells a story
  • Testimonials
  • Connects business owners to the product

15) Google

"},{"type":"email","content":"

https://reallygoodemails.com/emails/dont-forget-to-update-your-holiday-hours-this-year-it-takes-2-minutes/

","slug":"dont-forget-to-update-your-holiday-hours-this-year-it-takes-2-minutes","email":{"companies":[{"slug":"google","name":"Google"}],"title":"Don’t forget to update your holiday hours this year – it takes 2 minutes","slug":"dont-forget-to-update-your-holiday-hours-this-year-it-takes-2-minutes","hasPrimaryImage":true,"popularityScore":0,"content":"

View the Live Email
\\n Edit on CodePen

\\n","collectionTags":["reminder"],"originalHeight":1157,"screenshots":{"IPHONEX":true,"IPHONE8":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true},"publish_date":1489942423,"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-gif-detected-gmb_s_store_hours_christmas_us.gif":true,"accessibility-heading-tags":true,"accessibility-htmllang":true},"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"categories":[{"name":"B2B","slug":"b2b"},{"slug":"holiday","name":"Holiday"}],"hasHtml":true,"litmusApiDate":1574720726206,"litmusApiData":true,"originalWidth":680}},{"type":"text","content":"

Google’s nudge to update Google My Business profiles helps keep the company top of mind. The GIF showcases a “before and after” of business hours listed to quickly show readers the value of updating the hours in their profile.

Why it’s really good

  • GIF usage
  • Clear CTAs
  • Before and after view
  • Helpful information

Check out these B2B email collections!

Isabella\'s B2B Collection showcases a mix of ecommerce, events, and food, featuring emails from companies like Shopify, Litmus, and Made in Cookware.

"},{"type":"collection","content":"

https://reallygoodemails.com/tallulah/collections/yt3YI9XxSUTXdBuDrqTN/

","slug":"yt3YI9XxSUTXdBuDrqTN","userSlug":"tallulah","collection":{"slug":"yt3YI9XxSUTXdBuDrqTN","ownerSlug":"tallulah","secondPost":{"dateAdded":1569971345812,"privatePostId":"9j5Bzh8I1EcrMQQ6QmHV","email":{"originalWidth":680,"originalHeight":1224,"slug":"meet-email-templates-in-spark"}},"dateUpdated":1570594659189,"totalPosts":17,"description":"","firstPost":{"privatePostId":"DJCTXgh6tOZGSs18gIsA","dateAdded":1570594658416,"email":{"originalHeight":1181,"originalWidth":680,"slug":"people-are-loving-the-new-mint"}},"dateCreated":1567990364867,"thirdPost":{"email":{"originalHeight":1615,"slug":"get-help-creating-your-first-ad","originalWidth":680},"privatePostId":"fCgOiF91Y6WIYP4svxNr","dateAdded":1569971071599},"name":"B2B - Research | Tech | Media","posts":{"all-aboard-the-gotcha-growth-cruise-smiles-davis":{"slug":"all-aboard-the-gotcha-growth-cruise-smiles-davis","dateAdded":1567990996975,"email":{"originalHeight":954,"originalWidth":680,"slug":"all-aboard-the-gotcha-growth-cruise-smiles-davis"},"privatePostId":"xTspee4QcYOkKMHfwlGw"},"gdpr-are-you-ready-the-countdown-begins":{"slug":"gdpr-are-you-ready-the-countdown-begins","email":{"originalWidth":680,"originalHeight":1850,"slug":"gdpr-are-you-ready-the-countdown-begins"},"privatePostId":"uwPiLhtBeb33lBKqZyn3","dateAdded":1567990963587},"get-help-creating-your-first-ad":{"slug":"get-help-creating-your-first-ad","privatePostId":"fCgOiF91Y6WIYP4svxNr","dateAdded":1569971071599,"email":{"originalHeight":1615,"originalWidth":680,"slug":"get-help-creating-your-first-ad"}},"get-help-from-a-webflow-expert":{"slug":"get-help-from-a-webflow-expert","privatePostId":"KjzfCT7LsQBR3RU7iWU2","dateAdded":1567990823179,"email":{"originalWidth":680,"originalHeight":1045,"slug":"get-help-from-a-webflow-expert"}},"get-two-factor-authentication-try-15-new-apps-and-more":{"slug":"get-two-factor-authentication-try-15-new-apps-and-more","email":{"originalWidth":680,"originalHeight":4887,"slug":"get-two-factor-authentication-try-15-new-apps-and-more"},"privatePostId":"F4V5Ozvk47Np0GnYmMCZ","dateAdded":1567990837921},"introducing-dynamic-tools-to-take-your-site-further":{"slug":"introducing-dynamic-tools-to-take-your-site-further","dateAdded":1567990956325,"privatePostId":"RGiHWM4AimpOraCwI2GA","email":{"originalWidth":680,"originalHeight":1142,"slug":"introducing-dynamic-tools-to-take-your-site-further"}},"let-your-home-pay-for-your-trip":{"slug":"let-your-home-pay-for-your-trip","privatePostId":"fmz4jBfi4kQ6giJkJYK1","dateAdded":1567990807087,"email":{"slug":"let-your-home-pay-for-your-trip","originalHeight":1030,"originalWidth":680}},"meet-email-templates-in-spark":{"slug":"meet-email-templates-in-spark","privatePostId":"9j5Bzh8I1EcrMQQ6QmHV","email":{"slug":"meet-email-templates-in-spark","originalWidth":680,"originalHeight":1224},"dateAdded":1569971345812},"people-are-loving-the-new-mint":{"slug":"people-are-loving-the-new-mint","privatePostId":"DJCTXgh6tOZGSs18gIsA","email":{"originalHeight":1181,"originalWidth":680,"slug":"people-are-loving-the-new-mint"},"dateAdded":1570594658416},"say-hello-to-slack-tips":{"slug":"say-hello-to-slack-tips","dateAdded":1567990573876,"privatePostId":"pk0AM9t8zmlAdiEOxfkI","email":{"slug":"say-hello-to-slack-tips","originalHeight":1684,"originalWidth":680}},"testing-testing-your-essential-guide-to-a-b-testing-for-e-commerce":{"slug":"testing-testing-your-essential-guide-to-a-b-testing-for-e-commerce","dateAdded":1567990365328,"email":{"originalHeight":1286,"slug":"testing-testing-your-essential-guide-to-a-b-testing-for-e-commerce","originalWidth":680},"privatePostId":"7ydeBQ3hdL0phSrzTDCa"},"the-state-of-salesforce-report-is-back":{"slug":"the-state-of-salesforce-report-is-back","email":{"originalWidth":680,"slug":"the-state-of-salesforce-report-is-back","originalHeight":1656},"dateAdded":1567990707702,"privatePostId":"qttORi572J9IY4DtXjmq"},"we-d-like-to-hear-from-you":{"slug":"we-d-like-to-hear-from-you","dateAdded":1567990492924,"email":{"slug":"we-d-like-to-hear-from-you","originalHeight":1079,"originalWidth":680},"privatePostId":"99wFSpOX5udgIxklAqJ7"},"welcome-to-asana-2":{"slug":"welcome-to-asana-2","privatePostId":"IddB2LnIJrAPujXkIbwy","email":{"originalHeight":1080,"originalWidth":484,"slug":"welcome-to-asana-2"},"dateAdded":1567990619515},"what-youve-been-missing-from-digiday":{"slug":"what-youve-been-missing-from-digiday","email":{"originalHeight":3321,"originalWidth":680,"slug":"what-youve-been-missing-from-digiday"},"dateAdded":1567990787898,"privatePostId":"xsgOxeHB4nLjJGNyOrHD"},"your-definitive-guide-to-ecommerce-performance":{"slug":"your-definitive-guide-to-ecommerce-performance","dateAdded":1567990899426,"email":{"originalWidth":680,"slug":"your-definitive-guide-to-ecommerce-performance","originalHeight":1060},"privatePostId":"26cljS04on8brcUqVkZU"},"your-greatest-resource-for-innovation-your-customers":{"slug":"your-greatest-resource-for-innovation-your-customers","privatePostId":"IKUovXsRhdDyaAKT8EPM","dateAdded":1567991017715,"email":{"slug":"your-greatest-resource-for-innovation-your-customers","originalHeight":1114,"originalWidth":680}}}}},{"type":"text","content":"

Michelle\'s B2B Email Collection highlights great designs from Sprout Social, Zapier, Squarespace, and more!

"},{"type":"collection","content":"

https://reallygoodemails.com/walderstudio/collections/mpw9DBG4JVn3NB2V1y3j/

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Tallulah’s B2B Collection includes a mix of research, tech, and software emails from companies like Slack, Asana, and Salesforce.

"},{"type":"collection","content":"

https://reallygoodemails.com/emailbells97/collections/k4EdbvkXoswT2AtVpSSg/

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You’ll find the top 15 B2B emails listed above and more in my B2B Email Collection! I...really liked this category of emails.

"},{"type":"collection","content":"

https://reallygoodemails.com/kellylamano/collections/8IvMZimiFn9exrlDBIMn/

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You can check out more B2B email collections here, and create your own filled with YOUR favorite B2B emails.

Mirror what you hear in B2B emails

Unsure of what your audience needs right now?

“Ask them. That shows intention. You’re engaging,” Matthew said. “If you’re going to say that your brand is kind and thoughtful and engaging, then act it in your language, in your design, in your responsiveness, in your speed of how often you send emails.”

Be consistent in your communications and follow through with your promises.

B2B emails build relationships. Make ‘em count!

B2B digital ad spend is expected to increase by a total of 22.6% by the end of this year compared to 2019’s ad spend. That would be a total B2B digital ad spend of a whopping $8.14 billion.

“I don’t believe that email is marketing. I believe that email is relationship delivered,” Matthew said. “There’s an opportunity for you to be in a relationship with your customers and change the entire framework of how you think and feel and relate to and earn the business and loyalty and trust of your customers.”

Make your B2B emails count as you build trust with your audience and nurture relationships with existing audiences.

“Email is a relationship tool, and that’s no different with B2B emails,” Natalie shared. “The purpose for a B2B email should lean first into ‘What can I do to help my buyer at this exact moment?’ This is true whether you’re building a lead nurture, an event invitation series, a customer onboarding series, or an upsell campaign—at every point in the customer journey, the purpose of a B2B email is to deliver relevant, timely, useful guidance to your target audience.

Know of an awesome B2B email that demonstrates relationships delivered? Send us your B2B email!

"}],"title":"15 B2B Emails that Deliver Relationships","type":"article","slug":"b2b-emails","description":"

B2B revolves around knowing businesses and their needs. Guide business owners through your solution with helpful and informative B2B emails. \uD83E\uDD1D

","originalWidth":3000,"publish_date":1597291200000,"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},91656:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"mike","isDraft":false,"created_date":1713488742560,"slug":"beefree-acquires-reallygoodemails-and-unspam","description":"

As we embark on our 11th year, we\'re starting a new adventure. It\'s basically a Scully-meets-Mulder X-Files episode — where we fully expect to resolve all mysteries with a kick-ass partner. If you haven\'t heard the news, Really Good Emails was acquired and will join our incredible friends at Beefree to make email better.

","primaryAuthorText":"Author","hasPrimaryImage":true,"title":"RGE is now part of Beefree","content":[{"type":"text","content":"

Big news is brewing and it’s got us wondering: Why haven’t the powers that control zodiac signs considered “the almighty email” as an option? We think 2024 is a premier candidate for that sign. Why you ask? Well, we\'re jazzed (and a bit emotional) to share that Really Good Emails is joining the folks at Beefree. It’s a Batman and Robin story, or maybe Thelma & Louise, or maybe Scully & Molder?! It was always meant to be of course! Each better with the other.

Since we scooped up the first email from our inboxes back in 2014 and plopped it into our uniquely and creatively named domain, we’ve built the largest curated collection of emails on the planet. Possibly the universe. (Can you contest that?) Fueled by nothing but love for the craft and an insatiable curiosity about what makes an email truly click, we’re now partnering with Beefree\'s level of wizardry in no-code email creation tools. Finally, it’s time to kick things up a notch (or ten).

Imagine this: our epic library of over 15,000 emails - not just for ogling, but as a springboard for your own creations, with Beefree\'s tools turning inspiration into reality at the speed you can say \\"abracadabra\\". It\'s about making the beautiful, functional; the dream, tangible. We have so many ideas that we can’t wait to pounce on, especially now that we can use someone else’s bank account and employee base to do it for us. (For example, gone are the days that we made up our own terms of service because we couldn’t afford a lawyer.)

From the RGE team, Mike Nelson is stepping up as \\"Key Owner\\" of RGE and Head of Growth at Beefree, ready to steer this acquisition like one of the getaway drivers in The Italian Job. Matt Helbig will be weaving his magic as a new member of the Beefree marketing team that looks after the combined platform. As for Matthew Smith and Matt Cook, they’ll continue on their personal work journeys but will continue to bring the thunder as “Strategic Advisors.”

We wouldn’t be here for all the people who cheered us on along the way. From getting a sponsor before we even launched RGE, to our family members who lovingly questioned why we worked on this thing for over a decade, to the millions of email makers around the world who have come to ReallyGoodEmails.com, you’ve made our “what if” ideas come to life.

A big shout out to Sean, Chin, Krista, David, Tina, and Will who have been with us along this journey and helped us make RGE better through their contributions. And to Massimo, Beefree’s CEO, who believed in this idea the moment we talked about it.

So, here\'s to new beginnings, to the power of creation, and to a future where every email is not just good, but really good.

Cheers to what\'s next,

Team RGE

P.S. There are probably some questions you may have about this whole thing. Here are some answers to what we anticipate people asking:

Q: What’s going to happen to the RGE’s Unspam events?

Luckily, Beefree likes to party as much as we do. They are committed to making the event even more accessible to people by keeping ticket prices low, having them in other parts of the world, and keeping them in our unconventional style that focuses on the email community members.

Q: Is Beefree going to be mean overlords that start charging for RGE?

Beefree is actually removing our paywall for Pro features. That means that you no longer need to pay for Pro and are now uncapped in the number of collections you want to create, comment on emails with others, and upload stuff from your inbox. Everything else is already free. Go have fun with your newly unlocked powers!

Q: Is Beefree going to swallow up RGE’s site? What changes are happening?

RGE will operate as its own quirky brand and continue to be a standalone site and newsletter. We are working on integrations so that you can go from inspiration to creation seamlessly between the two platforms. The hope is that you can use RGE stuff on Beefree and Beefree stuff on RGE when it makes sense. We’re really excited about having a dev team at our disposal to build out a better recommendation engine and bring you better-suited ideas for your next campaign. And for Beefree users and SDK clients, we look forward to more submissions to RGE to fill out categories that we’re light on.

Q: Does this mean RGE will now be SOC 2 and ISO compliant?

Well, look at you knowing your acronyms! Beefree works with a bunch of enterprise companies already and is compliant with the highest standards of cyber and privacy protection. Not that RGE didn’t have any protection, but we definitely didn’t have the level that some stringent organizations required. Beefree will take over the controllership of all data collected and processed so far by RGE, which means that your personal data will be kept in a highly secretive vault guarded by cyborg squirrels or something like that. They are also GDPR compliant if you care about that too. So… back to your original question: as a Beefree initiative, RGE will now be SOC 2 and ISO-27001 compliant.

Q: You’ve been running RGE for 10 years. Why now?

Honestly, we would’ve loved to do this earlier. RGE has been a volunteer side project for us this whole time, eating into family vacations, precious sleep schedules, and our personal bank accounts. We never imagined that RGE would bring in millions of email creators to find inspiration, that we’d host events on different continents, or that we’d have our own custom-built software that pulled emails directly from an inbox into the site. As you can imagine, it’s become too big for just 4 guys to manage on our off-hours.

Beefree can offer RGE users the stuff we couldn’t: faster development, more resources, and international perspectives. Why didn\'t they or others buy us earlier? Not sure about that one. But we’re glad that Massimo and the Beefree team saw the opportunity and jumped on it.

"}],"originalWidth":1148,"type":"article","partnerSlugText":"With partnership from","originalHeight":465,"publish_date":1713488740801,"secondaryAuthorText":"Host","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},47742:function(ep){"use strict";ep.exports=JSON.parse('{"classRecording":"https://my.demio.com/recording/idJ6N1yM","originalWidth":2160,"publish_date":1597765974942,"categories":[{"name":"Courses","slug":"courses"}],"primaryAuthorText":"Teacher","hasPrimaryImage":true,"type":"class","secondaryAuthorSlug":"","partnerSlugText":"Subsidized by our friends at","title":"Building Better Relationships with Email","partnerSlug":"emfluence","created_date":1597765976765,"slug":"better-email-relationships","description":"

Building a successful email strategy isn’t just selling things—you have the power to transform how clients experience your brand.

","isDraft":false,"authorSlug":"valgeisler","classDate":1595995200000,"content":[{"type":"text","content":"

Email campaigns are an exercise in relationship building. When done right, a well-mapped email program can bring in more sales and help you transform your existing client base into a community. But building a successful email strategy isn’t just selling things—by applying analytics to your customer journey, you can gather valuable intelligence about your prospect and customer base that can help you transform how clients experience your brand.

In this class, we’ll talk about how to build targeted email campaigns for every step of the customer journey, with hands-on tips for deciding who to nurture, when to nurture them, what to say in your messaging, and how to measure email success.

You’ll learn how to:

\xb7 Map your email strategy to your customer journey

\xb7 Grow beyond sales-oriented emails and into relationship nurtures

\xb7 Use CRM data to determine who should receive which emails and when

Who should come?

Email marketers, data-driven marketers, client success teams

Who should maybe skip this one?

Designers, coders

Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence\'s Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren\'t already). You can unsubscribe from either or both at any time.

"}],"secondaryAuthorText":"Host","originalHeight":1080,"name":"Val Geisler","authorBio":"Customer Evangelist at Klaviyo"}')},60296:function(ep){"use strict";ep.exports=JSON.parse('{"hasPrimaryImage":true,"slug":"black-friday-2019","description":"

Want to know what we thought of 2019\'s Black Friday emails? Well, here you go.

","type":"article","isDraft":false,"created_date":1576043149263,"publish_date":1575957600000,"authorSlug":"mike","categories":[{"name":"Inspiration","slug":"inspiration"}],"title":"The Black Friday Recap","originalHeight":870,"partnerSlugText":"With partnership from","primaryAuthorText":"Author","content":[{"type":"text","content":"

When I was a kid, my mom would grab the Thanksgiving newspaper ads and scour through all the deals like she was studying the map of a buried treasure. The next morning she would wake us wildly before the crack of dawn, shove us into the car, and have us recite the plan of attack as we drove to the store. In those days, if you wanted deals, you physically had to get up. There were no Thursday openings. There were no shop in your pajamas and ship to your house options. Everything was Friday morning. And there were no better deals than Black Friday.

Fast forward to today; we can all agree that we don’t miss the annoyance and violence of that time period. It seems pretty crazy to look back and think we risked our lives over Cabbage Patch Kids or whatever was the hot product of the year. That’s originally why Black Friday was called “Black Friday” - not for the companies going from “the red to the black” but because of the traffic jams, assault, and crowdedness that came when Thanksgiving had ended and holiday shopping had started. It wasn’t until the 1980s for the term “Black Friday” to take on a positive connotation.

Despite the sales happening earlier or going on longer, Black Friday is definitely still the anchor. Over Black Friday weekend, Salesforce reported over $31 billion in online sales which was another record year for the shopping holiday (still nothing compared to the $38 billion generated in China for Singles Day). On the other hand, it is one of the hardest times to get your email opened due to the sheer volume hitting the inbox at that time.

Data from MailCharts shows that sending volume was up nearly 19% compared to last year - going from around 6 emails per week per organization at the beginning of the month all the way up to 9 emails per week during Black Friday. (If you are good at arithmetic, you probably noticed that means multiple sends per day - which doesn\'t look like it is going down

for those who had hoped to see brands send less.)

 

Surprisingly, the unique number of senders that hit RGE\'s inbox (we\'ve gone and signed up to thousands of random sites to see their emails in action) decreased 13% compared to 2018, so it shows that organizations have been paying more attention to keeping their list healthy and free from non-engaged users.

But enough on the background of all this and let\'s get to the good stuff. We sure love seeing all the creativity when it comes to Black Friday emails; here are some things we noticed this year in particular:

Dark Mode

It is no surprise that Black Friday seems very “black.” We saw a lot of emails this year altering their typical white background for something darker to stay on theme - even more than they did last year.

"},{"type":"collection","content":"

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these emails have a dark background - great for Black Friday inspiration or just to set the mood for your Star Wars themed emails or just when you want to turn down the lights...","dateCreated":1564456989224,"totalPosts":215,"secondPost":{"privatePostId":"jc7MY5S3xJhoa9z1LGIv","dateAdded":1676600222192,"email":{"slug":"all-new-airpods-pro-take-audio-to-the-next-level","originalWidth":761,"originalHeight":4605}}}},{"type":"text","content":"

Product Focused, Not Deal Focused

You would expect with all the lead up in this article about Black Friday deals that these emails would be about deals. But a lot more brands decided to go for a non-deal email this year and focus on the product instead.

Beige Mode

Okay. So “beige mode” isn’t a saying, but we saw a lot more brands going for a natural earthy look this year.. if they weren\'t going Dark Mode or sticking to their brand colors.

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New Product Launch

It’s Black Friday. Your audience is primed to shop. Everyone is screaming “special deal” and “save!” The game’s on the line—what do you do? Swish. Introduce a new product that your best customers are sure to want and love.

Anti-consumerist Sentiment

There’s nothing better to launch a good press moment than to brand yourself as not giving an eff about how much money you make on Black Friday.

Not interactive

With all the hype about AMP for email or the increase in more complex emails with interactive elements (think simple quizzes, buttons, etc) we had expected to see emails that got us engaging without sending us automatically to a site. That wasn\'t the case, unfortunately.

If you are curious, this Nest email from last year is a prime example of going the extra mile to build the cart functionality within the email.

Lack of Illustration

One of the biggest trends we have been tracking for more than a year has been the use of custom illustrations in email. That\'s why it surprised us to not see the trend continue with Black Friday. Sure, we saw some, but those were typically within the brand\'s design system guidelines - not a unique or commissioned artwork just for the special day.

If you want to keep an eye on illustrations, though, this collection should keep you happy:

"},{"type":"collection","content":"

https://reallygoodemails.com/TeamRGE/collections/Kbj1vKeltUde9mWKaHNk/

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Did we catch all the trends this year? Definitely not, but these are the ones that stood out to us. And by the time Black Friday 2020 rolls around, this will probably all be forgotten anyways and replaced with some trends we are projecting, such as brighter color choices, comic-style layouts, and nostalgic-era themes. We\'ll just have to wait another year to find out.

"}],"originalWidth":2772,"secondaryAuthorText":"Host","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},79822:function(ep){"use strict";ep.exports=JSON.parse('{"isDraft":false,"authorSlug":"whale","categories":[{"slug":"inspiration","name":"Inspiration"}],"originalWidth":1496,"secondaryAuthorText":"Host","publish_date":1598414400000,"description":"

Cloud-based software company Braze invited Matthew and Mike for an Ask Me Anything. We gathered \'round the Braze Bonfire with curious geeks to talk shop. \uD83D\uDCAC

","slug":"braze-slack-ama","content":[{"type":"text","content":"

Check out the full Slack AMA below featuring insights on really good B2C brands, retargeting your audience, if AMP is something that\'s worth adopting, and best practices to give your audience the best email experience. (Mike even breaks out some of his Korean.)

Meet the Crew


Maddie Bertschmann: Braze Bonfire Community Admin

Matthew Smith (@Whale): CEO at Really Good Emails. CEO at Fathom & Draft. Loves to hustle and have fun.

Mike Nelson (@Mike): RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably his fault.

Full RGE x Braze Slack AMA

Maddie Bertschmann: Alrighty, let\'s get started! @channel

@Whale, want to kick us off with a quick intro?

Matthew: Hey everyone, I’m @Whale on Twitter, Dribbble, Facebook (who cares),

Instagram.com/whale, and some other spots. I started Really Good Emails about six years

ago. I was on a mission to show the world that better emails do exist. Since then, we’ve seen 

over 1.5 million visitors, and we’ve become the center of the email universe where this 

fantastic community comes to play. We LOVE our email geeks. I’m a dad of 3, and have a fantastic GF who’s moving in this Saturday! I’m from Colorado, but I live in South Carolina 

and will travel again as soon as COVID has a curtain. Super excited to be here. Thank you for having me.

Maggie Wessell: How long is too long when it comes to an email?

Matthew: Great question. It depends on the audience. Is your audience there to read your in-depth report, or are they in the zone for something more transactional? How long is too long of a conversation with your friend? How about someone you just met? When you think relationally about these questions, the answers become clear.

Sujeong Yu: I want to know how to see the long-term performance of email. As we are a car-sharing service, the usage cycle is long, so most customers don’t immediately use our service after receiving an email. It doesn\'t mean a lot to look at the open rate and click rate for each case. I\'m curious about examples of how other brands that have long-term usage cycle do it.

Matthew: I’ll be candid here and say I don’t have as much experience on this one as @Mike Nelson - RGE, who can jump in here later and answer with more fidelity.

What I can say is that the more you get to know your customers, the more you understand how to relate to them during onboarding. Knowing how other brands do this is helpful but not as powerful as actually learning from your customers.

Mike: Great question! The important part of your email program should be focused on giving the reader some value. For your example, Uber has been reminding users why people use their service and the outcomes they have when they arrive. Their latest campaign was about the importance of seeing loved ones. At other times, they remind their users of actions they are taking to be safe, diverse, and helpful. Email is a great way to keep your brand in the consideration set to be top of mind when they want to engage in that activity again. The better you can predict their usage patterns, the better you can be at targeting them with messaging at the right time.

Jheri Malm: What are the future trends that you see coming in 5 years?

Matthew: I am so excited about a “logged in” state in email. One-click buying and deeper personalization. To get there, we need to see Outlook shift their practices to have a modern web framework inside email tools.

I also see personalization and segmentation getting a lot smarter, so emails are more specific and more targeted to be valuable to customers.

Lastly, we’ll see design get better as design systems become more integrated into our thinking in the industry.

Ross Cato: What are your top 5 or so A/B tests that you would run if you\'re hoping to increase your CTO rates?

Matthew: That’s a best question for @Mike Nelson - RGE, who can answer here later, but I’d say you’ll know your best A/B tests when you are clearer on your customers.

Try showing them unique personalized product offerings.

Try showing them default product offerings.

Mike: First question - what is CTO rate serving on the business? Is there a better metric that you could look at on email performance that helps the bottom line, extends LTV, or drives other behaviors you are looking for? I’d create tests that get to those underlying issues. Optimizing just for clicks can be done, but it doesn’t mean it gives you the desired outcome. But, if you already know all that stuff, here are some things:

  • CTA & copy. Are you using hard call-to-actions or soft-call-actions? Are you compelling with your words?
  • Length. Are you keeping the email focused or trying too many things at once to see what sticks?
  • Segmentation. Are you shotgunning the email or getting personalized with the options?

Matt Pogor: In your opinion, what makes a good subject line?

Matthew: With subject lines, I’d suggest using curiosity or value to drive people through to the core of the email.

The “job” of the subject line is to help the user know if the email could potentially be interesting or valuable to them.

Ask questions or tell specifically what’s inside.

Marianne Flageole: Except for changing the subject, what would you recommend switching to increase open rates?

We send emails to a group of more than 40,000 recipients and have 10% open rates, but when an email is opened, it is automatically clicked…

Matthew: Get to know your customers. Write to them. Ask them why they aren’t opening. Interview them. A lack of opening is a lost product-market fit.

Priyanka: Love the RGE newsletters. Do you have any tips for improving Open Rates? Especially regarding subject line & pre-header?

Matthew:

  1. Hire a copywriter.
  2. Find your voice & tone and define it.
  3. Lead with curiosity and ask a question.
  4. Get people the value they want to know is inside.

Jacob Bonta: How do you persuade upper management that less is more when it comes to emails? The same way you answered @Maggie Wessell’s question? Because I feel like they aren’t necessarily asking for an answer like that sometimes...

Matthew: I’d suggest trying one design that’s low hanging fruit. See if you can refine the design 

down using better UX/Typography, etc., and then show results both quant and qual.

David Mroczek: Do you think AMP for email will pick up in adoption?

Matthew: I think AMP has the right ideas, but it’s proprietary, so I believe they are going about it the wrong way. IMO, I’d like to see Google push to make AMP a more open-source tech and use its power to motivate Outlook to change so we can all see a new future of email clients developed more like modern browsers with logged-in states. That’s my dream.

Morgan Stone: Not a question, but I\'d like to see a category on RGE for AMP for Email, especially since Braze supports AMP. I\'d like to see what other brands are doing.

Matthew: Noted. It seems like a good one to add. Thanks for thinking of that. Will you start submitting AMP emails you find?

 

Blaine Hostetler: What are your thoughts on AMP (Accelerated Mobile Pages) for email? Do you feel like it is a make or break shift in technology that should be more sought after by brands, and how many emails does RGE see currently using AMP?

Matthew: *references previous AMP answer* I think AMP has the right ideas, but it’s proprietary, so I think they’re going about it the wrong way. IMO, I’d like to see Google push to make AMP a more open-source tech and use their power to motivate Outlook to change so we can all see a new future of email clients developed more like modern browsers logged-in states. That’s my dream.

There are some thoughts, but we don’t see a ton in Really Good Emails that meet our design standards, but we’re on the lookout. Please submit new ones and make sure to note that it’s using AMP. It sounds like we should start curating more of these.

 

Yvonne Ly: Do you have tips for retargeting those who have opened emailed campaigns but have not engaged?

Matthew: If you were in a relationship and someone showed some interest but didn’t engage, you might start by asking them a question.

How can you ask them a question in email?

  1. Hey Matthew, we noticed you saw our last email, didn’t unsubscribe but also didn’t buy our thing. That’s cool by us, but we’d also like to learn more about what you want so we don’t waste your time and give you better results. Take our survey….
  2. Or you can just segment those users, then send them an email asking for an interview for a $30 amazon gift. Find out what’s not working for them. The answer will show you what to do.

Nikki Collins: Tips/Ideas for getting out of a person\'s \\"promotions\\" folder and into their inbox? Is the key in the subject line, from name, content/code of email, etc.?

Matthew: I don’t have data on this, but @Mike Nelson - RGE probably has some ideas.

From a content perspective, you just want to figure out how to be more valuable to your customers. Find out what sucks in their lives and why they are using your service/product and see if you can deliver that to them in a more meaningful way.

Mike: Engagement is the most significant factor. From the time that they sign-up, give them a reason to click or reply. The more people who do this regularly, the better chance you have of staying in the inbox.

Also, to point out, being in the “promotions” folder is designed for marketing messages. It doesn’t mean that it is a bad thing. Chad White (was at Litmus, now at Oracle as head of research) told us that when an email is in the promo tab, the likelihood of it converting better off of an open is much higher than in the inbox. The assumption here is that people go to this tab when they are ready to buy something, so they are already in that mindset.

Maddie Bertschmann: What are some B2C brands that come to mind with the best emails? B2B?

Matthew: 

Conor Irvine: Code compatibility is something that I am continually thinking about. When considering fonts and making emails feel \'on brand\' - do you have any tips for getting around web fonts not supported by all?

Matthew: Good question, Conor.

I think the best protocol is to simply have a great font-family fallback. Also, I’d suggest that not all of the email needs to be using web fonts. Figure out which of the typefaces you use are the most brand memorable (usually headings) and use that. It keeps your email loading faster and more consistent if you use only one webfont, but some brands need it for everything.


Marianne Flageole: Do you suggest any easy training to be able to code emails?

Matthew:

Marianne Flageole: Thanks!!

Nikki Collins: WOW, gold! Thanks!

Jen Hibbits: This is just what I needed. Thank you @Whale!

Matthew: Woop Woop


Jheri Malm: Which email client compatibility for emails do you find the hardest to work with?

Matthew: That’s a good question. I don’t code our emails, but generally, I’d say that the older versions of Outlook are the trickiest.


Ashton Jeong: Hello, I’m a Product Marketer in Class101, Korea. In Korea, users are not familiar with Email Marketing. It\'s hard to make purchases with Email. So, I treat Email as a kind of content, not just for direct conversions. Do you have any good cases with this kind of approach?

Matthew: I think Invision does an excellent job of this.

Ashton: Do you think the way I use email as content is a good way, though?

Matthew: I think it can work, yes, but I do believe you can directly drive customers to the site for buying a product through email. This is wildly successful as a strategy.

Mike: 안녕하세요! Stibee가 뭘했는지 봤어요? (10넨 전에 서울에 살았어요.) Stibee가 한국 이메일을이해해요.


Stacey Shanken: Do you see that more users are using dark mode lately? Do you always design emails with dark mode in mind or sometimes adjust your email after the initial creative is made to fit dark mode?

Matthew: IMO Dark Mode is “neat” but not a priority. There still aren’t enough hooks to be able to consistently design/build for dark mode.

I’m in the camp of making sure you have a background color set, so you control what it looks like until we have better control over that at some point in the future.

Jada Miller: What are some easy run-of-the-mill email campaigns that make the customer feel appreciated, but that we don\'t usually think about?

Matthew: 

  • Anniversary of them signing up
  • Half-birthday. (don’t give gifts when people expect it. That’s boring)
  • Survey/Quiz for a prize (Chipotle just NAILED THIS here)
  • Tell the brand story and involve your customer in it. Get them feeling or connecting to the brand.

Maggie Wessell: In your opinion, how often should you email your customers? How do you balance being top-of-mind and being annoying (and getting the dreaded unsubscribe)?

Mike: I have a feeling that a lot of our answers are going to start with “depends.” But this is one that you want to keep an eye on unsubscribe rates for. As you increase your cadence, what happens? Also, in your preference center, do you have an option for people to get fewer emails from you?

Here are some things we’ve done at RGE to curb the number of emails that people get:

  • We send two emails out per week. If you think that is too much, you can opt-out of the first email or the second email.
  • We give a priority and scoring to our content. And we limit the real estate for that content. So, it ensures that the best content makes it, and the stuff that probably doesn’t matter is left out.
  • We set expectations from the sign-up on how many emails they get from us.

Katie Baldwin: What are your thoughts on clickbait subject lines? (i.e., \\"Re: Your Latest Order\\" or \\"Re: Out of Office\\")

Matthew: Don’t do them. Email clients are getting smarter on detecting what would be considered a spam message from subject lines, sender names, etc. If you have never sent an email with a subject line of “Your Last Order,” Gmail and the like can see that it isn’t a real reply and will most likely move you out of the inbox. Stick to subject lines that are clear and serve your reader. That doesn’t mean that they have to be boring, but if the experience doesn’t match the expectation, you’ll have a bigger set of unsubs on your hands.

Melissa Muncy: If you don\'t have a lot of data gathered on your readers (such as first name, where they live, etc.), what are some other creative ways to personalize the weekly newsletter they receive?

Matthew: You can’t personalize for what you don’t know about your customer.

  • Do you know what they’ve clicked on before?
  • Can you segment your customers using demographic data? (be careful with this)
  • Can you segment your customers based on what they have shopped for?
  • Start asking them questions, including if they’d like more personalized emails. If the answer is yes, they’d gladly answer a few questions. If the answer is no, then leave them alone.

Nisha Mehta: Not a question, but would love (at some point) for RGE to allow members to include message performance stats (opens, clicks, etc.) with their emails showcased on the blog. I find myself guilty of looking at RGE for design inspiration, but in reality, I don\'t know how the emails performed (i.e., is this something to be inspired by or more of a learning opportunity?).

Matthew: You can understand why we don’t have that data now. It’s private \uD83D\uDE42 That said, we’re moving to a place where YOU can record that information about your emails that you upload. It’s coming…

\uD83D\uDC4D I WISH we had that data to share, though. But each company keeps that private for competitive reasons.

Blaine Hostetler: You can also use that inspiration as a learning opportunity if it makes sense for your brand by A/B testing… then you have tried out the idea, made it workable for YOU, and gain metric insight comparing the two variables.


Jheri Malm: How would you know if your new email design performed well? A/B test?

Matthew: Just ask it. JK. You’d need a baseline and then making specific changes to your email design. You can also get qual results by asking your customers.

Mike: \uD83D\uDC4B - Hey, everyone. Mike here from RGE. Late to the party, but glad I didn’t miss it. Thanks for giving @Whale arthritis. I’ll be jumping in and helping out as well.

Whale: @Mike Nelson - RGE I love you, dude. Welcome to the party.

Kelly Cunningham: Would you recommend segmenting campaigns based on the user’s geolocation to allow for more tailored messaging or images that speak to the user’s culture? I.e., Fitness is perceived differently across the globe.

Matthew: It depends on the level of effort for the bang you’d get from it. But generally, anytime you can create a more tailored experience for users, you’re getting closer to solving whatever sucks in their lives that made them want to start using your product, service, content, etc.

If you have the bandwidth, do it! Test it, ask customers if they like it.

Katie Baldwin: How do you balance leveraging email to develop/maintain brand voice vs. driving user action? Should every email be action-oriented?

Matthew: The customer is hiring the email to do a job for them. The job is likely to serve them in some way. That includes BEING you (the brand). The action should not be about the company (that’s narcissistic) but instead about the customer (that’s empathetic). When you relieve whatever sucks for your customers well, you have product-market fit and win.

So, it’s both. You always want both.

Some emails are more brand than action and vice versa. Think relationally about it to get your answer.

Jeffrey Blom: Any thoughts on when to use GIFs in emails? When do they genuinely add value for customers?

Matthew: The answer lies in knowing your customer.

  • Does the GIF make the email more enjoyable?
  • Does the GIF make the email clearer and more understandable?
  • Does the GIF make the email too large file size and slow down their reading?
  • Does the GIF make them laugh?
  • Does the GIF communicate the brand?

Katie Baldwin: What are some of the best calls to action? Are \'softer\' CTAs better in your opinion? (Explore More vs. Shop Now)

Matthew: The answer has to do with your audience. Are they in a functional mode or an exploratory mode when reading your email? Figure out what would serve them the best and do that. I suggest specificity where possible. “Read about dogs” rather than “read more.”

Krissy Isenberg: What should be included in the footer of an email? How many calls to action are too many?

Matthew:

Footer:

  • Navigation
  • Social (but I’d suggest SHOWING them the social from your site, rather than just links)
  • Required legal information and unsub and address
  • Keep legal to links, not LONG stupid legal that doesn’t serve the customer.

CTAs

  • When you’re having a convo with a friend, how many questions within a short convo is too many? Think about it relationally and that’s your answer.

Yvonne Ly: Two-part question!

  1. Do you have suggestions on how to keep audiences engaged through a sequence of emails? (i.e., email [1/3] directly in the subject line, teasing the next email\'s content in the first email, etc.)
  2. If the goal is to get the audience to action something after every step (i.e., complete your profile) - how spread out should these emails go out?

Matthew: As with my other answers, my suggestion is to think relationally.

  1. Tell a story about where you’re going with your content. It helps people get a sense of whether they want to come on a journey with you. It’s like FedEx package tracking. Give them a sense of what to expect.
  2. Timing should feel like you’re present but not annoying. I’d suggest that you don’t do every day but help keep your product top of mind. Even better if you can trigger it based on an event like them finishing a task, and then give them the next task a couple of hours later.

Nikki Collins: Is there a best practice related to multiple languages? For example, if you have one email that needs to be available in 10 languages, is it wise to use liquid tags and have one VERY long email with code/text for every language (then it\'s served to the person in their indicated language) or is it better to make ten emails, so the code is short and clean? Concerns around deliverability, load time, etc. with the former option.

Mike: You could do liquid, but that seems like a lot of trouble to do the database lookups and ensure that the content is there from the respective language owners. Doing it as dynamic content (if your ESP allows that) will give you a sense of how that looks as well since some languages may have orphan text because or word length.

Nikki Collins: Dynamic content = connected content?

Mike: Not sure what it is called in your ESP, but essentially it is a content block that changes based on segmentation or rules for that specific subscriber. You usually can stack them as you build it out, but the user will only see the applicable version.

Matthew: What @Mike Nelson - RGE said

Mike:


Matt Pogor: Let’s say you are starting from scratch. What are some good ways to get to know your audience better so you can send better and more relevant communications?

Matthew: LOVE this question. It shows empathy.

  1. Let your audience know you’re dying to learn more about them, so you don’t give them crappy content or the wrong product. Ask them if they’d like to have more personalized content. If the answer is yes, then they are willing to answer questions. If not, leave them alone \uD83D\uDE42
  2. Surveys are great. Plan them carefully. Don’t do them too often.
  3. Interviews with segmented audiences are great. Give them something in return for their time. Amazon or Etsy gift cards are great.
  4. Start putting events on your emails so you can segment based on what users are doing, clicking, buying, etc.

Alejandra Escobal: Hello there \uD83D\uDE42 Would you recommend using a more granular marketing consent? For example, one for only newsletters or promotions or brand or transactional or service messages. If it’s a good practice, how would you manage frequency?

Matthew: 

  1. Yes. I think it’s more relational and empathetic to precisely ask your audience what content they want and probably avoid them unsubscribing wholesale.
  2. Frequency can be insanely hard. I don’t think ANY ESPs or MPs are doing this well that I know of, but overall try and BE a customer and see how the frequency FEELS like a customer who takes actions on your site, etc.

Matthew: Okay, I HAVE QUESTIONS!

  • What tools do you use to analyze your own company’s emails and talk about them as a team?
  • What tools do you use to create a brief before starting a new email campaign or series?
  • When you find an email you like, what tools do you use to share these emails with others?

XOXO \uD83D\uDE1B

Linh Tran: These are great questions!

  • What tools do you use to analyze your own company’s emails and talk about them as a team? -> We’re not using any tool; would love some recommendations
  • What tools do you use to create a brief before starting a new email campaign or series? -> Confluence
  • When you find an email you like, what tools do you use to share these emails with others? -> Slack  \uD83D\uDE02

Maddie Bertschmann: I have one more question... What\'s the story with the whale, @Whale? \uD83D\uDC33

Matthew: hahaha.

  1. I was on Twitter/Instagram/Dribbble way long ago. I’m like 142 years old.
  2. My brand back then was called Squared Eye, and the Whale was the logo.
  3. I changed all my handles to Whale when I sold that company. I’m kind of a big personality (loud and in your face, but also really kind and sweet) Like a Whale.

Maddie Bertschmann: That’s a wrap! @Whale and @Mike Nelson - RGE can spend a couple of minutes closing out loose ends here, but then you\'re off the hook \uD83D\uDE02 Thanks to everyone for participating, and big thanks to RGE for your time and insights! Epic AMA! \uD83D\uDC4F

Matthew: @Maddie Bertschmann thank you so much for having us \uD83D\uDE42

Mike: Ditto ☝️

"}],"primaryAuthorText":"Author","created_date":1601410373304,"originalHeight":920,"title":"Braze Bonfire x Really Good Emails AMA","partnerSlugText":"With partnership from","hasPrimaryImage":true,"type":"article","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},22270:function(ep){"use strict";ep.exports=JSON.parse('{"isDraft":false,"originalHeight":920,"primaryAuthorText":"Author","description":"

You need to think strategically and empathetically when deciding how often to email your customers.

","partnerSlugText":"With partnership from","originalWidth":1496,"secondaryAuthorText":"Host","type":"article","created_date":1598232842756,"content":[{"type":"text","content":"

How many emails should I send customers the first 30 days after they register? What are your open rates like? What about retention, activations, or even payments? How do I know if I’m sending too many emails?

"},{"type":"youtube","content":"

https://www.youtube.com/embed/W09dbyjEuAY

","embed":"W09dbyjEuAY"},{"type":"text","content":"

These questions are common and understandable. But, in my opinion, they are misguided, too granular, and missing the greater point.

As an email strategist, when I get specific questions like these, I push clients to take a step back. In other words, what is the purpose of your email program in the first place and how can you effectively partner (yes, partner) with your customers to come to win-win scenarios. 

The truth is that a lot of context and critical thinking is needed to decide how to onboard new customer segments as well as how to keep a meaningful relationship with them on an ongoing basis.

It’s true that you want to avoid being over-aggressive with your customers but not enough people talk about the opposite issue, which is not being aggressive enough in helping your customers realize the full potential of why they signed up for your product or service in the first place.


So, if it takes a ton of critical thinking and context to nail your email messaging cadence, then what is a good framework for coming up with an intuitive MVP so that you are starting in the right ballpark?


I recently conducted a brainstorm with a startup group in Asheville, NC that is in its infancy and had two, not just one, target audiences that needed very different email strategies.

What started out as a discovery meeting where I was asking lots of questions and even ‘winging-it’ from a solutions standpoint luckily turned into a framework that I believe is company and industry agnostic and can help many of you when considering onboarding and ongoing cadence.

Before I share my framework idea, let’s cover some definitions.

Cadence vs Frequency

For whatever reason, the nuances between these two terms have tripped me up in the past. Therefore, I decided to grab some concise definitions from a third party. Here taken directly from Fulcrumtech.net.

Whereas frequency is the number of emails sent in a given period of time, cadence encompasses the timing and pattern of emails sent. For example, cadence includes how many emails are sent and the amount of time between each of the emails, as well as the email content and the audience receiving the emails.

In other words, frequency is a more narrow definition and is better discussed for email tactics around a specific time frame. And cadence is more holistic. You could use either to inform most discussions around email programs and especially things like 30-day onboarding.

Regardless, I’d recommend first looking at things from an even higher level.

A Simple Framework to Use for Determining a Scalable Cadence

As is with most great frameworks, simplicity can be an asset. And with that in mind, here are my recommendations for deciding on cadence strategies for your audiences:

1) Define your highest-level parent segment(s)

  • For many companies, this could be just one to two personas.
  • For example, with Grammarly’s MVP Freemium onboarding back in 2014 we had several child segments and side tracks but the highest level consisted of just two parent segments — ‘free’ and ‘premium’

2) For each segment, create two columns to list and rank the actions you most desire these segments to do. This will be your ‘impact rank’.

  • I recommend a simple ranking of 1–5 with 1 being the highest

3) Now add a third column to rank the ‘tolerance’ level you perceive those users to have for getting requests to make those actions with 1 being very tolerant and 5 being very intolerant. This will be your ‘tolerance rank’.

Coming up with the actions (i.e. business metrics) your company desires most should be rather easy. Doing the same exercise around ‘tolerance’ should be a little more difficult. In this case, you need to use your empathy and put yourself in the customer’s position.


Now, to illustrate the framework further, here’s a simple snapshot of what this exercise could yield like for Airbnb. NOTE: I did this just for fun and did not consult with anyone at Airbnb to come up with the strategy.

Parent Segments:

A: Hosts

B. People Searching for a Place to Stay

Table for Hosts:

Table for Prospective Guests

Explaining My Tables

The first thing you probably noticed for the ‘Hosts’ table is that the impact and tolerance ranks are matching up. I did this to make a point that, in general, I see hosts and Airbnb as sharing the same business goals. They are essential partners, given the rev-share model. If the hosts win, Airbnb wins.

And so when Airbnb starts nudging a host to complete or improve their profile, it should be quite easy to justify a fairly aggressive cadence of emails both for the marketer and for the recipients. Things like ‘Improve Your Profile to Land Your First Guests’ should be palatable to receive. Even several times as long as the tactic and subject line changes each time.

However, for prospective guests, you have a different ball-game. You are going to have so many different child segments that sign up and are only passively looking and may end up booking their next trip using another service. And just because they don’t use Airbnb this time doesn’t mean they couldn’t be a customer in the future — as long as you don’t piss them off.

That’s why for this parent segment I have lower levels of tolerance and you need to take a less aggressive strategy. If you are not realistic and focus on a long-term strategy then you could create a relationship that feels too desperate and gets them to unsubscribe.

For example, just because I registered doesn’t mean I want to create a wish list or book a stay. I’m just in my research stage. And just because I had a successful stay does not mean I want to leave a review. I may not see the value in that or may have had a mediocre experience and don’t feel like being honest because I knew what I was getting into already.

Additionally, if I’ve already used your service then I may be more tolerant to an ongoing relationship and using Airbnb again — especially if it was a positive experience. I put the tolerance # as 2 for booking a subsequent stay — meaning you could more confidently check in with this person and keep them updated on new features, specials, etc. You can also track browse and save criteria to inform your follow-up tactics.

I could go on, but you probably get the point already. The above model is not going to tell you exactly how many emails to send or what tactics to use. But it can give you confidence on how aggressive you can be for dedicated emails around certain actions. And, for me, that’s a great place to start.

"}],"publish_date":1598232842067,"title":"Context > Cadence","categories":[{"name":"Tutorials","slug":"tutorials"}],"slug":"context-cadence","hasPrimaryImage":true,"authorSlug":"10billionemails","name":"Drew Price","authorBio":"Drew is the former Head of Lifecycle Marketing at Grammarly and has 13+ years of dedicated email channel experience managing large B2C programs. He now consults and creates e-learning content full-time under his 10 Billion Emails brand (www.10billionemails.com) and specializes in helping the next generation of marketers create smart, scalable email programs. Superpowers include working with large SFMC customers, proactive deliverability strategies, and helping startups build foundational MVPs. "}')},73560:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Author","originalWidth":1140,"publish_date":1608595564586,"title":"Delight your customers with audience segmentation","slug":"delight-your-customers-with-audience-segmentation","description":"

Personalizing the customer experience from the moment you lay eyes on their email address can set you both up for a wonderful relationship.

","authorSlug":"kellylamano","categories":[{"name":"Tutorials","slug":"tutorials"}],"partnerSlugText":"With partnership from","secondaryAuthorText":"Host","content":[{"type":"text","content":"

Segmentation is really just another way of spelling “personalization.” It’s a strategy in building and maintaining relationships with your customers based on how they interact with your site and your products.

Marketers have seen as much as a 760% increase in revenue thanks to segmenting their campaigns. Audience segmentation comes down to reviewing customer engagement, personalizing the experience, and reflecting on behavioral stats to keep the conversation going.

Check out your audience’s engagement

Customers are looking for the right companies to commit to while companies analyze customer engagement. Build a relationship with your audience as soon as they show an interest in you.

Think about custom send dates and times based on when your audience is most active with your content or based on their location. Your audience will be more excited about your content when you send it at a time that’s convenient for them.

Add tags, create subscriber groups, and work with the information that you have to personalize the inbox experience. Do what works best for you and your audience based on the data you have.

You can use data such as when a customer signed up on your site to send an anniversary email. Send a personalized engagement email based on their activity on your site like Spotify does with users\' favorite artists and song play counts.

Send a product sale email based on a customer’s last order date, the purchase amount, and purchase type. You can use this for lapsed customers who haven\'t placed an order in a certain period of time as part of a re-engagement campaign.

Depending on the data that’s available to you and the email provider you use, you can be very broad or very detailed in your segmentation strategies.

Ad:


Personalize every message (not just the welcome email)

Customers love good news and progress reports. They want to know how many miles they ran, if they beat their friends in a challenge, and if they’re on the right track with their goals.

Fitbit sends weekly stat emails like this based on user activity. The user tracks their fitness activity on their device or in the app and can customize their goals in their profile. This personalization is a great example of how to keep your audience coming back for more with your products.

Create buckets based on user activity for different audience segments. In Fitbit\'s case, they might bucket their audience into extra active runners, average walkers, and people who need more motivation, and then personalize the messaging to those segments.

You can bucket your audience based on user profiles and how they interact with your product. By doing so, you can see how tailoring messaging related to those buckets on a personalized level impacts user behavior and activity later.

Celebrate your anniversary

Customers want to know they’re more than just dollars in a company’s pocket. Why do you think Chipotle and Taco Bell released branded swag? They know their customers love their brand and people love a comfy burrito sweatshirt. 

Celebrate customer milestones, including when they signed up for your platform or when they made their first purchase. Add fun, behavioral data in your emails, such as how many hours your customers perused your blog, what their favorite store candle scent from your store is, and if they finally caught up on the Mandalorian.

An anniversary email is a great way to keep customers engaged, or to re-engage them if they haven’t made a purchase or haven’t visited your site in a while. Using a re-engagement segmentation like this would be based on lapsed users or the time elapsed between purchases.

Make sure the messaging is clear like the PlayStation email above. Otherwise, subscribers might be confused about whether you’re celebrating their account anniversary or your company’s anniversary.

Ad:

Here’s another example where Care/of makes it clear that they’re celebrating the company’s birthday. They share internal milestones while encouraging the reader to join the fun by downloading the app or taking a quiz.

Expand on customer behavior stats

Jeff Rossi, previously Spotify’s Global Director of Business Marketing, mentioned that one out of every two Spotify streams is initiated by the user. When users dig a platform, they’ll spend more time interacting with the content and searching for what they like, giving companies the opportunity to segment and reciprocate that interaction.

Spotify segments their emails according to user location and user behavior in the app and on the website. This Time Capsule email leads the user to a personalized playlist, created by Spotify, based on throwback songs and artists that the user listened to most often.

Spotify also sends a handy “Upcoming concerts near you” email, pulling updated artist info, venues, and show dates based on user location and streaming activity.

In a third example, Spotify shares how many minutes users streamed audio on Spotify and/or how many different songs they listened to. When users click the CTA button, Spotify sends them to a customized playlist based on the songs and podcasts they listened to the most that year. All of these examples personalize the experience, bringing people back to Spotify’s platform.

Segment your audience based on previous purchases

When a customer walks out of a brick and mortar, that could be the end of the company-customer relationship unless they hit it off one-on-one. But if a customer signs up with their email address or phone number (in-store and online), that’s an opportunity to continue the relationship based on a customer’s purchase activity.

You have the opportunity to ask for feedback. Request a product review after the customer buys that swanky chair. Or send a survey to get feedback on their shopping experience. You can also send follow-up emails for a customer to buy an item again, purchase a refill (hello, fridge water filters), or renew their membership.

If a customer hasn’t purchased from you in a certain amount of time, or if they’ve left an item in their online cart, this is a great opportunity to check back in with that customer. You don’t want them to leave you on read without taking action.

They might still be interested in that product, but they got distracted. Life got busy and they exited all tabs instead of just the tab with all the annoying notifications. Sending a personalized email based on customer purchase behavior is key to bringing them back to your site.

Segmentation can save you money, especially with SMS marketing

When you send a targeted message to a specific group of people, you can save money by sending fewer emails or fewer SMS messages. SMS marketing is a solid way to reach your customers (as a complement to emails) when you’re ready to take the customer relationship to the next level.

You can use SMS marketing to send a quick and concise message, sharing a product launch or a promo code. Keep in mind, you might have more opt-outs in SMS marketing than email marketing due to the personal nature of SMS messages. Make sure you send engaging messages that benefit the person on the other side of the screen.

You have a lot of options to segment your SMS messaging:

  • New customers
  • Returning customers
  • VIP memberships
  • Number of purchases
  • Purchase type
  • Last purchase date
  • Abandoned cart customers (new vs. returning customers)

These are all opportunities for re-engagement and win-back campaigns. Make every message relevant. Track customer activity and integrate with tools like Zapier, CartHook, Omnisend, and Klaviyo to filter that activity and adjust your SMS campaigns.

Build a solid plan for your audience segmentation and stick with it.

At the end of the day, segmentation is really just checking in with your customers, reminding them to return to what they love. Think about what they’re interested in, what they’re buying, and what they’re interacting with on your site.

Email is landing pages delivered. Guide your customers with personalized messaging based on their behavior, and deliver that experience in the best way possible.

Ad:

"}],"isDraft":false,"created_date":1608595565239,"type":"article","hasPrimaryImage":true,"originalHeight":600,"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},96348:function(ep){"use strict";ep.exports=JSON.parse('{"categories":[{"slug":"courses","name":"Courses"}],"originalWidth":2160,"secondaryAuthorText":"Host","title":"User & Event Data: A 3-Step Plan to Cross-Channel Personalization (1 of 3)","description":"

In part 1 of this 3-part series, you\'ll learn basic personalization using user profile and demographic data!

","created_date":1597766298109,"type":"class","secondaryAuthorSlug":"","partnerSlug":"iterable","originalHeight":1080,"isDraft":false,"partnerSlugText":"Subsidized by our friends at","content":[{"type":"text","content":"

When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible.

Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences.

In this class, experts from the Iterable team will cover the basics of how to user profile and event data to create personalized email and cross-channel messaging that supports a best-in-class customer experience.

You’ll learn how to:

  • Create custom events for lifecycle milestones, like downloading an app or visiting a high-intent webpage
  • Build the perfect email template that incorporates hyper-specific user profile data
  • Launch a foolproof campaign that delivers individualized customer messaging

Who should come?

B2C marketers that focus on customer lifecycle / retention / CRM

Email, mobile and cross-channel strategists

Verticals: retail/e-commerce, subscription services, media & entertainment, food & beverage, travel, consumer tech

Enterprise businesses looking to replace a legacy marketing cloud

People looking to see what Iterable is capable of

Who should maybe skip this one?

B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch

Note:

This class is part 1 in a 3-part series. While you\'re encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3!

Alyssa Jarrett is Head of Brand & Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray.

Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She\'s been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren\'t already). You can unsubscribe from either or both at any time.

"}],"hasPrimaryImage":true,"publish_date":1595390400000,"authorSlug":"valgeisler","slug":"demographic-and-user-data","primaryAuthorText":"Teacher","name":"Val Geisler","authorBio":"Customer Evangelist at Klaviyo"}')},71477:function(ep){"use strict";ep.exports=JSON.parse('{"originalHeight":1085,"description":"

Why do organizations still utilize pop-ups when clearly anyone you ask hates them? This is what we found.

","hasPrimaryImage":true,"originalWidth":2558,"type":"article","slug":"do-email-pop-ups-work","partnerSlugText":"With partnership from","categories":[{"slug":"tutorials","name":"Tutorials"}],"primaryAuthorText":"Author","isDraft":false,"created_date":1604329495904,"publish_date":1604329495154,"content":[{"type":"text","content":"

For how annoying they are and how much they go against UX best practices, it seems like you can’t go to a website these days without getting served an unapologetic pop-up.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/2rYtuTtpeFs

","embed":"2rYtuTtpeFs"},{"type":"text","content":"

We all know how we feel when this happens:

  • Frustrated
  • Insulted
  • Tricked
  • Instantly unengaged

The thing that makes me wonder is why every company continues to do this when we know that there’s a collective feeling of disdain for these experiences. So I went digging to find out what I could find about pop-ups.

In the 1990s, Ethan Zuckerman (no relation to Mortimer Zuckerman who owned The Atlantic, Forbes, and Fast Company from what we could find) created the pop-up ad because some advertisers didn\'t want their banner sitting directly next to some content. The pop-up was a way to get around that - by putting the ad in another small browser which didn\'t \\"directly\\" correlate to the content of the page. But Zuckerman hates what he did. Not only because he thinks that an ad-run model isn\'t the best for the internet, but because of how rampant the annoying practice became.

And it turns out that there’s a lot of research out there about the annoyance of pop-ups. OptinMonster, a company that is known for creating opt-in pop-up forms, admitted to the negative feedback that they get for the experience. Marketing coalitions have conducted experiments with different sizes and types that show that pop-ups are some of the most loathed things that can be done on a site, such as this one:

And this one, showing that a pop-up is more positively correlated with annoyance, distracting, and creepy and negatively correlated with being “useful” to the user:

Google has even been penalizing websites which use intrusive pop-ups, which they define as:

  • A popup that covers the main content, either immediately after the user navigates to the page or while they are looking through the page
  • Using a layout where the above-the-fold portion of the page appears to be an interstitial, but the original content has been pushed below the fold
  • Forcing the dismissal of a standalone interstitial before accessing the main content

(source: Google)

So without asking the question of “do pop-ups work?” it seems like everyone is in agreement that they are definitely annoying.

Ad:

But here’s the thing: If they are so annoying, why is everyone still doing it? Because annoying doesn’t equal ineffective. And if done right, they can actually have a positive impact on your readers and business. 

The biggest thing that people will talk about when using a pop-up for newsletter subscribers is how much your list will grow. Here at ReallyGoodEmails.com, we tested that theory out with our own pop-up form on our site. We used different copy, different positioning, different timing, different colors, etc. Before we launched our new site, it looked like this:

On an average day, we were converting about 2.3% of our users. It was pretty consistent, so on days where traffic spiked (which is typically Monday and Tuesdays) we’d see a steep bump in sign-up volume and then flatten out (and sometimes dip) over the weekends.

But we were under the impression that we pointed out earlier; the impression that pop-ups were an annoyance and if we wanted people to enjoy the site and become loyal readers, we didn’t want them to be frustrated or come back less because of our pop-up. Plus, we had a ton of people every week write to us to say that their colleague had referred them to our newsletter or they had seen a snippet of it online somewhere and were manually signing up without being prompted via a pop-up. So with those two things, we decided to remove the pop-up completely and see what happened.

For most people, this is where their alarm bells would be going off. Could you imagine going to your boss and telling them that you were going to stop asking people for their email addresses?

While we were still seeing new subscribers through that non-pop-up method, our list size was in decline. This is because our weekly unsubscribes (due to bounces, natural churn, and people who definitely didn’t like what we were sending) were more than those super eager new subscribers who had to find their way to our sign-up form. This is what we call a negative delta, and something that I was taught was the worst thing an email marketer could see.

But we at RGE don’t really care about list size. We often say: “Build relationships. Not lists.” We are okay with people leaving our lists because we’d rather talk to the people who want to hear from us than try to get the attention of those who could hear from us. The importance of list size is based on vanity metrics and billables. Most ESPs and bosses put an emphasis on how many people are on your list, not who is on your list. If anything, this little test reinforced this position that your most engaged readers are the ones you should be serving.

With that perspective, we clearly had a problem with our messaging for a portion of our users who were opting out. And after reaching out to a few we found some common things that we worked towards fixing, which ultimately brought us back to a positive delta for our list. 

Now that we had dammed up the issue, we could’ve easily kept our pop-up hidden and grown our subscribers slowly. And actually, this amount is what we kept as our new control - we know in a given week how much we should expect from organic new subscribers without any promotion. But that seems silly to not promote the newsletter in different ways. But going back to our earlier statement about building relationships, promoting the newsletter to just hit a growth number isn\'t right. Number of subscribers doesn\'t mean anything. It\'s just a vanity metric.

But with us fixing the underlying issues, we felt comfortable getting the newsletter in the hands of those people who actually wanted to see it. And the pop-up was the next thing to bring back into the picture. That\'s because, on top of growing a list (which we’ve already pointed out isn’t the best thing to focus on), pop-ups can do some other things. For example, they can:

  • grab the most likely people who will engage with your brand in the long run
  • People who will buy your stuff
  • People who will promote your content and products to others
  • People you don’t have to win-over again through paid media spend
  • re-emphasize your value propositions
  • Products that you sell
  • Mission statement or core competencies
  • Tailored experiences meant for the visitor
  • reach folks you want to retarget
  • Show pop-ups to visitors clicking thru from email marketing
  • Show pop-ups to visitors clicking thru from paid ads
  • alert those who need to know certain kinds of information
  • Explain forces such as COVID or high demand that has limited resources
  • Prompt them to upgrade for a feature they are trying to access
  • Remind them of store hours

Of the list above, really honing in on the users that come from your other marketing efforts seems like the biggest no-brainer. We know how expensive AdWords or Facebook targeting can be, so making sure that you message them based on that profile is important.

Ad:

While researching, we found that Cocofloss is doing this: They use MuteSix to help target the right kind of audience who may be interested in their hipster floss and then use JustUno’s targeting by referral source to make sure the messaging in the pop-up is written to resonate with that demographic. The result has been a decrease of 25% to their cost per acquisition because they are able to capture the potential buyer quicker with the right kind of messaging to keep them engaged. (Full disclosure that JustUno sponsors RGE, but they aren’t sponsoring this article nor are they compensating us for writing it.)

Which brings us back to why pop-ups can be so powerful when done right. There are plenty of email capture options out there, but the ones that win with pop-ups are those who understand the context.

You know when a pop-up is beneficial when it isn’t nagging the visitor, but rather nudging them. Here’s how you know the difference between the two. The definition of nag is that it annoys or irritates a person with persistent or continuous urging. On the other hand, nudge is a gentle prod that typically is done to draw attention to something. Would you rather feel nagged or nudged?

Nudging is done best when in context. For example, when someone is about to leave. Or when they’ve made their way far enough into the site to understand the value of being nudged in some way. So when you are thinking of implementing your pop-ups, here’s some research we found on the topic from Sleeknote:

  • Pop-ups with images convert 83% better than pop-ups without images
  • Pop-ups with countdown timers convert 112% better than pop-ups without them
  • Not all pop-ups need a countdown timer, of course. After all, there’s no urgency for a website visitor to join your email list. But if you’re running a time-sensitive campaign like an on-page giveaway or seasonal promotion, test adding a countdown timer to your popup. 
  • Adding a countdown timer to a pop-up communicates urgency and moves visitors to action.
  • Pop-ups with two input fields convert better than any other
  • If you want to hurt your chances of getting an email address, include more than 2 input fields
  • 76% of subscribers input more information when asked to do so in a two-step pop-up.
  • Pop-ups that were shown at 8 seconds convert better than pop-ups shown before or after
  • Pop-ups shown at 35% scroll depth convert better than pop-ups shown before or after

And when it comes to designs, here’s what you should consider:

  • Stay away from dark patterns. Those are elements such as forcing someone to click on a button rather than click outside the pop-up to close it. Worse off is shaming the user for not entering their information or tricking them into entering their info.
  • The headline is the first impression, and one that is confusing will all but guarantee you won’t be seeing that person again. Being vague has never helped anyone. “Sign Up for Coupons” is a lot more direct and clear than “Receive Our Emails” (what emails?).
  • Clearly state something of value. “What’s in it for me?” If you can’t answer this question from your visitor’s perspective, it’s time to return to the pop-up drawing board. This pop-up form is about to begin a relationship between you and a customer, and it has to be a give and take.
  • Include some social proof if you’ve got it. This is a great sign that other people are getting value out of what you are presenting. Think of this in ways of “X many people receive our newsletter each week” or “X people save $Y on average after getting one of our emails.”
  • Location can bring attention to your pop-up. Of the places to put your pop-up, here’s the average submission conversion rates:
  • Full-screen (~7% CVR)
  • Center (~5% CVR)
  • Fixed banner (~2% CVR)
  • Corner (~1% CVR)

There’s a lot more to consider about pop-up designs and strategy, but it all comes back to serving the end user. One of our mantras at RGE is to build relationships, not lists. When thinking about why you want people to give you their information, thinking in this context should guide you better than anything else.

Ad:

"}],"authorSlug":"mike","title":"Do Email Subscription Pop-Ups work?","secondaryAuthorText":"Host","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},46695:function(ep){"use strict";ep.exports=JSON.parse('{"originalHeight":600,"partnerSlugText":"With partnership from","publish_date":1624935619078,"primaryAuthorText":"Author","originalWidth":1140,"hasPrimaryImage":true,"description":"

In 2020, email open rates, conversion rates, and revenue per recipient saw a significant increase from the prior year in health and beauty and apparel and accessories, the two largest e-commerce industries. How can you stand out with your e-commerce email marketing? Understand what the email’s job is, who your audience is, and how you can set up e-commerce automation campaigns to serve up really good emails for your customers and save yourself time.

","created_date":1624935626213,"secondaryAuthorText":"Host","type":"article","content":[{"type":"text","content":"

In 2020, email open rates, conversion rates, and revenue per recipient saw a significant increase from the prior year in health and beauty and apparel and accessories, the two largest e-commerce industries.

With an estimated 4.1 billion email users (including test accounts, real accounts, and other accounts we created years ago for Neopets) and 120+ business emails being sent and received every day, how can you stand out with your e-commerce email marketing?

Understand what the email’s job is, who your audience is, and how you can set up e-commerce automation campaigns to serve up really good emails for your customers and save yourself time. Let’s jump into a few e-commerce automations you can brainstorm to create or to tweak existing campaigns.

Welcome Emails

The welcome email is your virtual handshake, your, “Welcome to the party!” for your customers to get to know your company, your products, and your services. Make it count by showing off your company’s best pair of shoes, your favorite socks, and maybe even a photo of your dog if that sort of thing is on-brand. The key here is to introduce who you are, what problem your products or services solve, and why your audience should care.

Introduce your company colors, work in your company values, and add some smart copywriting with minimal design. Focus on the email messaging to connect with your customers one-on-one.

You can create a series of welcome emails to introduce different product lines or services, or keep it simple with a single welcome email. Either way, update these welcome emails frequently to reflect new logos, branding colors, verbiage, and other details.

Discounts

What do customers love more than buying that candle that’s been sitting in their Wish List for a few weeks? Discounts. Saving money, coupon clipping, promo codes, cash back. Customers might wait for a sale, an email nudge, or sign up for a newsletter to get an extra 10%+ off on their order because it feels good to save money.

Set up an abandoned cart series. For example, after Smiles Davis walked away from his computer after browsing Molekule purifiers, he received an email nudging him to buy that purifier with a percentage discount.

Setting up a discount email trigger can create a sense of urgency and show your customers that you appreciate them. The email encourages them to buy something now or sign up for your email list since they\'re showing an interest by interacting with your website.

Ad:

Reviews & User-Generated Content

Search social media to see what people are saying about your products, and request permission to use customer testimonials in your marketing emails. Sprinkling reviews in your emails - welcome emails, thank you emails, and more - shows that real people are using and reacting to your products.

Keep an eye out for customer emails too. No matter how big or small a business is, customer support emails can be some of the most important emails with the best feedback. These emails usually come from loyal customers who write in unpromptedly, or enthusiastically fill out your surveys, and these might be the best reviews to feature.

Abandoned Cart

One of the last things you want is for customers to leave something that they love in their cart.

Maybe they got busy. Maybe they’re waiting for payday. Or, maybe they really don’t want that thing that’s in their cart. (But we’re gonna stick with the reasoning that maybe they were busy...)

Set up a series of e-commerce automation emails to tell the customer how they\'ll be missing out if they don’t purchase the item. Be strategic with the amount of time between each email send (ex: 12 hours after cart abandonment).

Also, look past the sale - what’s the human element? What will hook them to where they’ll need to complete the purchase? Give them an incentive, such as free shipping, a free gift, or a discount on the entire order, and remind customers of how this product or service will solve a problem for them.

Post-Purchase E-Commerce Automation

Think of the post-purchase process like you’re saying goodbye to a friend. You wouldn’t just leave them hanging when you walk away or log off, right? You’d probably give them an elbow bump, send them a text when you get home, or give them a slightly awkward wave on the screen.

The post-purchase process should focus on maintaining that very relationship. The next time the customer sees your name pop up in their inbox, you won’t be strangers but you\'ll be familiar.


Order Confirmation & Purchase Tracking

Create a series of emails to be triggered after a purchase. This might include an order confirmation/thank you email, a shipping confirmation email with the estimated delivery date, a delivery confirmation email, and then a follow-up email to make sure the customer has everything that they need.

You can also start this experience on the order confirmation page like Kohl\'s did here with information such as the order number, amount of money the customer saved, and rewards they earned.

Surveys

Once the customer receives the item, ask for feedback with a short survey. Asking for quick feedback - something that won\'t take more than 2 - 3 minutes to fill out - will give you content for future email campaigns, along with information on how you can improve your product or reassurance with what\'s working.

SMS 

Take the e-commerce automation a step further with SMS messaging. Personalize the messaging using first name, information about the order, related products, and what the customer can expect to be up next on deck.

Photo from Fantastic Texts

Remember: Automation is More than Set It and Forget It

Test your email automations on an ongoing basis. Make sure triggers are working and signup bars are set up correctly. Adjust the email content according to the season, sales prices, customer feedback, and company updates to keep the messaging and design fresh for your audience.

Make Your Customers Feel Valued with E-Commerce Automation

Need more e-commerce email inspiration to get started or to adjust existing campaigns? Sign up for a Really Good Emails account or sign in and start collecting your favorite emails. Save \'em for later to collaborate with your team.

Ad:

"}],"isDraft":false,"title":"How to Create a Really Good Customer Experience with E-Commerce Automation","authorSlug":"kellylamano","slug":"ecommerce-automation","categories":[{"name":"Tutorials","slug":"tutorials"}],"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},25677:function(ep){"use strict";ep.exports=JSON.parse('{"title":"12 E-commerce Emails to Level Up Your Product Promotion","hasPrimaryImage":true,"originalHeight":920,"partnerSlugText":"With partnership from","content":[{"type":"text","content":"

E-commerce emails are more than sales and product launches. When you have someone’s email, you have the ability to communicate your values and re-emphasize why people gave them your email.

\\"One brand that comes to mind is Chubbies. I may only buy a couple pairs of shorts from them per year, but I continue to read their emails because they put in a lot of effort to create an email that will make me smile,\\" Mike Nelson mentioned. \\"I often find myself reading their blog or other things they link to because I trust the brand. Not only do I deepen my loyalty to the brand, but the content they produce allows me to evangelize the company to my friends.\\"

“Don’t just sell a product but sell what it’s going to do for the person,” Matthew Smith said. “I don’t want shoes. I wanna run. I don’t want to just put something on my feet. I have a job to do, and I want your tool to help me do that. The email should help me understand how it will help me do that.”

Some common characteristics of a really good e-commerce email are:

  • Easy to understand
  • Clean design
  • Clarifies product information
  • Smart product staging
  • Shows product in context with other products
  • Tells a story – sells what the product is going to do for the consumer

Check out these 12 really good e-commerce emails!

1) Nike

"},{"type":"email","content":"

https://reallygoodemails.com/emails/work-out-in-this

","slug":"work-out-in-this\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Nike is known for sending motivational emails and social media campaigns with athletes doing what they do best. This e-commerce email puts the spotlight on training, showing the products in action in three different training scenarios. The email does a great job of incorporating interactive elements, allowing the audience to hover over the plus signs to learn more about each item and shop.

What makes this a really good email

  • Interactive email
  • Shows the product in action
  • Different scenarios with the products
  • On-brand

2) Bose

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-sneak-peek-at-our-rose-gold-future

","slug":"a-sneak-peek-at-our-rose-gold-future\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

I’m partial to this email because I love just about anything that’s rose gold...putting that style aside, this is a really good e-commerce email with live text inside the headphones, and two clear CTAs to pre-order the item. The verbiage remains upbeat, explaining how the product can help the audience level up their music and style, plus its capabilities with Amazon Alexa and Google Assistant.

What makes this a really good email

  • Fun image
  • Describes features
  • Short and to the point
  • Clear CTA

3) Google

"},{"type":"email","content":"

https://reallygoodemails.com/emails/introducing-pixel-4-the-new-nest-mini-and-more/

","slug":"introducing-pixel-4-the-new-nest-mini-and-more","email":{"submitter":{"slug":"whale","role":"None"},"accessibilityIssues":{"accessibility-htmllang":true,"content-titletag":true,"accessibility-gif-detected-launch_email_one_mobile_floral_mid_red_v.gif":true,"accessibility-presentationtable":true,"accessibility-gif-detected-launch_email_one_desktop_floral_mid_red_v.gif":true,"accessibility-heading-tags":true,"accessibility-justified":true},"screenshots":{"FFYAHOO":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONEX":true,"IPHONE8":true},"submittedEmailId":"hkEQ96uJ130xfjd5zly5","slug":"introducing-pixel-4-the-new-nest-mini-and-more","publish_date":1592867971709,"hasPrimaryImage":true,"content":"","categories":[{"name":"Technology / Software","slug":"technology-software"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"announcement","name":"Announcement"},{"slug":"price-change","name":"Price Change"},{"slug":"product-update-new-feature","name":"Product Update / New Feature"}],"originalWidth":680,"tags":["pixel-4","mini","nest","chromebook"],"title":"Introducing Pixel 4, the new Nest Mini, and more","litmusApiDate":1592868044692,"author":{"name":"Matthew Smith","slug":"whale"},"originalHeight":4706,"hasHtml":true,"litmusApiData":true,"companies":[{"name":"Google","slug":"google"}],"popularityScore":0}},{"type":"text","content":"

Google always makes its releases fun and interactive online (remember how Google teased the Pixel 4A?). This email is full of the company’s colors and branding, different products, and all-around fun in a “family photo.” The design seamlessly explains each Google product, the benefits, and why these products are a step up from the rest.

What makes this a really good email

  • On-brand:
  • Creative product staging
  • Explains the value of each product
  • Clear CTAs
  • Fun design

Ad:

4) Baggu

"},{"type":"email","content":"

https://reallygoodemails.com/emails/groovy-new-bags

","slug":"groovy-new-bags\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Baggu’s groovy product announcement transports its audience to the 60’s with the design fonts, florals, and prints. The email shows people carrying the bags (and apple pouch!), as well as the bags in a flat lay so the audience can get a good idea of the different prints, sizes, and uses.

What makes this a really good email

  • On-brand
  • Product staging
  • Clear CTAs
  • Showcases different versions of the product

5) Lululemon

"},{"type":"email","content":"

https://reallygoodemails.com/emails/in-this-together-wherever-you-are

","slug":"in-this-together-wherever-you-are\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Lululemon showcases different ways to interact with their brand even outside of browsing their activewear. They highlight options to stay active at home through their different social media platforms and the value of each one. Instead of adding a simple “follow us” button, Lululemon explains what people can find in the company’s online hub, Instagram sessions, and Facebook Group to bring virtual workouts and resources to their audience.

What makes this a really good email

  • Clear CTAs
  • Puns
  • Shows different aspects of the product
  • Provides value on different social platforms

6) Pulp & Press

"},{"type":"email","content":"

https://reallygoodemails.com/emails/15-off-any-2-cleanses-ends-soon-lovebirds-/

","slug":"15-off-any-2-cleanses-ends-soon-lovebirds-","email":{"author":{"name":"Matthew Smith","slug":"whale"},"popularityScore":1,"submittedEmailId":"b29wGZxgPpbR9d4HhxdR","companies":[{"slug":"pulp-and-press","name":"Pulp & Press"}],"litmusApiDate":1584457878060,"litmusApiData":true,"hasHtml":true,"tags":[],"originalWidth":680,"accessibilityIssues":{"content-titletag":true,"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-justified":true},"submitter":{"slug":"mtselonis","role":"strategy"},"hasPrimaryImage":true,"title":"15% Off Any 2 Cleanses Ends Soon, Lovebirds! \uD83E\uDD70","categories":[{"name":"Valentine\'s Day","slug":"valentine-s-day"},{"name":"Holiday","slug":"holiday"},{"name":"Ecommerce","slug":"ecommerce"}],"slug":"15-off-any-2-cleanses-ends-soon-lovebirds-","screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONEX":true,"IPHONE8":true,"FFYAHOO":true,"OUTLOOKCOM":true},"originalHeight":3393,"publish_date":1584222075006,"content":""}},{"type":"text","content":"

This Valentine’s Day e-commerce email keeps the theme consistent tying in red and pink throughout the design. Even the promo code sticks with the theme (“BETTERTOGETHER”). Pulp & Press reassures their audience that they can get their sugar fix while reaping the benefits of recommended nutrients.

What makes this a really good email

  • Fun product staging
  • Clearly explains what the product is
  • Color coordination
  • Promo code related to holiday
  • Clear CTA

Ad:

7) Slowdown Studio

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-blankets/

","slug":"new-blankets","email":{"title":"New Blankets","popularityScore":1,"hasHtml":true,"publish_date":1590581168608,"litmusApiData":true,"author":{"name":"Matthew Smith","slug":"whale"},"accessibilityIssues":{"content-titletag":true,"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-presentationtable":true,"accessibility-htmllang":true},"litmusApiDate":1590700312063,"content":"","tags":["blanket","socks","woven","puzzle","suzy-leahy","carolina"],"originalHeight":2041,"hasPrimaryImage":true,"screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true},"originalWidth":680,"categories":[{"slug":"home-decor-and-furniture","name":"Home, Decor, and Furniture"},{"slug":"ecommerce","name":"Ecommerce"},{"slug":"retail","name":"Retail"},{"name":"Product Launch","slug":"product-launch"}],"submittedEmailId":"KiiC0Y65BnPrZ3XfN20u","submitter":{"slug":"whale","role":"None"},"slug":"new-blankets","companies":[{"name":"Slowdown Studio","slug":"slowdown-studio"}]}},{"type":"text","content":"

Slowdown Studio gets creative by showcasing their woven blanket on a wall. The image draws in the audience so they can immediately picture the blanket in their own home. This email describes how the blankets are made, as well as highlighting a variety of blanket patterns to choose from.

What makes this a really good email

  • Great product staging
  • Shows blanket hanging up and in a flat lay
  • Clear CTAs
  • Clear product descriptions and pricing

8) Fleur & Bee

"},{"type":"email","content":"

https://reallygoodemails.com/emails/our-gift-to-you/

","slug":"our-gift-to-you","email":{"hasHtml":true,"title":"Our gift to you.","submittedEmailId":"t49NA9xgsEDTnEiuXiVz","slug":"our-gift-to-you","litmusApiDate":1597152324842,"screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"OL2019":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true},"originalHeight":2766,"categories":[{"name":"Beauty and Personal Care","slug":"beauty-and-personal-care"},{"slug":"ecommerce","name":"Ecommerce"}],"originalWidth":680,"author":{"slug":"whale","name":"Matthew Smith"},"submitter":{"role":"None","slug":"mtthlbg"},"publish_date":1597152268760,"popularityScore":0,"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-presentationtable":true,"content-titletag":true,"accessibility-justified":true,"accessibility-htmllang":true},"litmusApiData":true,"content":"","tags":[],"companies":[{"slug":"fleur-bee","name":"Fleur & Bee"}]}},{"type":"text","content":"

This email encourages the audience to take care of themselves and explains how their face cream can help. It highlights all the benefits of using this product – free of toxins, cruelty-free brand, and a portion of the proceeds go to charity. The email also shows the company’s “family tree” with additional skincare products to guide the audience through more options.

What makes this a really good email

  • On-brand
  • Promo code
  • Clear CTA
  • Nice product staging
  • Describes product benefits
  • Includes additional products that complement the main product

9) Grayers

"},{"type":"email","content":"

https://reallygoodemails.com/emails/brand-new-flannel-line-up/

","slug":"brand-new-flannel-line-up","email":{"popularityScore":0,"author":{"slug":"whale","name":"Matthew Smith"},"companies":[{"name":"Grayers","slug":"grayers"}],"content":"","hasPrimaryImage":true,"publish_date":1592868008357,"hasHtml":true,"submittedEmailId":"CUNk204chnvIGSss4qDh","accessibilityIssues":{"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"title":"Brand New Flannel Line-Up","originalWidth":680,"originalHeight":9541,"screenshots":{"IPHONEX":true,"FFYAHOO":true,"OL2019":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true},"litmusApiDate":1592868062655,"submitter":{"role":"None","slug":"whale"},"tags":["flannel","heritage","plaid","tapestry"],"slug":"brand-new-flannel-line-up","categories":[{"name":"Fashion","slug":"fashion"},{"slug":"ecommerce","name":"Ecommerce"},{"name":"Retail","slug":"retail"},{"slug":"promotional","name":"Promotional"},{"slug":"newsletter","name":"Newsletter"}],"litmusApiData":true}},{"type":"text","content":"

This e-commerce email lets subscribers know right off the bat they’re seriously missing out if they’re not already wearing these high-quality flannels. The email goes on to showcase a good mix of flat lay photos with a variety of prints, styles, and colors, as well as other products that people can pair with the flannels.

What makes this a really good email

  • Interesting layout
  • Clear CTAs
  • Describes the value of the product
  • Good product staging
  • Shows variety of styles and colors

10) White Horse Wine

"},{"type":"email","content":"

https://reallygoodemails.com/emails/weve-got-your-pizza-night-essentials/

","slug":"weve-got-your-pizza-night-essentials","email":{"slug":"weve-got-your-pizza-night-essentials","hasHtml":true,"companies":[{"slug":"white-horse-wine","name":"White Horse Wine"}],"publish_date":1589919461743,"submitter":{"role":"design","slug":"andreajtudor"},"accessibilityIssues":{"accessibility-linktitle":true,"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-metacontenttype":true},"categories":[{"slug":"food","name":"Food"},{"name":"Retail","slug":"retail"},{"name":"Ecommerce","slug":"ecommerce"},{"name":"Beverage / Coffee","slug":"beverage-coffee"}],"originalHeight":4368,"originalWidth":680,"title":"\uD83C\uDF55We\'ve got your Pizza Night essentials","litmusApiData":true,"author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":1,"hasPrimaryImage":true,"submittedEmailId":"FXMfCa2Bwo0JMIkNzSBm","litmusApiDate":1590704210496,"tags":["Pizza"],"content":"

This email is the definition of pivot. Our wine & spirits store always had a small gourmet food market (focused mostly on snacks and cheese), but when COVID-19 made it difficult for people to shop for groceries, we started carrying more food items people could make a meal out of to help fulfill that need.

\\n

This email empathizes with people who are stuck at home, fulfills a need for groceries, and packages it as a fun activity for those who found themselves with extra time on their hands.

","screenshots":{"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"OUTLOOKCOM":true,"IPHONEX":true}}},{"type":"text","content":"

Businesses have shifted their marketing tremendously during the pandemic, and White Horse Wine is no exception. They created a pickup option, and this email makes it easy for people craving a DIY pizza night paired with some other essentials.

What makes this a really good email

  • Subject line emoji
  • Clear CTA
  • Clever product staging
  • Use of white background and making a pizza
  • Shows what products can be paired with each other

Ad:

11) Tracksmith

"},{"type":"email","content":"

https://reallygoodemails.com/emails/how-we-remastered-the-sweatsuit

","slug":"how-we-remastered-the-sweatsuit\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

This creative e-commerce email shares how the company put their own spin on the original sweatshirt, going into detail about how the items are made and how Tracksmith “remastered the sweatsuit.” Highlighting the Culture Club toward the bottom of the email also encourages the audience to stay engaged and continue the conversation on social media.

What makes this a really good email

  • Tells a story
  • Clear CTA
  • Describes product and materials
  • Product staging in different scenarios, in use and in a flat lay

12) Firebox

"},{"type":"email","content":"

https://reallygoodemails.com/emails/gotta-catch-em-all/

","slug":"gotta-catch-em-all","email":{"title":"Gotta catch ’em all…","publish_date":1471586630,"originalWidth":680,"submitter":{"slug":"Really Good Emails","role":null},"originalHeight":3116,"accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-justified":true,"content-titletag":true,"accessibility-presentationtable":true,"accessibility-gif-detected-mainfeature.gif":true,"accessibility-heading-tags":true},"litmusApiDate":1574817417399,"slug":"gotta-catch-em-all","screenshots":{"OUTLOOKCOM":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OL2019":true},"hasHtml":true,"content":"

It was only time before a pokemon-themed email made its way to RGE. Despite the hype of the app, this email takes good use of edge-to-edge to put Pikachu\'s face front and center and two columns to layout the products and pricing. Plus, how often do you see an entirely yellow email?

","popularityScore":1,"hasPrimaryImage":true,"categories":[{"slug":"acquisition-marketing","name":"Acquisition / Marketing"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"web-fonts-typography","name":"Web Fonts / Typography"},{"name":"Technology","slug":"technology-software"}],"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"litmusApiData":true,"companies":[{"name":"Firebox","slug":"firebox"}],"tags":[]}},{"type":"text","content":"

This email is bright, fun, and creative for tech-enthusiasts (and Pok\xe9mon trainers). The design theme remains consistent by showcasing each charger in a Pok\xe9 Ball, explaining the features and pricing, and wrapping up the email with Pikachu’s tail.

What makes this a really good email

  • Creative design
  • On-brand
  • Showcases different products
  • Clear descriptions and pricing information
  • Clear CTAs

Really Good E-commerce Email Collections

When you love emails, you create collections! Here are some really good e-commerce email collections:

Adam’s e-commerce collection highlights a combination of promos, offer codes, and sales emails with brands like Adidas, Uniqlo, and Casper.

"},{"type":"collection","content":"

https://reallygoodemails.com/adamb246/collections/iulw6YLkggdTluWD2JWV/

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Yuyan’s e-commerce email collection focuses on the stories behind the products, including emails from Food52, Vita Home, and Good Eggs.

"},{"type":"collection","content":"

https://reallygoodemails.com/b2signyuyan/collections/onrkNLoG7AbIumu0zFAD/

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This email collection is filled with e-commerce emails centered around clothing, furniture, phones, and more goodness from companies like The North Face, Beardbrand, and Apple.

"},{"type":"collection","content":"

https://reallygoodemails.com/studiocubey/collections/uzkJNsWtvozjxhB4NWyh/

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Check out the e-commerce emails featured in this article (and more!).

"},{"type":"collection","content":"

https://reallygoodemails.com/kellylamano/collections/6bdA8V5fN7SbhFM9oJjf/

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Sharing Really Good E-commerce Emails

Gain the trust of your subscribers, tell a story with your products, and keep your e-commerce emails fresh with interesting product staging. Make it easy for your audience to understand the solution you’re providing them with, and create a personalized experience for them.

“You wanna meet the person where they’re at. Why did they sign up for your emails in the first place? Get them to that information faster and with real clarity,” Matthew mentioned.

Love an e-commerce email that’s not on the list? Send us your email!

"}],"type":"article","slug":"ecommerce-emails","publish_date":1598284492117,"primaryAuthorText":"Author","originalWidth":1496,"description":"

The best e-commerce emails don’t sell a product, they provide a solution. Engage your audience with creative product staging, personalization, and storytelling. \uD83D\uDED2

","isDraft":false,"authorSlug":"kellylamano","categories":[{"slug":"inspiration","name":"Inspiration"}],"created_date":1598284495702,"secondaryAuthorText":"Host","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},56494:function(ep){"use strict";ep.exports=JSON.parse('{"description":"

Your email looks perfect. But it’s broken…because it’s inaccessible.

","type":"article","authorSlug":"mainlinesteven","publish_date":1547787600000,"originalHeight":857,"secondaryAuthorText":"Host","slug":"email-accessibility-looks-arent-everything","primaryAuthorText":"Author","originalWidth":1200,"categories":[{"name":"Tutorials","slug":"tutorials"}],"partnerSlugText":"With partnership from","content":[{"type":"text","content":"

When I started developing emails I thought everyone would be looking and experiencing them the same way I was. I could not be more wrong. All the time I spent making sure my designs looked pixel perfect on screen and in the inbox. It never really occurred to me that experience emails differently.

For example, 1 in 10 people in the UK has Dyslexia, which can cause problems with reading, writing and spelling. Another disability to take into consideration would be those who have a visual impairment such as, loss of vision or colour blindness. Did you know that there are over 350,000 people registered with a visual impairment in the UK? In addition to this, there are an estimated 6 million people with sight-threatening conditions. If your list is primarily based in the UK that means at least 10% could have some form of visual impairment.

In recent months I have become more aware of Accessibility within emails as the subject is being talked about more on social media and at conferences, such as Litmus Live and UNSPAM. From this, I have challenged myself to find and implement techniques needed to make the email experience better for those who have impairments.

I found that there is a whole project dedicated to accessibility on the internet called a11y. The purpose of this project is to make it easier for everyone to understand various disabilities and how to implement changes to make their whole experience better. This makes it a great foundation to gain an understanding of what we can add to our emails to make them better for everyone.

Currently, there are no email specific accessibility projects on the internet. However, there are a growing number of blog posts and articles about accessibility in email. By combing through these various articles and speaking with fellow Email Geeks I have collected a few tips on how to improve accessibility in your email.

1. Add role=“presentation” to your <table> tags.

If you have listened to me on the Really Good Email’s Feedback Friday YouTube Series you will know that I’m a big fan of using tables for my email design. This means that it is essential that I add this to my design. Litmus gives a great overview of this in their blog post.

The reasoning behind adding this bit of code is to tell screen readers not to read out the <table> code so your audience doesn’t have to listen to a lot of nonsense.

To hear an example of what an email sounds like with and without this fix check out this post by Email on Acid. You can also test this out this yourself with a screen reader. Popular screen readers are JAWS and Window-eyes. Windows also has its own built-in screen reader called Narrator and MacOS has VoiceOver.

2. Make sure your <img> has an alt attribute!

Sometimes text in images is an unavoidable situation. Whether it be to illustrate a design or because strict brand guidelines call for certain fonts to be used. This means that text as an image or text used in an image is a common occurrence as images are supported everywhere.

As Email developers and designers, it is our duty to make sure that our emails can be enjoyed by as many people as possible. This means that we need to make sure we use alt attributes.

Alt attributes A.K.A alt text is not only important to let listeners know what you are showing, but also to those who have images blocked. This allows us to make sure that readers and listeners still get important information from the email. If the image is purely decorative and does not provide any value to the content it is still advisable that you add an alt attribute but leave it blank. E.g. alt=“”. If you were to completely remove the alt attribute it would make the screen reader read out the link or source of the image, depending on if the image is linked or not.

Otherwise, make sure the alt attribute has context and a good description. A brilliant example can be seen below.

To build upon having good alt text, you can also style your alt text to help make your email look great even with images blocked. The good folks over at Litmus created a great write-up to help you with this.

3. Font-Size matters

Typically when I am creating an email I always aim to make it pixel perfect. This means that everything has specific values assigned to them and if they don’t display correctly in a specific email client, I can spend hours looking for a fix or an alternative way of coding said part.

One of these parts can be making sure columns stay the same height or making sure that text only fills a certain space, a button for example. Here I would use a px (pixel) value to define the font-size and the line-height it takes and define a specific width on a table that I have created as my button. For accessibility, this is a nightmare as px values on font-size and line-heights don’t adjust to the user’s settings which means that they are unable to read the important information and feel excluded or an afterthought.

To remedy this it is recommended you use rem or em as your font-size values. Rem is relative to the font-size set on the root element. Therefore if someone has their default set to 16px, which is common on most devices means that 1rem = 16px. This allows your content to scale with the user’s needs.

Email Text-Size Comparison. Penfield vs PRPS.

4. Scanability

Not only is the legibility of your email important, but the scanability is too. By giving your content a clearly defined structure using a combination of semantic elements e.g. <h1> <h2> <h3> <p> tags and using lists where possible. This allows the user to quickly identify and pick out important information. As an added bonus to using semantic elements, it allows screen readers to put the correct emphasis on important information.

Don’t forget to allow your text to have breathing room. A good starting point to find a suitable line-height is adding 4px onto your font-size, but this can vary depending on your content. Just remember to not be afraid of white space.

Another handy tip is to limit the length of your paragraphs. Being presented with a large body of text does reduce the likelihood of it been read completely. Therefore it is recommended to keep the length of paragraphs at five lines or fewer.

The combination of all these points can be seen in the example below.

Example of good scanability. The Nue co email via Really Good Emails

5. Is that GIF / Motion necessary?

To grab peoples attention it is not uncommon for marketers to use flashing GIFs on buttons or hero content. It certainly does draw attention but can be overwhelming.

It is recommended that you limit the flashing of an animated gif to a maximum of 3 times per second to meet guidelines set by WCAG (Web Content Accessibility Guidelines).

WCAG also recommends that any animation that goes on longer than 5 seconds has the ability to be paused. While this is easier said than done when it comes to email, surprisingly the Outlook 365 desktop app automatically stops gifs after a certain amount of plays. The only other way to implement this across all email clients would be to limit the number of times your gif repeats when exporting it.

6. It’s all about the contrast

When choosing colours for an email template we typically choose what looks and feels good to us and maybe a group of peers/testers. But have you considered those who don’t see colour like you? There are people who have a hard time distinguishing between Reds, Blues and Greens in varying degrees and combinations.

So what can we do to ensure that our emails communicate to those with Colour Blindness or visual impairments? The A11Y project gives a great overview of accessibility in web design in general. But the main point for email would be to ensure good contrast.

Both Litmus and Email on Acid have tools in their respective platforms to test the contrast in your email. Also in a new update to the Google Chrome browser, the native Dev Tool has a contrast ratio added to it.

Footer Contrast Comparison. Converse (Left) The Plum Guide (Right)

7. Do you speak my language?

Often overlooked, but adding in code to define the language of the content is pretty important. This allows email clients to offer translations for those who do not read the language that the email has been sent out in.

The solution to this is simple. You simply have to define the language at the start of your HTML and the email clients will do the rest.

An example is:

<html xmlns=“http://www.w3.org/1999/xhtml” xmlns:v=“urn:schemas-microsoft-com:vml” xmlns:o=“urn:schemas-microsoft-com:office:office” lang=“en” xml:lang=“en”>

The EN can be changed for any other supported language. A full list can be found here. It is worth noting that by adding this into your email doesn’t translate text on an image. This is another argument against full image emails.

Recently it has been noted by Mark Robbins that some email clients may strip out the lang=”en” from the <html> tag. The fix he recommends is wrapping your email with the following:

<div lang=”en” role=”article” aria-label=”%%subject%%”>

<! — email content →

</div>

To break this code down. We define the language of the content with the lang=\\"en\\" attribute as we do in the <html> tag. By adding the role=\\"article\\" attribute we add a landmark for screen readers so that they can find the content easier as opposed to the role=\\"presentation\\" that hides content from screen readers. Finally, the aria-label attribute provides a title for the landmark used by screen readers.

Now it’s up to you…

I hope that these points have helped you gain an understanding of what you can do to make your emails more user-friendly to those with varying abilities and impairments.

The list above is just the tip of an iceberg to help get you started on the path to creating awesome accessible emails. Be sure to check out the a11y website and follow articles from Really Good EmailsLitmus and Email on Acid for more handy tips on how to improve your emails and take them to the next level.

Recommended Articles:

"}],"hasPrimaryImage":true,"isDraft":false,"title":"Email Accessibility: Looks aren’t everything.","name":"Steven Sayo","authorBio":""}')},46422:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"kellylamano","secondaryAuthorText":"Host","originalWidth":1140,"type":"article","partnerSlugText":"With partnership from","originalHeight":600,"title":"9 Really Good Email Analytics to Keep Track Of","publish_date":1610672167271,"primaryAuthorText":"Author","hasPrimaryImage":true,"categories":[{"name":"Tutorials","slug":"tutorials"}],"slug":"email-analytics-to-track","content":[{"type":"text","content":"

Since the dumpster fire of 2020 is over, everything changes, right? Maybe it’s not that simple, but you can kick off the year by reviewing last year’s email analytics to get this year’s strategy into shape (gym membership not required).

9 Email Analytics to Keep an Eye On

1) Clickthrough Rates

One of the top email reports for every marketer is email clickthrough rate (CTR), the percentage of links clicked in an email. Your email message and design should persuade your audience to do something: visit your website, fill out a survey, make a purchase, or do a little dance.

You can take your email click reports one step further by reviewing an email’s click map or heat map. This map is a great visual to see where people are clicking (or where they aren’t clicking) in the email template. Are your subscribers loving your CTA buttons, or are they clicking on more of your plain-text links?

What about those social media icons – are those serving your audience or are those an afterthought in the footer? Use these analytics as a tool to decide what to keep, change, or get rid of in your email content.

2) Return on Investment (ROI)

The ROI of an email shows you and the higher-ups in your company the value of email marketing. This is the big picture sales number that everyone likes to see to understand what worked in an email campaign, and how much additional money it generated for the company (minus the dollar amount your company invested in the email campaign).

ROI is a crucial metric in sales, retail, e-commerce, small businesses, large corporations…everyone in the company is happy to hear these analytics.

3) Conversion Rate

An email’s conversion rate is the percentage of subscribers who clicked a link in the email and completed an action, such as filling out a form or buying a pair of shoes.

To track these conversions, you could add an integration like Google Analytics and set up a goal to track when people fill out that form on your contact page or buy those shoes.

You can also add UTM parameters – in your own email and especially when your link is included in another company’s campaign – to track your campaigns. You’ll add campaign variables, including the source (“newsletter”), medium (“email”), and name (“rge_promo”) to track where people are coming from and how they’re converting.

Ad:

4) Open Rates

The open rate is the percentage of emails your audience opens. Factors like subject line, preview text, email sender name, and the “from” email address can affect open rates. An “open” counts when someone clicks to open an email – before clicking any links – and if images are enabled.

Be mindful when you’re analyzing this metric because if a subscriber who blocks images opens the email, that open might not be included in the campaign’s open rate (but if they click links within that email, these will count in the CTR).

Digging deeper into open rates, you can review email client opens, mobile opens versus desktop opens and update your design and send strategy from there.

5) Engagement

Email engagement helps you determine how often subscribers are opening and clicking your emails. This helps all sorts of industries get the most out of their email lists, from e-commerce to retail, personal newsletters, and industry-specific updates.

Think about:

  • Who’s visiting your site?
  • Are shoppers using your promo codes?
  • Who’s replying directly to your emails?
  • How many people are clicking the header link in the email?
  • Who’s signing up for a free trial?
  • How many people aren’t opening or clicking?
  • Why aren’t they interacting with our content?
  • If there’s a large number of subscribers who aren’t very engaged with your content, then you can think about creating a re-engagement campaign to get them interested in your product or your content again.

6) Delivery Rates

Your delivery rate is just a small piece of the big picture, but it’s still an important metric to make sure people receive your message. If you notice a dip in delivery rates, there are a few things you can check:

  • Sending Address – where you’re sending the email from
  • From Email Address (hello@support.youraddress.com) and From Name (Really Good Emails -or- Mike at Really Good Emails)
  • If you’re sending from a custom domain (preferably a subdomain, but not required), make sure you’ve authenticated that domain with your ESP and your domain provider (SPF and/or DKIM records).
  • Email Sending IP – If your IP is new to sending emails, send out small batches of emails to start to build a trusty sending IP.
  • Complaint Feedback Loops – when people mark your email as spam, this counts as a complaint against you as a sender, which could hurt your sending reputation

14.8% of all emails might not be delivered, getting caught in the spam folder or disappearing for some unknown reason. You can increase your deliverability rates by sending personalized, targeted emails, engaging your audience, and sending from a custom domain that’s been authenticated.

7) Bounce Rates

The bounce rate is the number of emails that couldn’t be delivered to email recipients. You’ll see two types of bounce rates in your email analytics: soft bounce and hard bounce, depending on the delivery failure reason.

A soft bounce is a temporary email delivery failure. This could be caused by a full mailbox, a busy email server, or if the mailbox isn’t set up correctly, if an ESP is trying to send too many emails at once to a single email client. A soft bounce is common when you’re sending a large volume of emails to an email client such as AOL, Yahoo, and Comcast.

If you’re seeing a high rate of soft bounced emails, try throttling an email campaign to send a smaller number of emails per hour. For example, if you’re sending 100,000 emails to a lot of AOL addresses, throttle the campaign to send 1,000 emails per hour.

A hard bounce is a permanent email delivery failure. An email could result in a hard bounce due to a bad email address, bad domain, the email address no longer exists, or an email server is blocking the email from being delivered.

The best thing is you can do with hard bounced email addresses is to remove or archive these contacts and keep your list squeaky clean.

8) Subscriber Count

Keeping an eye on your subscriber count can help you track your list growth. When your subscriber count increases, analyze why there’s an increase.

Did you add a new signup form on your website? Were you running a promotion during that month?

If your subscriber count decreases, take a minute to question what you could improve with how you’re getting subscribers in the door, and how you’re enticing them to stay.

Ask your subscribers what they love about your emails and question what they don’t love. Send an email to a select group of subscribers or ask them to reply directly to your email. Keep the line of communication open.

9) Unsubscribe Rate

The unsubscribe rate is the percentage of email recipients on your list who opt out of receiving future emails from you. A preference center can help your subscribers choose what emails they want to continue receiving if they don’t want to unsubscribe altogether. (If you use a preference center, it’s a good complement to an unsubscribe link, not a replacement.)

HubSpot mentions it’s helpful to keep an eye on the unsubscribe rate, but your subscriber engagement is more important.

Focus on who’s opening and clicking on your emails and who’s not engaging with your emails. This is an opportunity for you to re-engage inactive subscribers before they opt out.

Compare Email Analytics

Keep track of your team’s objectives and your campaign progress. If you don’t have a method to the madness like a spreadsheet or automated reporting system, this is a great time to get to it! Start fresh.

When I fell into email marketing, I inherited a hefty old spreadsheet and kept track of these analytics on a monthly basis:

  • Total number of emails sent (#,###,###)
  • Emails delivered (%)
  • Open rates (%)
  • Clickthrough rates (%)
  • Opt-outs (%)

There were 3 sheets in the spreadsheet: 1) Metrics for all clients, 2) Metrics for one of the company’s largest clients (sort of a big gaming magazine published in different countries), and 3) Metrics for internal company campaigns.

This helped the company and me see how much revenue the email department (audience of one) generated each month, and if we needed to ramp up on email clients.

Keep Track of Email Analytics with a System that Works for You

Every company and every marketer will have a different goal with their email marketing. Find something that works for you.

Whatever reporting system you create, make sure it’s WELL-documented – in work tickets, an internal wiki, everywhere. If you were to call out of work tomorrow, leave your email position, or train someone, keeping an organized reporting system in place helps for a smooth transition.

When you look at all these different analytics, you can really help your company, your clients, and yourself to see what’s working, what you need to switch up and create a campaign strategy from there. Create emails that align with your goals, your message, and your audience.

Ad:

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Since the dumpster fire of 2020 is over, everything changes, right? Maybe it’s not that simple, but you can kick off the year by reviewing last year’s email analytics to get this year’s strategy into shape (gym membership not required).

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On Email and Coffee, host/email marketing specialist Joi Brooks and Matthew from our team chat about how to address people's well-being from a visual design perspective. Think about the evolutionary picture of humankind and provide clarity in your emails. Confusion can feel dangerous, so the key here is to create simplicity for your audience.

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Joi Brooks: Hello, and welcome to Email and Coffee, where I get to geek out on everything email marketing. I'm your host Joi Brooks, and today I'm pleased to be talking with Matthew Smith.

Hey Matthew, how are you doing? Tell us a little bit about yourself. 

Matthew Smith: Yeah, it's good to be here Joi. Thanks for having me on. Yeah, my name is Matthew Smith, not Matt Smith. I'm always telling people that, that's kind of a joke with my friends. There are too many Matt Smith's out there in the world. I currently live in Greenville, South Carolina, originally from Colorado. I'm the founder of Really Good Emails and I have a really fantastic team that supports that now.

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https://www.youtube.com/embed/n3uQ6JF27jE

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It's a side project. All of us still have full-time jobs but we've had a lot of fun and we've continued to work on new things that we're excited to release to everybody. Yeah, I'm passionate about email. It started for me when I was head of creative on several VC backed, large SAS product startups and email, consistently, was one of the last things that people were thinking about, but I knew it was one of the most important because our customers were seeing the emails sometimes more than the product itself, the online product. I started paying attention to that, and as I did that I noticed that there were not many places where you could go and find the best of the best emails out there. I wanted to provide that. It's been a fun journey.

I've been at this for about six or seven years in email marketing and around 15 in design in general. When I'm not doing Really Good Emails, I run a company called, Bunsen, which provides design services for biotech and life sciences companies because I care about where we're heading as a human race, and that way I can keep my work really meaningful. It’s great, I'm glad to be here. 

Joi Brooks: I didn’t know about that little bit there, there’s a little bit of learning every day. Of course, this is Email and Coffee, and I'm drinking cold coffee. My little leftover from this morning. It's decaf, it's about time for decaf. What are you drinking?

Matthew Smith: You know, it's interesting that you say that about decaf. For a long time, my go-to drink period was alcohol and I gave that up four and a half years ago and then coffee became this thing. I started paying attention to what I was drinking in my coffee; getting the best beans, getting the best roast, paying attention to all of those details. Recently, I've had to switch to decaf because I have some anxiety stuff that comes up and it doesn't feel good in the body when that's going on, so I switched and. Thankfully, there are more and more good decaf roasts out there these days.

This is a Greenville roast from a company called Bridge City that has a cool mission. They do a pretty good job so I'm pretty psyched on that.

Joi Brooks: Yeah, I think it's not so bad. I had tested that myself.

Today we're going to talk a little bit about psychology. Around 1943, Abraham Maslow theorized that human nature is grounded in five core physiological needs. I'm going to share my screen to give folks an idea of what Maslow’s hierarchy looks like.

Let me just get everything in order here. Here we have the very bottom, by the way, Matthew, you can see the screen, correct?

Matthew Smith: You got it.

Joi Brooks: Good. I hate when tech things fall apart. At the very bottom, we've got the physiological, the very basic needs of food, air, water, sleep, and then you start moving up and you go into safety, where we're talking about health, security, and protection. Then, loving and belonging, where you've got family, friends, a sense of community. Esteem and respect, which are more about the ego-driven belief that you are valuable and you are deserving. Then, you finally move into the pit of home, where it's self-actualization and you fully get into your potential.

Maslow's theory can be applied to marketing and we can connect a brand with a customer and appeal to their basic needs. You've got Quaker Oats at the bottom, “it's the right thing to do”, and then Allstate with regard to safety, “you're in good hands with Allstate''. You've got Pepsi, trying to get along, “You're in the Pepsi generation”, community. You've got Royal Salute Scotch, “what the rich give to the wealthy''. Needless to say, the highest you can get, the U.S. Army, “Be all that you can be''. 

We've all heard these and we're all familiar with them. You may not have considered how they apply to Maslow’s theory, but I'm wondering Matthew, how Maslow’s hierarchy of needs applies to email marketing? And design a little bit too. Tell us a little about that. 

Matthew Smith: Actually, I give a talk called, The Mental Inbox, which deals with this a little bit. When I think about design, a lot of people think about anything visual, but for me, it's capital “D” design, which means thinking about the entire package, thinking about what is the job of the email. What is the job of the subject line or the job of the visual design or the job of the copywriting? 

The customer is hiring your email to do something for them, to solve a problem for them. Especially in our current scenario, mid-pandemic, our audiences are in a state of being where a lot of our day-to-day is down here in these bottom three categories, if not the bottom two. We're wanting to make sure that our physiological well-being and our safety well-being are taken care of. At different times, some of us have been able to move up the ladder, so to speak, or up the pyramid, but it's been a challenging time.

Emails and their content can do a lot to meet people where they are by using literary content or written content in a way that helps attune to people's challenges that they're facing, and not ignore that, not be tone-deaf to that. That's not just during the pandemic, but it also applies to some of the things that we're facing as a country, where we have incredible polarity politically. Where certain groups of people in the United States or even beyond are facing humanitarian rights issues, racism challenges, et cetera. Ways that we can meet those people and understand where our audience might be in their experience of Maslow’s hierarchy of needs and then addressing those.

From a visual design perspective, one of the most important things that you can do is think about the evolutionary picture of humankind. It's important to create clarity in a situation because confusion can feel dangerous. Confusion often excites the amygdala and I think the sympathetic nervous system, so when we're in an excited state, we're trying to figure something out. If you've heard somebody get upset on a confusing phone call with customer service, that's the sympathetic nervous system getting amped up. “What do you mean? I thought it was this way. You said it was going to do this. What, now you're saying this?”. That kind of confusion really gets that going. That's an uncomfortable state.

Now, humankind can do interesting things and be very powerful within that state, but generally, that's not the state we want to address our customers in. We want to get them into their parasympathetic brain, which is their more relaxed, slower thinking brain where they can make better cognitive decisions.

You can do that using visual design by creating simplicity, clarity, by reducing the number of things that you're trying to do in an email, to their essential package, and have what I think of as a minimum viable job that this email needs to do with, potentially, some simple, secondary or tertiary things that they can do.

Most emails that we get at Really Good Emails that we reject and don't accept into our, what we call “really good”, are generally just too busy. That's one of the clearest factors. They're trying to do too much and they include too many different types of typography, colors, design elements, visual elements, et cetera, making it hard to read. It's hard to scan and understand in a short period. Those are the kinds of things that I think apply to Maslow's hierarchy of needs. 

The biggest thing though is knowing your audience. For example, if you have a significant other, who's just been in a car accident, then that's not a great time to talk to them about maybe some relational issues you're having with them or talk to them about the next vacation that you're going on. That's a time to listen to how they're feeling because they're down at the bottom of Maslow's hierarchy of needs. Knowing that about your significant other is important, but also knowing your audience so that you can attune to what they're experiencing. That's the most important thing. 

Joi Brooks: Yeah, these are difficult times and we are hitting the lowest two levels, but there is a certain amount of community also because we're all shut out of the community. There are many ways that email marketing can story tell using these methods.

The top two where you're actualizing yourself so your customer is being all that they could be with your product. That's a tough sell, but the basic three bottoms are easy, storytelling, and comfort. As you said, the design element is clean, it's clear. You don't want to confuse your customer. You don't want to put them in that exciting space because they don't know what to do and they don't belong anywhere. 

As a graphic designer, you're tasked with getting a message into a design with a CTA, and that's a call to action, within the HTML stack. Now designers don't code so they're not necessarily aware of that stack and how to address a design within the stack. As such, they might be likely to apply a brochure or a full, four-color advertisement, even a package design, and work it into an email that doesn't always work. 

How does the designer apply everything that they've learned to email marketing specifically? How do they get through the noise?

Matthew Smith: Email is a unique medium, it's different from the web, and as you're pointing out, it's different from print. I would say my experience these days is that many designers do code and/ or they have a better and better understanding of how HTML works. However, understanding how email HTML works is another unique beast particularly because of the need to meet a lot of the Outlook audience and so on and so forth. 

Email as a medium, more and more, is read in the mobile experience. That's extremely critical. When you're on mobile, then that also means that people are in a mode that is not a long-form reading mode, generally speaking. That's not always the case, certain emails can be effective for that, but generally, people are in a utility mode. They're ready to read your email and get going. Email, on the whole, is a place to summarize content and lead people toward things that appeal to them more. Whereas a brochure, for instance, a printed brochure has to cover all the ground. It has to tell you the whole story and email does not. An email can be a high-level summary of a set or an array of topics, and then give people an opportunity to move to a website, to finish checking out, to complete an action, to read more about something, those kinds of opportunities.

Then, when you're in the utility mode, again, to my point earlier, when you can be simple and effective using visual treatments like hierarchy, you help people scan to see what they're interested in more quickly. Most people can relate to visual hierarchy thinking about going to a newspaper website. You and I are old enough that we remember newspapers. You open a newspaper and you see the front headline and you know that they've created a greater hierarchy on the articles they want you to read first. You can use visual hierarchy through bolding headlines and through making your body copy slightly lighter, still accessible, and dark enough to read, but slightly lighter. You can help somebody be able to look from a high level and see what's in this email. “Oh, it wasn't point 1 or 2, but it's point 3 that I'm interested in. Okay, now I'm going to dive in”. 

Those are some of the ways that we try and think through email design, but all of that is predicated on the hope that you know your customer already. Instead of guessing at what your customer might be needing or wanting, it's appropriate, that you spend the time getting to know them through surveys, through phone calls, through analytics, and seeing what kinds of actions that they take, and then potentially, even personalizing your email to begin addressing their unique needs.

A good example that I often use is my friend Jorge was at a shop called Reverb, which was all about selling used musical instruments, and at one point they had a sales email that would go out that would talk about all of the different sales across categories that they had. Then, they started being able to pay attention to who was purchasing what, and then they segmented their audience into different groups. For example, this is a drummer, this is a guitarist, this is a flutist, whatever, and then they started sending that person hierarchically more important information that Identifies with them. Their sales went up by 12% or something like that, with only that small change. Anything that you can do to be a better listener, because, ultimately, that's what that is, right?

If you and I become friends and you are consistently talking about how important your vegetarian diet is to you and I always bring up what it's like to be a ranch hand and slaughtering cows, that's insensitive. Sensitivity aside, if I'm in a sales position, that's especially bad, I'm not attuned to what you need or what you want. So, when we can personalize better, we're mirroring, which is the psychological term, and that has the opportunity to trigger something called mirror neurons in the receiver's view.

There's never been a study on whether that happens in email marketing, but there's been plenty of studies to show that it works very well when you are communicating. It releases something called oxytocin and oxytocin is a bonding chemical. It's what is released in mothers and children, for instance, when they are talking to each other at an early age. It’s what's released in couples when they are communicating and connecting. When you can do things like that in your relationships with your customers, there's an opportunity to have some of that oxytocin flowing and create that bond and relationship with them.

Joi Brooks: Yeah, once you have all of the background elements of your email together, you've got your writer, you've got your designer, you've got the marketing team altogether, you shouldn’t forget about all that data that's coming out of the backend. The strategy should start up front where maybe your campaigns are general to start with, but you start driving your campaigns so that the data that is coming out can further segment and dig into all of the different profiles, personalities, and behaviors of all of your customers.

You know that they wear sneakers, because they've purchased sneakers, you know that they wear high heels, because they’ve purchased high heels. Odds are, you're building a profile on somebody and it's not difficult to take a moment every week to take a look at that data, with your cup of coffee, decaf or otherwise, just to see the trends, to see the stories, to see what that data is telling you. You could come up with some interesting campaigns that are off the grid. Once you start getting that data, you may not realize who your customers are. You may say, “oh, my demographic is 50-year-old men”, and then suddenly you realize, wait a minute, where are all these women coming from? They're buying stuff for their 50-year-old men so the message comes slightly different. 

Considering that you're a designer, considering all of the skills and elements, how can you distill those skills and elements into email marketing where you're trying to be the stack, you're trying to get a CTA across, but you still want to be creative? You still want to be exciting, you still want to be slightly glamorous. How do you do that?

Matthew Smith: I think the way that I work on some of these kinds of things is to set a constraint early and upfront. I like to play a game called design golf and it's basically to get the lowest point score possible. Every time you use a different font, every time you use a different color, every time you have a different visual treatment for something, that's an additional point. 

When you're in communication design, every point of difference asks the user's brain to interpret that difference, why this difference? If that difference isn't doing a job by saying, “okay, this button is different from this other one, because it's less important”, okay, that's doing a job. For example, we have a filled-in button and then we have a ghost button with just an outline. Cool, that’s doing a job. Do we need a tertiary style for a button? Probably not, it's not doing its job then. Do we have a different kind of rule or a divider? Do we have two or three of those? Why? Is that necessary? By reducing, reducing, reducing, getting down to the simplest form possible, then you're helping people to concentrate on what's the real intent and potency of the email, which is the content. 

You can fancy up a design or an email all day long, but at the end of the day, a text-based email probably is affected on its own, but figuring out how to make it better with the visuals, not more distracting with the visuals. Starting simple and then looking for a way to make the email something unique with about 5% effort. Usually, it's just doing something with an image, making an image into a GIF, using Canva, or something like that, but again, generally speaking, most of the emails that I get into my inbox that people submit are just too busy. They're too much. They've tried too hard. There are too many grid points. It's not scannable, it doesn't serve the customer. It feels like it's more about the designer or more about the business than the customer. 

The biggest thing for me is just to get simple and there are some great examples on reallygoodemails.com that you can go see that are simple and effective. That's my priority. 

Then, if you want, you can also get interesting results by being more interactive in your code. If you're further along in your email journey and you know what you're doing, you can do some really interesting things. Google recently released an email for their Nest home product that was fully interactive, where you were able to choose a different color and choose how many you want, and then select a CTA and it took you to a checkout page. That was next level. What's interesting, if you think about it from web technology, it's like, what's the big deal, this has been available on the web for ages? If we can just get rid of some of the protocols in email and adopt a unified system, AMP is problematic because of its ties to Google and so on, but it is exciting to think about where we could be going.

On the simple end, you can just make a hover state on a button, which is a nice touch. Those are the kinds of things that I recommend people do. Generally, I'd say 90% of people are doing too much. It's not about doing more, it's about doing less better.

Joi Brooks: In marketing, we do overthink everything and we look at emails in a completely different way than everyone else. I remember Jason Rodriguez had a show where he was talking to his wife and he said to his wife, “what were some of the subject lines of your emails today?”, and she said, “huh, what?”. Most people don't. Subliminally, yes, they do impact you. You'll see the subject line, you'll see the pre-header, you see it, but you're looking at the brand. It's Disney, I'm opening it. Did they catch you with the subject line? Possibly. I'm not saying that, but I'm saying it's often the brand that's getting the recognition and not the subject line.

It’s often the cleanliness of the email that drives the person to read it and interact with it, other than all of the flashing lights, the colors, and the print. You slice and dice and all of these things that you go through, it's that simple story that brings you down to the bottom that gets you to click, that gets you into the conversion mode or whatever it is.

I do think that marketing sometimes over-markets itself. They try to use all of the golden objects one after the other. “Okay, we'll do it this way, and then we'll test this”. It's almost like A/B testing sometimes, and A/B tests are a great thing, but A/B testing yourself, the depth gets you nowhere. Any tool that you overuse, anything that you overstate, any comment that's used too often, a button too often, anything; everything in moderation, even in email marketing.

Last words, Matthew, what books and what influences are you following these days?

Matthew Smith: Yeah, that's a good question. The books that I would recommend that people check out are Understanding Comics by Scott McCloud. It's a really interesting book written in a comic book format actually, but it teaches you the visual language so that you can understand the role of color, the role of angle and dimension, shape and form, texture, movement, or perceived movement, to communicate what you're trying to communicate in an email or otherwise.

Then, the center of communication design is typography, so reading The Elements of Typographic Style by Robert Bringhurst, or Web Typography by Richard Rutter, either of those, are going to be effective at helping you understand how to use typography. If you can learn typographical techniques, that's going to serve you well in your design work. That's even for non-designers. I think that helps copywriters and people trying to understand how to communicate. 

In terms of influencers, these days, for me as a designer, I'm more interested in photography or architecture. There's a blog called Colossal that I enjoy following because they show me architecture, artists, photographers, and give me an insight into what's beautiful in the world. That's often the most inspiring for me. I enjoy letting the natural world inspire the work that I do. That's where I'm at these days. 

I always enjoy the Email Geeks Slack channel to hear what people are saying out there and how people are doing. This is a little bit of eating your own dog food, but anytime I'm designing an email, I'm using reallygoodemails.com. I'm glad that we have a repository of over 7,000 emails that have been curated by us to show what are good practices and what are some new things. We're always working on new ways of teaching the community what we believe are the best of the best. I’m having a lot of fun. 

Joi Brooks: Yeah, I have to admit Really Good Emails is my go-to. It's my go-to for any designer that's asking you the question of, what I should be doing? Or, if I see that they're going off the rail, I'll say, “Here's Really Good Emails” and I’ll pick out a category for them and I'll try to curate it for them. They're always very appreciative.

It’s somewhat enlightening because designers may not know about all of the email accessibility, dark mode, they may not know about the stack. It really may come to them as some sort of a light bulb in their head when they see the stack in motion. It’s not a dirty word and they understand how they can work within that medium because it may not be glamorous, but it can be very exciting when you get that conversion when you see it happen in motion. That's the point, with a print magazine, you're a designer, you designed that four-color print, and it goes in the magazine, you don't interact with it. Maybe you get the magazine, you open up and say, “look what I did”. You put it on your coffee table, you leave it open, maybe it goes on your wall, but you don't interact with it. Email is interacting the moment it gets out. It's a vehicle right into a customer's hands, snd for a lot of people that do design, they're communicating. They get to do that on an instantaneous level. It's so very interesting. 

I appreciate you being here with me today and as I said, I learned a little bit about you. How can people find you on the web? How can they interact with you?

Matthew Smith: Reallygoodemails.com is a great place to be, Twitter.com/reallygoodemail. We ran out of characters to the “S” and Twitter doesn't allow that. Then, you can also find me at Twitter.com/whale, like the animal. I'm always open to questions and just love to be as helpful as I can be.

Joi Brooks: Great Matthew. Thanks so much for being here and that's a wrap. Happy email marketing y’all. 

Matthew Smith: Thanks, everyone.

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RGE sees a lot of email designs. If you remember from last year, we predicted and mapped out a few design trends that made their way into our collective inboxes, such as wiggly blogs, beige backgrounds, and more. This year is different.

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RGE sees a lot of email designs. If you remember from last year, we predicted and mapped out a few design trends that made their way into our collective inboxes, such as wiggly blogs, beige backgrounds, big a** type, overlapping squares, transparent illustrations, 3D GIFs, big circular bullet points, night mode, and plant accents. 

There’s a bit of pattern recognition and confirmation bias in this research we do every year, but in 2020 we approved over 2,000 new email designs to hit reallygoodemails.com – giving us a whole gambit of submissions from plain text to brutalism to hand drawings and everything in between. As we head into 2021, there are some clear trends that we expect to take a deeper hold in email design for the next year based on the tens of thousands of emails we’ve looked at in the past 12 months. Here are the top 10 leading design trends in the pack:

1. Softer Background Colors: Late 2019 and a lot of 2020 saw a huge increase in beige backgrounds, which we believe will become even more widely used in the next year. It’s soft on the eyes, a little more organic and approachable, and still a little different than the bleached white background that most people send. We’re also expecting to see more muted and pastel backgrounds for similar reasons, and have already seen an uptick in their use over the past few months. 

Take a look at the examples here.

2. Black & White Photos: We’ve pretty much seen the death of the duotone filter since Shopify made it popular in 2015. With a few exceptions, designers have gone back to the original monochromatic way of showing off images with Black & White. This has been particularly strong with people’s faces and photoshoots.

Take a look at the examples here.

3. Photo Album Grids: Maybe it is because we spend more these days on Zoom and are served up a grid of familiar faces to stare at, but packing in more than a couple images into a tight area is becoming more of the norm. This was becoming more popular with real estate, hotels, events and fashion, but we’ve seen it being adopted by more lifestyle brands, B2B, and technology. 

Take a look at the examples here.

4. Representation: With a large focus on racial injustice in 2020, we not only believe that we’ll see more people of color represented in emails, but also people of varying abilities, ages, sexual preferences and religious backgrounds. As the world comes together to heal over such a hard year, companies will also show off their commitments made during the Black Lives Movement and other values.

Take a look at the examples here.

5. Info Cards and Call-outs: Visually these blocks break up the content, but they are used to add more context, pro-tips, or something else that aids the reader with the concept they are looking at. It reminds us of the textbooks we used to read.

Take a look at the examples here.

6. Data Regurgitation: Even more than we saw in the past few years, data being tied to individual’s profiles allows emailers to be much more targeted with their messaging. While there’s a whole thing we could write about personalization, this is a design article - which means that we’re pointing out how visualization of that data is making its way into our inbox. But on the other said of the data side, we also expect that companies will double down on using non-personalized data to grab the attention of the reader with things like end-of-year reports, aggregated ratings, customer research surveys, and beautiful graphs and pie charts. It\'s all about making that data front and center for the readers to impress them.

Take a look at the examples here.


Speaking of personalizing emails, here\'s an ad for our sponsor, Nifty Images, which RGE uses on \\"the reg\\" to bring that extra magic to our own emails. Check \'em out.


7. Long Shadows: Gone are the days that people photoshop out the shadow of a product or apply a lot of different lights to erase a shadow completely. It is much cooler now to keep it in and use it for some dramatic elements of photography.

Take a look at the examples here.

8. Going Retro: Maybe it is the good feelings that come with nostalgia, maybe it is a way to look different than other designs, but there’s been an increase in emails pulling elements from the past and updating them for their own brand or campaigns.

Take a look at the examples here.

9. Emphasis on Science: As the world looks for more fact-based claims and eyes at the advancement of technology and science, brands have been putting this into practice with scientific illustrations, graphs, and equations within the email. We can probably thank Mark Rober for making science cool again.

Take a look at the examples here.

10. Fade to Black: Dark mode (aka Night Mode for some) has rooted itself with designs as more and more operating systems allow for this feature, but this is being used to draw people in from an image down into the body copy of an email.

Take a look at the examples here.

And as if that were not enough, here are a couple predictions that aren’t trends yet, but we’ve seen some cool things with these and would love to see more of it:

  • Comic Strips - we said the same thing last year, but only a few emails hit our inbox in 2020 with this style. Perhaps it is because of their all-image nature or people not feeling confident with their artistic skills, but this format is powerful in getting people to read an entire message with a story-like methodology. 
  • Mixed-Media Collages - It takes a little more time to design on a computer, but this will possibly get emails to stand out more because they are not used by a lot of other brands.
  • Masks & Health Reminders - a simple icon, footer, or blurb about how the company expects customers to behave when interacting in person. Similarly, steps they are taking to make people feel safe when someone touches their products.

We all know that 2020 was a crazy year for everyone. Here\'s to a more inclusive, empathetic year filled with great designs that surprise and delight readers of all kinds.

P.S. Don\'t forget to submit your own really good email. Create an account and then hit \\"Submit Email\\" to get it into the review queue.

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In our most recent webinar, we delved deep into the ever-evolving world of email marketing trends for 2024 and beyond. Matt Helbig from Really Good Emails and Beefree led the discussion, which featured Justine Jordan from Beefree, Laura Sullivan from InboxMonster, and Kristy McCarley from Pure Firefly. They shared their insights on the hottest trends, the ones to watch, and how to use them effectively without losing sight of the fundamentals.

From raw and unfiltered photography to bold typography and nostalgic throwbacks, we explored how trends can help you communicate more authentically and creatively with your audience. But we didn't stop there. Our experts weighed in on balancing trends with strategy, focusing on your audience's needs and the ever-crucial basics like accessibility and meaningful content. This session is a must-watch if you've ever wondered how to navigate the fine line between trendy and effective.

Ready to elevate your email game? Dive into our recap and discover the trends that could make a real impact in your next campaign!

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Matt Helbig: Hello! Thanks for joining us today. I'm Matt Helbig, an Integrated Marketing Manager at Really Good Emails and Beefree.

We also have Justine Jordan from Beefree, Laura Sullivan from InboxMonster, and Kristy McCarley from Pure Firefly.

Justine, do you want to talk about yourself at Beefree? 

Justine Jordan: I wear a lot of hats here. I'm working with Matt and Mike Nelson, whom you might remember from RGE. I do a little bit of support, a little bit of community, a little bit of content. So it's been a fun time.

I've known Laura for ages. Inbox Monster is a great tool, right? They do rendering deliverability checks. Kristy is the founder and managing director of Pure Firefly, an agency that does email work for nonprofits and small businesses. Both are excellent companies and incredible people.

Matt Helbig: Yes, Laura and Kristy are fantastic. Let's jump right into our hot take on email trends. So, what is a trend? Trends will not save your business, and neither is anything we share today. This is you; you're panicking, and your business is failing.

Unfortunately, all these email design trends will not save your business, but they will help you better communicate your message.

Justine Jordan: I couldn't agree with this more. For my entire career, I've primarily worked in B2B. So, when I look at what all the cool retail and e-comm brands are doing, B2B doesn't have to be boring. You can adopt trends, too, but that's not to say you don't have to know what suits your audience, brand, and company. So don't adopt a trend because it's the cool thing to do. 

Matt Helbig: Focus on the foundations. Email trends come and go, but at the end of the day, the foundations are most important with your email marketing and understanding your audience.

What makes a really good email is that it is customer-centric and solves a problem that someone might have. A lot of the time, emails are very self-serving to the company. Remember that people on the other end are not just a dollar sign. They are people as well.

Another important point is that the email clearly states what you are making, why, and who it's for. It's important to communicate your message.

Justine, you're a big fan of this one; use human language, not corporate gobbledygook.

Justine Jordan: If we can have synergies that we leverage for the ultimate game changing... What am I even saying? Talk like a human. Don't talk like a corporate jargon generator.

Matt Helbig: Another point is that this email is delightful and surprising. You look forward to receiving it in your inbox. It's not just another annoyance, another filtered spam email. Send emails with a purpose. Consider how you can improve this person's day or surprise them in the inbox.

Accessibility is always a big thing when creating really good emails. We see many all-image emails; examples in this slide deck will be all-image. But you want to meet your readers where they are.

Suppose they're on a mobile device or have a disability and can't access your email temporarily or all the time; this is way beyond including something like alt text. In that case, it's ensuring your email is available on all devices they might be reading on.

Treat the inbox as a sacred, personal, and safe place. You should be responsible for what you send to your audience in this place.

We can jump in to see the trends. But first, we have to go back in time. We've been looking at trends for a minute since 2016, and many of these trends we're still seeing are still very relevant today. People still think they're hot, new, and fresh, but we've been tracking them in 2016 and 2017. Let's keep that in mind. Many businesses still need help to meet different standards and have many issues with design. It's always interesting that some of these trends are old but still relevant today.

We will jump into the 2024 trends and beyond, as we still see many of these sticking around.

First off, raw and unfiltered.

Kristy McCarley: I am a huge fan of raw and unfiltered photography. As an amateur photographer, I'm always excited to see this trend continue to gain momentum. It's about capturing images in their raw, unfiltered, most natural state with minimal editing or retouching.

Unlike traditional stock photos or marketing images, which are often very produced, very stylized, very polished, raw, and unfiltered, they embrace imperfection, which is why I like this style and this trend. It shows real people and natural environments, and it captures genuine moments.

It's often characterized by natural lighting, minimal post-production editing, and authentic expressions and scenarios, making it feel spontaneous and candid.

Why is this trend becoming so popular? It's mainly due to social media. We're very used to seeing what at least appears to be authentic situations. Consumers demand more transparency from brands, and we are skeptical of overly polished images or images that we may feel are too photoshopped.

We tend to gravitate towards content that feels more relatable and relevant. Raw photography can connect in a human way that AI can't, making the messages more trustworthy.

Another plus of raw and unfiltered is that it can evoke a sense of nostalgia. It can also help strengthen your connection with your audience.

Finally, it can be very cost-effective. You don't have to pay for the big production, the expensive photographer, or all the editing. This style can be cost-effective for those trying to get the highest return on investment from their marketing. It can be quicker to produce and quicker to edit. If you do any editing, it allows for more agile content creation.

Justine Jordan: I also love it cause it's human. I already expressed my love for humanity earlier. The Patagonia example is such a good one. Who can't relate to the messy backseat of your car with the dog and like the indestructible bag? It just feels like more legit. It doesn't feel like you're being sold to.

Laura Sullivan: Exactly. I love this because if you're an email creative, the big photo shoot often does not happen for your channel. So you're just getting seconds from other channels, and this is something that you can do. You can pull it off.

Kristy McCarley: Even as an amateur photographer, you want it to feel authentic and genuine, but there's nothing wrong with a bit of production, like making sure that the eyes are looking in the right direction or that the shirt is placed in the right place—position to ensure your logo shows. So you can go only some of the way into total production. There's nothing wrong with planning a few photos and picking the one with the best lighting to represent your brand.

Matt Helbig: Why is this catching on? This trend feels anti-AI and feels more nostalgic and different. It stands out.

We'll keep moving on to extra chunky text, one of my favorite trends.

Kristy McCarley: Yeah. I'm a fan of this one, too. Oversized text dominates the visual space. If you're a design geek, this can be super fun to experiment with. It adds a sense of playfulness and grabs attention when the email is opened. It makes the text a primary visual element.

This trend is popular because of the rise in appreciation for minimalism and the need to create quick, digestible content. It allows you to convey that message as soon as you open the email, and it feels very powerful. You can concisely convey your message and grab your attention so that you don't swipe and go to the following email.

One consideration if you're deciding whether to experiment with this or if it is suitable for your brand is that you want it to be manageable. There is a balance between the size of the text and its chunkiness, and you want to maintain readability. You also don't want it to feel overwhelming or heavy or you have to scroll to see all the texts.

It's best for short, punchy headlines, compelling quotes that reinforce the brand, a brief mission statement, or if you're trying to convey an urgent promotion or something time-sensitive.

Justine Jordan: I've even seen some brands hire a typography designer to create a brand-specific font for these cases. It's a fun expression of your brand and something unusual and differentiating you can do. You don't want the whole email to be in your custom font, but it can be a real standout in the inbox for those like selected applications.

Matt Helbig: We have a little sub-trend here called weird fonts. Many brands use weirder fonts to capture people's attention in the inbox. These trends are not for every brand. In your B2B email, you can use a different font, but in e-commerce, many people try to stand out by using fun and cool fonts.

We have one other relevant subtrend: 3D text. It's been popular in the last couple of months, so we're seeing many more brands use 3D and make that text pop out on the screen. So I'm a big fan of this one.

Kristy McCarley: Yeah, me too. It makes it stand out and fun. It just makes it feel so playful and, again, relatable. It's not for everyone or every brand but makes a statement.

Matt Helbig: As the chat says, this is not supported as a font. These are locked-up images. Keep that in mind when thinking about your accessibility, but some of these do a good job of balancing a little bit more live text with that hero image being just an image. 

Justine Jordan: 100%. You have to think of trends and best practices as a bit of a spectrum just because we've been instructed, and I've even been a big advocate of live text and email. It's an important accessibility thing. It's important for many reasons, but we can't follow extremes, right? Just because something is a best practice. You can always have a balance.

I'll always use luxury brands as an example. If you're trying to sell expensive jewelry, you must show pictures. You're going to have to use images. That's a really impressive purchase. 

For the B2B folks in the room, I'm not saying you can't do it. B2B doesn't have to be boring. You can use exciting fonts. Befree is a B2B brand. We market to many businesses, but because we're more design-forward, we can have some fun with our B2B product images. You have to know your audience and what's appropriate for you, but think of something as something other than all or nothing.

Matt Helbig: Why is this catching on? They're bold. They stand out in the inbox. They're thick. They get your message across quickly. People scan your emails. They only sometimes read the whole thing.

All right, we'll keep moving on to deep and dark.

Laura Sullivan: I love this trend, which may have been sparked or spurred by dark mode and its prevalence. We've moved way beyond that now. I love the spectrum of dark colors brands use to create this mood in their emails instantly. This trend is a reaction to so many pretty and pastel emails. I love this dark green example, which makes sense with the subject matter. God, look how beautiful this slide is.

But my cautionary tale is that I've worked with brands before and tried to pull this off one in particular, which was like a dark chocolate brown. And, of course, I tested the heck out of it beforehand. The brown turned into salmon pink for the few email clients with some partial color inversion. And it was like, ah, my eyes. You've got to test, test, test. When you do this, you want to avoid accidentally serving the audience wanting dark mode, something that's way outside your brand guidelines. Test away. This trend is a total winner. 

Matt Helbig: It is cool that brands are also building out dark mode styling, but this dark theme becomes relevant around Black Friday. Many brands adopt this darker theme, change their style slightly, and make it feel unique in the inbox. And yeah, as people say, the contrast makes the images pop.

Laura Sullivan: I think of Jenny's ice cream as this bright, colorful brand, but for this particular topic and this flavor that they're calling out, they're using this dark maple color. Many brands can use this depending on your email's subject and content. 

Matt Helbig: Why is it catching on? There's a rise in dark mode preference opt-in. And then again, a reaction to that over pastel use that we've seen in the past.

All right, we got color blocking with Justine.

Justine Jordan: Color blocking is what it says on the label. These big, bold areas of color usually help differentiate visual hierarchy and emails or, in this case, help a section stand out. 

Looking at the history of color blocking, you will see that it was a big fashion trend in the 1960s. It feels retro like all these fashion trends are coming back and sneaking into the email world. However, I love how it creates this visual hierarchy. It helps separate sections of the email and adds a bold look to your style.

These three initial examples take very boxy approaches, so you can still block color without being so rectangular. I love the chocolate lovers one, where there's a little texture, but it's still this lovely flood of brown on the back. It's almost combining trends; you have these bold, darker colors and color blocking.

Some also have wavy or other slanted elements. That's still a subtrend where you're visually blocking the email. One reason this has been so popular is that ESPs are making it easy these days.

Over the last several months, I may have purchased an item or two of clothing with big, bold, complementary-color strikes on it. It's so much fun.

Matt Helbig: I'm a fan of this one. Wave has been overused too much. Every single email has a wave in it. There's a time and place to use it, and it does a great job of separating sections. Be careful with your wave. You don't want to give people seasickness. 

Justine Jordan: What if we do the wave?

Matt Helbig: As Justine said, ESP content blocks are making it easier to separate these sections while this is catching on.

Justine Jordan: Editors like Befree make it easy to plug in that new content and create new blocks.

Matt Helbig: Alright, we have another one. Longing for dial-up as a trend with Justine. 

Justine Jordan: I don't know how many of you are elder millennials, but Laura and I were talking about when we were kids, how we would grab the phone in our parent's kitchen and sneak around the corner and try to stretch that wire out as long as you could to get some privacy. Probably dating myself, but it's all making a comeback.

Or this one—what's this? \\\"Call now\\\" is a CTA in an email with this ridiculous gradient. That could be word art. I used word art, but this one takes word art to a new level and combines some super-like old-school nostalgia with a cassette tape. Again, like I had a cassette tape player in my first car, not showing my age here at all. That was in a recent Really Good Emails newsletter, the dancing baby GIFs.

It's like I got into a time machine, but not a hot tub time machine. There are many examples of this, and even some friends in the email industry, like Action Rocket's newsletter and the folks over at Sinch in their Email Camp, are having some fun with the Transformers throwback old school all the way. This is all about like the nineties being cool again.

I have attended many concerts this summer with nineties bands coming out and playing. I saw a Green Day show, and they played the entirety of Dookie because it was Dookie's, I think, 25th or 30th anniversary of being released. So, if that doesn't make you feel old, these emails certainly will.

Matt Helbig: It's a fun and nostalgic trend. I'm getting disposable camera vibes. I see it coming from the web more into email, and it's cool to see. But again, this is only for some brands. You have to know your audience and style, and then try some of this stuff and see if it works.

Laura Sullivan: I'm thinking about this with our brand as a company and saying, okay, maybe our monster, our little monster friend, would use some of these nostalgic nineties moves, but probably not our main brand, so it's finding a way to work it in, but don't do anything that feels wrong.

Justine Jordan: From all the concerts I've attended this summer, we can learn about email. They knew their audience. They knew that we were willing to pay to see them again. I was joking that night; I felt like I was 18 again the following day—maybe not so much, but I was willing to relive 18 for an evening. So, if you've got that demographic, take advantage of it.

Matt Helbig: You said the 90s are cool again, so that's why this trend is coming back around.

We have another newer one, ticker GIFs, a fun trend to watch out for. 

Kristy McCarley: It is a fun trend. So ticker GIF, the repeating text, usually at the top of the email, grabs attention and makes the email feel lively and energetic with the movement. Similar to chunky text, it captures your attention right away. It's like a visual hook and immediately engages the reader with the motion and the excitement. It can add playfulness, similar to the chunky text, and it's eye-catching.

I'm on the fence with ticker text because I'm a person who is affected by movement in emails. So sometimes, if it's a little too fast or if it feels like it's too much, I will look away. But I know some other subscribers and audiences love and get into it. So I'm on the fence. Be very thoughtful about its use. Make sure you have enough contrast. If you're using it to highlight a key message, it can be great, or a sense of urgency for a promotion or limit time offer. Be aware that it can overwhelm some subscribers and may be distracting, and sometimes, there are better fits for the campaign. Consider the pros and cons.

Matt Helbig: I agree. This one can get overused quickly. This is my inbox in 2024, so you must be careful about how many trends you use. If it makes sense for your brand and grabs people's attention, it's good. It doesn't always need to communicate the main message of the email.

But as people say, there are new tools to make GIFs easier. If your brand works well with this, add it to the top of your email.

All right. We have another fun one here—a styled letter with Laura.

Laura Sullivan: This is blasphemy with a whole room full of people who love gorgeous emails, and I am definitely among them, but I noticed this trend. Even though you may have great imagery if you're a direct-to-consumer or big B2C brand, you should lead with text and a human voice instead of a product shot. I'm seeing this a lot.

You can style your text to make it scannable, highlighting certain things and bulleting things out. This will keep it easy to read, which is important because people dislike reading.

Leading with that human voice, it's the anti-AI that we were talking about before their spidey sense is up for things that aren't authentic, real, and in a human voice.

These are all great and well written and come from a human, like this one about the love connection between Beefree and Really Good Emails, which Justine writes in her voice. When I read it, I could hear her writing it.

Matt Helbig: This styled letter text is a good balance between using only plain text in your email and styling it, using some of your brand fonts and colors, and making it feel more personalized.

It makes it stand out. I like this one because it's a relatively low effort. You don't always need a designer to do something like this, but it's nice. You have a good plain text template. You can create this style letter, make things stand out, and use bullet points. That's a good balance between plain text and an evolution that resembles a text-type email.

Laura Sullivan: I love how you guys added a GIF here. Even though it is a style letter, it has a little moment of fun that keeps you going as you read it. That's in a great human voice.

I wanted to shut out Parcel here because they are the masters of this. And, of course, they create cool emails all the time. Here's an example of how they spent a lot of time and resources developing this interactive game. But then, if you flip to the next slide, there are other emails with great information they send from a human; they're just straight-up emails.

Naomi has tested, maybe not this particular one, but designed emails versus undesigned emails. This is challenging to swallow if you like pouring every detail into creating beautiful emails. Still, sometimes, in some situations, you need to get the information out there and show the humanity behind what you're doing.

Matt Helbig: Think of email almost as a tool belt. You can use a plain text email. You can use a well-designed email. It doesn't have to be one or the other. For the problem you're trying to solve, you can use these different types of sends and include various types of content to make your email stand out and get the job done.

Justine Jordan: And for the B2B folks in the room, this is a great example of how you can have a ton of fun. The first personal example had a bit of nostalgia, chunky font, and a whole bunch of these trends. Then, it's followed up with simple, plain text like email. So you have the best of both worlds.

Kristy McCarley: Yeah, the same goes for B2B. There, you give yourself options. You may not be able to use chunky text or much animation, but you see, you have so many different options that you can tiptoe into design. If your audience isn't ready for the full-blown 3D chunky text, you can use a little bit of the style letter format, maybe one small animation. You can experiment with it and see how your audience responds to it.

Matt Helbig: Why is it catching on? It's that human language and that little lower barrier of entry to email design. You don't need that whole team. You can do something on your own.

All right. We got my section with some fun development stuff. So we got some hover effects.

We are seeing brands do some cool, fun hover effects in emails. This DoorDash example stood out to me: hover effects over the stars on this rating in a receipt. It's a cool little touch that, on desktop, where it's supported, hopefully makes people engage with that section a little more.

We are big fans of Hims and Hers. The brand has some great email developers. We've interviewed them, and they add a really good, effective hover effect to CTAs. To me, all buttons should have some hover effect. Again, maybe it's not supported on all the apps or mobile devices, but it's a good indicator that something is clickable with opacity or changing the style. It's a good way to tell people that something's clickable.

We saw this cool one from Macpaw, and I was like, okay, how do they do this one? It is an interactive email, but it's all done with hover effects, which stood out to me.

So, we're breaking this one down more. It's divided into three different sections here on desktop. When you hover over each section, the images swap out. I'm in the weeds regarding code, but seeing that happen is cool. And an unexpected little piece in the inbox that I was surprised by.

Why is it catching on? It's interactive. It catches your eye when you're scrolling, especially on a desktop environment where it's supported. Some of these, especially hover effects, are little things you can add at the end of the email that may not change the whole design, but they show that you are spending time and attention on your email designs and marketing.

Laura Sullivan: I love the example you showed. It works perfectly well as a static image for a fallback. No problem. It still gets the point across, but it's just an enhancement, an added fun element. So that's brilliant. 

Matt Helbig: All right. We got some honorable mentions now. These are trends that may be partial trends, but there are still some cool ones that are worth mentioning. 

This first one is hand models. Does anyone have any thoughts on hand models?

Laura Sullivan: I love this. I used to always talk to people about the disembodied hand or the disembodied head and like trying to get it out of design, but I love going and leaning right into it and having it poke out of the inbox.

Justine Jordan: You took the words right out of my mouth. It feels so like stock, but I love it when you can take something we used to like side-eye, embrace it, and have fun with it. Reown it. The key here is to avoid one of those creepy stock photo hand situations. Do your photography here. 

I like the one. Is it the Buoy where they're holding the container from the top?

Matt Helbig: Who are these people behind these hands? I'll never know, but this trend is great. This trend will stick around because people put a product in someone's hand and take a photo of it when in doubt. People use a fun, creative method of incorporating it into the email to separate these sections.

Okay, we got to stop looking at hands.

All right, choose your adventure. This one—it's a throwback—is not very accessible. There was a big push with interactive emails saying, \\\"Okay, if you click this button, we'll show you this type of content.\\\"

However, some of these brands are returning to a big image. They're trendy on the site, so if you're going into an email, you can follow along when you're scrolling and do this little mini-quiz. It's a big trend. We're seeing a lot more brands adopt this one.

Kristy McCarley: It makes you think and can hold your attention for a few minutes. It may increase engagement.

Justine Jordan: I love it. It makes it even more fun if interactivity, like the difficult coding thing, isn't an option for you. This can be a fun way to make your email feel interactive without having to do complicated coding gymnastics.

Matt Helbig: We got another newer trend I've been seeing a lot, and I'm a fan of it. I call it the 3D rotation. I was imagining a shoe rotating or sunglasses rotating. So this one is a GIF-heavy type of thing. The fallback may be the static image, but it's a cool way to stand out in the inbox and catch my attention more. I could see people overusing this one, but the 3D rotation is cool for some products.

Laura Sullivan: I saw one example, Matt, where it was a hover state. So when you hovered over the product, it started triggering that, which was cool. 

Kristy McCarley: Yeah, I like these better than the ticker text. I don't know; they don't feel as fast. It's the right speed. It doesn't feel as overwhelming.

Matt Helbig: It allows you to see the whole product, too, depending on what you're using, which could be helpful.

All right. This last trend that we've been seeing is sustainability.

Some of these are more Earth Day-type emails. Still, we have seen a trend with brands including messaging in their promotional emails or onboarding to let people know what they're doing for the environment and their mission statement.

It's becoming important for many more consumers to understand what a brand stands for, and email can be an excellent way to communicate that.

Justine Jordan: Totally. This started even during the pandemic when brands wanted to communicate their values to their audience because we had to make many hard decisions about where we spend our time our money and what companies we want to invest in. Everyone suddenly reexamined what was important to them and their values.

I've worked for a company that got B Corp certified, and it takes work. You have to jump through some hoops and demonstrate your commitment. I love when brands not only say that they're sustainable or eco-friendly or whatever, but they also put in the effort to get the B Corp certification, stand for their values, and show them.

Laura Sullivan: Putting it in the hero differs from a bit of the standard sign-off in the footer. I love that.

Matt Helbig: That about wraps up the trends for 2024.

I'm sure we missed some, and you'll let us know if we missed any, but these are the ones that we're seeing on Really Good Emails. They're all interesting to try out. They might be somewhat hot ones you want to use for your brand, but at least you're informed about what other brands are doing in the space, and one of them will work for you.

And again, this is not an endorsement.

It might not be for your brand, but it's still cool to see.

With all the email trends, make sure whatever you do, continue to be really good and make some really good-looking emails.

Justine Jordan: So, if you're wondering how to build some of these things. Surprise, surprise, Beefree can be a giant help. This is a cool little like GIF. It's right on our homepage. It shows how easy it is to drag in different blocks and implement some of these trends or designs if you want to. RGE also has tons of inspiration, so we make it easier to go from being inspired by all these emails to creating them, that path to inspiration to creation.

Matt Helbig: Now we have some time for Q&A. There's a lot of questions.

Let's see. The first one is: Do you recommend any online courses for improving your email design skills?

Justine Jordan: Jason Rodriguez, a former colleague, has a great course called The Better Email.

Matt Helbig: Yeah, I know, Parcel. We've mentioned them before, but they also have a lot of good resources on their site regarding HTML coding.

Here is one: Is the CTA above the fold still relevant?

Laura Sullivan: Having tested it a lot, I can tell you that if the content in your email is really good, people will scroll and click on your CTA.

No matter where it is. No, that depends on a lot of things and having great content. Even in some cases, I've seen that people are more informed when they get to the CTA, which increases their qualifications for whatever you're trying to get them to do. So that's my two cents.

Kristy McCarley: It hinges on whether the content is relevant to the audience. We have seen many emails with irrelevant content, so it doesn't matter where you put the call to action. But if the content is what people want to read, learn more about, and are ready to act, they will scroll to the buy now, RSVP, or save my spot, whatever it is.

Matt Helbig: It helps if it's above the fold, but at the end of the day, it's about limiting the number of CTAs you include in the email and what you ask people. Trying to be concise about what next step you want them to take and having that be a clear CTA is more important than the placement.

If anything, a bottom CTA is more relevant. So, when they get to the bottom of a scroll, they have a catch-all CTA that they feel comfortable clicking on.

Our next question is: How do you create a hover effect in Beefree? Justine, I'll let you speak on that one.

Justine Jordan: Yeah. Beefree is a drag-and-drop WYSIWYG editor. Almost everything is no code, which is awesome until you want to code. So, we have an HTML block you can drag into your email. You need to create that code on your own, then use the HTML block, and be free to drop that code inside your email. So, it's possible.

Matt Helbig: All right. I knew this one would be around, too, because we love nonprofits and love to talk about them. Can you provide some examples or tips for nonprofits regarding creativity?

Kristy McCarley: I like the color blocking. It is one way to tiptoe into design, adding more design. You don't have to use color blocking with the rounded corners. You could start with the rectangular ones, which are safer. You could start by using shades of gray, white, or blue, which would be an excellent way to experiment. It depends on the content. If you're having a conference for a nonprofit, you could push the boundaries a bit more. You may have larger text because it's a conference, and you're trying to establish that human connection because you want people to attend.

It depends on the content, some other trends, and how they match what you're trying to convey.

Matt Helbig: If you look at Really Good Emails under our nonprofit category, there are still many good examples of brands like Charity Water using these trends or branded styles to make their emails stand out in the inbox.

So, there is some inspiration you can take from some of these, and hopefully, you can try them out.

Kristy McCarley: Raw, unfiltered photography conveys authenticity, which goes a long way with nonprofits. Again, raw photography is a great way to convey authentic, genuine moments and real people and establish trust between subscribers and the organization.

Laura Sullivan: I love Kiva.org. It is a nonprofit, like a micro-lending company, and it uses photography to show the impact beautifully. It is that raw photography.

Matt Helbig: Speaking of raw photography, we have a question about how you use B2B with raw and unfiltered. I've seen some cool software commercials about how your product solves that person's problem.

It could be a video, a short clip, or something. It could be something that lives more on social media or that you can use on other channels; it's like someone is late to their meeting, and your software service is helping them. There's a fun way to incorporate more raw and unfiltered trends while keeping B2B relevant.

Justine Jordan: Totally. Not all B2B brands need to sound corporate. Even though you're selling to businesses, you're selling to humans inside those businesses who want to connect with other people again.

I spent most of my career working in B2B and did a lot of testing around this, too. We'll put images with staff humans in our emails versus images, like screenshots of products or something. And the humans almost always do better.

So you can take that video with B2B, which has also become trendy on social media and LinkedIn, like founders or employees getting on and showing people their humanity. You can have some fun with the human trend, especially the raw and unfiltered, by introducing humans in their raw and unfiltered state without being scripted. Making mistakes is one interpretation of raw and unfiltered.

Matt Helbig: All right. Regarding the B2B SaaS landscape, do you have any subject line tips?

I know we didn't really talk about subject lines that much, but this person's question is: Are there any trendy buzzword types versus maybe more value props?

Many of the emails we've seen have subject lines that are either really short or long. We analyze less with Really Good Emails and subject lines, which is something we can do in the future.

It's about keeping it short and creating some mystery or anticipation around that or just being clear in your subject line so that someone is not surprised when they open. My biggest thing is opening an email or message and finding something different. Sometimes, it can rub me the wrong way, and I'll probably unsubscribe.

Laura Sullivan: Oh, I was going to say that we've changed our strategy with subject lines and preheaders, too, with Apple's release of the AI preview text. So we can't use mystery anymore because it will be given away. We had to change up our strategy as a SaaS company.

Justine Jordan: If you're looking at open rates, remember that open rates are a pretty unreliable metric. Render rates drive open rates, turning that single GIF on. Many ESPs will try to do real opens and filter around that.

But if you are relying just on open rates to determine subject line effectiveness, I suggest looking at click rates or even.

I've done a lot of A-B testing with subject lines. If you tease something further down in the email in the subject line, you can sometimes correlate whether or not the subject line affects people clicking through to that specific part of the email, which is fun. There is lots of testing there but beware of the open rate and your success metric.

Kristy McCarley: We are always also cautious. I always lean towards short; short is better if it's concise and to the point.

It can sometimes be frustrating when an email comes through with a subject line so long that on my phone, I can't read it all because it truncates, and that could affect your open rates.

So, I always lean more towards shorter, which is better, more concise, and gets to the point again.

As Matt says, you want to establish that trust, so you don't want to say you'll win 10,000 and then open the email and not win 10,000. It's something different. You also want to avoid tricking people into opening, but shorter is better.

Matt Helbig: Here's a really good one for you, Kristy, around desktop or mobile. Is there one that you're designing first more often? Are you seeing that split now where some industries are going more mobile-first versus a 50/50 desktop and mobile? How do you start with your client's designs?

Kristy McCarley: Usually, we start with desktop, honestly, but for our clients, our audiences are typically 50/50, 40/60 sometimes.

We usually start on desktop, but our audience is smaller businesses and nonprofits. I don't know how that translates to other larger businesses.

Matt Helbig: Mobile is a topic we monitor for the emails we feature on Really Good Emails. It's usually when the text gets too small, and mobile is the knock to where something scales down. It's a locked-up image, and someone can't read it. Designing something at least legible on mobile is a step even above other brands.

This one is around image size for GIFs and not compromising quality.

I have used EasyGIF, a cool tool I like to use. Limiting the number of frame rates within a GIF may help with compression. I usually hit under at least one megabyte on those GIFs. We often see graphics that only have three different frames, but you can do something with one or two or even one to five frames and keep that size down.

Here's another good one for Laura. Do you have any tips around dark mode? Are there any guides?

Laura Sullivan: Yes, there are many tips. You can optimize your emails for dark mode by using PNG to outline your logo. If you have any white text, you can even have fun with those things, like making your logo glow if it makes sense for your brand or doing other fun things. So there's those tips.

But then you can also target dark mode. This doesn't work for every single email client, but you can also serve up a custom email version for dark mode specifically, knowing that 40 percent plus, at least, of emails are being seen in dark mode views these days. That's a big percentage of your audience that you wouldn't want to leave high and dry.

Testing the heck out of it is going to be important. Our tool does a great job of showing the dark mode and light mode views side by side, but if you have an email that is not showing up in the way that you want for whatever reason, having some custom code in there to target and create a special version of your email is going to be important. It's worth it. It's worth the effort.

Matt Helbig: When the dark mode was first announced, some people thought many wouldn't opt in or be less than 5 percent of our list. But it is something to remember if you're forcing your colors and not allowing someone to have a dark mode style, overriding them somehow. It does go against what they're expecting in the inbox.

If I opt for dark mode, I like to see when brands take the time to tweak their design system and use some dark mode styling to meet the expectations of the person you're emailing. When I get an email that looks cool and dark, I'm like, wow, they spent the time to do it. It stands out to me, but it does take some time and effort, and it might not be the priority for your brand specifically.

Laura Sullivan: I love what you said in your design system because if you could optimize for it up front and not every single time you create something, you'd save your sanity.

Matt Helbig: We have two more questions that I was reading and would like to address.

Do any of the trends that we saw today will impact email deliverability? 

Laura Sullivan: Deliverability is so complex, and so much goes into it for your audience. The number one way to positively impact your deliverability is to have the most engaging emails and send them to the right people. In some ways, it's good news. Suppose you're using some of these ideas, creating super engaging emails, and putting some love into the channel, which is the number one thing you can do for deliverability. Still, you have to use caution, especially if you're sending to a new audience or of a new IP or doing something out of the ordinary to ensure that you are monitoring your deliverability and not doing anything that surprises the mailbox providers. They love consistency. So, trying new things can be scary. So, keep tabs on that.

Justine Jordan: Some enduring myths about spam filtering and deliverability still seem to exist in the email industry. We've probably been hearing them for our lifetimes. Some of those are that, like any image in an email, we can go to the spam filter or that there are certain words like \\\"free\\\" that you can't put in a subject line.

Most deliverability problems are infrastructure or permission-related, meaning there's usually a data problem. You're sending it to people who still need to opt in. If you're in B2B, your sales team sends cold emails from your primary domain, and people are marking those as spam. It's affecting your marketing emails. There's something else going on there. It's typically not a trigger word or too many images.

Laura Sullivan: Absolutely. The mailbox providers have become so much more sophisticated on their end. Are they scanning imagery to make sure there isn't nefarious content in the imagery? Absolutely. That shouldn't stop you if you're a great sender. So yeah, most of the problems are either something with the way your data and your infrastructure are set up or you're sending to either an opted-in audience or not an engaged audience. That's the thing that you could concentrate on.

Justine Jordan: Thank you for validating my suspicion. I appreciate it. Maybe the next webinar will be a myth-busting webinar where we get on and shoot down all the persistent myths that will not disappear. So email is slow to evolve, but it does evolve.

Matt Helbig: All right. This is our last question. How important is it to know HTML to be an email marketer? 

Justine Jordan: Oh, that is such a great question. Fifteen years ago, before, like WYSIWYG, tools, and drag-and-drop, editors got much better than they would have been. It is critical, but as email has become more sophisticated, there are more expectations, right? If you're in B2B, knowing the life cycle, like the strategy, is more important.

If you are in e-comm or retail, you need to know how to handle things like reactivation or card abandonment, or, again, if you are considering focusing more on the performance of the email channel.

Now, there are some brands. I always think of Megan at Email and Acid, who can be considered an expert in HTML development. Otherwise, if you know enough, you can troubleshoot a particular thing. While it's helpful to be familiar with HTML, it's only as necessary as it used to be if you want to specialize in that as a career path. 

Kristy McCarley: You can be a good email marketer, but to be a great one, you should be familiar with it. You don't have to be like an HTML developer, the best one on the planet. You know it inside and out, but I think it helps that I go into the code, look at it, and say, \\\"Oh, I need to change the padding or whatever it is.\\\" And I know how to do that, or I can Google it quickly and figure out how. You can be good, but it's worth learning the basics if you want to be great.

Justine Jordan: Totally. That way, if you open an HTML file, you can at least know what you're looking at. 

Matt Helbig: I know enough to be dangerous. At Really Good Emails, there is code behind every email we feature. I started doing that on Really Good Emails because seeing how things are made is fun.

You see an image of a screenshot. And that's only sometimes a good representation of what that email is like with dynamic content and interactivity. There are a lot of things happening in that email that you might not see just from that screenshot. Diving into the code, learning how the sausage is made, and understanding what is possible with an email is a great way to work with other team members.

So when you go to a developer, you go to a designer and have an idea of what's possible on that platform and what's supported. You don't have to know every CSS selector known to man, but knowing what's important in the email space and how to make yourself stand out is relevant to me. 

Justine Jordan: I'm just having too much fun. I don't want to say goodbye to you all. In the chat, Emily talked about how email alone is very lonely. I cannot relate to that sentiment more because I was the only person doing email design when I started my career. It was before the internet became this wonderful place where you could meet strangers that you like online.

That's why we started Unspam, so you don't have to feel alone anymore. That's why we have a Single Slice and webinars like this. We hope that we can make you feel less lonely and that you are never alone.

You have so many friends; if you are not email geek Slack, I recommend checking that out. For example, questions like \\\"How do I get better at email design?\\\" or \\\"How do I get better at HTML?\\\" and related resources are all over the place. If you identify as a woman, check out Women of Email, a Facebook group. So those are both two amazing places where you can feel less lonely. And, of course, Unspam. That's in person, though. So join us. We'll have 2025 dates soon.

Matt Helbig: We're not that scary. We're pretty accessible. We're totally nerds about email, and we love talking about it. So, hit us up.

Thank you all again for joining the chat and for our amazing panelists. I had a great time discussing these trends.

Do you have any plugs here at the end? Do you have any other shout-outs you'd like to give?

Laura Sullivan: Inbox Monster is a great tool for creative rendering. You should test your emails constantly and see how they appear in modern inboxes. So, in addition to deliverability, we also have some great creative tools. That's my shameless plug.

Kristy McCarley: If you have a small business or nonprofit, we are a full-service email marketing agency, and we'd love to support you.

Justine Jordan: Thank you so much for joining us. This was so much fun.

Matt Helbig: All right. Have a great rest of your week.

Laura Sullivan: Thanks again.

Justine Jordan: Thank you.

Kristy McCarley: Bye.

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Discover the latest email marketing trends, tips, and strategies to engage your audience and elevate your campaigns, featuring insights from industry experts.

\",\"type\":\"article\",\"primaryAuthorText\":\"Author\",\"originalHeight\":2160,\"secondaryAuthorText\":\"Host\",\"title\":\"2024 Email Design Trends: What You Need to Know!\",\"publish_date\":1725581200119,\"created_date\":1725581201459,\"name\":\"Matt Helbig\",\"authorBio\":\"Community Really Good Emails.\"}")},8559:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":2160,"categories":[{"name":"Courses","slug":"courses"}],"partnerSlug":"emfluence","originalHeight":1080,"authorSlug":"nataliejackson","title":"The 7 Things That Belong on Every Email Marketer’s CRM Wish List","description":"

For data-driven marketers to learn how to navigate CRM systems in order to successfully segment, trigger, and personalize campaigns.

","hasPrimaryImage":true,"created_date":1597768220293,"classDate":1592971200000,"secondaryAuthorSlug":"valgeisler","isDraft":false,"secondaryAuthorText":"Host","content":[{"type":"text","content":"

Data-driven email marketing begins with a reliable CRM system. But when it comes to how a CRM is built, customized, and maintained, marketers often don’t know what to ask for. This workshop is designed to teach email marketers and data-driven marketers how to navigate CRM systems so that they can have access to the data they need to successfully segment, trigger, and personalize their email campaigns.

You’ll learn how to:

\xb7 Understand CRM fields in terms of their purpose and your marketing goals

\xb7 Ask for integrations to make CRM the single source of truth

\xb7 Use CRM data to trigger automated marketing campaigns

\xb7 Easily prove the ROI of marketing campaigns

Who should come?

Email marketers, data-driven marketers, B2B marketers

Who should maybe skip this one?

Designers, copywriters, email newbies

Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence\'s Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren\'t already). You can unsubscribe from either or both at any time.

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Email is like sushi: simple ingredients rolled up together in one experience. But as you look closer, you can see how each item is chosen for impact and purpose. There are items for taste, items for texture, and items for function. And like cheap sushi, you can tell when it isn\'t prepared correctly.

Not everyone can make exceptional sushi. About ten years ago, Netflix presented a documentary about an 85-year old chef who was still crafting his trade (titled \\"Jiro dreams of sushi\\"). He was so meticulous about every element of the experience that it landed him with 3 Michelin Stars. People from all over the world would fly in to eat at his restaurant.

What made Jiro successful wasn\'t that he had a secret ingredient, but rather the planning, preparation, and focus on the customer. After all, he was making this for them, not him.

\\"When we have good tuna, I feel great. While I\'m making the sushi, I feel victorious.\\" - Jiro

Standing behind his counter, Jiro notices things. Some customers are left-handed, some right-handed. That helps determine where they are seated at his counter. As he serves a piece of sushi, he observes it being eaten. He knows the history of that piece of seafood and how it was prepared (for example, he knows his staff has recently started massaging an octopus for 45 minutes and not half an hour).

Similar to Jiro, email is all about the reader and their experience. It can be daunting trying to think of where to start when you are trying to compare yourself to masters in the field, but it doesn\'t have to be that way.

Start taking a look at emails in your inbox that you find really good. What do they have in common? What can you grab from these and apply to your own emails?

Here\'s an example.

Going through my favorite emails the other day, I came across this email from Clear:

There\'s a lot going for this email: Live text, large CTA button, great color choices, image overlays, white space, timely messaging with urgency, and visual hierarchy. All of these things are held together with \\"the rice\\" of email, known as the code. If we want to look at any of these elements more closely, we\'ll need to pull it away from the HTML that is surrounding it.

Here\'s how you do that in RGE:

In the top left corner of every email on RGE, you\'ll see a \\"</> View Code\\" button. Here\'s what that looks like for this email we\'ve been looking at:

Unlike the details view, here is where you can do some heavy dissecting because the code and email are being rendered in a live state. You\'ll see editable code on the left, and the email on the right.

Much like sushi, you don\'t need to look at every grain of rice to understand what kind of roll you have - you just need to look at the big stuff. In this example, there are a few different things we can search for in the HTML, so let\'s start with the leading text \\"Your offer takes off tonight\\". Click into the code area and then hit command+f (on apple) or ctrl+f (on windows) to bring up the search bar in the top right corner of the code viewer.

From there, search for the thing you are looking for, such as the text that the email starts with.

You can learn a few things right off the bat from this:

  1. The font being used is Lyon Text Regular 2 and the size is at 55px.
  2. There are no line breaks inserted between the words \\"takes\\" and \\"off\\", meaning that the text is wrapping naturally.
  3. The color being used is black (#000000).
  4. Most importantly, that the text in this email is coded (not baked into an image) so it is editable.

Let\'s go in there and change the text to our liking. Select the text you want to change, erase it, and write in what you want. For example, we could change that to \\"International sushi day\\" and see it rendered on the right side instantly.

We haven\'t really changed the look and feel of the email at this point. It\'s still pretty much the same rolled up email we started with. But we have learned that Lyon Text Regular 2 at size 55px looks pretty good and would work with our wording we\'ve chosen.

Before going on with this tutorial, it is important to mention that we are using this process to learn how people are building their emails, what we like about the layout and overall look, and how we can apply those same elements to emails we are working on (not copy the entire email). This process is a widely known strategy for developers. Places like Treehouse and Glitch emphasize breaking someone else\'s code as the best way to learn the code.

However, swapping out a logo, text, and an image and calling it your own creative work is like going into a sushi bar and drizzling a little bit of different sauce on an already-made roll and stating that you are a master sushi chef. It\'s also called stealing. What we are trying to show here is how playing around with the code can give you a better understanding and perspective of making your own emails better.

Now, let\'s go and change more text so that this email makes more sense with that header text about International sushi day and see what it would look like if we applied some of our own copy with the length we\'ve been given, change out the font styles, etc:

This isn\'t an email about a casual walk around an airport any more - it\'s about International Sushi so let\'s dress it up with some imagery that fits that. When we dig into the code, we see that this is actually a transparent image overlaid on top of the angled blue and white background. That\'s pretty cool and something we should teach ourselves how that is done.

First, let\'s change that out with an image that is transparent so we can keep the angled blue background. A quick way to find that image in the code is to right click on it and hit \\"Copy Image Address.\\" If you are looking for something that isn\'t an image (such as a button, background color, etc), then use \\"inspect\\" in Chrome - which will highlight the element so that you can grab it and then search for that same thing in the code editor:

Just like we did for text, let\'s search and replace the image in the code editor for an image or illustration that works better for our vision of a sushi email. What happens when we insert a really tall image? A really short image? A really wide image? The code here is commented on really well so we can also see the other elements that this area relies on within the <! -- walking --> section, such as right alignment, padding, and width constraints. We can play around with those and see how it changes the look and feel. Let\'s make some adjustments and throw in our sushi illustration:

We can continue to tweak things here and there to our own taste. Breaking things along the way is part of the process. It helps teach you the structure and the variables that you can mess around with - and the things that you probably shouldn\'t. Let\'s try colors next.

Upon further discovery, the background blue color isn\'t an image but rather coded gradient. That\'s pretty dope. What happens when we change the colors around within the gradient? To do that, use a color picker plug-in or use a site like coolors.com that gives you a nice variety of colors that go well together. I settled on #F69883 and played around with some different options, eventually landing on this:

We could do this for hours, but this whole exercise has taken me about 35 minutes and you get the gist. We\'ve learned some cool things in a short amount of time that we can apply to our own emails in the future, such as font choices, image overlays, and gradients. We can use this email and come back to how they built it if we get stuck building our own thing too.

But before you go and start serving up this new email you\'ve made from the parts of another email, think twice. There\'s much more that goes into an email than swapping images, text, and colors. Like a master sushi chef, there\'s planning, organizing, and execution that makes all the difference. This code editing and breaking process, however, will get you more accustomed to how others build their emails and how you can use those elements in your own recipes.

And it is pretty satisfying to compare the original when you\'ve spent some time with the code and understanding how to make it different.

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Email is like sushi: simple ingredients rolled up together in one experience. But as you look closer, you can see how each item is chosen for impact.

","publish_date":1686895200000,"name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},99130:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1574138905603,"originalWidth":1410,"categories":[{"slug":"tutorials","name":"Tutorials"}],"isDraft":false,"slug":"email-rendering","publish_date":1574134876885,"authorSlug":"mike","description":"

The basics about rendering issues, what causes them, and why you should care.

","secondaryAuthorText":"Host","originalHeight":490,"hasPrimaryImage":true,"primaryAuthorText":"Author","type":"article","content":[{"type":"text","content":"

Let\'s imagine that you just spent hours conjuring up a kick-ass email. But as you go to send it, you notice that the preview that just hit your inbox looks off. Maybe an image is misaligned, there are broken layouts, text is underlined when it shouldn\'t be, or there\'s more added to the footer that makes it look terrible. Welcome to the world of email rendering. You would think that after almost 50 years of emails being sent that we\'d have a solution for this.

You\'d be wrong.

Unlike other visual mediums, email\'s complications come from how different systems interpret the code of the email. If we bundle webmail clients together with browsers, there are five major factors that determine how an email renders:

  1. Email service providers (ESP)
  2. Operating systems
  3. App and web-based email clients
  4. Screen sizes
  5. Images enabled/blocked/dynamically inserted

Unfortunately, when emails are submitted to RGE, we view them as if they were made for the web - meaning that we don\'t take into account all the issues that may come from the designs appearing in different places.

That\'s why we teamed up with Litmus to grab the inbox previews of some of the most popular clients (more of that below) so that everyone can use this information when they are basing their inspiration off of an email on RGE.

To get started, just simply click into any email and look to the right hand side. You\'ll see something like this:

By simply clicking into the preview, you\'ll see the full view plus three other popular clients including Outlook, Outlook.com, and iPhone X.

Now, geared with information on how the design looks in the most popular clients, you are ready to rock-and-roll with the code of the email to make your own version or be inspired to take certain elements and use them for your own reasons.

But, we know you didn\'t come here just for that. You came here to know why emails look differently based on where you open it. Here\'s how those 5 factors we mentioned earlier impact your emails:

Email Service Providers (ESPs)

Did you know that your ESP often will change your email\'s code as you send an email? This is typically a good thing so that they can add tracking pixels, rewrite links or remove code that gets emails stuck in spam filters. But, as with any unchecked changes, these can also be bad for how emails show up.

When the typical brand uses about 2 different email marketing platforms to create an email, that is double the places that an email can go wrong.

Operating Systems

The OS of your subscriber’s computer, tablet, smartphone, or other device limits or enhances the capabilities of the email client that sits on top of it. While a handful of major OSs dominate the market, many different versions of those OSs are in use by consumers. For instance, Windows 10, 8, and 7 all have considerable market share.

App and Web-based email clients

If you want to get to the heart of email rendering, then the client is where you want to focus your attention. Email clients, such as Gmail, Hotmail, Outlook, and others can run in desktop, mobile, and web environments. Web-based email clients have an extra layer of complexity because they render differently in different browsers. For example, Gmail functions a little differently depending on whether a subscriber is using Chrome, Firefox, Internet Explorer, or Safari.

Litmus has identified about 1,000 webmail clients around the world, plus roughly 250 mobile email apps, along with a much smaller number of desktop email apps. Realistically, Apple holds the largest amount with the most market share.

Screen Size

The size of the subscriber’s screen or monitor also has a big impact on email rendering. Interacting with an email on a 21-inch monitor and a smartphone with a 4-inch screen are dramatically different experiences.

In the smartphone category alone, there are hundreds of unique screen dimensions. To simplify things, let’s assume there are just 5 screen size categories that we care about: desktop, laptop, tablet, phablet (phone-tablet hybrids), and smartphone. That is still 5 different things we need to check to make sure that a design is being responsive.

Disabled Images

Images can be enabled and blocked in many email clients. This generally creates two very different renderings of an email—sometimes wildly different renderings. Usually, due to their email client’s default setting or a personal preference, images are blocked automatically for many subscribers, leading to emails that lack the ability to immediately communicate and make an impact, or even looking broken.

Dynamically inserted Images

Lastly, if you are running an email that has personalization (such as tailoring images based on the user\'s preferences), then you are looking at even more issues that could arise if your data and images are not standardized.

--Let\'s do the math--

If we put all those factors together, we get…

2 email marketing providers x 15 operating systems x 50 email clients x 5 screen sizes x 2 image states = 15,000+ potential renderings.

It\'s important to keep in mind that you don\'t need to test for all 15k potential renderings. That would take way too long. However, you should notice where your subscribers are opening and make sure that your email doesn\'t look like garbage when they open it up. We hope by providing a few previews with our growing catalog of really good emails that you can see how others are doing this and what you may want to keep an eye out.

As always, thanks for reading!

"}],"title":"Why do emails render differently?","partnerSlugText":"With partnership from","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},61110:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"mike","content":[{"type":"text","content":"

From the beginning of mankind/womankind, buttons have been useful in interacting with the physical world. Here’s a quick rundown on how humans have developed buttons for special purposes:

Exhibit: History of the button. Not approved by the Smithsonian, but it could be.

Since the button transitioned into the virtual world via Apple computers in 1986, there really hasn’t been that much of a development. Sure, there is a one less border (or maybe no border at all) and some color added, but it looks very much like it did back then.

Now in technicolor!


Interests

So, as the second part of the Email Design Trends of 2016 article, I took every email submitted to ReallyGoodEmails.com in 2016 and broke down their call-to-action (CTA) buttons. I logged multiple data points for each email to learn everything I could about what people were doing with their branded buttons. It was pretty tedious. It sucked. I kept telling myself: “Do it for the children!”

Here’s what I was looking for specifically:

  • What’s the most popular size for a CTA button?
  • What’s the most popular color for a CTA button?
  • What’s the most popular shape for a CTA button?
  • What’s the most popular frequency of a CTA button?
  • What’s the most popular placement of a CTA button?
  • What’s the most popular wording used in a CTA button?
  • What’s the most popular character length in a CTA button?

The proof is in the pudding, as the say. And I love pudding.

Then there were more peripheral answers I was looking for, such as:

  • How does branding dictate CTA choice?
  • How often do icons, images, or unicode characters appear in CTAs?
  • How does frequency affect tertiary CTA buttons?
  • How do I order a pizza at 1 am when I am working on stuff like this?


Discoveries

Surprisingly, there wasn’t one data point that every brand does exactly the same. Sure, there are clusters, showing a common acceptance of some practice, but there are definitely deviations and traits. Here’s what I found:


SIZE

  • The average CTA button is 47.9 pixels tall. However, the two largest clusters are 47 pixels and 50 pixels tall.
  • The smallest CTA button was 20 pixels tall. With Apple suggesting that any touch point should be at least 44 pixels tall, it is very unlikely that someone will tap on this on their phone. (However, in every instance where this button size existed, it was baked into an image — not hard coded — and the entire image was linked. This occurred in most buttons that were below 40 pixels tall.)
  • The largest CTA buttons were 115 pixels tall. These were definitely an outlier. Just look at the frequency distribution below. It is way out there, without any friends.

I do need to mention, though, that there are factors which affect the size such as font size, padding, and maybe even genetics. I’ve thrown some of those into a “Consideration” section below.


COLOR

  • 48% of brands match their CTA to a color within their brand logo (of non-black or non-white logos). Of brands with black logos, 30% matched it with a black CTA while brands with white logos only matched it 10%.
  • Blue is the clear winner for CTA color of choice. Brown wasn’t ever used. Sorry, brown.

Blue is always chosen first on my playground kickball team.
  • Only 2 hex color codes appeared multiple times in the data: #28AFFA and #55ACEE (the latter happens to be Twitter’s official color so maybe there’s been some code stealing? Just sayin’.)
  • White buttons appeared less because a majority of emails had a white background. One could assume that if there was an increase of colored backgrounds, you would see white used more often to contrast that background color.


SHAPE

  • Rounded edges are used the most: roughly 54% of the time.
  • Completely square is used second most: 28% of the time.
  • Pill-shaped comes in last: 18% of the time. However, in the past few months, this shape is being used more (26% more compared to the beginning of the year). Maybe a growing trend?


FREQUENCY

  • The average email contains 2.1 CTA buttons. It is kind of like the census saying that the average American household contains 2.54 people. Don’t ask how you get 0.1 of a button in there, nor 0.54 of a person.
  • The maximum number of CTAs in an email is 11. 56% of all emails contain 1 CTA, 24% contain 2, and 20% contain 3 or more. And of those that contain more than 3, 50% of those contain more than 5. Yikes.

  • Of emails that contain 5 or more CTAs, retail brands account for 90%.

PLACEMENT

  • The most popular place for a CTA is in the top 3rd of the email. 38% of all emails had their first CTA somewhere near the top, usually within an image or right below a header image.
  • The second most popular place was the bottom 3rd. Even though it is second, it is a very close second: 35% of all emails put their first (and usually only) CTA at the bottom.
  • The least popular was the middle. Not too far off, with 27% of CTAs happening here.


WORDING

  • The most popular verb in a CTA is “Get”. As in “Get it now” or “Get yourself a pizza.” This word was used more than 10% of the time to instill action.
  • The top ten verbs are as follows (in order of frequency):
  • 1. Get
  • 2. Shop
  • 3. Take
  • 4. Read
  • 5. Book
  • 6. View
  • 7. Start
  • 8. See
  • 9. Find
  • 10. Join
  • Surprisingly, there was only one CTA that started with “Buy” compared to almost 10% that started with “Shop.”


CHARACTERS

  • The average button contains 14 characters.
  • The shortest character count was just 3 letters. (It was “YES”.)
  • The longest character count was 66. That is more than what Google displays in search results for a title tag. Also, looks like it may be on the same diet as that super big button we saw earlier.

Love this? You’ll love our newsletter!


OTHER INSIGHTS THAT DIDN’T FIT UNDER A TOPIC ABOVE

  • 17% of brands duplicate their first CTA. They throw the second CTA at the end as a reminder. The average email that has a duplicate CTA contains 3.9 buttons.
  • 87% of brands fill in their buttons as opposed to just having an open button with a border around the text.
  • When CTAs compete (placed side by side), some brands show that one has less priority by making the second CTA open (not filled in).
  • 4% of brands use an extra wide or edge-to-edge CTA button.
  • Gradient buttons seem to be dead. Only 3 emails out of the data set contained a gradient button.
  • Only one email contained an image within the button. It was a Facebook icon.
  • While some brands were consistent with their formatting and colors, some change with every send. For example, InVision always uses their branded pink and rounded edges and Dollar Shave Club uses their branded orange and rounded for all of their newsletters. On the other hand, Moo uses rounded corners, but changes the color or fill of the CTA.


Considerations

  • Within the findings, I use “average” which refers to the mean; the most popular is the value that occurs most often; and in some cases I note the median or middle value.
  • I used tools such as ColorZilla (to determine the button color), Awesome Screenshot (to determine the size of the button when it was baked into an image) and an excel.
  • The CTA button color varies based on background color and branding guidelines. For example, a white button will show very well when the background is dark or always using the color pink for branding purposes. This also plays a part with colors chosen to match the brand’s logo.
  • The CTA button analysis for color, character length, size, shape, and positioning only used the first CTA button to appear in the email. This was done on the assumption that the first CTA was the most important CTA in the email and also because I didn’t want to log every single tertiary CTA’s attributes.
  • Lastly, and probably most importantly, this data may be skewed based on if a brand used elements provided by their ESP and how many of those emails appeared in the data set. For example, MailChimp and Campaign Monitor’s drag-and-drop button is rounded. Mailchimp’s buttons are also, by default, blue and 47 pixels tall with a bold font at size 20.

If you enjoyed this post, send it to a friend (or arch-nemesis) and follow us on twitter

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From the beginning of mankind/womankind, buttons have been useful in interacting with the physical world. But since this a site for email marketers, we\'ll stick to what\'s going on with virtual buttons.

","partnerSlugText":"With partnership from","secondaryAuthorText":"Host","publish_date":1691464089925,"primaryAuthorText":"Author","title":"All the things you wanted to know about email CTA buttons","isDraft":false,"hasPrimaryImage":true,"created_date":1691464090968,"type":"article","originalHeight":415,"originalWidth":1251,"slug":"everything-you-wanted-to-know-about-email-cta-buttons","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},208:function(ep){"use strict";ep.exports=JSON.parse("{\"title\":\"Celebrating 100 episodes of Feedback Friday with fan-submitted emails\",\"type\":\"feedback-friday\",\"secondaryAuthorText\":\"Host\",\"description\":\"

On this very special episode, we're looking at - count 'em - 18 different emails. From the Golden State Warriors to the New York Red Bulls, the American Heart Association, Dave Ramsey looking for some pizzazz, and even that fan-freaking-tastic BBC email from Action Rocket.

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This FF episode was sponsored by Knak. Schedule a demo to build your own really good emails and get them to market in minutes.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1) An RGE classic: Think of design golf when you're creating your emails. Aim for the lowest design score with the fewest amount of design differences. Simplify your design and reduce everything to the lowest common denominator. Use clear, bold headings, clear CTAs, simple imagery, and put the focus on the email copywriting.

2) Small text, bold body copy, and heavy padding can be hard to read. Make important text easy to see.

3) Moving between left and center-aligned elements can be distracting. Pick one and stick with it.

4) If you're writing long-form email content, use live text. That gives you more flexibility with the look and feel of the email, and the size of your font on mobile. An image-only email is a lot to download, whereas live text scales to be readable on a phone. You can even throw in a table of contents and guide your audience through the email. Make sure you're writing content that people want to read.

*BONUS* People will read your emails like a billboard - they've got seconds to read the email and figure out the job it's doing for them. Don't tell...show! \\\"Don't tell me you're funny. Tell me a joke.\\\"


Matthew Smith: Hey it's Feedback Friday, everybody. It’s wonderful to be here with Matt Helbig, my best buddy from Really Good Emails, and all of you Email Geeks. Another great Friday in a wild set of years 2020, 2021, we are moving folks.

We've got a special episode here ahead where we're doing something a little bit new, a little bit different and I'm psyched about it. Matt Helbig, can you tell us what's going on?

Matt Helbig: Sure thing. This is Episode 100 of Feedback Friday, we made it.

Matthew Smith: Are we 100 years old now? That feels impossible that that's a reality.

Matt Helbig: We're timelords. Yeah, we made it. I didn't think when we first started this that we would eventually get here. I think it started as a fun little weekly episode and it's come a long way since our first email review. So, for this 100th episode, we have emails submitted directly from the community to look at. I'm excited to jump through these and give them a look.

Matthew Smith: Yeah me too, this is exciting. Thank you to all the submitters. This is a fantastic opportunity and a lot of fun. I hope everybody learns a lot. We'll try and move through a lot of these very quickly, but hopefully, it's one of the best episodes we've ever done.

Matthew Smith: Are you ready to jump in Matt?

Matt Helbig: Heck yes.

\"},{\"type\":\"youtube\",\"content\":\"

https://www.youtube.com/embed/kW1J77LgncE

\",\"embed\":\"kW1J77LgncE\"},{\"type\":\"text\",\"content\":\"

Matthew Smith: Alright, tell me a little bit about this email. I know that we gathered some information from all the submitters, so what are we hearing from this one?

Matt Helbig: This one is from Barebones Living. We're a big fan of this brand overall. We probably would have done a whole episode on them eventually. The feedback they're looking for is, are consumers wanting to consume information and education alongside products, or does a copy-heavy email tend to get lost in the shuffle? What are the best practices when presenting larger bodies of text?

Matthew Smith: That's a great question. For me, the answer is that it depends. 

Classic cop-out. I feel like a politician. It depends on your audience, and if your audience is really into your information, or if they're in more of a utility setting. How do you find that out? You conduct interviews, get to know your audience, call them, talk to them, email them, have them take surveys, learn from the data. Present this email in two different ways. Present it in a long-form way, and present it in a short-form way and see which people tend to resonate with. 

Now, keep in mind that whether or not people buy something, that's one metric. Whether they enjoyed something and learned something, that's another metric, which is something to consider. 

Now, one thing I would say is if you're going to do long-form copy, you've got to take your emails to live text. This is something where I like Barebones’s emails. I like their products a lot, I'm very interested in what they're doing. If they were excited about sending us free things, I would smile. However, the thing is that this text needs to be live. 

Look at how it looks on mobile, it's so small, and it's not flexible so you can't change this text to multivariate testing, because it's set up as images. Now, I suppose you could do multiple different kinds of images, but this is a ton of imagery to download. 

Then, look how small things get especially down here in some of these areas. I feel like this is a great opportunity, especially with this font stack. These are two fonts that you could use, Trebuchet for this, and you could use Georgia for that if you don't want to deal with custom typefaces. 

You can get away with that with your OS 10, or Windows-level fonts, these are available for everybody. There’s no excuse, but I understand that this is a unique layout and it looks cool. I think they're doing a great job, but that would be what I would change first. 

Again, get to know your audience, see if they're comfortable with longer-form text, see if this is information that they want to learn about, and then present that information in live text so that it scales to be much more readable on a phone. 

Matt Helbig: Yeah, I agree with the live text. I think that's a necessity for something that's going to be a longer form and editorial. I don't think this layout totally works for me. I wish it would read a little bit more, and maybe those images are full width because you want to learn more about them. I think to your point, asking your customers what kind of content they want to receive is important. I know storytelling is a super important part, but ask people if they're resonating with this content and if they want to learn more through this medium rather than just getting a sales email for some things.

Matthew Smith: Last thought on this to your point is, I want to cook like a cowboy. This line here, I want to cook in a way that feels that way. I think that line would be better up here. So, learn how to cook like a cowboy, and then dive them in. The reason I'm reading this long-form information is really important, versus, revisiting the Chuck Wagon and open fire cooking. Well, what about it? Open fire cooking tastes more authentic, ooh, I want to do that, get me in there faster. 

We’re going to keep rolling through. So, let's jump to the next one. Tell me a little bit about Sola here.

Matt Helbig: This is Sola Salon Studios. They're a salon site that haircutters and salon people can sign up for. This looks like an onboarding email. Their question was, as the first email our potential new customers see, does this email entice them to be interested to learn more?

I think with this one I struggled with this step-by-step process. I feel like that's effective when those are actual steps that you can take care of. Maybe step one is sign up, that's already a step that you completed, which would be kind of a fun, cool way to entice people to read more and do the steps. 

However, this layout of the content doesn't resonate with me as much as communicating something effectively, rather than kind of putting them in steps. For me, it doesn't work as well, but I think the rest of the email, especially maybe on a more B2B side works relatively well for communicating information at signup. What do you think?

Matthew Smith: For me, I think this is an interesting idea and it's just not executed at a level where it's going to grab people's interest. Imagine not being able to read any of this information.

For example, you've got one second to decide if you're going to read it or not. The only thing that gets to me within that one second is the photos, and the photos are compelling in the sense that they look custom, and it looks safe, I see people with masks on, at least in one of them. I see good product placement, but it's hard to know what these products are, they look fairly generic, but it does something. 

The thing that is not working is step one, step two, step three, step four, step five. Having the different steps doesn't say anything. Instead of saying steps, you could say, step one in smaller text, but your heading really should be something like one on one private salon appointment. Step two, flat weekly fee, or something like, step three, own your own schedule.

You're giving people an at-a-glance way of understanding what the content is. Then, up top, you want to have a sentence that grabs them right away and lets them know why they should spend the next one minute reading everything below, and nothing in this email is doing that. The layout doesn't bother me, it's super generic, but I think you could get away with that. 

If there were three things I would change about this email, it would be copywriting that allows me to scan or index the email quickly so I can see what it's going to be about. Headings, clear strong headings that drive me in. I would increase the font size so that it is a little easier and faster to read. Lastly, I would make this email read with more hierarchy. Start with headings, then subtext which starts telling more information, and then see how it performs. I want these step headings to be more clear. I would love to see how something like that would perform. 

Then, the last thing is that they’re using imagery to do headings here, but I don't think it's necessary. I think that using that doesn't add much value compared to simply putting the brand up there and spending more time on copywriting. That would be my fix for this one.

Matt Helbig: Yeah, I agree and one last note, I think you're right, an onboarding email is probably one of the best emails you can test, because if that's the first communication you have with a brand then test that email so you can get the results you want.

This one is HealthyWage. Their feedback was, how can I improve this layout for mobile users? I think they have to improve a couple of things.

Matthew Smith: It's hard. Emailing is hard and there are so many opportunities for everybody, so keep in mind that when we go through these we're trying to be thoughtful for everybody. This is hard work, and every single email can be improved. We think about our emails and how to improve them all the time and honestly, sometimes we don't have the time or the resources, and everybody is facing that. We're going to go through with that in mind. 

One of the first things I would say about this email is there's too much going on visually, it's hectic and hard to keep up with. I talk about design golf and playing to achieve the lowest point value by having the fewest number of differences. You've got the logo typeface up here, then you've got this blue heading, then this body copy, another blue heading, now we've got an orange heading, an orange CTA, and a blue CTA.

Then, we've got a white background with very little padding, which ends up making it feel broken or hectic because it feels like what is the padding there for? That's a weird psychological thing but it is the way that it is. Then, there's not enough space between these, you have, The Winning Skinny, which is another sort of layout, where you've got this different topography here. Then, there's so little padding between these sections that you don't know what's what, it feels like it's all glommed together. Finally, you have this last one.

If it were me, I would start by reducing everything to the lowest common denominator, try and see if you could get away with only one color difference. In this case, your blue is saying, hey this is a link, but this is not a link, this is a heading, you're mixing metaphors here. This should be a black heading, this should be a black heading, and then, if you want to use blue as your CTA, great, use it only for your CTA colors. Get some padding, get some basic design principles, spread everything out a little bit better, and you'll be doing a lot better. Then, apply that same thinking to mobile and try to simplify everything. 

This is why I say most people, and most brands, if you have a low budget or a small team, try to make your emails, way, way simpler and focus only on copywriting. Get a really clean, good hierarchy template that has really clear, bold headings, very clear typography, very clear CTAs, simple imagery, and run with that. Once you start perfecting that and get your sales up, then choose one small thing to start improving on, or change, or add complexity to it. I would say this email feels too complex and ends up feeling messy. 

Matt Helbig: Yeah, I mean I like the copy in this, I think it works pretty well. I think the layout is championing the app and making it the main focus. If you're confident in your app then show the whole app and have those screens animate or something. I think we've seen that in a few other emails for other brands. I think overall this is a cool welcoming message, but I think some of the layout stuff could work a little bit better on both desktop and mobile. 

This is weMail. They are some sort of an agency or a way to make emails and their question is, looking at email content, is this the right type of content to share with their audience? I think it might be hard for us to answer without looking at this a little bit deeper, but I think overall, as a product update email, this is a little content-heavy. We've seen other brands make these a little bit more exciting when they're sharing fixes and improvements with their audience.

Matthew Smith: Based on the question, here's the thing that I always push toward, this jobs-to-be-done way of thinking and get down to the people. If I'm currently using weMail to send emails for my eCommerce business, my daily grind is, how do I keep growing my business? How do I use email to sell products? Right now, this email feels bland and covers so much ground that it's hard to feel like I know what's being told, and so I'm unlikely to read the whole thing. However, if the October update were something such as three clear ways to improve your email strategy to get sales, then I'm going to read it. 

Similarly, if it says, Case study of how this brand used weMail to improve eCommerce sales by 25% within three weeks, or something very focused, I'm going to read that shit so hard. Then, you can cover, oh, they did that through an easy digital download integration, or, because we made these bug fixes, now this is possible. Bug fixes on their own aren't that interesting to me, but bug fixes leading to a solution, that's interesting. Enhancements and improvements that say, I can now do this or that, that's interesting to me, but right now this is too much information. 

The main thing is that there are very few emails that aren't utility. Think about being in line at the grocery store, is that a good place to have a long conversation? No. Is it a good place to pull out the magazine and read an article? No, for a bunch of reasons, you're trying to get through the line.

Another way that I like to think about it, and somebody recently posted something and it made me think about this, email is a billboard, it's the same experience. Because of that, 90% of the time your audience wants to read your emails the way they would read a billboard. They've got seconds to do this and if you can't do it if you can't hook them into the advantage of reading this email, the job it's doing for them, then you've lost them. I would trim things up, make it focused, make sure you are clear on this is the job that this email is doing. Then, judge yourself and ask, is it doing that job for that customer? If not, change it to make sure that it does in the future. 

Matt Helbig: Yeah, I think my last note on this is if you can visualize some of these integrations or improvements a little bit better, other than showing a logo, that might help. With some of these, you want to show the customer what they can do with your product rather than tell them. That would be my feedback. 

Matthew Smith: That's right. Yeah, good call. One of my favorite ways of saying that is, don't tell me you're funny, tell me a joke. Don't tell me about what you do, show me what you do.

Matt Helbig: This one is from the American Heart Association. The feedback that they're looking for is that they said it was a template, there's a shared module. That's interesting to see that they're having those icons underneath each of these sections to promote some sharing within the different modules.

Matthew Smith: I hear that, but there's only one share button that I see, but maybe I'm missing something. Overall, I would say that these folks are doing something pretty wise, which is what I talked about earlier in the episode, which is, whatever you do, do it simply. They have their logo, they have their big heading, pretty big text, a nice clear button, and then an image. In this case, they have an image, heading, text, and then the CTA.

I would say, and this is nitpicky, but I would say if you're going to left align your heading and text, then left align your button. When you mix cases like that, you're adding a point of distraction. The way that readers read, especially in Western audiences is, left to right, so you're creating a little bit of a distraction. Most people aren't going to think about that, but they'll feel it, so left align that thing.

I think this works pretty well. Then, in terms of design, what I would say, is if you're going to use imagery that is full width like this, then stay consistent. Something like this breaks that layout and doesn't feel as good, especially something where you go centered, left, left, centered; it gets pretty hectic visually. When you're not hectic visually, you create rest for the user that they can move through.

Content-wise, I feel this could use some work again on jobs to be done. Why are people reading this content? Are you using your content to drive that interest? This is something somebody might scan. For example, Staying on track during the holidays. What does that mean, staying on track? You know it's healthy, does that mean like my dieting? Everybody's writing articles like this so why do I want to read this article? If it's, Five tips you probably didn't know about how to stay healthy during the holidays, or, Our staff's five favorite tips, it shows curation. I would think about copywriting that drives that interest. How about you?

Matt Helbig: I think it works well. In general, on the design side, it's great that they're using the brand colors and the layout is pretty good, but I think your point too, is focusing on that content and making sure it's useful to your audience.

To me, the share stuff, I'm not a big share from emails. I like to read the content a little bit more so maybe that could be at the bottom of the email or integrated separately because it distracts me from the content of the overall message. I think it's a cool feature to add into the email, but make it super clear what I'm sharing, or what I'm being asked to do there. 

Matthew Smith: Yeah, I agree, I don't think I've ever shared a section of an email. I may have forwarded a sale or something like that, but never a newsletter I don't think. I'm just one user, but that's my experience.

Matt Helbig: This one is from Red Bull New York. They wanted to do what looks like a virtual viewing party. They asked, is the GIF too low quality? Each section is very boxy, left align text.

Matthew Smith: The GIF is my favorite part. I think it does a great job. It’s high activity, you see sports paraphernalia that you're going to resonate with, you see people doing different things, there's a lot of action, and it's really fun. I would center on that more and lead with it.

The top part of the email feels a little disintegrated to me, it's hard to read and I don't know what this Fan Appreciation Day is. I have to look at it and take time to turn my head and read that to see if it makes sense. Then, I'm able to tell that this is about Red Bull, although if I just quickly glance at it, it almost looks like a panda bear. I know the Red Bull logo and that did not read that way. Then, I guess Toronto FC, if I'm familiar with that, it’s going to be clear to me pretty quick. However, this is the champion part, I loved this. 

Then, the text itself, because it reads in a top-down way and then the text. I like that it's left-aligned in the sense that this amount of text should never be centered aligned, but then it’s a bit hard to read, it's bold. Bold text is always harder to read in body copy. It should never be used in body copy like this.

So instead, We want to celebrate YOU, what does that even mean? I think, Join us for a special Fan Appreciation Day, that's what you're trying to say. Say that in a big bold heading, and then put the rest of it in body copy. I would also increase the size and make it regular weight so it's easier to read, move the register button to the left, and I would put limited spots available up, right under here, so it's easy to see. That would help to simplify the email.

One big thing that is working well here is that this Register Now button is really clear. They did a great job of really calling you.

Matt Helbig: I agree with you on the boldness, it makes the whole message sound the same. I think using formatting to highlight the really important information, like the date and time, or that there are limited spots available, are the main parts of that message.

I think there's a better way, such as a graphic, that you could lay out the date and time a little bit easier to scan rather than having to dive into this, even the top paragraph. Overall, it seems like a pretty polished email. I think there are preferences when it comes to the fact that I'd rather have a rounded button than the square, or I’d add some padding around the limited spots available, but overall, it’s a pretty simple, nice little invite email.

Matthew Smith: Yeah, and I'm sure it was effective. I just remembered that we're recording our faces so now I'm trying to smile.

Matt Helbig: This one's from the Golden State Warriors, and I think they're looking for some general best practices, see if anything stands out to us. I know we've seen a few of these on the site already. This orange popped out to me.

Matthew Smith: Yeah, I'm super psyched to be able to talk out loud about this set. They've submitted so many and/ or someone else has submitted for them. This email to me is so close. We've accepted some and these are so creative, they're very close to me, but I would change just a few key things. 

For one, they do some neat things by having the top stick out here. I think that creates a cool feeling. A lot of them are white, and then very thin emails. I don't know why they're so thin, but it works. They do some neat things here with this lightning bolt, super on brand, really interesting in that way. Here's the thing, why is this text so small and padded so heavily? It makes it hard to read. Then, this button, blue on blue doesn't work for me. 

However, look at some of this creative stuff, this GIF that's masked out with these lightning bolts. That's freaking rad, I love it. I want more of that, that's dialed in. I think that's so hot. When you have cool assets to work with such as this great photography, great videography, they're killing it. This is such a great idea, but again, here, why is this so small? It's so sad. This could be nice, clear, and big, and it could be padded where you've got about 40 pixels of padding on the side, but why is it almost 80? It doesn't make any sense to me. 

Then, little things like this are weird. What is this line? I don't even know. 

Matt Helbig: Yeah, that is weird, I didn’t even notice that. It looks like an error, it’s not bolded enough.  

Matthew Smith: Yeah, it’s in between, but I don't think it's necessary. If it were me, I would figure out a way to tilt the jersey on the side and let it bleed off the edges or something more in line with the feeling I get from these. The main issue that I have with this thing is that there is so much working for this email, but I feel it is, not ruined, but severely diminished, by this text. 

Matt Helbig: I think the skinniness is to make it look good on mobile, but I think to your point, if someone's opening this in Gmail on a desktop, they're going to have a poor experience. They may be seeing a lot of their opens on this mobile view. That's my only thought as to why it looks like this.

Matthew Smith: Yeah, but even on mobile, look at the padding, it's not necessary. Now, let's put this into perspective. I'm being picky here because this is an amazing email and it's so close to being unreal. If we made some small changes, or if they did, these would be some of my favorite emails. I think that they are so close to nailing it on so many levels. That said, I think they're probably getting good traction on these emails; most people are not upset in any way about this text. What I’m talking about is at a design level. 

I would say the 2021 Nike City Edition, what does that even mean? Visually, this is super close, but content-wise, how do you drive people to desperately say they can't wait for the next Oakland forever email to come through? What is the information about sports, about this team, that I am dying to know? I don't think it quite does that kind of stuff. I'd love to see the copywriting get amped up and a little bit more aggressive.

Matt Helbig: This is Flight Centre Australia. They asked for some feedback, but they mostly talked about how hard it is to code this, that it's a template, and there are a lot of issues with it. I'm not sure what feedback they're looking for so we can just have a general take. 

For me at least, I think a lot of travel emails look the same a lot of the time, especially some of the ones that we see, so this one looks pretty alright to me. It looks similar to some of those sort of travel-type emails. For me that CTA is a little low, or they could make these card layouts stand out a little bit more. What do you think?

Matthew Smith: You know, if it's me and I'm traveling, it's all about that inspiration, and one of the main things that I'm seeing here is these photos are being obfuscated by these prices. I get that it’s sort of a clever way to show the price, but you're removing the main thing I want to see. I want to be inspired to go to New Zealand, show me New Zealand. Now that said, I would also say that the photography could be improved. This feels so stock-photo-related that it's not as inspiring. If they would spend a little bit more money and create that real sense of, like, I need to be there, I want to do that, here's this deal, I think you could see some improvement. 

The next thing I would suggest is, I hear what you're saying Matt about so many travel emails looking the same, however, I still think there's too much going on in this email. I would get clear on your visual language. The brand is red and white, so I think that part is working well, but it's also a little heavy.

You go down through this email and the red grabs your attention, that's fine, but it also means that my eye is left-aligned here, center-aligned, center-aligned, left-aligned, now it's over to the right. It does this back and forth and back and forth so it's very hard to scan. Although the red is drawing my attention to what this deal is, I kind of want those headings to be bigger, clearer, and celebrated, and the photos to not be obfuscated. 

I think there are probably some other, simpler templates that they could use if they're using a template, but I think this is probably doing a decent job. I like that the CTAs are one color, and they're clear about where I want to check-in. I like how much live text there is. There are some small things that I think could improve this so that it would be easier to scan and read. I think that would increase sales.

Matt Helbig: This next one is from Team Action Rocket showing off some emails they did, I'm guessing for the BBC, and they're trying to show off some interactive stuff. I think this interactive stuff works pretty well. I think overall, it's a fun-looking email with some cool interactivity. What are your thoughts on some of this interactive stuff and maybe this use case specifically?

Matthew Smith: Well, this is just magic. It's so crazy It's really neat to see. I think one of the things I would say is, people are so not used to emails behaving interactively that this doesn't quite feel like a button to me. It feels like I'm going to go somewhere on the site, and so this will take me to the site. I think it might be interesting to somehow try and create a bit more engaging, button feeling. That said, it's amazing what's happening here, I would love to see the fallbacks and stuff like that, but this is beautiful. 

This is all about photography, they're showing it off and I think it does it well. If it were up to me, I would probably make this a little less visually busy from a design perspective, but I can't believe that this is in an email. I've heard such good things about the Action Rocket team, in terms of their capabilities, and it's fun to see that activated here. I love it. I think it's working well. What about you?

Matt Helbig: Same, I think the little wiggly animations on some of the buttons here really do help guide you. I think that is one of these things with interactive email, the more that we see them, it still is hard for me to understand exactly how to use an interactive email. I think any sort of tooltips or something that you can add to an email to guide those people with those elements until they become familiar is helpful for the end-user. 

This one here, Converge, they want to know, how do we present long-form content?

Matthew Smith: Three things that I would change to help do that, is for one, make sure that your content is something that your audience is desperately wanting to read, and that you guide them into that with your initial heading, which Happy December does not do.

Secondly, give it a larger body copy size on the desktop view. I think the mobile view is probably fine, but on desktop, this is a little bit too small. Lastly, guide people down per section, so if you're going to change the section, lead it with a paragraph. Make sure that your content has a job to be done and that it’s something that the people who are reading it want to read. This feels like a lot, but I'm not sure about the motivation. How about you?

Matt Helbig: Tightening up that copy as much as possible, finding the information that people resonate with, I think there's a little bit too much lead-in and they could display this information a little bit clearer for people to scan. 

Matthew Smith: I've also seen people do a table of contents on a long email like this, maybe that would help.

Matt Helbig: Cool. This next one, Briefcase, looks like another newsletter. I think they talked about tone, but overall I think this one works pretty well. It reminds me a lot of a Product Hunt email, I think it's a similar template. I don't have that much new stuff for this. How about you?

Matthew Smith: Yeah, it's some of the same things that we've said before, make sure your copy is doing a job that is interesting and engaging to your customers. I would say, and you've heard me say it several times on this, but we move between left align and center align quite a bit through here. I think that that can be distracting. Overall, I think, emails like this can work well for different people, you just want to see if that's getting people to get those clicks. 

Matt Helbig: Okay, the next one, Instantprint. I think we've looked at a few of their emails. I think this one is alright, but it's unclear to me exactly what they're selling. I think they could display it a little bit better. I feel like reading this white text is a lot for me, there's a lot of bright colors coming in.

Matthew Smith: Yep. I feel like if there was one simple thing that I would do to change this email, it would be to play design golf and reduce the numbers of complexities and see what you could do to simplify and see if that improves your sales.

Matt Helbig: Okay, this next one, Dave Ramsey has a newsletter, he's looking for what you could do to add some more pizzazz.

Matthew Smith: I think if you wanted to, you could add something to this top area. If there was a GIF, adding some subtle movement in the background, that might be exciting. I think the Formula One emails are a good example of how that's done, and even the Oakland emails we looked at are doing that well.

I think this is a good example copy, Discover how to reset your money in one night, that's really valuable content writing right there. That gets people moving. I think this marker font would be a good thing to use and be consistent with down the way. If it were me, trying to improve an email like this, money is such a serious topic, people don't want to laugh about it. If you could incorporate some humor into your content that would get people laughing, I think that would go a long way to get people to want to read it because it's funny. 

Matt Helbig: This next one is Bearpaw. They want to learn how they can improve click rates and any other feedback on the email design in general. I think these fashion ones are kind of hard to comment on sometimes because it is based around that product photography.

Matthew Smith: You know, I think people want to know something about these sandals. They can see the aesthetic, but do they see the value? Are they looking for compatibility, are they looking for strength? What is it about the sandal that they're wanting to do? When you know what that is, you're going to be able to write better copy and take better photos to help sell these things. Honestly, I think for a fashion email, this is a very good email. I am into it. 

Matt Helbig: Sweet. For Visit Rapid City, they're asking to add some more content without cluttering this up and letting them know about a loyalty program. I think this one is not cluttered, but it already has a good amount of content, it looks like.

Matthew Smith: Yeah, I think, on some of these things, again, it's finding that right thing to say to your audience. What is it that they want to get out of roundup weekend? Is it going out with their family, is it seeing these buffalo? What is the experience? Tell them about that experience, not just the title of the experience. 

Matt Helbig: Yeah, for me the CTAs on that one could be a little bit clearer as well. They don't stand out as much to me. 

Matthew Smith: Good call, yeah, these are hard to see. 

Matt Helbig: This one's from Liven, they are wondering about the overall design. Is it appealing enough to someone to click through? I guess for me that whitespace, there's almost too much space between these different sections that it's a little hard for me to follow exactly what you want me to do in this. I think it could be a little bit tighter and more compact, in my opinion.

Matthew Smith: What I would say the main thing for me is, I'm not sure what's happening. I'm not sure what's going on. They're trying to be personalized, but this is the thing that I want right here. If all the email did was to say, want a free year of Gelato Messina, and then, free Messina for a year, and this. I think that would have been a much more effective email. This one section and increase the font size here, and make it all one paragraph. I bet you could have focused on one thing and got that out the door and it would be effective.

Matt Helbig: This one is for Oporto Australia. They're asking if there's too much text, and is the black background okay? For me, this GIF took a long time to load. That's my only feedback. I like the personalization up top on that little bar. I think that's a nice touch.

Matthew Smith: Yeah, I think that if the GIF could be a little bit faster, it would feel better, but I like what it's trying to do. Center text of this length is tough, but at least it's large enough to make it readable. I think that these images make it hard to understand what is happening, so I'd almost leave them out, or figure out how to communicate it a little bit more clearly. Overall, I think it's working fine. If you could make the top of the email darker, so that it lined up with this dark, I think I’d do that. Right now, it goes from white to dark to light, and that kind of adds noise for me.

Matt Helbig: The last one I want to look at is this last email. They would love some advice on CTAs, and the connection between the story and the CTA. Is there a clear connection? They're focused on storytelling, but sometimes it makes it tough to connect the story with the ways that people can help. 

Matthew Smith: Sure. Charity Water is a well-known brand and a brand that, because of the founders and what they've done with design in the past, I have high expectations for, and this doesn't feel in line with that.

The scalability of this copy makes it so that it's hard for me to read the story. I like the idea of okay, get healthy, focus, and these bullet points that are done uniquely, but it ends up being hectic, almost like a collage instead of a story. To me, don't knock the simplicity of some well-crafted, simple copy. The center text is always going to be super hard to read, it's very small, even on mobile I think it's small. 

Charity Water photography is incredible, and we get it up top, but these cropped photos are hard to see, and don't celebrate that. Then, the CTA is low down here. I know that I can join the spring, but I don't know what that means.

Some simplifying, bigger text, and clearer copy. If it were me, I would look at some emails from, I think MailChimp does well with good, big copy. I think Everlane does a nice job with good photography and copy. What other brands for you, Matt, tell the story with photography and copy well?

Matt Helbig: I think Moment, which we’ve looked at before on the show, does a great job with that, really focusing on the CTAs and making them actionable. I think there is a better way to tell this story where you say something like healthy, and show a picture to back up that word, healthy. I think there's a way to lay this out that's a bit longer.

It gets people excited a little bit more about donating for their New Year's resolution, that is a cool campaign message. I think this could tell that story better and make people more excited for that cause. This feels a little generic or lengthy in my mind.

Matthew Smith: Yeah, I agree. 

Matt Helbig: Alright. Sweet, well thanks so much for joining us for 100 episodes of Feedback Friday.

Matthew Smith: It's been an awesome time and I'm looking forward to the next one. As usual, keep submitting these emails and let us know if you like this format and we can do this kind of thing again.

Matt Helbig: Awesome. Well, have a great Friday, Matthew. 

Matthew Smith: You too buddy, we'll talk soon.

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Matthew Smith: Another happy Friday to you, Matt Helbig.

Matt Helbig: What\'s up Matthew Smith? What\'s up Email Geeks! Welcome back to another Feedback Friday!

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Matthew Smith: It\'s good to be here, my friend. Good to be here. Hey dude, I am a family guy. I\'ve got three kids, and so this brand caught my eye recently. This is A Kids Book About, and they\'ve got kids books about everything, and it\'s awesome.

You can see down here they\'ve got kids\' books about racism, belonging, creativity, feminism, depression, money, cancer, body image, anxiety, gratitude, adventure, failure. Pretty awesome stuff. I\'m ordering these books for my kiddos and I\'ve got a little eight year old girl, and I think this is perfect for her.

My boys need something a little bit more advanced, but this is just great for young kids. Their emails are a great example, I think of a really standardized template simply done in a fantastic way. So this is actually a really pretty basic template that they\'ve just used really smart photography on. So if we go up top, this is a header image, probably with a background color over on this left side, and they\'ve just chosen to left align this part.

They\'ve got their text here in a basic font that\'s available on your system, and then they\'ve got their logo. They introduce with just a normal body text, which in this case works, especially because they lead with this image. So it kind of has the right balance. They get this fantastic imagery in there that draws this color down into the next part and already I\'m like, Whoa, what\'s, this is cool.

I want to see these things. I see these, this big type, and I\'m interested, I can read a little bit about the story, and I can see this imagery that accompanies this paragraph and in a really nice, simple way, right? It\'s nice and white background and just illustrates what\'s going on. I don\'t need to know what\'s in this image. It just kind of feels like \\"Our story\\".

And then \\"The Mission\\" and you start seeing the mission is related to the kids. It\'s about people. And that feels good, right? And then you get this sense of who the team is made up of. And it\'s these cute little kids together that maybe are adults now and it feels fantastic.

And then you get this full exposure of all these different books, feeling really colorful, so many titles and things to look at. And then you can learn more. I think they\'ve done a really nice job in this. They finish it off with a centered footer. I think that works.

They have these social icons. So the critiques for this email for me are I think that maybe you could lead up here with some larger intro copy to kind of create something that you can read very easily, especially from a distance that kind of catches your eye and really gets in there quickly. That would feel like it accompanies this lead image.

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And then I think the other thing I would do is there\'s no CTA here, why isn\'t there a CTA? Go check out our books right here. I understand they\'d probably want to lead people down through the imagery, but I think there\'s a real opportunity to put a CTA there or to put a CTA even on the image. Maybe they have a video on their site and they could show the video there.

Lots of opportunity up top and then this \\"Learn more\\" as a pretty soft CTA, soft action. I think they could definitely follow that up with something a little bit more specific, like buy three of our books and get the fourth free, or some discount or something and then the button for some reason is a little tight there. It needs a little bit more space.

We\'ve talked about social icons a bunch. I feel like this is just saying we are on Facebook, Twitter, Instagram, and link I think means website probably, but that\'s just a convention that has been like held over. I\'ve put them in emails before and the more that we talk about it, it just doesn\'t serve the customer very well.

So instead, why not show a little bit of content from Facebook or show a little content from Twitter or from Instagram? That way you\'re giving somebody a taste of what they can get there and they\'re much more likely to engage The information there is fine. I think that it\'s nice to have that in a footer i suppose. I have yet to ever get an address from somebody\'s email footer, but I suppose that\'s just a convention that has been passed down.

Matt Helbig: That\'s for CAN-SPAM Act compliance. You need a valid postal address to be in your message.

Matthew Smith: See, I\'m all about the design, not about the protocols. Well, there you go. There you have it. Thank you for being the expert in that space, Matt Helbig.

Matt Helbig: That\'s what I\'m here for.

Matthew Smith: That\'s awesome. Yeah. What\'s this unsubscribed link? They don\'t need that. I\'m showing my true colors there, but from a design perspective, from a serving the customer perspective, they do a great job. And yeah, I\'ve been happy. What do you think Mr. Helbig?

Matt Helbig: Just from that footer, this email is probably a MailChimp template.

Matthew Smith: Yep. That\'s what I was thinking.

Matt Helbig: I think they do a really good job of using color and using imagery to really spice up this basic template. I am curious about this Z pattern in this email.

I feel like it\'s something that I even struggle with as an email marketer to really include that. I feel like it\'s something that I tend to stay away from. So I\'m interested what you think about including a Z pattern in your email and how it works on desktop and mobile.

Matthew Smith: So a couple of thoughts there, and I\'m glad you brought it up. So it works here in particular because there\'s so much white space. So if these were filled in and really blocky. It\'s too much and your eye is like bam, bam, bam, having to move really hard. Right now the imagery just adds to it. It\'s small and it gets out of the way, but we\'re really focused on, these content blocks and that really helps a ton.

So being able to have. Just that white space, that\'s a priority. So if you\'re going to do that, make it something that\'s interesting. Like if these were just icons, boring, not helpful, like one color icons, but if they\'re like little illustrations or or pictures like this, it works really well and I think that\'s fine.

Now, one thing that I would say over here on mobile that could be better is they have \\"Our story\\" and it makes sense why they have so much padding here because of the image they had to use over here. But honestly, it should be closer. And then you come down here and \\"Our story\\" feels related to this little girl, but really that\'s supposed to be related to \\"Our mission\\".

So you want to create connection between an image and its content, right? And that\'s missing here. It works here. But then here you\'re like, wait, which image belongs to which? The spacing is too similar to what you call an uncanny valley where you\'re not quite sure which one it belongs to, and so that\'s something you want to solve for it.

That\'s a real nit-picky thing. Again, one of the values why I think this email is doing a great job is they took a very basic template. And they made it really work. So this is a good example of being able to operate within tight constraints and make something amazing.

Matt Helbig: Well, I\'m a big fan of this one. Thanks for sending it over.

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Friday"}},{"type":"text","content":"

Matthew Smith: Sweet. All right, well, don\'t forget to get your butts to UNSPAM this year. It\'s March 12th and 13th in Greenville, South Carolina. You can check out information at unspam.reallygoodemails.com we\'d love to have you there. Last year was an amazing event, with just so much good feelings for everybody all throughout. Can\'t wait to do it again this year.

Matt Helbig: I\'ll be there, I promise.

Matthew Smith: I think I\'ll go

Matt Helbig: Have a good weekend!

"}],"categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"originalHeight":1200,"hasPrimaryImage":true,"slug":"feedback-friday-a-kids-book-about","isDraft":false,"publish_date":1580440945951,"created_date":1580442049924,"authorSlug":"mtthlbg","title":"Feedback Friday: A Kids Book About","originalWidth":2400,"description":"

This week we look at A Kids Book About\'s welcome email.

","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},30422:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Host","isDraft":false,"type":"feedback-friday","partnerSlugText":"With partnership from","publish_date":1607662800000,"originalWidth":1496,"categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"authorSlug":"whale","title":"Putting bold designs and animations to the test with Adobe","primaryAuthorText":"Author","created_date":1607574851224,"description":"

How do you serve your audience with software product announcements? This week, we look at how Adobe\'s emails spotlight bold fonts, animations, and creative illustrations to show their software products in action.

","slug":"feedback-friday-adobe","originalHeight":920,"hasPrimaryImage":true,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. When you\'re laying out the email, make sure the contrast is high enough that you can read the content on desktop and mobile. Be careful with thin-weighted fonts. Make the font size large enough for the reader to easily scan the text on any device.

2. Don’t include your full legal policies in the email footer. Instead, link to landing pages with the legal content. Talk to your legal team about this. Legal content in the footer can feel like the content is about the company instead of the reader. Remove any obstacles that aren’t serving the audience.

3. GIFs can show off what\'s possible. Add GIFs with just a few frames and smaller file sizes (ideally 500kb) to keep the email light and easy on the loading time.

BONUS: If you don\'t have enough of a design pattern to indicate a link without color, work with your formatting for accessibility purposes. Underline the text, consider semi-bold text, and/or add a symbol to indicate a link (ex: single right-pointing angle quotation mark).


Matthew Smith: Happy Feedback Friday, everybody. Email geeks. It\'s great to be back with Kelly from the Really Good Emails team. Thanks for being here, Kelly. How\'s it goin\'?

Kelly Lamano: It\'s going pretty great. It\'s finally cooling down in Florida. We\'re usually in the seventies and eighties. So, we\'re dropping down to the sixties or so. It\'s finally sweater weather, which I love.

Matthew Smith: I like the sound of that. Yeah, usually Florida\'s a little too hot for me. I mean, even here in South Carolina, I get pretty miserable and can\'t wait to get back to Colorado as soon as possible.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/hB2vRxNTdGw

","embed":"hB2vRxNTdGw"},{"type":"text","content":"

Matthew Smith: We\'re going to be digging into some Adobe Creative Cloud here today. These are really interesting. I\'ve been following Adobe\'s stuff through Behance quite a bit, and then saw some of these come through. And they\'re really striking. Really interesting. What do you think is working well here?

Kelly Lamano: The font - it\'s front and center. It\'s beautiful. It\'s huge. \\"Go for the bold,\\" it makes a really bold statement. And I think just that alone is really cool. Both on mobile and on desktop, I think it works really well. And it sets you up for what exactly the email is about. Adobe is all about design and fonts and being creative. And I think that this is a really great way to draw the reader in.

Matthew Smith: Yeah, I think it\'s interesting the way that they create something that is exciting from the beginning. Some clear, clean text, also live text, the ability to download that font. And then they get me into this next piece, which is all about getting that app, figuring out what you can do with Adobe products.

And then a footer reminding me this is creativity for all, which I think is a pretty rad statement. They have this kind of long legal text that I would love to see something like that. Especially in a big company like Adobe, you can put these links there and bigger, crazier products than Adobe have found out that legally, you can put stuff on pages that don\'t need to be in your footer.

This feels like it\'s about Adobe, not about me, the user. So, anything that we can do to remove any obfuscation between what\'s serving me as a user and instead of what\'s serving the company. Talk to your legal team, see what you can do to get your legal text refined and minified.

But overall, I think this is working well. Let\'s jump over to some other emails that they\'re doing and see how they compare.

Once again, we\'ve got live text, which is great, especially over a background. Very nice. One thing that is challenging here that I\'m noticing is we\'ve got this secondary \\"learn more\\" sitting over an image. It works a little bit here on this cloud in desktop, but on mobile, that\'s really hard to see. So, when you are laying things out, especially this text here on mobile, make sure that the contrast is high enough that you\'re really able to view it.

Also, one thing that a lot of people neglect is, this is a light or a thin weight on this font, and that\'s actually quite difficult to read at smaller sizes. So, if you\'re going to use a thin or a lightweight font, you need to make sure it\'s at a large enough size where I can easily read it. There\'s not enough material there for the eye to easily scan it. And especially over the background like this, it makes it even that much more difficult. So, be careful with that.

As we move down, one of the things I think is working really well and very interesting here is this idea of having these images come off the edge. I really like how Adobe\'s dark background brings my eye right to this center place. Then, what a cool way to use a GIF to show off what\'s possible here in this section talking about Photoshop.

Now that said, seeing how long this GIF is and all that it\'s doing, I am going to imagine that that\'s a big GIF. Keep your eye on the file size on your GIFs. Make sure that they\'re, ideally, 500K or less. That\'s already quite big. See what you can do to keep those things small, but obviously, it also depends on your audience.

Then, we get down here into Illustrator and seeing some of what\'s possible here. And again, down with Photoshop, just a nice way of taking me through those Suites of what\'s possible. Finishing with Document Cloud, and then dream bigger, which I think is cool. The idea of getting into their Cloud services and learn more.

I think this is overall working pretty well. It\'s an organized email. It tells a good story and it gets out of the way, lets you jump in on those CTAs. What do you think could be improved in this email, Kelly?

Kelly Lamano: Yeah. You made a good point about the GIF because I was wondering why they didn\'t use more throughout to show the different programs, but then, because there\'s that one huge GIF right there, that makes up for all of it.

I would\'ve liked to see a little bit more interactivity throughout the emails. So, if they do it with one, I would like to see it with another one, maybe a smaller GIF. One other thing is going back to those CTAs, if they\'re going to be very minimal like this, maybe underline them. Underline the \\"learn more\\" and switch up the verbiage there too so they\'re not all \\"learn more,\\" maybe \\"get creative\\" or \\"start creating,\\" \\"start editing,\\" or something like that. That would be cool to see.

Matthew Smith: One thing that a lot of people miss is, imagine if your email was black and white and if you don\'t have enough pattern of a design pattern to indicate that that\'s a link without color, then you\'re missing something.

I do think this carrot here, Chevron, however you want to say that, that helps quite a bit. Gives it just enough. And it\'s also this semi-bold, which helps, but I think to your point, they could go one step further and I think that would help quite a bit. So let\'s jump over to some others and see how they\'re comparing.

Same use of typography, same buttons, pretty rad GIF, visually very cool Black Friday email. So they\'re telling me a little bit about it. One thing that I think is not working as well here is it does tell me Black Friday, but saving 25%, I think, is one of the most important things about this entire email.

And it\'s the smallest text they have other than legal down here. From my perspective, I would love to see that nice and bold and clear because that\'s one of the strongest parts of the sale. What else would you change, Kelly?

Kelly Lamano: Yeah, I agree that 25% is one of the most important parts. So, making that larger.

Something that I liked was the animation and also like the fact that you can call Adobe. That\'s very rare with big corporations. I liked that the email is short and sweet and it kind of creates urgency, but I would also like to see the \\"offer ends tonight\\" bigger.

If I\'m looking at the email at a quick glance, I\'ll just be like, \\"Okay. You know, I have time,\\" Because it\'s such small text, I might just breeze over it. So maybe making that expiration date larger as well.

Matthew Smith: From my perspective, the order goes \\"Black Friday,\\" \\"Going, going almost gone,\\" \\"Buy now.\\" \\"Offer ends tonight.\\" That\'s the order I read them in and see them in. And then these pieces, which are actually quite important and these get almost entirely lost.

The text is a little bit bigger on mobile, which is helpful. I really feel like for a company like Adobe, I would love to see a little bit stronger design aesthetic and hierarchy in their emails to really show off what\'s possible. Overall, I think these have some strong strategy and some good aesthetic. Pretty stoked to see them.

All right. Email geeks, stay healthy, stay happy. Be really good. Make sure to take care of your neighbors. We\'re in a hard time, everybody. So, anything you can do to just be part of the great community, keep it up. Let us know what we can do to add new brands that you would like to see or you\'d like to see us review.

Don\'t forget to subscribe to our channel and keep the love going around and talk to you soon. Bye.

"}],"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},57208:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Co-host","originalHeight":920,"secondaryAuthorSlug":"whale","type":"feedback-friday","slug":"feedback-friday-aero","description":"

Aero is a luxury travel company providing first-class private air travel from the lounge to the jet.

","created_date":1595465813673,"publish_date":1595566800000,"isDraft":false,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Simplifying your email can give you the opportunity to keep track of how your emails are performing before you make any changes to the design.

2. Think of a travel email as an invitation for your audience to learn more. The email doesn\'t have to be complicated, and the website can do the selling.

3. Explain the details of what you\'re promoting and the features you offer in a clear way. For example, lead into a section with icons (the airplane seats in this Aero email), and then explain the feature in a short paragraph below the icons.


Matthew Smith: It\'s Feedback Friday, everybody. Wassup? 

Matt Helbig: Welcome back to another episode of Feedback Friday. 

Matthew Smith: Yeah. I\'m excited about talking through the qualities of emails with you, Matt Helbig. Good to see you again. It\'s been a minute. 

Matt Helbig: Yeah. This one popped up in my inbox. I thought it would be worth talking about.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/9G0Qfz7F5Gs

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Matthew Smith: Yeah. Tell me more. 

Matt Helbig: I was just shopping around for a private jet. This is a luxury travel company. They have some simplistic use of live text. They use very simplistic colors of their logo throughout the emails and some stunning photography. It just really brought me in.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-aero/

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Matthew Smith: They do an interesting job of getting you right in there pretty fast. They\'re using simple typography. These blocks to call out actions. It\'s a little bit much for me to have black, gray, gray on black, white on black, this big black block. Oh, now gray block with orange in it, but it\'s just a highlight. It\'s not an actual CTA. You know, those kinds of things.

It gets me down to a CTA at the very bottom, for \\"Contact Us\\", but that one\'s a CTA and this one\'s not. Some things are effective. One of the things that I continue to talk to people about is to simplify your emails. Get simple faster. It moves the design forward to just stay simple and get your typography right. 

From a typography perspective, I think they\'re doing some interesting things here. I think the mobile works better than the desktop in this version. Think about this email for a minute. If this big black block wasn\'t there, just the ways that that might be different. THey\'re trying to solve a problem. They\'re trying to call this out. That\'s one way to do it,

Imagine it without the photography. It would just be a completely different email and would not work nearly as well. So I think you\'re right. The imagery is really important and they\'re using it well. Should we jump to the next one and see what else is going on? 

Matt Helbig: Sure.

Matthew Smith: It looks like you\'ve signed up, which is awesome. Little do they know that you\'re not going to buy a jet on Really Good Email money. So what is it about this one that caught your eye? 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/set-your-sights-on-summer/

","slug":"set-your-sights-on-summer","email":{"categories":[{"slug":"travel-and-leisure","name":"Travel and Leisure"},{"name":"Promotional","slug":"promotional"},{"name":"Summer","slug":"summer"},{"name":"Airlines","slug":"airlines"}],"submitter":{"role":"None","slug":"mtthlbg"},"popularityScore":2,"submittedEmailId":"qQsvqYUYUNQc8bEgSSwc","companies":[{"name":"Aero","slug":"aero"}],"author":{"slug":"mtthlbg","name":"Matt Helbig"},"originalWidth":680,"content":"

Aero\'s simplicity puts the focus on clean design and clear CTAs in this summer email. The personable copy gets right to the point in an optimistic tone.

","screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true,"OL2019":true,"IPHONE8":true,"FFYAHOO":true},"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-heading-tags":true},"originalHeight":1694,"publish_date":1595375769448,"litmusApiData":true,"hasHtml":true,"litmusApiDate":1595375814051,"slug":"set-your-sights-on-summer","tags":[],"title":"Set your sights on summer"}},{"type":"text","content":"

Matt Helbig: I think the ticket price for a single seat on their jet is over a thousand dollars. So it\'s almost like a weird thing to be selling in an email. I just liked, especially this mobile view of simplistic and with the left aligned text and the use of live text. 

The double repeating CTAs, I think works for this. I like the little icons with the seats. So to me, it\'s just a very simple paired down email compared to some other travel emails that we might\'ve seen from airlines showing a lot of different images. 

This one just seems very clean. I think they maybe know who their customer is and they don\'t need to like be sold really on this service. Either you want to fly in a private jet or you don\'t. 

Matthew Smith: One of the things that I would say from a brand perspective is, on the one hand, I like the emails because of how simple they are. On the other hand, I feel like a brand like this has an opportunity. Look how sleek this black jet is. That\'s amazing. 

Why not go with like a dark theme, kind of more refined email? That\'s a big question I\'ve got. It seems like something like that would be aesthetically more in line with their audience and somebody ready to plop down $1000, $2000, $3,000 a flight to very specific places.

They only fly four places currently. So they\'re out of the gate, right? Like this is a brand new startup. If I\'m not mistaken. Is that kind of the idea? 

Matt Helbig: Yeah, I think so. Yeah. 

Matthew Smith: Yeah, it\'s some interesting things, but again, one of the things that they\'re doing here is they\'re just keeping it really, really, really simple.

It\'s amazing how often teams just get their emails too complicated, too fast. They can work on their style. I\'m going to guess they\'re trying to look at, are these emails performing as we need them to, before they do anything else. Which I think is an interesting move. 

This is a similar one, the template set that they\'ve got. This is a design system in the simplest possible way to think about it, right?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/its-launch-day-10-off-bookings-for-the-next-3-days/

","slug":"its-launch-day-10-off-bookings-for-the-next-3-days","email":{"originalHeight":1289,"submittedEmailId":"34xF2de839um99t3pCFk","litmusApiDate":1595375820743,"slug":"its-launch-day-10-off-bookings-for-the-next-3-days","accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-htmllang":true},"hasHtml":true,"litmusApiData":true,"submitter":{"slug":"mtthlbg","role":"None"},"companies":[{"slug":"aero","name":"Aero"}],"publish_date":1595375780809,"title":"It’s Launch Day – 10% Off Bookings For The Next 3 Days","hasPrimaryImage":true,"content":"","popularityScore":2,"screenshots":{"OUTLOOKCOM":true,"IPHONEX":true,"IPHONE8":true,"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true},"categories":[{"slug":"travel-and-leisure","name":"Travel and Leisure"},{"name":"Airlines","slug":"airlines"},{"slug":"discount","name":"Discount"}],"originalWidth":680,"tags":[],"author":{"name":"Matt Helbig","slug":"mtthlbg"}}},{"type":"text","content":"

Like you have these blocks. This \\"Hi there,\\" block with a subheading in gray and you can see they use it here and they use it up here as well. These blocks just get repeated. The difference would be this one has a white background versus this one has a slightly gray background. So it\'s just interesting. They\'ve got just a straightforward way of moving people through this stuff. I think that\'s fascinating.

So this last one was about Ibiza and just gets a little bit more into some of the details of safety. I think this is an interesting case. I\'m super curious to see what our audience thinks. What do you think are going to be their main questions? 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/hello-travel-my-old-friend/

","slug":"hello-travel-my-old-friend","email":{"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-htmllang":true},"author":{"slug":"mtthlbg","name":"Matt Helbig"},"title":"Hello, travel, my old friend.","publish_date":1595375792247,"companies":[{"slug":"aero","name":"Aero"}],"originalHeight":1775,"submittedEmailId":"VP96uFRw3fJJDigl04x5","litmusApiData":true,"litmusApiDate":1595375884727,"slug":"hello-travel-my-old-friend","popularityScore":5,"tags":[],"hasHtml":true,"categories":[{"slug":"travel-and-leisure","name":"Travel and Leisure"},{"slug":"airlines","name":"Airlines"}],"submitter":{"slug":"mtthlbg","role":"None"},"screenshots":{"OL2019":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true},"originalWidth":680,"content":"","hasPrimaryImage":true}},{"type":"text","content":"

Matt Helbig: I\'m not sure how to impact this more.

You could add some more stuff, but then it might start feeling a little bit cluttered. Maybe this is a good example of letting someone know that, Hey, Ibiza is calling you. Maybe they\'re using their website a bit more to sell, and this is just an invitation to go learn more about their service.

Like you said, the email doesn\'t have to be super complicated. Maybe it is just a notification. That top of mind awareness to bring someone back or let them know that you are still traveling. 

Matthew Smith: I wonder how often these things are getting sent and some of that, but I think one of the things that I am noting here is like, they keep promoting these feature sets per email, but they don\'t tend to repeat them.

So for instance, Your next vacation a way to avoid crowds. This is like one feature. Then the next time they\'ve got another feature, just sort of the places that they\'re going. Then the next time they\'ve got safety. So instead of putting safety, a variety of places, that kind of thing in one email, they separated up and hit you in some different ways.

It\'s just an interesting strategy. One of the main things that I would probably do is with an airline like this that is really about developing that sense of wanting to go that sort of like hunger to go and the ability, the financial ability to go. I think that the brand needs to get more refined.

Like this Aero brand that\'s hot. I like that. It\'s this idea of a sunset. Inside an airplane window. 

Matt Helbig: Oh, I just got that. Wow. 

Matthew Smith: That\'s hot. I want to travel to cool places and see sunsets in cool places. Look at me, I\'m on an airplane. I think that to appeal to that audience, they will need to like step it up a little bit.

Think about Tracksmith\'s emails. Those don\'t feel like Old Navy shorts. They\'re legit. I\'m wearing a pair right now. They\'re just refined, you know? They\'re more expensive too, but they\'re high quality.

I think you\'re going to need to start to sell the little details of what you\'re selling, not just a flight. It is nice to avoid the crowds, especially these days, right? Like that\'s a selling point, but I would promote it a little bit more clearly, I think.

We talked about this not long ago, but on Really Good Emails, you can go click the code on an email detail page, and then you can go see that code. This is a great example for you to go see this code and then go and take it and change it. So it\'s not copying and then play with it, learn from it, make it your own.

This is a great example of a very simple template that you could go and learn from and use and try things with. This is the kind of simplified approach that I think could work well for somebody out of the gate. Like just needing to get information out like this is. Pretty generic, I think is a good word, but it\'s doing enough of the job. I think the change that could happen in this email is the next 10 to 15%. A lot of it is already there. 

Well Really Good Emails folks. We love you. You\'re such a great community. Thanks for being out there. Let us know who you want to see on Feedback Friday or who you think we should be talking to.

We will see you out there. Bye.

Matt Helbig: Peace. 

"}],"primaryAuthorText":"Co-host","hasPrimaryImage":true,"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"partnerSlugText":"With partnership from","title":"Featuring simple design systems, live text, and multiple themes with Aero","originalWidth":1496,"authorSlug":"mtthlbg","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},27788:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1581376568360,"secondaryAuthorText":"Host","originalHeight":1200,"description":"

Airbnb is a vacation rental company that offers online booking arrangements for lodging, homestays, and tourism experiences.

","primaryAuthorText":"Author","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"partnerSlugText":"With partnership from","content":[{"type":"text","content":"

This FF episode was sponsored by Email Monks.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Using imagery with personalized data can celebrate customer appreciation, making your audience feel closer to your company and the community.

2. Create a clear hierarchy for scannable text. Use big, bold headings followed by subheading text and then illustrations or icons with chunks of info to help balance the content. This structure can help lead your audience into your message.

3. Make your social share ask compelling. Provide stats, include a fun GIF, create interesting content. Give your audience a reason to post your company news on social media in a way where it’s a natural share.


Matthew Smith: Well , Matt Helbig and Email Geeks its another Friday another Feedback Friday.

Matt Helbig: What\'s up?

Matthew Smith: I\'m such a big fan really like fanboy fan of what Airbnb has been doing for a long time and their emails. They and Pinterest I think are always pushing the limits of what\'s possible.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/Ah97l-u0o5U

","embed":"Ah97l-u0o5U"},{"type":"text","content":"

This week just like last week, I want to talk about some things that are happening that are actually in this really really good category where things are interesting, they\'re doing great personalization, they\'re doing great typography, good design. It\'s intelligent and it serves the customer.

I got this email. You know, I\'m a host and really interested in building more. I\'m going to add another one this year and hopefully some more in the coming years and I was watching this little GIF here play out over and over and then it dawned on me wait.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/youre-a-superhost/

","slug":"youre-a-superhost","email":{"screenshots":{"OUTLOOKCOM":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OL2019":true},"companies":[{"slug":"airbnb","name":"Airbnb"}],"collectionTags":["numbers"],"originalWidth":680,"title":"You’re a Superhost!","accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-heading-tags":true},"litmusApiDate":1572533180392,"publish_date":1525883485,"litmusApiData":true,"categories":[{"slug":"travel-and-leisure","name":"Travel and Leisure"}],"hasHtml":true,"content":"

View the Live Email
\\n Edit on CodePen

\\n","slug":"youre-a-superhost","hasPrimaryImage":true,"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"originalHeight":1762,"popularityScore":0}},{"type":"text","content":"

This little coin this little badge actually shows up in South Carolina and I\'m thinking hey, that\'s where I live. It\'s like oh damn, they actually do that intentionally. And so this is a unique GIF for me. It\'s subtle. They don\'t even point that out. And in fact, I would argue they could probably point out a little better.

Maybe they didn\'t because if they get it wrong, it looks bad but in this way if I catch it\'s freaking cool, right.

Matt Helbig: I\'m impressed. Even if it\'s not it\'s still a very nice GIF. But yeah, that\'s like a interesting level personalization.

Matthew Smith: I hadn\'t thought about it until we started talking about it.

I wonder if that\'s why they left the text off about it being, you know your space in South Carolina. I guess they should know because it\'s being sent to me based on my ID based on my booking. The question would be what how what do they do if I\'ve got bookings in different states? I don\'t know, but regardless I was pretty impressed. I would venture to guess that for most Airbnb hosts, they have one or two places in one city, but this is very cool. And also note that the map when it\'s further out into the world. All those little dots are places from people that have stayed at my Airbnb.

Matt Helbig: This is like what people should be using this image personalization for. We always see like hey FNAME. That works okay, but this stuff is really like surprise and delight sort of stuff.

Matthew Smith: That\'s right. It feels intentional. It feels thoughtful. It feels connecting to me. The other thing too is I think that there\'s probably a business for somebody to start right here, which is developing motion graphics that can be converted into video or GIFs or other things that is personalized.

It\'s using data but being able to translate that to email and or our friends at NiftyImages could develop something like this. They\'re obviously doing so much personalization in e-mail already. If you haven\'t used NiftyImages, we definitely recommend it. It\'s a really interesting tool to create or to utilize this kind of thing.

Not this sort of level of motion graphics, but using imagery with personalized data. It\'s fascinating stuff. So as we keep going one of the things that I really like about this email is we\'ve talked about it before but it\'s just real clear hierarchy and everything is in text.

Airbnb. They already have a Sans serif font to start with so they can utilize some basic system fonts without having to go cuckoo. I think probably this lightweight. It might be a system finally didn\'t do inspector, but just right off the bat like they\'re just taking care of those details and it keeps their emails pretty light.

I imagine that GIF up top is fairly heavy size-wise. So some these things keep the email size for the kilobytes low. They\'re just doing a great job of leading me and telling me what\'s what if all I want to do is just see this. Wow, that\'s neat. Okay, I can react to it right here. And that\'s kind of fun.

Matt Helbig: Those social share things are a lot more compelling than emails we\'ve seen in the past that ask you to share right away. They really provided you some cool stats a fun GIF. Now I\'m really motivated to share this with my network.

Matthew Smith: That\'s a really good point Matt is it\'s really interesting when there\'s more of an opportunity to say.

Hey here is this interesting information. Would you like to share i? Rather than share. And like what am I sharing ? It\'s almost like somebody walking up to you and be like, hey, hey Matt, it\'s nice to see here for lunch. Will you yell out to everybody how much fun you\'re having but we just we haven\'t even started lunch.

Like what are you talking about? It\'s weird. So why would we do that? So instead create enough content create enough interest where that\'s just a natural enjoyment where somebody would want to share. Hey look at all the cool places I\'ve had guests from. That kinda stuff. Digging in, again, we\'ve talked about this with the Coinbase email last week, but really great simple heading hierarchy so darker and bold and bigger headings and then a nice subheading or subtext that goes across the view and kind of create some balance and then just really simple little chunks of information again, when we use headings we create scannable content, right?

So oh marketing to guests that interests me, or maybe it doesn\'t. Social Spotlight meh don\'t care. Ohh Airbnb magazine. Yep. I want to read more about that. Tell me more So that scan-ability helps me to pretty quickly decide. What do I want to read? What do I don\'t? I don\'t have to digest the entire thing.

Which for a busy person like. Yeah, man. I get bored easily. I have some ADD and I\'m like, I don\'t think so. I\'m not going to read this too much to read so scan-ability helps a ton. Illustrations, icons, they just feel like they all belong. They\'re all the same type and then like what we talked about last week.

You\'ve got nice white space between these I would even increase that if it were me by another 10 pixels or something like that between these just for a little bit more breathability. Now the heading really helps like create. Okay. This is the next chunk of information and the fact that the space underneath social Spotlight here is less than what\'s above it that makes all the difference. That\'s really all you need. But again, I would probably increase it just a little bit.

Matt Helbig: My only feedback in that section would be I thought there would be links on each of these sections but that bottom. if you\'re going to mention Airbnb magazine maybe link to it or something, but I think that bottom kind of catch-all link that says, the Superhost week. yeah, definitely captures all those points and probably puts you to a nice landing page.

Matthew Smith: Yeah. That\'s a good point. Some of this stuff isn\'t real actionable, but I wonder if they could say like we did last year or like this article we wrote and those kinds of things right? I think learn more about this change and Superhost week. I would have put a little bit stronger CTA. On something like that, but maybe somebody along the line said now that\'s too strong to do a button.

One thing that I\'ve noticed that Airbnb has is they have a design system. So they\'re extremely tight about the topography which means that they\'re able to create and send their emails much more rapidly They are worrying more about content rather than how it looks because they figured out the system for how it should look so that\'s pretty cool.

Matt Helbig: Yeah. I really like that sign up. There\'s a lot of really great copy throughout this entire email. It\'s really thoughtful it seems like. As you said, I think a lot of their emails are built on that same templating system. They all feel really consistent across both the host and the guest side. They all feel very thought out and mindful.

Matthew Smith: Yeah, that\'s right as we mentioned last week. I\'m impressed with a big company like this not having a bunch of legal mumbo jumbo in the bottom. That\'s always something that I think is really valuable if Airbnb can do it without a bunch of legal. So can you. If legal on your team says you need a bunch of copy see if you can get away with just linking to the legal on your site.

I think that is my hypothesis. I have no legal background. My hypothesis based on working at a lot of big startups is that legal just needs to be available. It doesn\'t have to be readable in that email. So don\'t obfuscate it. Don\'t try and hide it make it a clear link, but there\'s other opportunities.

And again, it\'s more kind to your visitor. It\'s more thoughtful. They can see the legal if they need to because most of that legal is not about the customer. It\'s not actually serving them. It\'s just covering the companies butt. Cover your butt in the back room not in front of everybody. Well, maybe that doesn\'t work out.

I don\'t know maybe that metaphor falls apart. Cover your butt all the time probably but just in real life, not legally.

Matt Helbig: The entire idea behind this email is customer appreciation. Airbnb doesn\'t seem to have a business goal in this entire thing. They want you to share on, Twitter and maybe get some additional hosts to sign up that way or something like that.

But this is a just a very customer centric email to send its really celebrating the Superhosts and their community and everything else. Compared to a lot of the other promotional emails that we see people do or things around holidays. This is just a celebration of Superhosts and building Airbnb as a brand and they do that super successfully with this email

Matthew Smith: 100% I think you\'re right. As a Superhost I\'ve been really thankful for the way that they treat us. It\'s a lot of hard work to get there and to maintain that but it\'s worth it. It\'s good for them to support those of us who try harder and like push it further, but you feel it you feel well supported. So this is cool.

Matt Helbig: They have so many ways to communicate with you and it\'s interesting that they pick email pretty consistently to communicate a lot of these messages to you. They have the app. They have the web everything else but I think their focus on email especially definitely stands out compared to a lot of other brands .

Matthew Smith: I hadn\'t thought of that until you said that but you\'re absolutely right. I don\'t get any of these kinds of messages in app. This is the way they communicate to me. They do have a all-hands-on-deck host community event where you can watch online and I\'ve not done that I\'d like to but this is how I learn about that too.

It\'s funny to hear people always talk about like email some day going to die and I just think no. We haven\'t even hit our stride. There\'s so much opportunity and the more that people communicate thoughtfully like this more I believe that. All right dude have a great weekend. We\'ll see you next week.

Matt Helbig: Great. See ya.

Matthew Smith: Chow.

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This FF episode was sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Kelly Lamano: Hey there Email Geeks! Welcome back to another episode of Feedback Friday. This week we\'ve got a special guest, Aysha Marie Zouain. She\'s a senior consultant specializing in Salesforce Marketing Cloud at Deloitte Digital. Welcome, Aysha, how are you?

Aysha Marie Zouain: Hi, doing good, doing good. Happy to be here. 

Kelly Lamano: Yeah, tell us a little bit about yourself.

Aysha Marie Zouain: I am a designer-developer strategy combo. That’s what I do at Deloitte Digital currently. I play all day in Content Builder, but I also work with others and train them into doing awesome work all over the platform. Whether it\'s in automations, cloud pages, or anything else like that.

Kelly Lamano: You\'re also involved in Women of Email too?

Aysha Marie Zouain: Yes, I am now a board member, but I\'ve been with Women of Email now for four years. I’ve been a board member for about three. 

"},{"type":"youtube","content":"

https://www.youtube.com/embed/UuwNPsmxZpY

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Kelly Lamano: That\'s great. Email is a great way to meet people and share different experiences too and different backgrounds.

Today we\'re going to talk about some of your work as an email developer with Apartment Guide, which falls under RentPath. Tell us a little bit about your experience there and the different versions of the emails that you created.

Aysha Marie Zouain: On a day-to-day basis, I would get different projects coming in from different departments, and they would send them via our project management software. I know that we hopped around several different ones and I think we were on Asana. We would get different requests from stakeholders. We had a very strict form that asked, ”How do you want this to look? What\'s the cadence? Do you have the art files? Do you want it to be done by the email developer?”. Generally, I didn\'t have enough time to do the design. Occasionally I did do it, but for the most part, I was far too busy to be doing any design work anymore. 

This one, I’ll be showing iteration number one, and then iteration number two. I believe now it is on iteration number three, I just haven\'t checked recently for Apartment Guide. Generally, I worked on three brands, but because RentPath itself had an overarching brand, I would say it was four brands within RentPath that I worked on.

Kelly Lamano: Tell us a little bit about this first version here.

Aysha Marie Zouain: For version one, if you look at the backend of the code, I based it out of Cerberus, and I learned quite a bit. 

We put different things in here. I like to start with a good base template, and then code it to make it my own. With this template, the ask was very little. This version was very basic. They wanted something like a cityscape. This content team requested a blog email that would be coming out as a newsletter every week, and this was the welcome series. The welcome series was only one email, and I hope that it expanded. If not, it was what it was, but this was the first version of it. 

It had different copy compared to version two, and a slightly different style. This version sets you up to know how the cadence is because it says, “Look for an email once a week”. We talk about what the subject is going to be about, besides just being a renter. We talk about amenities, smart apartments, and what kind of streaming services are the best. Also, this was before the site was redesigned. Once the site was redesigned and deployed, that’s why we did a second version.

Kelly Lamano: Sounds like as the website was updated so were the email templates to keep it consistent across the channels.

Aysha Marie Zouain: Yeah. We had something called “My Saved Places” and “Manage My Preferences”. I had just started learning how to do hover, so that was the first time I dipped my toes into doing more interesting stuff with my code.

Kelly Lamano: Yeah, that\'s a nice effect there. A subtle sort of surprise for the subscriber.

Aysha Marie Zouain: Yeah. I know that it changes significantly. At the bottom, you also have the Equal Opportunity Housing disclaimer. I think it\'s awesome and really important that companies like RentPath make sure that they show that they are because it kind of puts the user at ease to know they have an equal opportunity. The company itself was very much invested in us always needing to have that in our emails because we are always advocating for everyone to have an equal housing opportunity. RentPath has an arm for volunteering that I\'ve always enjoyed, and it shows in some of the content that we post, or at least when I was a part of it.

Kelly Lamano: Let\'s hop over to version two.

Aysha Marie Zouain: This one I feel is a lot stronger. I wanted to make it even fancier, it was my own idea to keep it updated. I told the team, “Hey guys, why don\'t we keep it more like the way that the site looks”, and they agreed. It\'s not the real money driver, it’s more just nice to have. The main driver was the transactional emails. 

Specifically, this was nice to have, but at the same time, this was also the unifying kind of codebase that you can see here. We had already done a design system with Trendline and this was using part of their base code. I customized it so if I ever did something cool, I could bring that over to other templates and swap in anything else I wanted. Everything was table-based, so it wasn\'t “TDTR”, it was “Table Table Table, Table”. You can easily make it modular and even though TDTR’s is modular, we had the preference to make it into tables. That\'s how I built this one out and customized it to make it look like the branding for the new site. 

We still kept the top, everything else from that logo down was of my own making, except for the footer, because the footer was the designers over at Trendline.

Kelly Lamano: It looks like with the copy you also added in a couple of links. In the first version, it looked like it was more text-based, and it didn\'t link out, but here it\'s more specifically linking to “streaming services”, “smart apartments”, and “rent control”. It helps guide the subscriber in that sense.

Aysha Marie Zouain: Yeah, I think the most important thing when you\'re working with teams is that not everyone\'s going to know as much as you, as the email marketer or email developer, or whatever your title is, or specialist. They\'re not quite going to know or appreciate as much as you so you\'re always the educator. Here I was like, “Hey let\'s link it back out to the site so people won\'t completely ignore this little welcome email. Let\'s keep it a little bit more entertaining.” Even though I didn\'t win out the battle of having cool graphics, at least I was able to win them over by saying, “Look, let\'s link out streaming services, smart apartments, and rent control” because those are things that are important to renters, at least in a cursory manner. 

Kelly Lamano: I think you made a great point about being an educator, and how sometimes when you\'re working with companies, they are really looking to you to be that guide, or maybe they don\'t know, “this should be the CTA” or “this is what should we be linking out to”. You come in as an expert saying, “Hey I think that renters would like this, and we might get more engagement” or something like that.

In the instance of building these, what is something that you\'ve carried with you, either something that you learned or something that you would change from building these?

Aysha Marie Zouain: A lot of emails that I created at RentPath gave emails more breathing room than I did before. There\'s a lot more whitespace, but you can digest the content a lot better.

Kelly Lamano: What are some of your favorite resources for coding?

Aysha Marie Zouain: I\'m following a bunch of people on Twitter, that\'s actually what\'s been helping me out more because I\'m not on Email Geek’s Slack quite as much, but I also like to learn from my co-workers. A lot of us are stuck in the trenches and aren\'t famous for what we do, but we\'re still happy to share and learn what we\'ve been experimenting with.

Kelly Lamano: It\'s cool to see the different versions and then hearing the different resources that you use, even after building these, again with the progression of that, and how you learn from other people. I think that we are all in this to where we all share resources and we all kind of cheer each other on, or that\'s the goal. It\'s cool to hear the different resources that you use.

Thanks for sharing everything today, Aysha. Where can we find you outside of Email Geeks and the email world?

Aysha Marie Zouain: You can find my Twitter, @blackenedhonesty. I\'m always sharing either jobs or cool things I found out to do. 

Kelly Lamano: Everyone, go follow Ayesha, support her work. Check out Women of Email. Maybe we\'ll see you on a future episode!

Aysha Marie Zouain: Definitely, and have a good one, everyone. 

Kelly Lamano: Happy Friday. 

Aysha Marie Zouain: Happy Friday.

"}],"originalWidth":2560,"authorSlug":"kellylamano","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"hasPrimaryImage":true,"title":"How Updating Welcome Emails Can Improve the Customer Experience with Apartment Guide","primaryAuthorText":"Author","isDraft":false,"description":"

When your newsletter isn\'t a top priority for your business, does that mean it isn\'t worth having one at all? We chatted with Aysha Marie Zouain, a senior email consultant specializing in Salesforce Marketing Cloud at Deloitte Digital, about why it\'s good to revisit older email strategies from time to time. Just like the housing market, a little remodeling can do wonders for your entire property value (even if all you remodel is your front door).

","publish_date":1620360000000,"slug":"feedback-friday-apartment-guide","partnerSlugText":"With partnership from","originalHeight":1440,"type":"feedback-friday","secondaryAuthorText":"Host","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},67806:function(ep){"use strict";ep.exports=JSON.parse('{"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"authorSlug":"mtthlbg","originalHeight":1440,"publish_date":1668481361164,"type":"feedback-friday","title":"Feedback Friday: Apple","content":[{"type":"text","content":"

Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday, the show that looks at emails and discusses why they are really good. Today I am joined by Tim from Clyde Golden. How about you introduce yourself, Tim? 

Tim Yeadon: Hey, Matt. Thanks for having me. I am Tim Yeadon with Clyde Golden. We\'re an email marketing agency in Seatle. We\'ve been in about five years now. We\'re just getting started. It\'s still much fun. Every day is just exciting. 

Matt Helbig: We both picked Apple today, a pretty big brand. I\'m nervous. What are your initial thoughts on what Apple does well and what it could improve on?

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Tim Yeadon: We all know that Apple has a beautiful brand, the products are extremely useful and seamless, and they\'re built for us. What\'s fascinating is the gap analysis between what the product is and how they interpret the brand in email. The landing pages are lovely, and the campaigns are engaging, and then once we get into email, it\'s all over the map.

Matt Helbig: They have so many products. They have their product launch emails, Apple Fitness, iTunes, and Apple TV. So there are a lot of different brands under the Apple brand. Specific emails might get a little bit more attention than others. How many people might be on the marketing team for a big brand like Apple, and how can they keep it consistent across all the different products they offer?

Tim Yeadon: In the end, it\'s all just Apple to me, whether it\'s iTunes or some other sub-brand. I think you remember when you are marketing for a company like this. 

You had set a handful of examples before we chose Apple, and one of them that you had sent was Nike, which deals with a similar scenario, and I thought they handled it well, in which there was always a consistency of that swoosh at the top. While I understood it was Nike, they were bringing in all sorts of different sorts of products and activities as they went. So Apple and Nike, in a certain regard, there\'s a parallel between those two. It\'s interesting to see when they have a campaign for a special event versus rolling out several iPhones they want to talk about. It\'s not easy to do, and it takes some discipline. 

Matt Helbig: Definitely. All right. Well, we picked out three examples to look at. These are the top three most popular and collected ones on the site. 

This lovely animation is here on that Mom\'s Day text. A very subtle animation, but it\'s only right when it loads, which I wish it would repeat every 10 seconds instead. I think this is an excellent way to capture someone\'s eye, but when you\'re adding too much in a GIF, and people wait like 10 seconds to communicate the message, I think that\'s kind of when email marketers go a little bit overboard with GIFs. 

Tim Yeadon: I\'m going to add to that. You have about three seconds from that subject line into the headline, and then if the subject line got me in and the headline doesn\'t load, you\'re likely to bounce onto the following email.

Would you happen to know what\'s cool about this layout? First off, because that CTA is transparent, they can use different colors behind it and get a nice contrast. They\'re bottom aligning the module type from the bottom up. They\'re building up. And so, as I scan, the eye consistently goes to the same place in the module, and it\'s easy to browse.

The type is nice and small. The images are pretty large. I can see the fabric of the band, which is lovely in something like this. This is a Mother\'s Day email, and we\'ve all done things like this. This is a collection of beautiful things for Mom. You\'re not going to have a CTA right at the top. You\'re going to try to get people to bundle. You\'re going to try to get people to come into the site and look around, and you\'re just trying to solve a problem for Mother\'s Day. What should I get for my Mom?

In the subhead, I want to highlight those superscripts and asterisks. Some paragraphs in these have an asterisk and a number everywhere you go. There are claims that they\'re trying to protect, and there\'s a brand team, a campaign team, and a product team, but the actual lead for Apple is the legal team.

Everything you do probably has to go through legal, and they\'re just plastering asterisks all over this thing. So it\'s not very scannable. It\'s a little irritating, and it\'s a little off-putting. We\'ve done lots of emails for banks and financial institutions, and there\'s not half the number of pieces pointing down at these various claims or just specific deals.

Interestingly, a standard message throughout Apple is legal. The legal at the bottom, the small boilerplate. Not a big deal, but I wish there could be a way that there weren\'t just so many superscript numbers and asterisks hiding in the messaging.

Matt Helbig: I like their use of color, breaking up these different sections into different products. Okay, this is their watch. These are accessories. This is another kind of device, and then more accessories. It\'s smart to break these up and still use live text. I know these buttons are images. It would be nice to see them try out a bulletproof button.

I noticed they had this sort of catch-all CTA, which I usually like to see. It\'s done with that plain text and with an underline hover effect.

Tim Yeadon: It\'s a rescue CTA. You could have placed something like that right up top. Some people get this, and they\'re like, right, let\'s look at Apple and see what they have.

Matt Helbig: After this, they transition away from those products to more, I guess, secondary messaging. I was impressed that this is still using live text.

Usually, I would\'ve expected a banner like this. Someone might try to lock it up in an image. They have this fun little headline here, showing why you might want to interact with their site. So this is an exciting way to break out of these quick links at the bottom, like a navigation bar.

I was surprised these were links. I thought they were more like icons supporting the messaging, but it seems like a bottom navigation section.

Tim Yeadon: You need some emotional anchor to the bottom of an email that suggests. We\'re done. This does an excellent job of it.

I would also say the live body copy, \\"Get free no contact delivery for your gift,\\" is centered. It\'s justified center type, which is about the longest amount of center justified type you can safely use and still expect people to read. So you can almost absorb that \\"Trade in an old device and save\\" without actually reading it.

Suppose you have 30 words in there. If you have 80 characters or more, you\'ll need a left-justified body copy so the eye can bounce back and forth and quickly scan. So that\'s something to be careful of, to use center justified type in short, short bursts, tops unless you don\'t want people to read it.

Matt Helbig: This works great for me. I think no more than three lines is what I think the threshold is with the center-aligned text. This section is advanced. It is a three-column layout. You\'re throwing in lots of information, but it\'s still scannable and easy to read.

So I\'d like to drop it down to two or give it more room to breathe. But I think they use white space effectively enough to make this work. 

Tim Yeadon: It\'s my job to get you to the site quickly. It\'s not my job to teach you anything in an email like this. This email\'s a little long. There are a few pieces about three-quarters of the way that don\'t feel like the rest. 

Matt Helbig: We have a product launch email.

Tim Yeadon: Out of all the emails you sent, this one annoyed me the most. The center type up at the very top. The description is a list of features. I\'m still trying to determine if I\'ve read all four lines. I almost need to close an eye to read these things.

Matt Helbig: But there were a few things on this email that I did like. It was interesting to see them use those rounded corners. It softens the imagery and makes these feel like individualized cards.

Tim Yeadon: There\'s an excellent resonance with the shape of the device itself. 

Matt Helbig: Many people say, Oh, I want my emails to be like Apple. You might not have this kind of stunning product photography or the ability to bring in color palettes like this. So I always give them credit for doing their own thing and trying to surprise and delight in the inbox.

This is a long scroll email. I know this is a product launch email, and everyone wants to get their little piece of the pie, something like an email like that, but there\'s just a lot of content within this one. So it may be too much for me.

Tim Yeadon: Someone opens an email, and you have about three seconds to get their attention. You\'ve only got a few more seconds to decide to click through. People will scroll. People on their phone scroll on Reddit all day long. They will scroll to the bottom if interested in an email and the content.

When I say when they\'re too long, or the files are too heavy, and they get clipped, that\'s a fear. But I don\'t fear creating a long, tall skyscraper email that people will wander through and be interested in.

There isn\'t anything wrong with that. Thumbs are strong at this point, and we can scroll forever. And so if you can get them to the bottom, that\'s great. But, unfortunately, most people aren\'t going to the bottom of promotional marketing emails.

Wow. Look at this.

Matt Helbig: Yeah, I know. I was going to say this is like a CVS receipt. It just keeps going.

Tim Yeadon: I kind of like a Marvel movie. I want a module down at the bottom with some joke or something explaining what will happen in the next product launch. So if I got down here, I deserve it.

Matt Helbig: Exactly. All right, we got a fun one for the last email that we\'re going to look at. A little bit of a webinar, too, because this might have been a virtual conference this year. I liked the memoji people and the code reflection in the eyes. That\'s a cool touch.

Some of their event invites are just one large image, but they use live text here, which is fantastic. I like that it takes over the entire email, and I like the dark-themed email. What do you think about this one?

Tim Yeadon: I like the art too. Those are cool. We have a centered body text again, then \\"scroll down for more.\\" I\'m in an email. There\'s nothing else I can do. How about a CTA to register? Yeah, that would be nice right there. You have all of this not quite scannable centered light contrast body copy that\'s pretty small.

I have a copywriting background, and I\'ve written a lot of CTAs. \\"Learn more\\" is the lowest common denominator of CTAs. It doesn\'t ask me to do anything. It\'s like I need a CTA there and \\"learn more.\\" The only thing worse than \\"learn more\\" would be \\"click here\\" because that\'s the only thing you can do with the button is \\"click here,\\" and then that\'s just a mystery of what\'s going to happen afterward.

But realistically, \\"register now\\" is maybe a little bit stronger. If you took this content and placed it into the Mother\'s Day email, I bet it would perform better with short, easy-to-scan blocks. Yeah. In a flow that makes sense with a nice big headline at the top and CTAs designed to get people to do things. It would be fascinating to take the same content and test it.

Matt Helbig: Well, that covers most of the Apple emails. Go on to Really Good Emails and look at other examples. They do a lot with email. It\'s interesting to see the different layouts and content they use to connect with their subscribers.

All right, Tim. Do you have anything to plug? Do you know where we can find you online?

Tim Yeadon: We\'re at clydegolden.com all day, every day. Making great emails.

Matt Helbig: Yeah, you all have great blog posts up there. You have featured Really Good Emails in some blog posts, so give those a look. 

Thank you so much, Tim. It was fantastic to talk with you today. Have a wonderful week.

Tim Yeadon: All right. I hope you have a nice day. Bye.

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This week we look at Apple\'s emails.

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Avocode, a cross-platform tool, centralizes design collaboration to help speed up the feedback process and file hand-off between designers and developers.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Reduce the number of differences you have in text, design, color, etc. OR make sure the design differences are doing a job.

2. Finding a balance in text styles (ex: heading, followed by smaller paragraph text) can make a big difference on your audience’s cognitive load.

3. Keep an eye on the measure, the number of characters on a line. Avoid orphans, a word at the end of a paragraph that appears by itself, and test the layout on mobile. Use responsive code to tighten up the text.


Matthew Smith: Hey email geeks. It\'s another episode of Feedback Friday. I hope you are doing fantastic today. It\'s time to Design Better, Spam never. That\'s what we\'re doing here on Feedback Friday. We\'re introducing email ethics and email design to all our email geeks friends. We are going to review Avocode emails today. These are some of my favorites for their type of graphical prowess. I\'m excited. So let\'s talk about first, what are these emails trying to achieve?

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I\'ve got a couple to go through, but Avocode makes the process of taking your designs and going into code a more fluid experience. They want to convey very quickly their unique selling proposition and get that in front of their users, help them understand what the email is for, serving them quickly, and then get them to take an action.

Let\'s look at this email as an example. This is what I love about Avocode. The content is just really straight and to the point. \\"Finish your next project faster with the new Avocode app\\" I want to finish projects faster, right? So they\'re giving me a promise here that I think is really exciting. It\'s really interesting.

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It\'s not just use Avocode to launch your new app, but it\'s \\"Finished it faster\\". And I think when we have the opportunity to sell that as a proposition, we are able to move things forward for our customers. They understand why they would hire Avocode. I would hire it to be more efficient with my design to launch process, and I think that\'s pretty cool how they\'ve done that. 

They do a fantastic job, I think, of just being really nice and big with their content and getting out of the way. I like to talk about design golf a lot on these episodes, and they\'ve done a fantastic job of staying really simple and reducing down to the lowest common denominator of different available pieces of type.

So you\'ve got your heading here, and then you\'ve got this font size. And in this case it\'s white, but the same font size is being used down here. And that kind of difference ends up making a big difference in terms of the cognitive load for your users. So anything that you can do to reduce the number of differences you have or make sure that each of the differences you do have are doing a job.

So for instance, we\'ve added icons here. And these little descriptions to the icons. They\'re doing a job. They have a purpose, right. Using imagery, like my eye comes to these images first, so I really want to know, Oh, okay. I recognize Figma. Cool. It works with Figma and then Oh, neat. Like I can take notes and describe changes in my design files.

Fantastic. Okay. And then I can restart the trial because in my case, this isn\'t part of what I do as a designer and a director. So I had a trial for a while and haven\'t continued it, but I do think that they are doing some really nice work just to get me back in and understand what I can do.

Also, look at their mobile. I think they did a nice job here. One of the things I find is that people often go to one column from two column two quickly. Two column is still very readable on mobile, and I think they\'ve done a nice job of maintaining that. One thing I would change is what\'s called the measure.

This is a typographical term, but the measure from \\"export\\" to \\"from\\", it\'s pretty long for centered text and causing some orphans here. So in this case, we\'ve got this \\"from\\", and then \\"Figma\\" down on its own and \\"design files\\" out on its own. You know, you try and avoid that. So test that like in apps, like Litmus or Email on Acid, and maybe make a little bit of a responsive code change so that when it\'s in a mobile view, you tighten that up a little bit.

Same with center text. I understand why a lot of people do it in mobile, but keep in mind that centered text is much harder to read than left-aligned text. So it works in this case, but I think honestly, they could have kept the same layout as they had in the desktop here in mobile, and it would have worked just fine. But it works okay here because the text is short. 

So let\'s hop over to the next email once again. Really nice. Clean, easy to read and their CTA is like, they have just one beautiful big CTA and it says, \\"Save 20%\\" on the Avocode. I like that. It\'s so clear. One thing I would say is, from a readability or accessibility perspective, this minus 20% is probably going to be a little bit difficult.

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What is this email trying to do first though? We understand that it\'s trying to let people know that there\'s something special, there\'s a sale, and I think they\'ve done a good job of using this pink to really drive that home and to help people understand that it\'s supposed to be special. It feels more like a sale.

Being able to tell that information, get that information out there, and then move people down into the focus, which is the CTA. I think minus 20% feels good, but again, could be more accessible. Let\'s me know it\'s a Back to School Week Sale. Cool. Get that very quick. This is a little bit of supporting copy and then right to the CTA.

This is an interesting tool using time to drive sales. So I\'ve seen that work pretty well, and I think that can actually be dynamic too. I think it\'s a little bit challenging when that\'s not consistent between customers, but I think you can personalize it based on some of the actions that they\'ve recently taken.

And as long as you\'re making that feel it makes sense and it\'s not gimmicky to the user. I think that it can work really well and help people to take action. I love this little testimonial component that they add here. I think that this type of component is one that could be used in other versions as well, could have been used in that last email as well.

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And then they also have this additional component, which is other groups that use Avocode. In this case, you\'re in good company. And then it says here, I probably would say, and also these companies, so @AODM that\'s, you know, Maxim here is being represented, but I\'d like a little bit more context on these logos down here, but overall, I just feel like another fantastic email.

Finally a third one. Let\'s look at it. \\"Come back for JIRA and other new features\\". So this is, another update for them that lets people know that there are new features going on in Avocode that you can check out that maybe this is what makes me interested to come back. Right? So this is trying to reduce churn.

That\'s what this email is intended for. Come back. And then the new feature is JIRA. I think that\'s pretty helpful. Seeing a visual image of JIRA here is extremely helpful and lets me know a little bit more about that tool. So I imagine they\'ve segmented me into a situation where I\'ve fallen off and then maybe I\'m somebody who might be interested in a tool like JIRA or maybe this is to all people that have fallen off and then trying to get people to reintegrate in this way.

It\'s smart. I think it works really well. Design wise, this email has some challenges. I think it moves from left aligned to center. Here and then centered again, having this divider, visual divider of the black and the white helps. But if you can, be consistent. So if we go back here, you can see they\'re doing things in a much more left aligned manner, and that works a lot more consistently and it feels a little bit better.

Whereas this, it starts to feel jagged. Okay, left. Aligned. Oh, centered. And we\'re switching gears. So just be aware of that. This is a little bit of a nitpick because they have this divider it works, but keep in mind that that\'s something that you can watch out for. It\'s just a nice design treatment. But overall, I think they\'ve done a nice job.

Good work Avocode. What are some things that they could improve? What if I have forgotten really what Avocode does or how I can use it. I think that a little teaser in the bottom, \\"Need a review of what Avocode can do for you and your next project?\\" And send me to the site to review more, maybe about trial, letting me know a little bit more about what\'s included in the trial or can I get another 14 days or something like that might be interesting to try. There\'s some different things. 

Let us know @reallygoodemail if you have any ideas about how Avocode could improve what they\'re doing or if you have any questions and feedback. We\'d love to get some insights from the Avocode team as well.

Thanks for being here. I\'m looking forward to having my kids over tonight and enjoying a nice long weekend with them. Everybody have a wonderful one. Try and stay sane out there. Love ya, talk soon. 

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Get creative. Showcase products in different ways throughout your emails. Use simple typography that is one color to make this work.

2. Here\'s a solid layout format for product emails: product image, supporting copy, CTA. Make the email easy to navigate without getting too intense.

3. Be careful with CTAs on mobile. The product photos and CTAs might appear too close together. Double the padding between your CTA and the next product photo to give your email a little more breathing room.


Matthew Smith: Hi, I\'m your host, Matthew Smith, also known as @whale, like the animal. Here to host another episode of Feedback Friday for all you email geeks wanting to learn a little bit about design and what makes an email really good. Today we\'re going to review Away luggage, and they\'re really, really fantastic email series.

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Lots of cool things that we can dive into today. So why don\'t you come on a little journey with me and we will dive right in. Let\'s look at their all blue, new year, new hue. Pretty interesting to see. This is a partnership that they\'ve developed with Pantone [↓], which I think is pretty interesting. So it\'s a Pantone color of the year for 2020 it\'s a blue.

Pretty sexy, pretty interesting. I\'m just going to say I\'m gonna get it out of the way. These are all image emails and that bums me out big time because it\'s not future forward. That said, the content, the strategy, the aesthetic of these emails, the branding, all very strong. What does Away want to do here?

Why are they sending this email? They want to get new luggage out to new people and/or returning customers. They want to show them something really pretty interesting, right? And blue is not like your average luggage piece. So they\'re trying to get you to stand out from the crowd. Maybe you\'ve got a bunch of black luggage and it\'s time to upgrade.

They do this little play at new year, new you. New year, new hue in this case. And I think that\'s clever and it\'s fun, right? So they\'re doing a great job of getting me to dive in and they get me a nice, clear copywriting statement, which I think is clever and fun. They gave me some supporting copy and give me a very, very clear CTA.Shop Pantone. 

They use this imagery to help me understand what\'s available in the line and all the sizes that are available in this new color. I think that\'s extremely helpful. And then they give me little details, like being able to see that the wheels are even blue or that the interior has this sick, like little blue parts that the zipper is even blue.

I mean, these are details that some of us notice and care about. Right? And they\'ve done a fantastic job of putting this together. And just a beautiful illustrated, fun way. Over here on the mobile side, everything looks really clean and it just makes sense. It\'s a little small. This is not really what you\'d call mobile optimized.

It works on the mobile side. You can see that it\'s readable enough in this mobile view, but it could be even better. And again, that\'s one of the issues with mobile optimization is you\'re going to have a hard time doing that. You can load unique images for that, but then you have to design it twice, not that fun.

Right up at the top. Let\'s look at a couple of differences. So in this case, they\'re talking about a way in Pantone partnership, and in this one, they\'re using this tooling of putting navigation. So I\'m curious what you\'re experiencing out there. Let us know if you have seen strength in that tooling.

In this case [↑], you know, shop and refer a friend are not like what you\'d expect to see on awaytravel.com. So being able to see those two up top I think is pretty interesting. I\'m curious how effective that was. So if you\'re on Away, team let us know. We would love to learn beside you.

They are letting us know right away that, Hey, if I make it a double or a triple, that there are options for me, and that\'s pretty cool. So if I buy a whole set, then I can get some discounts or some value opportunities and I can shop things in sets. I can also look for something that\'s more toward my match and I can see things that are properties or values of each of these.

One of the things I think is working really well is that they give me an image. They tell me what this image set is about. They give me the supporting copy and then a CTA, and then they repeat that down here with this set again, and I think that\'s working really well. The one thing that I think is a little challenging is if I\'m in this sort of view, the CTA. Does it belong to this top one or the bottom one? The difference is just a tiny bit more padding here that suggests it\'s to the top one. If it were me, I would double that. So it just gives your email just a little more breathing room. The amount of scrolling that you have to do is not much more, and it gives the overall appearance a lot more breathing room.

So this is just a cool way to walk people down. I love how simple this is. You\'re going to hear this over and over from me is, this is a good example of design golf. Design golf is this idea that you pair down and you look for the lowest point value. Every single difference is a point. Try and get to the lowest point value you can during every design.

They have this font up top. They have a nice big heading on white in this background. But then as you go down these heading stay the same, the layout stay the same. It\'s extremely easy to navigate and to see the differences without getting too intense or too wonky. I think they\'ve done a really nice job here with this.

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This is a great example of seeing the Away brand flex [↑]. Look at how different this feels. To this, and yet it\'s still part of the away family. One of the ways that they continue to be able to make that work, I think, is by using typography that is one color, and that is simple. And seeing if this other type of typography and illustration how it converts. So I would be super interested to know more about it. So in this case, this is, I\'ve purchased an Away bag, and then what is the next step for me, right? So I get to see sweet, here\'s what\'s on its way, and here are the features that I can expect about battery power, picking a number to secure my suitcase, and then how to pack it.

All these little tools that I can actually, in these cases on these bottom ones, watch and learn. I think these are probably not worth watching a video about, like it\'s easy enough just to see the illustration, but I think they\'ve done a nice job here. The one piece of feedback would be, I think that the amount of text here for our centered is a little long. It works because of how simple this is overall. If it were more complex, it would be really difficult. It\'s easy to scan, as I\'ve been talking about with design golf, they\'ve really trimmed it down so it makes it work okay. 

I think it\'s fantastic to see them pushing their brand even further, doing fun things [↑]. The way I like to think about brand in this case is it\'s like a brand family, and so they\'re pushing it here, but it still is part of the Away family because it has to do with luggage obviously, but they are really pushing it toward this like old school eighties maybe like whatever this chalet era is, but just a fun GIF here.

Fun photography, really wonky, crazy email. Again, it\'s all images, which makes some of this possible. They could have done the imagery separate, and this could be live text very easily. But man, what a fun email. But yet, even with all this interesting stuff that they\'ve introduced here, notice how it still remains very, very simple.

You\'ve got all these twists and turns and the illustrations and different imagery here. But it still is essentially very straightforward, and that is a really important part of the design ethic of Away. I think it works very well. These are e-commerce emails, right? You\'ve got to get good photography in front of the user and help them understand what the product is.

Show off the styles. In this case, showing imagery with some accoutrement like this chair and the helmet is an awesome idea. Being able to show it on the wall of like a ski resort, brilliant move there. That makes a lot of sense. Being able to show it with some environment like this, like the really nice old school chair and one of these chalets. 

Then being able to show somebody using the product also loves seeing the diversity, especially in this sport of skiing. You don\'t see a ton of African Americans or Africans, and so it\'s nice to see some diversity and pushing that. I think that\'s wonderful. And it helps just keep the brand fresh and move the narrative of diversity forward. 

They just have done a nice job of including even just this random little ski boot there I think is fantastic. Look at this little mountain icon. Fantastic little treatment. Just a bunch of details. Again, on the rest of these, these all start to tell a story of what\'s happening in the Away brand.

There\'s quite a bit of difference here, but enough sensibility that I feel like they\'ve done a good job of showing the vast array of what\'s possible within Away, and moving me into product and giving me an opportunity to get to the site. Go see what else I can learn. Nice job Away. 

Always looking for your feedback. What do you think? I\'m not the only person who cares about this stuff, so please let us know in the comments or email us at hello@reallygoodemails.com and let us know what you think about the episode. Thank you for being here. Love you email geeks. I\'m going to go have an amazing Friday and taking some time off and will rest my brain.

Alright, have a good one. Bye everybody.

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Baremetrics provides subscription-based SaaS analytics & insights for customers using Stripe, Braintree, Recurly, and more.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Write a hyper-personalized, one-to-one message. Drop the corporate language and offer a low-commitment CTA.

2. Explain why you want your readers to take action. “The goal is…” It comes off as more trustworthy, credible, and empathetic, and it’s a better experience overall.

3. Think of the email as a care package. Walk your readers through what they need to do. Include a link that leads them directly to where they need to go instead of asking them to log in. Sending additional links, instructions, and resources in your message helps guide your audience.


Matthew Smith: Happy Feedback Friday, everybody. It\'s great to be here. I\'m here with Corey Haines, Head of Growth at Baremetrics. Today, we are doing something a little different and I\'m excited. It\'s going to be a great one. Glad to have you here, Corey. Thanks for coming on. 

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Corey Haines: Thank you for having me. Yeah. Super stoked. I\'ve been a listener for a long time. I think back to the kind of OG season. So it\'s an honor.

Matthew Smith:  So cool. Well, super stoked to have you on here. So today we\'re going to do something a little different. We\'re going to go through some text emails. A lot of our audience is primarily focused on highly visual. What a lot of people would call designed emails. 

Now, from my perspective, I think of design as capital D design, meaning if you\'ve thought through the copy, if you\'ve bolded anything, if you\'ve put some effort into this thing, it\'s designed. Just because it doesn\'t have a header with a graphic and a logo or something doesn\'t mean it wasn\'t designed.

I would love to give our audience a high level of what is happening with these three emails and then we\'ll go through each three and I\'d love for you to tell them what\'s working and why did it work? What\'s powerful about these emails? 

Corey Haines: I picked out a few in particular. One that we\'ve used at Barametrics and then two from some others that I\'m sort of an admirer of and I swiped from my swipe file. 

The first one here is actually from the CEO of Front, Mathilde. So this is what you would call like a trial reactivation email? So someone came to the site, they started a trial. They decided not to continue with the product and then they went on with their life.

I believe this was sent out about six months after the original trial start. This is a tough cookie to crack because you\'ve already had someone in the product they\'ve already decided that they are not going to continue with you. It\'s going to be a hard one to reengage people and try to get some sort of tangible result. 

Now I know that this worked pretty well because I had a few people on Twitter mention that this is what got them back into the product and reinvigorate their interest in the product itself. The high-level themes of what stands out is that it\'s written exactly like a hyper-personalized one to one personal email. Something I would send to you or you would send to me. Doesn\'t read like a kind of a corporate-y unbranded generic email.

She says things like, my name is Mathilde and I\'m the CEO and founder. It sounds so funny to say now, but that\'s something that you would start with if you were sending to someone else, but most of these types of emails start with, \\"Hey, remember us?\\" or \\"Are you interested in trying Front again?\\" or something else like that. That immediately is the tale that, ah, well, this is just another thing about.. archive, right? Just kind of get rid of it. 

That kind of theme of personality personalization is evident throughout it all. Then another big takeaway from the email is that there isn\'t a question mark or a call to action in the email.

She simply states what she would love to see back, which is a response. So she says, if you\'d like to revisit Front, I\'d be more than happy to reopen your trial for seven days. It doesn\'t say, would you like to reopen your trial? Or how can I get you to restart your trial? And at the end, it\'s the same thing, just letting me know what the best next steps are. It\'s not a, do you have five minutes tomorrow? That to me was a breath of fresh air.

Matthew Smith: I like the fact that she introduces herself. It says, looks like you weren\'t able to utilize it much. It\'s understanding. There\'s some empathy potentially. She\'s guessing, Mathilde is in this case or the email creator, but also I\'d be happy, meaning I\'d be willing to do this for you. I can do that. It has that sense, I\'m going to do something for you instead of we\'d do this or we\'re willing, or if you do this, we can do that. It\'s just interesting. Then I can also introduce you to a workflow specialist on our team for a free training.

So, Hey, maybe that was the thing. Maybe it was the lack of training that made me walk away from Front. It was too much, or it was felt overwhelming or something, but even further just to say the goal of this training. I think that\'s super interesting. They\'re talking about the purpose of the training.

What\'s happening is a lot of this email feels like it\'s more about me than Front and that\'s pretty unusual. I like that. 

Corey Haines: Absolutely. I think, especially in a B2B setting where the calls to action are sort of high commitment. It\'s like sign up for something, pay us money, talk with one of us on the phone. When you orient it to the person that you\'re sending to and even when you would go as far to explain why you want them to take action on that thing that you want to do. The goal of this training would be an explanation. It comes off a lot more trustworthy, credible, empathetic, like you mentioned, and is an overall better experience. 

Matthew Smith: Well, tell me what\'s happening in this one that you think is working well.

Corey Haines: This next one is an email that I sent out to canceled Baremetrics customers. Which is a segment that no one likes to talk about or wants to talk about, especially in the B2B world. I make a habit of every six months trying to send an email like this. It\'s very short, sweet to the point. It helps me understand what we can do, and if there\'s any opportunity for these people, since it\'s been a good amount of time.

It\'s funny because it follows a pretty similar pattern, but I had not seen the Front email before. What I wanted to do, my goals were to have a casual, personal style and intro. I wanted to give them context into why I\'m emailing them. Then I wanted to flip the negative into a positive.

I know for a fact they canceled and we have a lot of feedback on why people cancel as well. So I didn\'t need to rehash that or open the can of worms again. Instead, I wanted to flip it to a positive. So instead of asking why they canceled or what we could do. Instead, I asked what would get them to stay or what would get them to come back.

So the main question that I ask is what would make Baremetrics a no brainer for you. It\'s not even what can I do to get you to sign up again? It\'s just, Hey yeah conceptually or theoretically, what would be valuable for you if it was Baremetrics or another tool, and then to have a really low commitment kind of call to action, low pressure.

Matthew Smith: I think it\'s working well. A question that I like to ask a lot of people is what would need to be true for XYZ to happen? It sort of follows that framework, right? What would need to change for Baremetrics to be like, Oh yeah, hell yeah? If it did this, or if I had that. And it reveals some interesting things.

I kind of love that it\'s all these five lines. I\'m such a nit-picky designer that I can\'t even send like a text or an email to like a friend that way. It has to like be a nice little paragraph, has to fit very well. It has to be concise. It\'s kind of messy a little bit, and it makes it feel more personal or like personally written rather than automated.

You do this bolding and I think what you do there in some ways is a little bit like a tiny, tiny landing page. Hey. Here\'s this intro. Where has the year gone... Hey, here\'s what we\'re doing. Here\'s the real ask. Here\'s how to do something about it. It just makes sense. Did you have good responses from this?

Corey Haines: I can\'t remember exactly how many this got sent out to. It was in the thousands though because it was for all time too. I was doing some backlogging work. It got an 80% open rate and a 5% reply rate, which kept me busy for about two weeks. We had several people come back. Lots of good feedback, had some great conversations about our roadmap, and overall, even just kind of qualitatively, it felt like a successful email for us. 

Matthew Smith: Love it. Now, what about this one from Zapier

Corey Haines: So at the Zapier email, this is also fairly similar in that it\'s sort of a reactivation of some sort. In this case, it\'s more of like a usage reactivation. So Zapier is freemium. You can create a free account. But basically what\'s happened here is that someone started to create a \\"zap\\". A little automation, mini automation, but that they didn\'t finish it.

Now this email\'s goal is to get them to finish the \\"zap\\" and to actually \\"activate\\" as a user. What\'s interesting to me is that it\'s split into these three sections. You kind of know as well that this is not a personal email, but that\'s okay.

It still has a lot of great elements and it doesn\'t need to be a personal email for it to accomplish its goal. It starts with, Hey, it\'s Mike from Zapier personal and casual. He gives a quick explanation of what he thinks that you should do, and then provides a link to jump straight back into the \\"zap\\".

So many people, especially in B2B, they\'re like \\"log back in\\" or \\"get back to the dashboard\\" and I\'m like, okay, well now I have to go through all the work of finding exactly what I was doing and especially for something like this, that was like the last step. If you can take someone directly to that step and eliminate all other kinds of friction and a work involved, it\'s going to be much more likely to happen.

Also, he includes these other sections on guided learning and a guide for step by step instructions in a written form. and then he says, Hey, if you have any questions, feel free to reach out to our support team. There\'s also a link to directly get in touch with the support team.

So it just feels like a care package. Here\'s everything that you need to get up and running and continue with your success with Zapier.

Matthew Smith: Yeah, that\'s interesting. Do you know anything about, the effect of the email? Did you ever hear from Zapier about that? 

Corey Haines: I don\'t. No. I tried to poke around a little bit, again, this was actually from Twitter, from another friend who said, this is what got me back in and I\'m so thankful that they sent this because I didn\'t even know that my \\"zap\\" wasn\'t turned on. They didn\'t realize that they didn\'t finish it. So again, kind of anecdotally there\'s some success, but no, I don\'t have any broad numbers. 

Matthew Smith: Super interesting though. I like just anecdotally knowing that\'s what got somebody back in.

There are some things here in this email that are serving me, right? Like here\'s a link to jump back into your \\"zap\\". It\'s trying to create the lowest hanging bar for somebody to just return and bring them back in. Some people would call this a retention or a win-back campaign.

Keeping people guided about like how to do it, or if it\'s a little bit more like, Hey, I want some hands-on support then here\'s how to do that.

One thing that I like to say is like a good email or a good landing page, which I like to say that emails are landing pages delivered. You give people very clear, actionable steps, but you should sort of do it like a Bob Dylan song.

You know, like Bob Dylan, you can just jam out to good folk music. But if you get into it a little bit more and you can understand that it was very political or very spiritual. Those kinds of things. You want to make sure that you can just jam, you can get the quick thing first, and then you can dig in if that\'s your thing.

If I was independently wealthy, I would just test emails like this. I would send something out like this five or seven different ways and see what the results that you get on that. It would be fun to really do a very highly designed version of this with visual design or a much, much more text-oriented email without the sections and the bolding and the paragraphs, and try and really like shorten it up and see what seems to make it fit for that audience? Not like it works for all emails, but for that audience. 

Corey Haines: One of the big takeaways for me as well for this type of email is also reminding someone of the value of what you\'re asking them to do. So in the very beginning, he says, Hey, it\'s Mike, you started your \\"zap\\", but you didn\'t quite finish it. Then he says, as soon as you turn on your \\"zap\\", we\'ll start automating your tasks in the background while you focus on more important work. It sounds nice. I think that\'s important because it\'s easy to forget why you\'re doing it in the first place or really what the value prop of the app was.

So now bringing it top of mind, I\'m like, okay. Oh, you know what? It would be nice to automate this, forget about it, put it in the background then never have to get back to again. I\'m just going to kind of bite the bullet and dig in. Whereas maybe if that was missing, if that wasn\'t in there and it was just like, here\'s what you should do, I wouldn\'t have the same context to understand why I should act now. 

Matthew Smith: It makes it more about Zapier if they don\'t mention that. This makes it more about me or the receiver of the email. So many times our email marketing friends, they tend to send emails are all about themselves and not about the customer.

In relationships we call that narcissism, you know? So practice some empathy, practice a sense of you probably are busy as hell. Wouldn\'t it be nice to be able to focus on work again and let these things do the work for you that. You don\'t need to Oh yeah. I bet it would be nice.

To your point, this takes a minute to do, but it\'ll save you 10 minutes in the long run. Well, I appreciate you going through these with us. I recommend checking out Baremetrics and seeing what they\'re doing. Thank you for jumping in here with us Corey.

I appreciate it. It\'s fun to tackle a different topic and go after something that\'s not about design visually, but more about like copy and strategy and content. 

Corey Haines: Thanks so much for having me. It\'s been fun. I love doing these types of things. I\'m sort of a teardown aficionado. I do some tear-downs on the side for my self at swipefiles.co.

Some final takeaways for me, make it hyper-personal and have a voice that stands out from the unbranded generic kind of corporate jargon that you hear a lot of the times and then to orient to the customer, orient to the user. Frame everything in mind for them, the value that they\'re going to get, the struggles. Be empathetic. 

I think if you have at least. Those two kind of core fundamental ingredients, any one of your emails are going to benefit from it.

Matthew Smith: Well dude happy Friday and everybody stay safe out there. Don\'t forget to subscribe to the channel so you can get updates and stay up to date on what we\'re doing. Check out baremetrics.com and swipefiles.co.

Thanks again, Corey. Have a great weekend, bro. 

Corey Haines: Thank you. You too. 

Matthew Smith: All right, ciao.

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This FF episode was sponsored by Netcore


Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday, this week with Jay from ActionRocket. Tell us a little bit about yourself.

Jay Oram: I\'m the senior coder and interactive email specialist at ActionRocket, which means I spend all my time trying to find new stuff to make the emails look cool.

When I started, the idea was that I would just learn how to code emails, and then I realized that there was so much cool stuff out there. I kept badgering my managers to try new stuff that they were just like, okay, well you just go away and sort it out, and then we\'ll pitch it to some clients. If they like it, we\'ll do it. And that\'s what we did.

Matt Helbig: Sweet. I feel like the BBC page on our website has become the go-to spot for interactive email showcase, honestly. I\'m really impressed with what you guys have done for them.

So tell us a little bit about this email.

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Jay Oram: BBC has great assets when they come to do things like this because they\'ve been working with David Attenborough who creates all the nature emails. They always have amazing assets and pictures, which is why they come to us and they say, we\'ve got all these amazing pictures and these cool ideas.

And in this instance, we had the five episodes. And they were like, how can we put as much of this information in an email to get people to want to click on it, to want to be able to look at the interesting episodes that we\'ve put together?

We\'ve had a long relationship with BBC and they know that we\'re good at designing. They\'re happy with the work that we\'ve done before, so they come to us and say, just do whatever you want and we\'ll pass it back to our stakeholders. If they\'re happy with it, we\'ll go forward. 

Sam, who is the designer for this email, won a Litmus award for the design work he\'s been doing. And so they trust his ideas of what the design could look like. And I am always testing out new things and constantly sharing it with Sam and the other designers at ActionRocket. Then, the two eventually line up. 

So in this case, we had the interactive accordion and some CSS, animations, and checkboxes, and stuff like that. Sam kind of knew all the things we could do and then he creates a design and he says, pretty sure we can do this, Jay, is that right? And then we go back to the BBC and they\'re happy with it. So we start designing and building.

Matt Helbig: It was really interesting to see all the different kinds of tools that you guys use with an email in this email.

I mean, there\'s custom web fonts, there\'s live text, there\'s interactive stuff. Do you have to sell this to the client or are they letting you sort of run with what you guys want to do each time?

Jay Oram: The live text, custom fonts, CSS, animation are all things that we work with all of our clients to push whatever is the latest standard for email. So, having live text and making it as accessible as possible, not having image buttons and that kind of thing is something that we try and promote from the very beginning of starting with the clients.

So they\'re kind of on board with all of that part. The sell-in with BBC is not too difficult because they\'ve seen the stuff we\'ve done before and they kind of know what we can do. So, whenever they do come to us with something and say, do whatever you want, they\'re expecting something completely different. 

If anything, it’s a little bit harder for Sam and the designers to constantly be coming up with these new ideas. But like you said, there\'s the checkbox hack that they call it to get everything to interact together. Then the CSS animations make the posters move, live text, live buttons. There\'s quite a lot of stuff in there when you think about it...background images.

Matt Helbig: How difficult was something like this background image, ‘cause that is the one thing that I don\'t know if I can wrap my head around. And I like the attention to detail where there\'s some transition effects or the images also have some background colors here.

Jay Oram: Yeah. So, there\'s a transition between the background images. Once you click on the accordion that\'s relevant for it. This one pushed us a little bit harder because you usually remember with the checkbox hack that you try and keep everything kind of flowing together.

So if, for example, if you click on the volcanoes, the next part in the code opens and then maybe something after that would animate, and with that means that we can keep the labels and the inputs in the right places so that it works on as many clients as possible.

But with the background image, because that was first in the code, it meant that we had to move all of the inputs above everything else. So it wasn\'t inline and then everything that came after it got affected. So we hid the inputs at the very top and then the label for the checkbox is on that accordion bar, and then when you click on that, that then sets off a chain of reaction of, change the background image, and open that bar for the accordion.

They\'ve all got subtle transition effects and animations that slowly opens, slowly closes, slowly fades between background images. Bringing the user interface, design animation basics that you can do on the web into email is the whole idea.

Matt Helbig: It felt really native, especially on a phone. It felt really natural. And I do think that attention to details, the transitions make the email feel better. It\'s not snapping as much as some of the interactive stuff that I tend not to really go towards. Smoothing out those transitions makes it feel a lot better and it reads a lot better.

How long does something like this take to build? How much testing is involved? Obviously, there\'s fallbacks involved. So, does that become a concern with the amount of timing that things like this take?

Jay Oram: Because we\'ve been working with clients for a while, including the BBC, they kind of know that there\'s a bit of a lead time.

And with these kinds of projects, especially with the big nature programs that the BBC put out, they know two, three months in advance before the episodes are gonna go live and the launch date. So there\'s a huge amount of marketing that is happening behind the scenes before the episode becomes live, and we\'re one part of that.

We’re given the assets and Sam will create two, three concept designs, think about all the things that they\'ve told us they want it to be included, and then there’s kind of a couple of two, three, four back and forths between the designers to do things.

At every step when Sam\'s designing something, if he\'s unsure if he can actually do it, he\'ll drop me a message or quick meeting and discuss is this possible? Maybe we could do this instead. 

The design for this one actually came about after...we both watch things on Disney+ and they had a Marvel screen where they had vertical lines with each movie on. So they had the Thor movie or the Avengers movie, and then when you clicked on it, the line expanded. So that was kind of where the idea came from. Sam rightly so, realized it wasn\'t going to work on mobile because squeezing five really thin lines in on mobile, and then trying to expand them all horizontally, wasn\'t going to work.

So, changed it to this more traditional accordion where it gets bigger. There\'s kind of a process of trial and error and thinking about ideas, and just throwing stuff at each other to kind of figure it out. Usually a couple of weeks, maybe three weeks on a big project to kind of get the design sorted, and all the way through that, I\'m part of the processes with the developers to see what is possible. 

In this case, because we wanted to make sure it was possible, I made a quick proof of concept just by not adding any assets or loads of texts or anything, literally just the bare bones. Can I open a carousel and an accordion this way? Can the background image change? All those kinds of little transition effects and CSS that we tried to play with. 

So I kind of had all that ready in my back pocket before they signed off the final design and said, yeah, go for it, and then the actual build itself kind of takes maybe two or three days because Sam\'s had all that time to work on the copy and they maybe got a copywriter in, or the images he\'s already put together for the design to be signed off. So really my step is the quickest one of the two or three days of building. Testing-wise, we Litmus and Email on Acid to make sure we cover as many different devices as possible.

With interactive emails, you need to be at click and do things. So the devices tests on Litmus and that could give us, is it interactive in the right place? Does everything look okay? Does the fallback load correctly in all the right places, and does it look correct in all those places?

I\'ve got my Macbook, which I work on, two PCs and six or seven mobile phones with as many different email clients on them as possible.

So the final check is running them through all those live devices. And then another check on top of that is we give it to another coder on the team and they run through everything again. I double-check it, triple-check it with live devices, and then we send it to another coder and they do the check-in as well. So, altogether, the testing, and then if anything comes up, changing it, it\'s probably about a day\'s worth of work.

So probably a week, four or five days, working week kind of thing to start from the design being done to the build being completely finished and signed off. And then we send it to the team and then they have to implement it in their ESP. Inevitably, something comes up in that testing. 

I think in this case, the footer itself, they were pulling in with some AMP scripts in Salesforce. Because the width was slightly different to the width that we designed the email, we then had to quickly change a few bits and pieces in that just to get it. ‘Cause it was kind of a standard footer that they use on everything for legal reasons.

So that was just something that we had to kind of work with and fit around. So, probably a month to six weeks is probably, from getting assets to delivering the final, full interactive build with all these parts in it.

Matt Helbig: It\'s awesome that you can have that one-on-one communication with the designer throughout this process and work together with a team like that.

I feel like some people end up just handing off emails or don\'t have that designer resource. So it\'s interesting to see how much time and effort goes into an email like this. How do you prove the ROI on an email like this that takes this long to make?

Jay Oram: The team at the BBC try and give us some feedback. They give us what they think worked well in terms of data on, was it worth doing interactive versus not interactive? Obviously they have the, anyone that got the static fallback version would be the one group, and then anyone that got the interactive version...the way they tell the difference between that is by using different links on the fallback and the interactive.

So, if they get more clicks on one, they know it\'s that than the other ones, so they can compare the difference. In this case, the interactive one got more clicks, so overall it performed better. There wasn\'t a control group that only got static and a control group that only got interactive. They can only work on the clicks. But they have an audience breakdown that they know the people that are in the audience. So they use the built-in information that\'s in Salesforce, and over the time of working with us, we\'ve probably lots of different return paths, Email on Acid, Litmus, to test out different newsletters and campaigns to see what the audience devices breakdown is.

And they\'re confident that there\'s quite a large number that we\'ll get this fully interactive version on Apple Mail, iOS Mail, WebKit, if they get to be online...not as big an audience get the fallback. So, that’s the kind of data that we\'re working on. I know that from this email itself, they had, 34% of people that clicked through to iPlayer, watched all five episodes, so that\'s quite a large amount of people that got drawn in and then went to it.

And I think there was quite a high percentage, from their point of view, they want to get people to use iPlayer, which is their online video streaming service. So this email enticed more people than the other iPlayer emails to go on the website and sign in and use an account for the first time.

So it was kind of always working to grow the audience. So those are the kinds of KPIs that we get to back up using this kind of thing. The BBC don\'t have a massive budget, and they kind of save these interactive emails for the big hit programs that they really want to push. They really want to make a big deal out of maybe five or six a year or something.

Matt Helbig: Looking at that content, that type of media, it felt really natural, like interacting here and then going on to that landing page and seeing some of the same sort of content.

Is there anything else that you might want to change if you had a little bit more time?

Jay Oram: Every single time I build something, there\'s always like, oh, I want to change this, or how can I do that a little bit better? This one, the way the accordion is set up, it doesn\'t actually let you click on it to open it and then close it using the same button. It\'s just the problem with the way that the checkboxes work. You can click on one, but then you can\'t unclick it.

The way that we coded it meant that so that we could have all of the background changes and the transitions and things meant that what I would need to do to be able to make that happen would be to copy that first bar with the header, the background image and the pulsing, and have almost a double. 

So once you clicked on it to open a different button would appear that you could click to close it, but in exactly the same place. Either we didn\'t have the time because they were about to launch it or the more code that we add, the heavier the email gets to load. Even though the interactive version wouldn\'t show on Gmail, all of that code still is in the file when we want to try and keep it below that hundred kilobytes. 

So I\'m always wary of adding more things that we don\'t have to. It\'s always a bit of a balancing act between what we can and can\'t do. And another thing that I always want to do, but it\'s always difficult is making it more accessible. 

One thing that we’ve been trying to work on more, not necessarily of interactive emails, but for normal emails is being able to use the keyboard to navigate. In this case, it doesn\'t really work as well as I would have hoped it to be using the keyboard to navigate. 

But apart from that, it pretty much ticks all the boxes if you were to use it as a screen reader or visually if there\'s any color blindness or different ways of visually seeing it, or if the images are turned off or things like that, all of those things. They look good enough, if not as good as possible with what\'s going on. There\'s always little things, but nothing major that would have had a major impact.

Matt Helbig: Yeah, this one looked really clean and just poking around the code, I felt like it was pretty lightweight compared to some of the other interactive emails I\'ve seen where they\'ve added a lot more code and stuff like that.

On the fallback side, do you sort of build the fallback into this content or is it a whole separate piece of the email?

Jay Oram: In most cases, we try and make it so that the interactive content is shared with the fallback. In this case, the BBC team weren\'t happy with having all of the accordions open in that format that they were in and making a really long email.

So in the end, we went with a different fallback design to the interactive design, and we couldn\'t share the resources as much as we would have hoped. Like you said, we made sure that everything was as light as possible in the code anyway. So, effectively adding all the content again, wasn\'t like doubling the whole way of the email.

Matt Helbig: Are there any resources that you might have for people that might be interested in getting into interactive emails?

Jay Oram: So I started by literally inspecting as many different interactive emails as I could and find in the code, cutting everything back to the bare minimum. 

The Really Good Emails database with all those interactive emails where you\'ve got the view live code - go in there, strip it back to just the CSS and just the interactive bit, and then keep taking it back until there\'s literally just the bit that does the movement and that kind of starts your process off.

FreshInbox, that website and the tools that they put together. Justin Khoo put that together. All of the resources on there are really good. Mark Robbins’s Good Email Code website has got some stuff on it, and then he\'s done a lot of interactive things. So, following what Mark\'s working on is a good resource.

I\'ve written a number of blogs on the Email on Acid blog, Campaign Monitor, and ActionRocket’s own blog, which is called Email Design Review. They all have breakdowns of loads of different parts of the interactivity, whether it\'s an accordion or hotspots or a live search bar or anything like that, they\'re all kind of in there.

And then also the basic elements like a really comprehensive guide on CSS animation for Campaign Monitor. So, break down every single part from how you declare the animation to how to work out a cubic-Bezier if you want to change it and top-level, so you can get started, but then also drill down into every single element so you can see exactly what this is doing.

I think I went away and looked at the web and tried to find tutorials on CSS animation, Cssr, and any HTML attributes that are not as used as much and kind of learn as much as possible from the web, and then try to get stuff in the web to work in email.

If you\'re working on emails that you only want to work in WebKit, Apple Mail, iOS, or if someone wants to view in the browser, then you\'ve got quite a big range of things from CSS, transitions, animations, transforms. Anything CSS-wise pretty much works in Apple Mail. So, you\'ve got the whole web at your fingertips to kind of learn that stuff.

I joined the Email Geeks Slack group before I actually got a job at ActionRocket, the first developer job I got in email, and learned a lot from that Email Geeks Slack group, and got my job through that as well. So, anyone getting into it, go there and ask as many questions as you can.

Matt Helbig: Do you think interactive is still the way to go or is it worth exploring some of the AMP stuff? How do you see that stuff working together in the next couple of years?

Jay Oram: Everything that is out there should only ever be used if you\'ve got the perfect use case for it. So, even though we could do this all the time for every email and there\'s hundreds of thousands of things that we could do and new things like AMP or parallax scrolling or all these kinds of things...they\'re all tools that we\'ve gathered together, but it\'s the use case.

If there\'s a specific use for it, then go for it. But don\'t just use the interactiveness just to hopefully build up your emails or get a better return on investment. I think Elliot mentions it a lot where if your content’s rubbish, making it interactive is not going to make people want to click on it more.

Have good content, have a good subscriber base, have a good list, and then do the interactive stuff. Once you\'ve kind of done all those other things, it\'s like the icing on the cake to kind of get that little bit extra out of it. 

Because I, every single day, work on these interactive emails, I think it happens a lot. But then I talked to loads of other email geeks and email marketers, and they\'re not even thinking about interactive. They\'ve got data they\'re working on or personalization or hundreds of other things. I think it\'s growing, and in all of the reports that come out online in the email industry and how it\'s changing, they seem to say that interactive email is a growing thing with AMP now being supported by more email service providers and more email clients.

At ActionRocket, we\'re getting more interested in creating AMP emails. So, I can only imagine that more people want AMP emails.I know that I have a very kind of tunnel vision view because all I do is interactive stuff and everyone talks to me about interactive stuff, I think it\'s a big part. But I know it\'s not a massive industry-wide thing.

If you\'re not sending interactive emails, that\'s not a problem. There\'s loads of other stuff that is definitely worth your time and putting an investment in, working on and working towards, and then working on interactive email afterward.

Matt Helbig: Thanks so much for taking the time today. I really enjoyed looking at this email and hopefully, we get to see some more ActionRocket emails in the wild.

Jay Oram: Yeah, there\'s lots of stuff out there. And if you look on our social channels, they share when we do work on things like this, and I would encourage anyone that wants to learn to look at the view online link, grab the code, pick at it, and then if you want to understand more then just fire some questions to me on the Email Geeks Slack channel, and I will try and help as much as possible.

Matt Helbig: Great! Thanks so much.

Jay Oram: Cheers!

Matt Helbig: See ya.

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What does it take to build an interactive email that hooks your audience? Jay Oram from Team ActionRocket shares how he and his team create really good interactive emails with accordions, animations, and checkboxes for big clients like the BBC and how they\'ve maintained that relationship.

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Bellroy is an accessories brand based in Australia making tech-friendly carry goods, including wallets, bags, pouches, and more.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Switch up the verbiage in the CTA buttons that relate to the product. Instead of adding all “Shop Now” buttons, Bellroy uses “Tote it,” “Wear it,” “Work it.”

2. Make CTA text and images large enough to read on mobile. If the CTA appears next to the product image on mobile, center align the image and place the CTA below the image to make it responsive and effective.

3. Repetition in variation maintains visual ethics so everything in the email feels like it\'s connected. For example, if you’re using shadows in the product photography, then use shadows in the CTAs.


Matt Helbig: What\'s up, Rob Hope? Matthew Smith?

Rob Hope: How are you doing?

Matthew Smith: We\'re here with Rob Hope today from Email Love. We\'ve already done one episode, and now we\'re onto our second with him and appreciate you being here, man. Thanks. 

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Rob Hope: Yeah, thanks for having me, man. Like I\'m enjoying the series. Learning something from every episode, so yeah, just grateful for the invite.

Matthew Smith: Fantastic. Yeah. Everybody check out Email Love. It\'s fantastic to have more people celebrating what\'s happening in emails. So let\'s dig into this email that you helped pick out. This is from Bellroy. Why don\'t you tell us a little bit about it? 

Rob Hope: So when I first saw this email, obviously this, it says a lot about their product. It\'s just the photography is gorgeous. How they mix this sort of handwritten script fonts—arrows pointing in over the products, the shadows, making them everything pop out. love the design. I love it.

But the biggest thing for me where there\'s this call to actions, these actionable text \\"store it,\\" \\"work it.\\" This is a big statement, and I feel it\'s a bit of a masterclass in switching up your call to action buttons.

Big fan, and then, yeah, just their palette. The orange from the Bellroy reused perfectly throughout makes also that little handwritten fonts stick out. These great tones, the overlapping images like you\'ve seen here, it\'s just a great looking email. Obviously there\'s a lot of images here used, not a lot of live text, but I feel like, it\'s remarkable the people subscribing, I mean, they could you go as far as saying they expect it and they just want to see beautiful product imagery. 

Matt Helbig: Lots of going on in this email.

Matthew Smith: Matt Helbig, what do you think? 

Matt Helbig: The all image thing is a bummer, but when you have these product shots and this gorgeous photography, you want to use images. So, I mean, this one stands out to me. If I got it in my inbox, I want to open it and check it out. This one has been one of our favorites too. Especially this header, the simplicity and use of color is nice. I\'m not sure how I feel about the little shadows under the CTA or not. I think I like them?

Rob Hope: Old school, so old school.

Matt Helbig: I think in general is this one\'s pretty good. But I think the biggest thing for us has been that mobile view. The CTAs are scaling down small and might be hard to click on or tap on or something.

Overall, this one\'s pretty good, but I think they could maybe make it even better. 

Matthew Smith: Yeah, I agree. I think the way I would describe it is this is next level effective, great typographical design. It has all the right design system qualities—the design pattern. We talked last episode about design golf.

They did an excellent job of keeping their consistent design language very clear. Here\'s a heading, here\'s a subheading, here\'s the body text, here\'s the CTA, here\'s this little doodad. Trying to give you a sense of what\'s powerful in the image, boom, repeat it, boom, repeat it.

They\'ve got all of these qualities that the design feels right. It\'s interesting. They have shadows here. I guess that they\'ve used shadows in their photography, so they\'re doing what I call a repetition and variation within a design and maintaining that visual ethic.

So it feels connected. Everything feels like it\'s part of the same family, and that works well. That said, technically speaking, this needs improvement. So, for instance, this works right upfront. I can\'t read, \\"wallets, bags, accessories, and new releases\\" on mobile. I know that it\'s here.

But my eyes aren\'t fantastic. These glasses that I wear, man, I need them desperately. Even the text down here where it says, \\"set yourself up\\" the subtext. It\'s getting small. Again, I understand why people do this, but this is not difficult to find yourself having a template that allows for live text.

This is an image here, up top, but this could easily be live here, and then it can scale, and it can be responsive in email. Then the other thing would be, instead of having this be a side by side here, the opportunity is, you could keep it side by side, but make the image slightly smaller. But I think the image is one of the most important things here.

So if it were me, I would center align the image here, and then put tech kit and everything down below it. And even if you made it images, you still could make that responsive. Where that part comes down below and stays larger, and that would be much more effective. The ROI on this is. If we make an email responsive, do we get a better effect?

It doesn\'t make sense for people to like us to talk about cool ideas. Wouldn\'t that be neat to be responsive? That doesn\'t, who cares? Right. The point is, like, does it drive business? Which is what this person is trying to do, what this group is trying to do, and consistently we see that it does.

When you cumulatively do all these little things. They add up to higher return on investment, which gets people great gear and drives business. And so I think that\'s the thing that I would call out here, is there are some ways that they could improve this email to be much more effective.

But I do think from an email strategy design perspective, this is top 5% easily and really impressive. So thanks for bringing this to bear. 

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https://codepen.io/reallygoodemails/pen/EBMBzj

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Rob Hope: Just the context of the send as well as interesting because I think this is early January and they\'ve like announced five products here, which are broad, covering their whole range.

We\'ve got your tech kits, these backpacks, wallets, work gear. I quite like the timing of it because now in your subconscious being planted, their range. You\'re thinking of an upcoming birthday of a friend or even for yourself because the work year has come in, but you now are reminded that like, you know what?

Bellroy just covered it all. If I\'m looking for something, I\'m probably going to go to Bellroy first. I just quite liked the selection of products in this reminder email. 

Matthew Smith: That\'s well said. When you brought that up, another thing that caught my eye as we scrolled through here is that they do an excellent job showing all of the product lines they have. It\'s a perfect time of year to do that.

But also these are the things that I care about when I\'m shopping. How long is this going to last and what do you guarantee about it? How quickly can it get to me? Can I make a decision like, Oh, this didn\'t work out after all, without it being a pain in the ass and like knowing about customer experience.

A lot of times when I start shopping online, I immediately try and find like I\'m doing a find for returns and just to call this out is such a service to me. So I love that. What do you all think about these little doodads here at the bottom? Are they catching your interest? Are you reading them?

Rob Hope: I don\'t know what you asking me to do at that point. We talk about stay connected. my Bellroy. There\'s too many things to do in this email. I feel like as a reminder email in our product, it\'s keep it simple and even this footer, it\'s really busy. Social icons at the bottom. It\'s a repetition of what you\'ve just said in the first column. with \\"stay connected\\".

If anything, I would end the email with a testimonial or something from like someone who I can relate to, like maybe an owner of an agency and he\'s like, when it comes to thinking of new products for my team, Bellroy is the first place I look at it, I mean, and then I would probably in the testimonial is just highlight one of the things here.

So \\"three-year warranty\\" or the \\"fast shipping\\" or the \\"easy returns\\". So then maybe he talks about the fast shipping, or something like that. Just a highlight of a feature. Strong testimonial to end it off. Clean. Done. 

Matthew Smith: I like that man. That\'s some good thinking. 

Matt Helbig: I would check out some other sends, too, cause I feel like their cadence is perfect.

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When you first get into their product, they send a few welcome emails, and then if you purchase a product, they send some followup ones. So I think this is a brand to watch. I liked their use of color and branding. It makes each of their emails kind of stand out from each other too.

Rob Hope: Beautiful. 

Matthew Smith: Brilliant. Cool, cool. Well, happy Friday, everybody. Happy Friday, email geeks, and keep those submissions coming. We are working on some features, which we\'ll let people know a little more clearly when they\'ve are not accepted. Why? So we know that\'s a big ask. Thanks for all your patience as we continue to work on this project. We appreciate everybody.

Chow chow. Talk soon. 

Matt Helbig: Bye.

"}],"title":"How to make image-only emails work with Bellroy","type":"feedback-friday","partnerSlugText":"With partnership from","isDraft":false,"created_date":1582093534811,"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},56689:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1585282133636,"hasPrimaryImage":true,"authorSlug":"whale","description":"

Unsure how to adapt your email marketing during a crisis? You’re not alone.

","publish_date":1585281814099,"title":"Feedback Friday: Best Practices for Email Marketing During a Crisis","originalWidth":2400,"originalHeight":1200,"content":[{"type":"text","content":"

Jason Rodriguez: Thanks everyone for joining us. This is our webinar we put together pretty quickly because I think we\'re in a spot where everyone is reacting to a quickly evolving situation throughout the world with the coronavirus and COVID-19 pandemic. So we know a lot of email marketers have different questions about how we as email marketers should be reacting to this situation. How we should be talking to our subscribers and our customers, in a very appropriate manner. And that\'s what we\'re looking to address today and definitely get through as many questions as we can for all of you because there are so many questions about this difficult topic. Nobody\'s really faced a situation like this in our lifetimes, or in recent memory. So there\'re tons of questions out there, and we\'re going to try to help work everybody through these questions as best that we can. 

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https://www.youtube.com/embed/g0OhKOmK4sk

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So I\'m Jason Rodriguez. I\'m the community and product evangelist at Litmus. You\'ve probably seen me on other webinars or writing over on the Litmus blog, but I\'m joined today by both Matthew Smith and Kristin Bond

Hi guys, welcome to the webinar. 

Matthew Smith: Great to be here. Thanks. 

Kristin Bond: Yeah. 

Jason Rodriguez: So Matthew, you\'re the founder of Really Good Emails.

Obviously you\'ve been on a couple of webinars with us before, but if anybody doesn\'t know, Really Good Emails is an amazing resource, amazing tool for seeing what other people are doing in the email world. You guys have put together an emergency emails category, which we have linked to here in a second.

Kristin, you\'re the senior director of email operations over at Girl Scouts. Litmus Live speaker extraordinaire and run the blog emailsnarketing.com. You\'ve been super helpful with sharing information about how people should react in a pretty uncertain times. 

So again, some great resources that are already out there. I also have some resources later on the webinar that we\'ll share as well, but Kristin you wrote this great post called, \\"What we owe each other: Marketing during the unthinkable\\". A great roundup of advice and opinions on how email marketers should be responding in this situation, and we\'re definitely gonna go through some of those ideas throughout this webinar. And then again, Really Good Emails, you put together a fantastic category in your database of emails around emergency emails. So check that out. There\'s a ton of great examples for how other companies, how other senders are handling situations like this.

So definitely worth looking through if your in that situation where you\'re trying to figure out how to handle this massive global emergency. We\'re here to answer your questions. We\'re going to try to get through as many as we can. 

But first we had a quick question for everyone here. We wanted to see how you\'re feeling as an email team. So we put together a quick little poll here, which I\'m going to start.

We\'ve gotten so many mixed responses from people, from marketing teams around the world, that are in kind of in one of three buckets here. They either have a plan in place and they\'re feeling pretty good, as good as one can feel, about this pandemic and messaging to their customers. Some people have a plan, but they\'re not really sure if it\'s the right plan, the right approach for tackling such a, kind of wild, chaotic time. And then a lot of people, I feel like the majority of email marketers out there don\'t really have a plan in place. They\'re kind of scrambling like all of us to address the pandemic and figure out the right tone, the right cadence, the right types of messages to send to their audience.

We\'re really curious how everybody\'s feeling out there in the audience today. It looks like about half of you have a plan, which is great to hear, but you\'re not sure it\'s the right one. Then it\'s kind of split between the other two options there.

So definitely a really trying situation, not only in work, but in life, in our personal relationships as we all try to work through, these really uncertain times. I\'m sure everybody\'s seen their inboxes just flooded with emails from all types of different senders, related to the coronavirus related to COVID-19.

How they\'re responding. How they\'re working with their employees to allow them to work at home and practice safe, social distancing. There\'s all kinds of messages out there. So the first question we kind of had was whether or not email is the right platform for those types of messages. All of our inboxes are flooded with these messages.

It can get really, really overwhelming. Why are people turning into email as the channel for getting these messages out there? I think, to me at least, I\'d love to hear your opinion, Matthew and Kristin, but to me at least, I feel like it\'s because email is this ubiquitous service. Everybody really has an email address.

Some people might not have access to social apps. Their companies might not be on social media. The people they follow aren\'t in social media. There\'s all these different channels, but email is one that everybody uses, everybody has access to, and it\'s this really kind of democratized platform, which allows us to talk to our subscribers when we need to.

I think that\'s really driving this use of email. It\'s also, as far as marketing channels go, it\'s relatively cheap to get that message out there and do it really, really quickly. Kristin and Matthew, what do you think? Why are people sending so many emails right now? 

Kristin Bond: Because it\'s easy. I mean we all know email\'s the best channel out of all of them, but it is something that can be done quickly. And even as we\'ve seen, many brands are just doing a very quick text-based one that maybe it wasn\'t so quick to put together. Cause I know the ones that we\'ve sent have had to go through lots of rounds of editing and approvals, but it is a channel that is easy to execute on quickly. Like you said, the cost is relatively low compared to other channels, and it is something that everyone can use. So yeah, I think that\'s why people are going to email. 

Matthew Smith: The other reason I think, or an other reason is email has the appropriate formality. Where social channels are going to generally be a little bit more relaxed, generally fun, the speed is a lot faster , and this is a, wow, this is serious. This is a moment to pause and reflect. 

Usually longer pieces of information. Also the integrity of the information is more important and so you don\'t want to miss something. With an email, you actually have that text, you can copy it, you can paste it, you can look at it. You can spend time with it.

With social, it\'s a lot more difficult to do that, right? So email as a channel, that\'s always been true across all kinds of different interactions, whereas social is appropriate for certain contexts. This is the correct context for this type of communication. 

Jason Rodriguez: Yeah, I totally agree. I feel like social far too often feels fleeting.

You think of like Instagram stories that are there for what, 60 seconds, then go away and you\'ll never really see them again. This is such an important situation. This is a global situation. We\'re all in this together, so we need that information to be more persistent. So I totally agree with that.

We\'re in a situation where everybody\'s using email, everybody\'s using this channel, and it seems like everybody\'s sending more emails than ever to try to get that message out, to try to reassure their subscribers and their customers. That brings us to our second poll. We\'re curious on whether or not your email sending habits have changed.

Just tell us if your email marketing has decreased. If you\'re shutting off some of those campaigns that you\'re sending, if you\'re rethinking some of your transactional emails, again, we\'ll talk about why that might be a good idea, why that might not be a good idea, during this webinar.

Whether or not there is no change whatsoever. There\'s a slight increase because you\'re sending out a couple of those messages around, how you\'re handling the situation, how you\'re helping out your employees and your customers, or if it\'s increased significantly because you\'re really leaning into that mastering and reassuring your customers.

It looks like a lot of people, although the majority of people around 60% right now, it looks like their emails have decreased, which was interesting. We\'ll get to, again, why that might be the case and why that might be the right approach for a lot of people, throughout this webinar.

Let\'s kick this off with Matthew and talking about this section we\'re going to go into. How to hopefully do crisis communication while how to handle, what types of messages you should send, who you should send them to, the right tone of voice for sending these kinds of emails.

Because I feel like that\'s where a lot of email marketers are struggling. They have never faced a situation like this, so they don\'t know exactly how to approach email marketing right now. So kick us off, Matthew, with what\'s the first thing we should all understand together. 

Matthew Smith: Thank you, Jason.

So one of the things that I travel around speaking about, just spoke at UNSPAM about recently, and will do more of that when traveling is a thing again and do online until then, is championing the idea that email is relationship designed. 

Oftentimes we think, okay, what kind of copy should I write?

And you think, how do I do that for email marketing? That\'s the wrong question. Instead think what frame of mind is a user, my audience, my customer. Kristin and brought up a wonderful comment, earlier today when we were talking, is that we\'re all experiencing this exact same thing together worldwide, which is a really rare experience, right?

That\'s unique and you have an opportunity to be extremely empathetic with your customers in a way that maybe you\'ve never had before, certainly in this lifetime. I think that engaging in that type of a relationship is a really easy way for you to just think about how you\'re going to communicate differently to your colleagues, to your family, to your friends, to the person that you\'re picking up your to go food at the restaurant.

How has that communication with them different, compared to how it was six weeks ago? Think about that adjustment. 

One of the things that we\'re getting to is that, if you look into the neuroscience of these experiences. Right now, all of us, unless you\'ve been doing meditation at about six hours a day for the last 15 years, we\'re all hijacked, right?

Our amygdala is really in charge right now. I don\'t know about you, but I find myself yelling at my kids a little bit more frequently. I\'m a little wound up. I\'m having to apologize. I\'m realizing that I\'m reacting to things. Well, that\'s because my amygdala is cycling and it\'s doing its job.

We\'ve been through evolution. We are made to do this. It\'s inappropriate response. But in email marketing, we have to slow down. We have to pause. We have to reflect and ask ourselves how we\'re reacting. So because everybody\'s in that way of thinking, your customers are there. There is something that is really priority for them, and that\'s safety.

We\'ve really got to move into that way of thinking. So this is Maslow\'s hierarchy of needs. If you haven\'t seen this before, it\'s a well established, psychological protocol that has been around, I think for 50 or 60 years. The idea is that during anybody\'s life, first, we need to have our physiological needs met, right?

So obviously we need food and shelter and water and sleep and clothing and reproduction. All those kinds of base human needs need to be met. Right now we\'re in these two bottom levels. First, we\'re in a safety zone, right? We need these personal security, employment, resources, health and property. We need to make sure that those are okay.

The economy. We\'re like, where\'s this going? That creates a lot of insecurity, not just in the mind, but in the body. The body experiences that, and that\'s how the brain works, is it sends all these signals and that\'s why you might have tightness in your chest or in your belly. Those kinds of experiences.

Your customers are experiencing this, so how can you communicate to them in a way that is creating safety, security. Generally, I like to think you can mirror back to them what you think they might be experiencing or what you\'re hearing from them. We have heard from you, these are the things you\'re telling us you\'re feeling. Here\'s our response. 

You\'re mirroring back to them so that they feel heard. You\'re doing something consistently. Consistency creates safety. Lack of consistency creates confusion. So geared toward consistency. We\'re going to send you an email once a week to let you know what\'s happening with our company on this time.

Here\'s what you can expect, right? You create that underlying sort of blanket of security. Anything that you can think to do to create that type of security and that safety or really help them. I\'m getting a little note from the IRS. We\'re not going to get your tax returns until July now. SWEET, you know, like giving me real security and safety, right? 

That feels good. So those kinds of messages, anything that you can do to reassure your customers and then to move into that love and belonging expression, empathy, we get it. We were working on our email this morning and kids are running around. This gets kinda crazy. We\'re in this together. We\'re there for you. We\'re with you. That creates, again, comfort and security. 

This is what I\'m working on. I\'m working on both Really Good Emails, you can see a lot of our examples that we put up in the emergency category, and then on my design studio as well. Clients are hitting us up looking for recommendations and experiences, email design changes that accomplish these goals.

So this is where we\'re starting.

Here\'s an example. This is Resy. I don\'t know if you follow as they\'ve got a bunch of emails on Really Good Emails, but, this was, to me, a great example of being able to take your business strategy, something that you already do. So they provide reservations to restaurants. That industry could tank in a heartbeat, right?

With normal ways of working because people aren\'t going into restaurants right now. So how do you respond? Okay. Resy is going to figure out how to send a on-point message to help people get food, take out and delivery. Wow. Great pivot. It\'s still their normal branding. But you can see in their language, they\'re being serious, clear, they\'re giving clear information.

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https://reallygoodemails.com/emails/bring-your-favorite-restaurants-home/

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They\'re not making fun of anything. Now, this is a really fun brand and it could feel a little bit off, but they\'re not putting anything out there that feels goofy or overly happy. It\'s just, okay, here\'s how you get this done. They\'re still being themselves, but they\'re showing an opportunity here and I think that\'s great. 

Another one. This is from CNN. They\'re all about sharing information, but one of the things that they\'re doing here is they\'re serving their customers, right?

I am scared. I don\'t know what is fact or fiction. I can\'t tell how to sort these things out. Oh wow, this is really serving me. This is giving me answers about what is what. So tell me fact or fiction, giving me data and perspectives on how things look out there. Super helpful. And then being able to know, okay, what\'s on their radar and what are some tips?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/latest-news-for-march-18-2020/

","slug":"latest-news-for-march-18-2020","email":{"accessibilityIssues":{"content-titletag":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-heading-tags":true},"companies":[{"name":"CNN","slug":"cnn"}],"title":"Latest news for March 18, 2020","litmusApiDate":1584548490616,"tags":[],"submitter":{"slug":"whale","role":"none"},"originalHeight":5912,"categories":[{"slug":"emergency","name":"Emergency"},{"name":"Newsletter","slug":"newsletter"}],"slug":"latest-news-for-march-18-2020","hasPrimaryImage":true,"popularityScore":0,"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true},"publish_date":1584548412804,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"litmusApiData":true,"hasHtml":true,"content":"","submittedEmailId":"6FzpI0KW54tCTJI5r8Yj","originalWidth":680}},{"type":"text","content":"

Oh, look at these Q&A. All that kind of information. So you might be thinking for your customers. What are the questions that we have unique answers to for our customers that would again, drive safety, security, or positivity? I\'m like very interested in positivity right now. How can we get this sense of like.

Hey, this is a really challenging situation, but here are some things that come out of it. For instance, I\'ve been seeing people come together who aren\'t naturally connected. I\'ve been seeing families who have some, challenges come together in like connection and intimacy and like a bonding.

That\'s powerful. So how can we talk about positivity there? So what are the questions that you have unique answers to that create that bonding with your customers? I think that\'s what I\'m seeing out there, but go and hit up Really Good Emails to see some of these examples. We\'ve relaxed some of our design standards for this category, but still fantastic copy.

So anytime that we see good copy and good communication, that\'s what we\'re putting in there. 

Jason Rodriguez: Awesome. I love this email specifically because it tackles that safety section of Maslow\'s hierarchy so effectively. We need this really concrete, straight forward information, but it also represents that idea that we\'re all in this together.

I like that quote in the, \\"What\'s most important today\\" section. The coronavirus doesn\'t care if you\'re Democrat or Republican. I feel like it\'s reinforcing that sense that we\'re all in this together. We\'re all trying to get that same understanding, which is super, super helpful. So Kristin can talk to us again about what are some of those emails that are helpful for subscribers beyond just what we\'ve seen so far.

Kristin Bond: Sure. You really want to think about where your subscribers are at right now and what they\'re experiencing and well, we can\'t know everyone\'s personal situation exactly, we have a general idea that everyone is on an elevated emotions for various reasons. There\'s an email that I got this week that I thought was really great, from an app called Calm, which is a mindfulness and relaxation app. I use it to fall asleep. They can read you bedtime stories. They\'ve got a great one where they just read GDPR to you to help you fall asleep. They did that to also learn about GDPR, but they sent this great email with...

Matthew Smith: That\'s incredible.

Kristin Bond: Isn\'t it awesome? Yeah. That\'s what made me pay for the app actually. They sent this great email that offered similar content, what they normally offer only for free, and encouraging their customers to share it with other people who may or may not already have it. So I think this is brilliant from just an empathy perspective of here\'s something helpful to help you relax.

The nice thing about it too, from a marketing perspective, it\'s introducing your product and resources to other potential new customers who might find it helpful. Just really checking all the boxes there with being useful but also still helping to serve your business needs. Cause I know that is something that everyone is trying to figure out the balance of right now. And granted, not every company has the fortunate opportunity of having a product that is super relevant right now, but if there is a way to figure out how your product could be relevant to people right now and you are able to do this, this is a great way to do so.

As you\'re figuring out what you should send, or if you should even send anything, it\'s important to think about where your customers are and what they\'re doing. We\'re kind of in a weird spot right now cause it\'s a very rare moment where a lot of them are probably doing the same thing, which is not likely the case most of the time.

So most of your customers are likely hold up at home and might not have their normal comforts and resources that they would normally have just in their day to day life. They don\'t have their kids at school. They might not be going into an office everyday if they\'re used to it, or they might have the instability of not being able to work at all because they\'re in a service industry.

Think about how you would feel if you got an email from someone asking you to buy something expensive if you just found out that you\'re not going to be able to work for six weeks and won\'t be paid during that. That\'s really tough and that can really put a sour taste in your mouth from a brand.

Another thing that I\'ve seen companies doing is sending emails saying, here\'s some fun distractions! For some brands I know it seems like a good thing to do because yes, everyone is very stressed and might welcome fun distractions. If anyone is in a place to send emails with pictures of puppies, I would like to receive those emails, but also keep in mind, not everyone is just having a fun staycation at home where they\'re trying to kill time and they\'re just trying to figure out how to keep themselves entertained. A lot of people are really struggling right now. Some people really don\'t like working from home or don\'t know how to work from home effectively, and they\'re struggling to figure out how to do their job.

There could be people who are dealing with that and also dealing with taking care of their kids because their schools or daycares are closed, or maybe their kids stay with the grandparent normally and aren\'t able to right now. So there are a lot of people right now who are trying to figure out how to continue to do their jobs and also take care of their kids, myself included.

I agreed to do this webinar because it was during my son\'s normal nap time and I knew I would be able to. I think being mindful of that if you are sending an email with here\'s some fun distractions or here\'s some things to entertain yourself, some people might be really struggling right now and trying to entertain themselves as the last thing on their mind. 

Of course there\'s all the people who are actually sick right now or are taking care of a loved one, or worried about a loved one who is sick. Fun distractions might seem insensitive for them right now. So I\'m not saying don\'t send an email with fun distractions, but I am saying just be very thoughtful about not everyone on your subscriber list is necessarily looking for a fun distraction.

One thing to keep in mind right now and just in general with your emails, all of these suggestions that we\'re giving about being mindful about where your subscribers are at, those are always true. I mean, right now they\'re elevated, certainly because of a pandemic that everyone is experiencing, but empathy is always a good idea.

It\'s always important to keep in mind that, yeah, my subscribers might not have my product at the top of their mind right now and that\'s okay sometimes. Useful and relevant content is always a good idea and people have other things going on in their lives besides reading your emails, always. But especially now and ironically, like right now, it might actually be a little bit easier to figure out what\'s going on with people\'s lives just because everyone is in such a similar situation where they are holed up at home and unable to leave their house.

In general, empathy is always a good idea whether we are going through a global pandemic or not. 

Jason Rodriguez: I like that idea of people have other things going on, other priorities, in a situation like this. Which I think is the perfect segue into this idea that we should only be sending something if it truly makes sense.

We saw earlier that inbox view, of just all these different emails, all with similar subject lines and a lot of them kind of saying the exact same thing over and over. So something like this on the left where a company sends something to their customers that just says, we care about the health and safety of our employees and customers. As a result, we are now cleaning our stores everyday and letting our employees work from home and we just want you to stay safe. It\'s nice to kind of hear that, like it helps with that part of the pyramid around, belonging and love because it\'s that company expressing their concern for their customers. 

But it\'s not really doing anything helpful like Kristin was talking about. It\'s not really providing any real value. Beyond that, and I feel like a good example of an email that should be sent and was done really well is from Carrot fertility, which provides services and information for people that want to become parents are in the process of trying to become parents, and one of the things they recognize is that there\'s a lot of confusion.

There\'s a lot of stress and anxiety and fear around how coronavirus and COVID-19 affects fertilization and how it affects people that are pregnant and expecting children. I feel like it\'s a great use of their email program to set up a webinar, set up all that information so they can get it out to their customers. Address the situation that everybody\'s facing, but which their customers specifically have increased anxiety over. I think that\'s one case where that\'s a really good use of email, whereas a lot of these other kind of generic types of messages, from random people at a company that you\'ve never really heard about or you don\'t know who they are, aren\'t necessarily as effective and perhaps shouldn\'t have been sent in the first place.

McDonald\'s does this really well too. They sent out an email talking about how they\'re addressing this pandemic across all of their different locations. Which is important because McDonald\'s and a lot of communities provides a really important core service, and they know that it\'s a community meeting spot for so many different people.

It\'s not just a place where people go and get quick food after soccer practice or something like that. It\'s a meeting place for a lot of people and they\'re addressing that by ensuring that they\'re still saying open. They\'re going to be providing those meals, but they\'re encouraging people to move to the drive thru or delivery or take out by walking in and they\'re closing down the seating or they\'re sanitizing their play place.

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It\'s all that kind of stuff and I think they do a really good job of conveying all of that, the steps, the concrete steps that they\'re taking to ensure that their employees are safe, that their community is safe, that all of their customers are as safe as possible. it\'s not just offering condolences or well wishes during a troubling time. It\'s giving you really helpful information about how an important place in your community is tackling this type of situation. 

I think this idea kind of threads through all of this is that. The world right now is very chaotic. It feels very uncertain. It\'s increasing people\'s levels of anxiety and our goal as email markers is not to add to that chaos, is to not overwhelm people. To really think about what we\'re sending people when we\'re sending it, what kind of messaging we\'re using, what kind of value we\'re providing so that we do it right and that we try to reassure people, we try to calm them and we try to give them the tools they need to handle such a difficult time and that we\'re not adding to that chaos. 

There\'s this great tweet out there from Tom Tate. A great email marketer. He spoke at Litmus Live before, and I think he sums it up really well: 

Should all of your email marketing be COVID-19th centric for the next four weeks? No, absolutely not. But should your marketing be sensitive to the fact that the world is a thousand times different this week than it was last week? 

I think that\'s where we should all be focusing on. We need to understand that so much has changed so quickly and really take that into account and look at all of our email marketing, all of our marketing and what we do through that lens and try to understand it, through our subscribers eyes, through our customer\'s eyes, so that we can be as helpful as we can without adding to that chaos.

I did see a question in there, and which was perfect cause we have this poll set up, around, how people that have sent these types of emails, anything coronavirus related to their subscribers. How is it actually performing? I\'d love to hear from everybody in attendance here, whether they\'re COVID-19 emails, performed better? Did they receive higher opens, higher click through rates on resources that you may have provided? You\'ve seen like buzz on Twitter or social media or seen replies, from your subscribers , thanking you or engaging you in a conversation outside of that email. Are you seeing that kind of stuff? Is that better than normal sends about the same or is it worse than usual sends?

I\'m very curious to see how people that have been sending these emails, are actually seeing that performance be effected. I think it\'s something a lot of people are weighing right now as they try to figure out what kind of communication or whether or not they should actually send the communication to their customers around COVID-19. 

It looks like about 50%. We\'re seeing better than normal engagement in those emails and then 38% about the same and then 11% worse than usual sends. So I\'m curious, I wish I had like a inbox set up with all of those to see what kind of emails are actually sending.

My suspicion is that that subject line and the content of the emails were really going to affect that. Especially as we see that inbox view with all these different emails out there. 

Let\'s get into some of the mistakes that we\'ve seen out there that we think email marketers should hopefully be avoiding. The first one I wanted to talk about is just this idea of capitalizing on fear and anxiety.

As we\'ve seen, everybody\'s experiencing this fear, experiencing this anxiety because so much is uncertain and so much is changing so quickly. The last thing we think that people should be seeing from you is trying to capitalize on that. There\'s this great article on Gartner from Augie Ray talking about this global pandemic.

They address this idea that the global pandemic may be a business opportunity for you. I\'m seeing that in the chat on GoToWebinar as well there\'s a lot of people asking about their companies, like it could be beneficial for their company because they provide a service or a product that works really well for people that are sequestered at home that need certain services, but it might not be the best marketing opportunity for your brand depending on how you approach it. Because if it\'s coming across as you just trying to capitalize on this pandemic, then that\'s not really a good look for you and your company, and that\'s something you\'re really trying to avoid.

A great example of this is an unnamed yoga studio from Matt Byrd. Another email geek. The subject line here is coronavirus sale and it\'s all about selling you, packages to get yoga classes during the coronavirus. It comes across as very insensitive and not a great way to approach messaging your customers or your potential customers because it\' this kinda like profiteering type mentality and that usually doesn\'t go across really well.

Again, we look at this example that Kristin received from Calm that says, this just feels so much better. Not only is Calm providing resources, but they\'re making sure that those resources are free for anybody that needs them. They\'re not just doing a money grab because they know they can get that money out of potential customers.

It\'s addressing those different pyramids on Maslow\'s hierarchy around safety and wellbeing on top of love and support and community. So I think that kind of approach is much, much better. When you can do things that provide value, that help decrease people\'s sense of anxiety, and just that sense of chaos that everybody\'s contending with.

That\'s when you\'re going to see your email program be more successful and you\'re going to see people trust your brand more. And that\'s really what we\'re kind of in the business of, is creating trust filled relationships with our subscribers. This one I think was great too, is reviewing your automated emails, and I think Kristin your going to talk about this a little bit, right? 

Kristin Bond: Thanks everyone. You probably know to tweak or edit the planned emails that are not automated, just your regular ones that are going out. But don\'t forget to look at your automated ones. 

I did this in the last few days, and there are a couple of emails that under normal circumstances would have been perfectly fine to send out and super on point and ready for our brand and just what we needed to send, but right now they could be interpreted a little bit differently. So for instance, I work at Girl Scouts and it is Girl Scout cookie season. We have an automated series that goes out to regular people who are not Girl Scouts just telling them when Girl Scout cookie season is happening in their area and how to find a booth sale.

But we just suspended booth sales because it\'s not safe for girls to be out there touching money and being around people. So we shouldn\'t be sending out emails right now telling people to go find a booth sale. So I had to stop those emails. And then likewise, we have a welcome email that we send to new members . It\'s a whole series of five emails. 

The first email talks about a Girl Scout tradition doing a friendship circle, which is holding hands in a circle and squeezing them. Just passing a squeeze around in a circle. It\'s really sweet. And then there\'s like a song they sing with it. That\'s not something we want to tell people to do right now.

Holding hands in a circle is the exact opposite of social distancing. So we had to adjust that series because even though in this particular context, it makes it a sound really out of touch and like we aren\'t paying attention to what\'s happening in the world. Even though under any other circumstances, it\'s a perfectly normal email for us to send.

So ours at least are hopefully understandable, but we made the adjustments that we needed to, but other brands haven\'t been so lucky. This wasn\'t a likely automated email sent by an airline saying never a better time to fly. I hope it was automated and that they just missed it and that they weren\'t intentionally sending this right now because I think everyone knows there could not be a worse time to fly right now.

So this email definitely looked out of touch and inappropriate, and anyone who received it probably was confused and wondered if there\'s airline knew what was happening or if they were continuing with their normal business as usual, which for many businesses that\'s not okay right now, and especially airlines.

If you have automated emails, take a look at them. Even things like welcome series or reminder emails for instance, like anything that might have a time is running out or this is your last chance to do something, which I know many of us send. That could be interpreted a little bit differently, like time is running out or your last chance or anything that normally might be standard marketing with just a little sense of urgency right now as people are dying, like telling people it\'s their last chance for something just really isn\'t appropriate right now.

You shouldn\'t be sending emails like this to your entire list right now. I know I\'ve gotten quite a few emails from brands that I maybe unsubscribed from awhile ago that maybe shouldn\'t have been sending an email anyway, but especially to people who haven\'t engaged with their brand in a long time. It just doesn\'t make sense and it\'s probably not transactional.

I likened it to GDPR when everyone was sending emails to everyone that they had an email address for and in that case, that made sense. But right now, if your brand doesn\'t have any reason to respond or send a COVID-19 email at all when you shouldn\'t, but if it\'s not directly related to people who are currently doing business with you in some form, it just doesn\'t make sense to send.

It can be really confusing. It also puts you at risk for spam complaints and deliverability issues. People might see it as insensitive. At best, they\'ll unsubscribe if they can. At worst, they\'re going to report you as spam and hate your brand, and that\'s probably not something you want. Now, just like always, segmentation is really important.

Think about who actually has a reason to hear a message from you. So if you are an event organizer and there are changes being made to the event, which there probably are, whether that is canceling it completely or postponing it or making it online. Send it to the people who have signed up for your event.

They need to know that. They need to make whatever adjustments they need to make for that. If you have people who are actively participating with your brand in some other way, maybe if they have a shipping item that they need updates on. If they\'re going to be shipping delays because your distribution centers closed, for instance, segment those emails and send what is relevant to people.

If you\'re just sending a standard promotional email, now might not be the time. If you are sending it, you really want to make sure it is relevant. And again, these aren\'t tips just for during a global pandemic. These are tips for always. You should always be segmenting your emails and sending something when it\'s relevant and who it\'s relevant to. 

Jason Rodriguez: The last thing we just want to touch on briefly before we get to everybody\'s questions is, and maybe Matthew can speak to this because I know you\'re so into copywriting and just what people are sending out there, but is just that tone of all of your emails and what you\'re actually sending.

So Matthew, I guess how do you think about communicating effectively, but in the right tone of voice for situations like this? 

Matthew Smith: Yeah. Great question, Jason. Thank you. It goes back to this relational idea, right? We were talking about this a little bit before, and I think the anecdote that I came up with is, if my girlfriend were going through a difficult time, like maybe with a family member, maybe her dad was not feeling well or medically ill, just for some, random circumstance. I wouldn\'t be relating to her like everything was normal. And if I were, that would be really narcissistic. Right? So a lot of times when we relate to our customers totally out of context of what\'s going on in their lives, or everyone\'s life in this scenario. You can look up the qualities of somebody who suffers from narcissism. That\'s how they relate. They are totally unaware of what is happening in somebody else\'s life.

Like their empathy index is zero, right? So don\'t be like that, but instead, take that into context. If I were going to ask my girlfriend out on a date, I would say. Hey, I\'d like to take you out if that\'s something that would serve you . It\'d be a way to get away from what you\'re experiencing, but if not, I\'m here to do what you would like to do.

These kinds of ways of relating. Take the context that is happening right now and filter it through and think about like a good sort of quick test would be would I feel comfortable sending if my mom or dad or sister or good friend were experiencing fear, anxiety, huge amounts of change.

Would I be willing to send them this kind of email if they were part of this audience and didn\'t know me? I think that\'s a a good way for you to think about it. Just ask yourself, is this serving the customer or is this about, protecting me and protecting our business? Now, ultimately, I believe and have seen over and over when we serve our customers with great fidelity, real care, addressing their actual needs, actual problems, actual pain points, our businesses thrive and do incredibly well. 

Now with voice and tone, it\'s difficult, like Really Good Emails is known for being super cheeky and a little bit edgy, and sometimes we even get in trouble with that. That\'s totally inappropriate right now for us to push the limits on that. I saw somebody talking in the emailgeeks channel this last week, and I think they were right on the edge.

It\'s an interesting question. Their particular audience is kind of a four wheeler, not quite monster truck, but like heading in that direction. And what they did is they photoshopped something that was fairly funny. It was like toilet paper rolls as wheels. And I thought, Oh, that was, that\'s really clever and silly, but wow.

Like what if one of those customers or several of those customers have either lost a loved one to COVID-19 or maybe are out of toilet paper and are feeling a lot of fear about that. Like toilet paper issues aside. That\'s a strange phenomenon happening right now. But what if that doesn\'t connect?

You\'re taking a big risk, right? So err on the side of caution. Get to know your audience like a bank, it needs to be way more serious than a food ordering app. So get that context into place and the treat it relationally. That\'s how I think about it. 

Jason Rodriguez: Awesome. I think that\'s all stellar advice and address a lot of the questions that we\'ve seen so far, but we do have a ton of questions. The first one is, should we pause all promotional emails immediately? Kristin, what\'s your advice on that?

 

Kristin Bond: Maybe, I mean, again, it\'s going to depend on your brand, but I think it\'s definitely worth revisiting the content of them. Like St Patrick\'s Day was this week, and I know a lot of brands might typically send out a St Patrick\'s Day promotion, but people aren\'t going out drinking right now or celebrating in the way that they normally would.

I\'m not saying that you shouldn\'t necessarily pause everything, but I think you should take pause and take a moment and review the content and make sure it sounds right and make sure it doesn\'t sound callous or insensitive right now, so don\'t necessarily pause it or stop all marketing, but just be a lot more thoughtful about it than you might otherwise.

Jason Rodriguez: Matthew, anything to add on there?

Matthew Smith: I think we\'ve really covered it. I just think being thoughtful and treating all of these things from a relational perspective is always going to be my M.O. I think we\'re all really smart people. Oftentimes we do something where we put on a marketing hat and then we forget our relationship. We know this stuff. We wouldn\'t treat our family or friends or colleagues this way. Why are we sending this stuff in email? We move into this sort of weird transactional, way of relating. Take those transactional clothes off and underneath, I think you\'ll remember that you\'ve got human skin and really with that, and actually these are the kinds of things we should always be doing.

Jason Rodriguez: It\'s kind of unfortunate it takes a crisis like this to have that sense of humanity instilled in us but hopefully it\'s a good reminder and kind of wake up call for everybody to start doing that throughout and during this crisis and far after it as well. I think that goes for, I\'ve seen a lot of questions around, should we pause our promotional emails, should we pause our transactional emails, our onboarding emails? Should we send our monthly newsletter? 

I think that lens is how you should be all of those. Review what you have scheduled.Review what is sent automatically. Review what you have, kind of down the road in the pipeline and take that into account and the context of where people are, what they\'re doing, how the situation is evolving so rapidly.

Just ask yourself whether or not you would want to receive something like that. Whether or not that\'s helpful for you or your customers, your family members, and use that as the lens with which you look at everything and try to figure out that question. 

There was a really great question around, if we are pausing all these email campaigns, will halting those emails sends effect our email deliverability rate? And while I don\'t think any of us three would consider ourselves email deliverability experts, We were talking about this a little bit before the actual webinar. I think we are in pretty good agreement that it\'s unlikely that somebody is going to be pausing everything that they\'re sending. 

They might still be sending that kind of a notification type email about what they\'re doing, how they\'re handling the situation. Chances are good that your transactional, like your account-based emails are still going to be scheduled. They\'re still going to be automated and going out, so if you\'re still having some of those emails go out, then it\'s unlikely that you\'ll see any big hits in deliverability issues. 

But like Kristin and mentioned earlier, like the real danger there is if you\'re sending insensitive emails, untimely emails and people are becoming offended or annoyed by them, then you could see some more significant issues when you see people unsubscribing or God forbid, marking you as spam.

Matthew Smith: Jason, to that effect, one of the things I was just thinking about is this idea of if you\'ve got a company that is sending out emails, if you\'re concerned about that at all, the opportunity would be for you to potentially. I think this is called breaking the fourth wall, or breaking one of the third, fourth wall.

 There\'s this, actor and audience relationship, right? So breaking the fourth wall is about getting out of the play or the movie or whatever, and talking directly to that audience. The Big Short is an example of this. 

What happens if your business, for instance, is all around running an airline? 

You\'re suddenly grounded. So do you stop sending any emails at all? What if you pause and you said, Hey, we\'re sitting here. We\'ve really curtailed a lot of our flights , so in between now and when we start back up, we wanted to start doing every Wednesday story time. So we\'re going to tell you a story about some of the most amazing travel experiences we\'ve heard about over the last 15 years of our practices that really inspired us to keep doing what we\'re doing. While we\'re all cooped up inside, it\'s fun to imagine and dream. Come along with this journey with us. That\'d be amazing. I subscribe to that, like I would become a customer just to read those. So these are the kinds of opportunities where we can completely diverge from the direction we were going or the ways we were marketing and know that if I can create a connection with my customer. 

Back to neuroscience. When you actually create a bonding moment through safety and security and connection mirroring, when somebody feels listened to and heard. It releases oxytocin in the brain, which creates bonding. That same kind of thing can happen in a relationship, in email. So every time you do that, that bonding gets stronger and stronger, especially if you move from just a transactional relationship into something more organic and meaningful. 

Without capitalizing on this. This is a really cool opportunity to break that fourth wall, get engaged and do something unique and different and possibly get mentioned for it or noticed for it. So get together with your team or if it\'s yourself and strategize what you could do that would be really relational and really connecting, but do it for your audience.

There\'s no sort of best practice for all things, right? Just get in there and figure out who your audience are. 

Jason Rodriguez: So Kristin I want to direct this question to you and we\'ve gotten a couple of variations of this, just cause I know you manage, I pretty large distributed team, lot of different people, a lot of different stakeholders.

I\'ve seen a few people ask , how do you get your stakeholders on board for taking our advice for doing things and what we think is the right way to approach email in times of crisis, especially when you might have stakeholders or bosses that are trying to profit off of something like this or trying to take advantage of people\'s sense of anxiety or fear.

How do you get those stakeholders on board and how do you make that case for doing this in a more compassionate way? 

Kristin Bond: I mean, as always, look at the numbers. If you\'ve sent out an email about this and it\'s not performing well, that\'s a sign, of course, cause any insanity is continuing to do the same thing over and over with expecting different results.

So don\'t do that. One thing that happened in a meeting yesterday. Our just general creative team meeting, we were talking about like, Hey, how do we need to change things? What do we need to change? How do we convince other teams that we need to all be on the same page here? And our person who is the head of customer care on social media and just our general call center brought up, use me as a resource. I hear every single complaint from every single customer, every comment. Every piece of feedback that people give. Chances are anything that we have ever posted on social media about or done publicly, someone has given feedback on it that would support why we should or shouldn\'t do it. So she suggested using her as a resource.

And I\'m not to say that everyone hates Girl Scouts and has complaints, but we have a lot of stakeholders and we have a lot of opinions about things. And so if you\'re needing evidence of this is how customers feel about this, if you can gather tweets that people have done or comments or cases or calls to your customer service team that can be valuable.

If your pairing those with the actual numbers of, Hey, sending three reminder emails is not effective right now because people don\'t want to purchase things from my brand right now. That can be effective. So use your data that you have. Another team to loop in is your public relations or communications team because they are trained in this.

They do this every day. Just general crisis communications. They understand like, okay, if we say this, here are the possible outcomes and possible ways that people could react and then they can really help you craft a correct response, but also help you tweak your message in a way where you are still communicating what you need to communicate, not in a way that will upset people and offend people. You can\'t look at this in the short term of we need to make money this week or this month, because the reality is most brands probably might not like, there\'s so many factors financially right now, but you need to think longterm.

If you upset people right now and then they unsubscribe, you won\'t be able to market to them later when they might be more interested in making a purchase. 

Matthew Smith: You said something, Kristin, and that made me think another recommendation would be looking up articles on crisis resolution, looking up articles on, psychology of handling emergencies in your workplace, things that are unrelated to email marketing specifically, but are around that topic and category.

See what you can learn and gain, and then interpret toward the work that we do. I\'ve done a lot of that just in understanding emotional intelligence and trying to figure out how emotional intelligence as a concept can be retooled toward email marketing. So this is a great example of that.

Jason Rodriguez: Yeah, totally. From a very concrete perspective too. Use Really Good Emails. Use your own inbox and look at while the other people are doing. Cherry pick those emails that you think were really effective or you really appreciate as a subscriber yourself and present those to stakeholders as these ideal examples of what other companies are doing and how they\'re handling the situation.

A lot of times people will make decisions without understanding what else is out there or like how other people are approaching those challenges, but if you put those different ideas in front of them, it\'ll start their brain turning. They\'ll see that there are better ways to approach things. So use those examples heavily. 

Kristin Bond: Yeah. None of us are sending emails in vacuum. I mean, you saw those screenshots of the inbox earlier. We\'re all getting lots of emails from other brands right now. So if you do send something that\'s really out of touch, it\'s going to stick out and people will notice, and you may have a high open rate, but not for the reasons you want.

Jason Rodriguez: There\'s two more questions I\'d love to get to. Kristen, since you work for the Girl Scouts, you\'re a nonprofit. I\'ve seen a bunch of different questions around how nonprofits should handle this situation in particular.

If you\'re in a nonprofit, you\'re constantly fundraising. That\'s what the large bulk of your email marketing kind of works towards. So how should nonprofits think about this? Or how should they reposition their email marketing strategy, especially when fundraising is still so important to their livelihood?

Kristin Bond: Yeah, it\'s definitely going to depend on what your nonprofit does. Back to the Maslow\'s Hierarchy of needs. If you\'re an arts nonprofit, your messaging is going to be very different from if you provide vital human services. But if you are lucky enough to work for one that provides vitals services, now is your time to shine.

You can send emails talking about here\'s what we do, here\'s how we are helping the community right now. And that can either take the form of, if you need these resources, here\'s how to access them. Or if you don\'t need these resources and you are able to help us, provide them to others, here\'s one way to do it.

Cause I know a lot of people who are in a better financial situation right now might be feeling anxious and might feel better by helping other people. If you give them an opportunity to do that, that\'s a great way to look at it. There are lots of other goals nonprofits might have. Like for mine, we\'re membership-based and spring is a very important time for us to get members to renew for next year.

So we\'re having to rethink our strategy on that a little bit about the timing . If we were to send all these emails right now, telling people to sign up for Girl Scouts for the fall, people might not be as receptive to that right now, but they will be soon, and I hope they do renew. You really just need to think about, like we\'ve been saying, where your customers are and how can what my organization does help our subscribers and give them a sense of purpose if possible.

Matthew Smith: I think that\'s right. It\'s exciting. I was thinking about your idea about like an art organization or something. People are stuck at home being able to be creative, draw color, paint, take photos, even if things around their home. These are great ways that an organization could remind people that being creative can help them relax in a troubling time.

We talked about it earlier, just breaking out of that kind of marketing model and thinking about how to serve your customer as a guide or as almost like a in a therapy mode or connecting mode rather than your normal role. 

Kristin Bond: Yeah, I\'ve seen the Met Opera is live streaming operas right now, so people can watch them like that\'s super cool, and it might get new people. That\'s rare. I mean not everyone has the opportunity to go to an opera and then that potentially gets them new customers down the road when they\'re able to, but it also provides a useful service to people. 

Jason Rodriguez: Totally. Yeah. So we\'re pretty much out of time here. Before we wrap up, I wanted to just let everybody know that we put together this guide, that kinda coincides with this webinar. Quick little PDF guide that we put together about how you should handle marketing during a crisis.

It has a couple of checklists, a couple of ideas for some of the first steps you should take. The questions you should ask yourself before you actually send an email related to that crisis. And then links to a bunch of resources that we\'ve put together that we\'ve also found from other people, that we find really helpful when thinking through some of these really thorny issues.

So definitely check that out and again, just look at your own inboxes. Look at resources like Twitter. Look at the emailgeeks Slack channel, which if you\'re not already a part of, you can sign up at email.geeks.chat.

Everybody\'s kind of in this together. We\'re all trying to figure this stuff out at the same time, and we\'re all facing the same challenges. So hopefully we can do that together as a community, as a world, as a global community, and try to make the best of this really troubling trying situation and help each other out as much as we possibly can.

So with that, thank you so much to Matthew and Kristin for taking time out of what I can only imagine is a horribly busy time like everybody else to join us today and to prep on such short notice. I really, really appreciate it and we look forward to having you come back.

Kristin Bond: Yea. Thanks for having me. 

Jason Rodriguez: We\'ll kind of keep an eye on the situation like everybody else and hopefully we\'ll have you both back again soon, on a future live this webinar. 

Matthew Smith: That sounds great. And, Jason, for me at least, I can say, my Twitter DMs are open if people have questions. 

Jason Rodriguez: Awesome.

Matthew Smith: So happy to just, try and be helpful. So thanks for having me. 

Kristin Bond: Yep. Mine are too. Yea. Thanks everyone.

Jason Rodriguez: Same here. Hit us all up on Twitter. We\'ll try to be timely in our responses. If we didn\'t get to your question or something, we\'re all available. Thank you everybody for taking time out of your day as well, and we\'ll see you in the next webinar. Cheers. Bye everybody. 

Matthew Smith: Thank you. Good luck.

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BetterBrand's emails are designed to be both informative and visually appealing. They use live text, clear CTAs, and engaging imagery to capture attention and drive sales.

  • The emails are designed to look good enough to eat, which aligns with the brand's healthy but delicious products.
  • The emails use a variety of marketing channels, including email, social media, and SMS, to reach customers wherever they are.
  • The emails are created to drive sales, but they also aim to provide value to customers by offering exclusive content and discounts.
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https://www.youtube.com/embed/J0MR2xL5tUE

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Matt: Hey, it's Matt Helbig, and welcome back to Feedback Friday. Today, I'm talking to Alissa Taggart and Vira Sadlak from Flowium about the emails they've been working on with BetterBrand. I've been impressed with the emails coming out of BetterBrand. I'd love to walk through some of them and get your thoughts.

Alissa: Yeah. So some insight quick on the brand itself.

BetterBrand, they've created the Better Bagel, which is almost too good to be the true version of the bagel. Everyone that I know loves bagels. If you don't, I'm sorry, that's kind of strange to me. Bagels are super high in carbs, high in sugar, and pretty low in protein. It's this guilty pleasure that everyone has where they're like, I want a bagel. You eat a bagel, and you feel terrible about it later.

With BetterBrand, their bagel is 26 grams of protein, 5 grams of net carbs, and 1 gram of sugar. They're fluffy, taste like a standard bagel, and are plant-based, which is fantastic. BetterBrand is within the food tech space. Amy Yang is the founder, and she's a very remarkable woman. So if you ever have a chance to read up about her, definitely do. She's got one heck of a brain to come up with something like this.

The thing that they try to focus on are people who are more forward-thinking, like more innovative, who fit within that realm of the food tech space, who want to continue living their life in a pleasurable way, but without all the guilt and the shame and all the stuff that's added towards it. They are people focused on living a good life but not forsaking or compromising what they enjoy. Their main things are concentrating on the forward thinker, innovative people, and consumers who want to break boundaries in a positive way that excites and energizes them.

There was back and forth regarding our agency with their team and understanding and honing in on the look and feel of these emails. It took a while, but we did eventually get there. If you check out their website, it is super cool too.

Whenever we create emails, we try to find something that balances their website and what their brand represents. That direct replica sometimes is a little boring. We feel like we've hit the nail on the head, and it's cool to hear that these emails are popular on Really Good Emails and that you guys are enjoying them. We are excited to walk through some of these and discuss some cool elements.

Shout out to our senior designer over at Flowium, Luis. He's based in Puerto Rico. I mean, the skill that this guy has, it's so amazing. We sent the brand to him, and we said, please help. We need to revamp what's going on. We're going back and forth. He returned with these designs, and everyone on our team, including the client, was like, what just happened? These emails are excellent. So we ran with it, and here we are. So very excited to talk about these.

Matt: I'm impressed with how you've balanced live text and imagery in these emails. It's great to see so much live text, especially compared to other direct-to-consumer (DTC) brands that use one Photoshop export and put it in a template. However, seeing these templates use live text and be more accessible is awesome.

Alissa: Our timelines tend to be a little longer than most agencies would offer for clients because we focus on bringing the brand to life within the context of an email, but deliverability is a huge thing for us.

Deliverability goes down the drain when you're doing all image-based emails. There's not a lot that customers can interact with. Sometimes the images don't show, and sometimes the email clips. It becomes problematic.

Our designers focus on finding the perfect balance between imagery and live text so the emails flow within themselves. It's easier for a customer to interact with and look at and easier to receive, and it doesn't negatively impact deliverability in the long run, which again is a focus for us at our agency.

Matt: I love how you used bagels as bullet points in this email. It's a great way to break down the ingredients visually appealingly.

Alissa: This is an exciting one. We created this original design for them, and the client felt it was a little off-brand. I know we have a couple of others queued in, but this is good because you can see where we started and ended up.

I love the simplicity of the background and the bagel bullet points. There are a lot of different elements to the entire email that are great. It's interactive and engaging. We break down all the ingredients, not in a dull, back-to-back way, but in something just a lot more visual for customers.

This part, where you can see the difference between something better and something vintage like this, is that direct visual comparison for customers. We noticed that you're dealing with two major camps of customers who respond well to lots of plain text. Versus customers who respond well to lots of imagery, understanding more in-depth what the brand is about, what the product is about, and how it looks compared to other things.

The comparison elements we add to many of our clients' emails are where people engage the most. It makes sense. We always want to see why we should buy this versus what we've always bought. So it's helpful for the consumer.

Vira: It's very informational, and that's what I like about it. Brands neglect that first email; they treat it as a thank you for subscribing. The welcome email is your chance to tell more about your brand and values to get your customer hooked. Most conversion happens in those first few emails of the welcome flow.

Alissa: I love the GIF the way like the bagel rolls in, kind of like, hi, I'm here. And then underneath, it's just like considered the grain changed, and you're like, whoa. This bagel has made a fun statement, too; I love when GIFs can accompany the copy.

Vira: The copy is just as important as the design. They did a great job of staying on point with the brand's voice and visual representation of the brand too.

This one makes me hungry.

Alissa: I know. So that's the other thing we focused on with the client: they said we need these emails to look good enough to eat.

So this, you guys can see, is like the evolution of where we went with the design, and the emails overall are not necessarily darker, but there's the mystery behind what's going on with the black fused in the red. It makes it edgier. More mysterious. There's a vibe to it where it's like, I have to buy this bagel to be part of the cool kids club who eat these bagels too.

There's one picture that I always think of where it's the bagel with butter and then sliced bananas with honey drizzled all over it. And you look at it, and you're like, this is amazing, as you look at the email. There's the edginess and the innovation side of things where eating these bagels puts you in that camp. But then, like, they're delicious too.

So we don't want to take away from that. Just hyper-focusing on it like it's healthy. When people always see green, you're like, okay. But, when you see green with delicious, you're like, we found the sweet spot.

Matt: It creates some bagel FOMO and makes something like a healthier option still really appealing. It seems a lot cooler than perhaps what it is. It's just some bagels. You do an outstanding job of creating that sense of wanting to be in on this product, and everything is just super clean with the footer and all the text and imagery. So very nice work on this.

Alissa: Luis has done this interesting thing of like the arrow, which when I first saw it, I was like, I don't get it. But as you're scrolling through the email, like it makes sense, and I don't know why it is that it makes sense. Still, it makes you focus on whatever the arrow is pointing at, which is like important information because this email ultimately lets people know what a subscription's perks are. We're also offering a subscription discount to sign up.

This campaign led to National Bagel Day, which was on January 15th. I don't know why I remember these random dates, but here we are. So it's cool because, like the arrow, I was like, no, I'm not sure. And then when I scrolled through and eventually received it in my inbox, I was like, oh like, this arrow is such a small detail but makes all the difference.

I've seen it without it, and you just get lost. You're like subscriber perks, and there are four bagels. Like, where am I going?

Vira: Especially in the mobile version when all you can see is the bagel, and you're like, okay, I guess it's the end of the email, but the arrow thing looks very nice visually too.

It has that white color. It puts everything together, links everything together, and the black, the white, the red, and like a little bit of white. Yeah, it's beautiful. It's very high-end. That's pretty much like the message we are trying to deliver with this brand.

Matt: How long does it usually take to make an email like this?

Alissa: it's anywhere between three to four weeks is what our usual timeline is from, like creating the strategy of the campaign and then pushing through our entire team. But if our team only worked on one client, it would probably take us three days because, for the designers, it takes them two or three hours to create a campaign from scratch, like doing something beautiful like this.

We are working on condensing timelines at the moment within our agency. But this client, however, we do stuff last minute for them because they're such a fresh new company, and everything is moving so quickly. They're like putting all these things in place because they want to maximize all the attention they're getting right now, which is understandable.

So many of their emails, like, we have one email we're starting, like I just pushed to copy today, that needs to go out next Thursday. And it's doable. I think our team gets a little stressed out with me sometimes, but we do make exceptions for certain companies that are new, fresh, and moving along.

It's not something we like to do as a long-term habit, but it is doable. And with many of these campaigns, for BetterBrand specifically, we turn around much quicker than our normal timeline. So it's awe-inspiring. I wish I could take any credit for it.

I literally can't take any credit for it whatsoever. I come up with, like, we should do a campaign for subscribers, and then I send it to our copywriter, and he comes up with this fantastic idea, and then it gets sent to Luis and design, and I'm like, how did you guys do this? Out of like, I wrote three words, and you guys, like, got it.

It's amazing. And in a short time as well.

Vira: Much of that time also goes into testing the emails. Like every person working on the email, we try to double or triple-check everything. We run it through Email on Acid. I'm unsure if we're still using it, but we're checking the flow and the campaign, like every email we're sending, and we're double-checking all the links.

We send the preview, then check it from devices, tablets, phones, and designs. It's like it's super important to do that all because there's always a little thing that makes all the difference.

Matt: We're going to look at two more examples. The first one is a social media push email. These are becoming more popular, and we've even seen dedicated SMS-based emails. So why would someone want to send an email like this?

Alissa: As much as it makes us upset to think like email isn't always for everyone. So it's cool for us to have the opportunity to push customers or potential customers to different marketing avenues or channels so they can see everything you're doing and see how kind of engaged you are.

But also if, for whatever reason, they opt out of email. Or they unfollow you on Instagram; there are still two or three other channels on which they're still connected. So you're still communicating with them no matter what. And ultimately, it's like you want to be top of mind no matter what for these customers.

So even if I'm not buying a Better Bagel every single day, if I see them every single day on my Instagram feed, it's going to, they're going to, like, make an impression in my mind. And even when I'm not purposefully thinking about them, they pop up no matter what. So now, when I see a bagel, I automatically think of better brand A because I work with them and see them so frequently on different marketing channels.

They're always top of mind to the point where now I'm like talking to my husband, and I'm like; We need to buy a better bagel. We need to. We need to; we need to. And he's like, why? Why? I'm like, no, we need to, like, I don't have an explanation for it; it's just my subconscious is telling me because I've had so many touch points with the brand.

So that helps. The more touch points, the better. Vera and I have discussed this a lot on our podcast, where it takes up to 17 touch points, and that's for, like, lower-value items for someone finally to buy. And the touch point isn't just going to happen in email. It's going to happen in email. It will happen on Facebook, Instagram, TikTok, Twitter, word of mouth, and direct mail. Any way you can connect with the consumers you want.

So their Instagram following is increasing drastically, and they're so active on their stories too. Social media gives these brands a little chance to be witty, funny, sly, and fun. Whereas, like with email, there's more of like a professional appearance that you want to show. So you can still be funny, but you're trying to be more like this is who we are. And then on Instagram, you can be like, yo, what up, girl? You know, like slide into your DMs thing. So it's fun because then people can see the different personalities of your brand.

Vira: It also gives you a sense of community, which you can get through email. But on Instagram, you can engage with other bagel fans and like the brand directly. And it puts that human face onto the brand and community, which is very important. Someone from the Unspam conference compared the brands with different marketing platforms.

They said email marketing is like the good guy your mom wants you to marry.

Alissa: It was Robbie Fitzwater. He was a speaker at the conference. So he was saying that email marketing is like that guy your parents wanted you to date in high school, but you didn't want to because he wasn't like the sexy cool guy with the leather jacket and the motorcycle.

Email marketing was like the nerdy guy who's going places but keeps to himself and doesn't go out much on Saturday nights. Like good, like a solid guy. And you're just like, no. And then when you grow up, you realize, like, dang, I should have dated that guy.

Vira: Social media, is that like other Yeah, the other guy. Like the bad boy guy. 

Alissa: That's funny.

Matt: This is the last email we're going to look at. It's an exit intent offer. I've gotten emails like this before. They're trying to get me to return to their website and buy something.

Alissa: Sort of. So the exit intent offer works for us because we only let that popup appear on a product page. So it's only when someone has shown legitimate intent in purchasing because they're on a product page and not just browsing the site. So if you're on a particular product page and then move your mouse or cursor off the browser with the intent to exit, a popup appears, and the popup for a better brand is the offer of buying three, getting one free.

When someone opts in, they'll get this email. This is the flow's first email; we like a stacked incentive. So the first two emails will be this email, and the second is a reminder of this offer because our offers usually only last 48 hours.

And then, we'll include some welcome emails or more information about the brand to push people over the edge. And then the subsequent two emails will be like a better incentive, whether it's free shipping or a different offer altogether. And that will be the offer. And then a reminder, too; that's how we frame our exit intent.

So this acts like a welcome flow because people didn't opt in through the homepage popup. It's still a critical time to put your best foot forward and show customers what your brand looks like.

Matt: I like how you called out the code here. That's smart. It looks like the same pill-style CTA as the button below. This matches and brings your eye down.

I also like that you left-aligned the text rather than centering it. This is a good choice because the text is a little bit longer. Centering the text would have made it harder to read.

Overall, this is a great example of how to design an exit intent offer email. It's clear, concise, and persuasive. I'm a big fan of this type of email. How important are emails like this? Do most brands need some exit intent offer or abandoned cart email to capture those sales?

Alissa: The exit intent flow tends to be one of the top three performing flows for all our clients, revenue-wise. Engagement as well, but revenue, and that's what clients care about, is like, where's the money?

Exit intent is one of those places just because usually it's an offer that's given again to someone who intends to purchase. They're right there. And then you're giving them that offer as a last resort, like, please, stay on the site, make a purchase, here you go.

And again, it makes the consumer work a bit harder for the discount because they've had to get to the product page. Not that it takes that long like it's what, three seconds to go from a homepage to a product page. But they've had to do a little more research and look through the site to look through product, product description, details, et cetera.

This is a crucial aspect of any email marketing strategy from a holistic point of view. Out of every single flow, the most important is a welcome flow because you want to ensure customers know what they're opting into. And then, for me, the next one would be an abandoned cart, cart flow, and then a post-purchase flow.

Vira: It's not like, for every brand, some brands don't do discounts at all, for example, but you can still give some incentive to your customers.

I know that some brands are doing exclusive desktop wallpapers that you can download., I think it's Glossier who did it. Or like a PDF, or I know that some brands are doing the invitation to an exclusive Facebook group that is only available to like specific customers or something like that. So you want to give them some incentives, but it all comes down to your overall marketing strategy.

Alissa: Yeah, and it doesn't always have to be an offer, as Vera said. It can give you an inside scoop into the brand so you know more. And like a lot of like, for example, this is more service-based, but like a lot of personal trainers, if they have a website, they'll have an exit intent offer where it's not an offer, but it's exit intent content provided.

So, before you leave, make sure you get your free three-day guide on how to lose 10 pounds. And then that's a way for them to stay engaged, get your email, and give you some value in return. The exit intent is an additional way to sort like transactionally switch value. Like I will give, if you give me your email so I can contact you, I will give you this thing is what it's all about. And the exit intent provides another option for that too.

Matt: Thank you so much for breaking down these emails. How can people work with you? Are you still accepting any new clients?

Alissa: Totally. Check us out at flowium.com. And then, if you go to About Us, you can hop in there and schedule a call with our team. The way that we function is if we don't think we'd be a good fit for you, we won't work with you as much as we like making money. We must be the right fit.

So you'll hop on a call with someone from our sales team. They'll walk through what you're doing as a brand, what your goals are, and if it's something that we viably think that we can add value to what you're doing, then we can go from there. But if not, then we'll let you know right off the bat, like, Hey, this is probably not a good fit. Here are some other agencies that we would recommend.

Because ultimately, for us, email marketing is super important, as most of you know. But it's something that if we can't do, we'll offer someone else to do it for you because everyone should have really solid email marketing in place.

Matt: Great. Well, thank you so much, Alissa and Vira. Have a fantastic rest of your day. It's been an absolute joy to talk to you about these emails.

Alissa: Thanks, Matt. Thanks for having us on.

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Their emails are chef's kiss.

\",\"name\":\"Matt Helbig\",\"authorBio\":\"Community Really Good Emails.\"}")},94826:function(ep){"use strict";ep.exports=JSON.parse('{"hasPrimaryImage":true,"slug":"feedback-friday-brooks-running","content":[{"type":"text","content":"

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Think outside of the box with social media. Show people you’re on social media by pulling in some posts from your company page or posts that people tag you in.

2. Make text readable on mobile if it’s going to be an image-only template. Provide accurate, clear alt text as well.

3. On live text vs. images: If you want to build a new email or test some new copy, you might have to work with a designer, a developer, and the whole team to get a new email out the door. Jumping into the template or the code block and changing the live text might be a quicker option.

*BONUS*: With fitness emails, show products in motion. Think about how people are going to use the product, what activities they’ll be doing, and frame the email around those ideas.


Matthew Smith: Hey, it\'s Friday. What\'s up, Matt? 

Matt Helbig: What\'s up, Matthew Smith? Welcome back to another episode of Feedback Friday.

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Matthew Smith: Feedback Friday where we review best in class emails and talk about what makes them so dang good. Hey dude, we\'re looking at some tight little Brooks Running emails. I started collecting these not too long ago.

These things are fun. Here\'s the thing. I\'m going to get some stuff out of the way so that I can just like jam on the exciting stuff. They\'re all images. And man that bums me out big time for all the reasons I\'ve always said, all image means that there\'s a lot less, you can test. It\'s not accessible for people who have vision problems or are otherwise impaired.

It\'s a problem for people loading emails in places with low internet. Those things aside they are using fonts in their desktop that are big enough, that it translates to mobile well and very easily. The style and the simplicity and the focus of these emails are killing it. And I\'m just super happy to go through this.

So the first thing, like what a fun GIF, like somebody took some time to make something sweet and special, just cute. Nailed it. Talking about dads and all these running dads, which is pretty tight. This is a great way to use social media. Don\'t just tell me that you are on Instagram, show me that you\'re on Instagram.

This is a great, great example of that. And these are those people. I\'m sure that they got permission to use their photos and all that kind of stuff, but it\'s super tight. It\'s cool. Then I can jump into gear. So it\'s just a fun way to celebrate quickly. Hey, it\'s Father\'s Day let\'s do this and Hey, let\'s jump in and they\'re talking about some sweet stuff and dad-approved proof gear.

This is an interesting one in the sense that a lot of people have shitty dads, or they don\'t have dads at all or whatever. I think they\'re just jumping in pretty quick. They\'re talking about it easy and then they\'re peacing out. I think they\'ve done a nice job. They\'re not saying things since we all have dads, they\'re not making any assumptions. So those are some things you gotta be careful of. 

Matt Helbig: It\'s not a Father\'s Day sale or anything. It\'s just like, here\'s some dads. This is a surprising one to me. I wasn\'t the biggest fan right upfront when you\'re scrolling through this. Looking at it again, like there\'s a lot of little tidbits in this email.

If you scroll up even like the outline around that image sort of being that hand-drawn is like interesting. wouldn\'t even think of something like that to do something like that. I would just probably crop it in a plain square. I think that adds a lot of personality and uniqueness to this email. 

Then scrolling down to that massive mobile nav feels pretty good. I think it solves a problem for them and showing all those different links. Those do sometimes get clicks and if people are expecting to see the navigation maybe they\'re clicking on them more often. Then that CTA copy, I think is really fun. in general, this one has a lot of little pieces that add up to a pretty good looking email. 

Matthew Smith: Yeah, I agree. I\'m always curious about navigation within an email. I haven\'t done any work recently for an e-commerce brand. That was using something like this. From just a user experience, point of view, it\'s super handy.

The ability to feel like I can jump one or two clicks in right away. Without having to land on the page, then look in navigate, but get in. And then this idea of being able to find a shoe finder, which feels like probably a tool to help me get the right shoe. have the hardest time finding a good bra. So I\'m excited about jumping in with that. 

Knowing that I\'ve got a 90-day free return, like these kinds of things are what sells people on, like feeling served by the brand. So let\'s jump into some others see what they\'re doing over here. 

Once again, they have a cool GIF. They\'re shown shoes fast, right? Like I want to run fast. They\'re like, not like, moving in this slow GIF through. I like that. That feels good. These shoes look good. The type is nice and big and clear and simple. Notice they have a heading here. They have sub-copy divided by this little divider and some CTAs.

They do the same thing again, but on a white background, they keep it super duper consistent. They switch it up a little bit here. To get price divider, heading some heading shoe CTA. It\'s still the same sort of components, right? In the design system thinking, you call it atoms. It\'s these little blocks and it just works.

It\'s so clean and simple. That\'s why I like this kind of stuff. I would love to see hover states on some of these buttons. But again, you can\'t because it\'s just a big image. There are groups out there that could code this up pretty quickly. Once you have it coded up, then you\'re able to build things very fast.

So that\'s the other reason not to use images is if you want to build a new email or if you want to test some new copy. You\'ve got to go work with a designer and then a developer and the whole team to get a new email out the door versus like jumping into the template or the code block and adding some text or changing a CTA, that kind of thing.

So again, would love to see live text. Here\'s some interesting stuff. On that promo that they had going for dad. Just another way of like drawing people in. I think that\'s pretty interesting. And then again, this big nav, 

Matt Helbig: Even with it being all images, I feel like the text is very readable. So even if you\'re going to lock in that text, at least make it readable on mobile and desktop. I think they do solve that issue of it being large enough on mobile that I don\'t have to squint or zoom in or anything like that. It feels like they\'re designing mobile-first and sort of scaling it on desktop.

Matthew Smith: That is true. When you do an image like this, just make sure that you\'re providing accurate, very clear alt text for it to remain accessible to people who have visibility issues. Keeping in mind that, it wasn\'t long ago that on the web that moved to now an issue where you can have a lawsuit and it won\'t be long before that\'s something to expect an email as well. This isn\'t just to be nice to people or ethical to people. This is something that is about business-level decisions. 

So jumping over and continuing to look here\'s another set, but this time, just a little bit different sort of way of moving through it. Keep things fresh, keep things interesting.

But look, they\'re still using that hand-drawn sort of feel to continue with the brand. I think that\'s a rad way of thinking. So they\'re enhancing these photos with this hand, drawn quality, and then they\'re getting people into their shoe finder.

This image feels like it\'s not on brand, but other than that, I feel like they\'ve nailed some nice ways of looking at things here.I probably would have some rounded corners on these photos or something like that. I think that almost feels like it\'s a little bit more in brand. But. I liked it. They switched it up. Any thoughts? 

Matt Helbig: I liked the themes of these emails. I think they are finding interesting themes around these different sends. At the end of the day, they\'re just selling you the same probably handful of shoes over and over again. I think they\'re doing a smart job on trying to bring in some new ideas and framing these products around things that you want to do or people in your life. 

Matthew Smith: These features are pretty interesting here, too. They talk about, I want my whole body to be supported. I want to land softly while also showing you these sexy shoes. It\'s pretty smart. 

Matt Helbig: I think that goes back down to what job is this email doing. In this case, it\'s telling you like, okay, I don\'t want to shoes, I want my whole body to be supported. 

Matthew Smith: Yeah, that\'s right. Getting people into nature runs again, handmade notice the handmade stuff. It looks like they got outside gear of the year. Good job. This is a really interesting way to continue to push the brand. Now it\'s a little different, I think they\'re exploring some stuff with handmade here that is a little bit new.

Using that for buttons. But I think that it\'s really clear that these are buttons. I\'m excited to be able to look at these emails and see some new things. That\'s one of the things I expect, the email I get, I expect it to be unique. I expect it to be different every time.

That\'s been pretty neat to like, see what are they showing now. Notice that they\'re using the consistent type sets on each one. So they switched to handmade. The handmade feels like it belongs. It\'s a big kind of marker type of font, but it feels like it consistently belongs. So that\'s impressive.

Then this last one, this is a little bit more like get er done. Nice, big photo of some folks running together. Just a real clear heading. Subheading. CTA. And then they break this down into, it\'s summer. Here\'s how to stay cool. They\'re giving me a little education and they continue to promote this shoe finder.

So I think these are just some nice ways of creating themes for emails. I like the way you put that, that lead people through different ways of communicating with their customers and providing value. They\'re trying to move people toward buying products, but also trying to have fun. Trying to create a brand.

You start to get the feeling of I\'m a Brooks kind of runner. I\'m a Brooks kind of user. I think that\'s the quality of the brand. You\'re trying to create a distinction so that people begin to choose you. Last week we did this episode Aero. I think this is where Aero was kind of dropping the ball a little bit. They hadn\'t yet created enough distinction to say, yeah, I\'m an Aero type of flyer.

Brooks is doing that well in their illustrations. In these big emails. In this clarity, in their photography. I think it\'s doing a good job. Cool. Cool. Cool. Hey, email geeks, who should we talk to? Who should we interview next?

Let us know. We love having you here. Thanks for being here and have a wonderful weekend.

Matt Helbig: Bye.

Matthew Smith: Bye.

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Brooks Running, a division of Brooks Sports, builds running gear and apparel that celebrates the body in motion.

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Calm, named the #1 app for sleep and meditation, produces guided meditations and supports people in more than 190 countries.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Emulate the feeling you want people to experience when they open your email. Interrupt their inbox. Stop the scroll and make them pause with personalized messaging. Being a human > business goals.

2. Keep an eye on your text hierarchy. The ideal layout for multiple paragraphs of text includes: a scannable headline, easy-to-read body copy, clear CTA. Guide people through the experience with repetition and variation, rearranging content as needed.

3. Know your audience. If your company has an app, what do most people do in the app? What is most important to those people? If you place the most important part of the message at the bottom of the email (which relates to people’s behavior in the app) and you want people to scroll, test this to see how the design performs.

BONUS: If you have a small email team, build constraints around what you know you can consistently produce to maintain quality.


Matthew Smith: Hey, it\'s Friday. What\'s up everybody email geeks. It\'s another episode of Feedback Friday, and I am here with Sue Cho, head of lifecycle marketing at Calm. And also former EDM musician that I just found out. So freaking rad. And I\'m really glad to have you here. Thanks for being here. 

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Sue Cho: Thanks for having me, Matthew.

Matthew Smith: Yeah, this is awesome, we\'re going to have a great episode today. I\'m a big, big fan of Calm. Not only the emotion and the state of being, but also the app and the product. And we\'re going to walk through some emails here today. And I\'m super excited about it. So one of the things Sue I\'d love to connect with is I\'m gonna walk through sort of my feelings about some of the email, but I would love for you to tell a story around it, like help us understand how you landed here and some of what you\'re learning.

Does that sound like a good way to move through this? 

Sue Cho: Absolutely 

Matthew Smith: Sweet. All right. So one of the things that I appreciated about this, this typography up top is not the typical typography for Calm. You broke some of like the typical stuff here, but feels in the family.

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https://reallygoodemails.com/emails/take-comfort-were-here-for-you/

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This is a thing that a lot of brands don\'t know how to do. Either they will try everything freaking thing under the moon and it\'s gross and it\'s just doesn\'t make sense cause it\'s completely not cohesive or they will always stick to the exact perfect little set and it feels rigid. Very few brands know how to do what I think of.

I was taught by Ron Lewis, who is the guy who was responsible for the main movement for the MailChimp brand. And he taught me to think about brand as family. And a family, a group, not one thing, but just, does it feel like it\'s in the family? Does it feel like it belongs? 

Is it a sister? Is it a cousin? Is it a stepbrother? Like, what is it? Well, it\'s part of the family and this feels like that. And so I love this because it was like a unique moment in time. And it was this quality of like, how can you help people rest? How can you help people think a little differently as we\'re dealing with some of the COVID stuff?

And it\'s an uncertain time as the email describes, it just felt like, ah, yeah, this font feels like it connects with this easiness this feeling I want. And I love that. So right off the bat, this tone, this feeling, and then just consistently in your emails, lots of things that work well together.

So first this meditate iconography up here, the same tonality, same gradient as the button, just little details. So that\'s something I learned in my art days and in the visual language of something called repetition and variation. So repeat something, be consistent, but repeat it, but vary it. And so you create this, your eye goes from the icon down to the button and nobody\'s sitting there reading this, going, wow, look how it makes my eye move.

You just feel it, right? But I love how relaxed it is. And then also the hierarchy of the text is fantastic. So this quality of being able to move from a scannable headline. Easy to read body copy and then a CTA. The headline, body copy, CTA, and just keep moving down through those. And then these elegant albums for the Calm recordings that I can go and learn more about.

And just leading me through those sort of step-by-step. Lots of breathing room and also the singularity. So this quality of just leading me down one thing at a time. Which if these emails were busy, it would be the exact opposite of what I want to achieve through the application. So everything about the hierarchy and the design to me, feels so in line with the brand ethics that are coming through.

And then to finish it here with these quotes and the sensibility, somebody who looks the way I want to feel, and that just feels fantastic and I love Nayyirah Waheed. I love her poetry and I follow her online and on Instagram and just beautiful stuff.

So I love seeing it repeated here. Then just this little piece of calling out, Hey, we\'re here too and we\'d like you to connect with our community. I just was impressed and then it continues. This is one of the longer emails that Calm has I think, but I think it does a nice job of just staying consistent and giving me a sense of like, okay, sometimes a schedule is helpful when things are kind of crazy and feel a little bit off, give me a schedule, give me something to do. Something that I know I can look forward to and boom we\'re finished 

Beautiful. Look how short, simple this footer is. So many email footers are the worst. It\'s the trash heap of the internet and this isn\'t. I\'m grateful for that. So tell me a little bit about how you came to some of these conclusions and how this is working, what you\'ve learned along the way.

Sue Cho: Well, first of all, thank you, Matthew, for all of the compliments and the deep dive into the work that I and the team do here at Calm. Appreciate that. The first thing I want to start with, I\'ll just go from top to bottom, is the header. And when I first joined Calm, one of the things that I noticed about our emails was that they did not feel so like our app or our social presence.

If you ever scroll through our Instagram, it\'s just @Calm. Most of the most engaging content that we have on there is called a quote square, where it\'s a beautiful image with a quote that relaxes you, that helps you remind you of mindfulness and those get the most shares. Those go viral. 

I wanted to emulate that feeling as soon as someone opened up the email and some will argue and say, well, that takes up a big chunk of the top. Well, that\'s kind of the point. I want to interrupt someone\'s inbox. One of the lines that we use a lot at Calm is stop scrolling That\'s almost what we want people to do when they see this email.

We want a pause of, Oh, what\'s happening here. 

Matthew Smith: That\'s right. The sacred pause. 

Sue Cho: Yes. The sacred pause. Take a breath is just so simple. And when the whole COVID thing happened, Calm took about a week to decide very thoughtfully on what our position would be. We knew people were very stressed and anxious and uncertain and we wanted to be a place of refuge.

We did not want to be a place that reminded people of everything that was going on. So that\'s how the header came to be of \\"Rest here\\". I love how deeply you went into the font because that\'s hand-drawn by our senior visual designer, Jenna.

Matthew Smith: Incredible. She is talented. Hand lettering is difficult and this is wonderfully well done.

Sue Cho: Yeah. This email, I excused a lot of my email best practices for the sake of the message and the marketing materials, because I felt that that was more important. For example, the header, because it was a hand-drawn image, it\'s all image-based. 

One of the things I try to maintain was ensuring that we use as much text and overlay text on top of the background. But for here, we were utilizing this across our blog, across the social posts. It just made sense. So, yeah. Sorry best practices.

Matthew Smith: No, that\'s a really good example of being able to be flexible. I\'m not opening up the ALT text here, but I know that you think of those kinds of things too. So there are ways and times to use images. And there are opportunities when we don\'t need to. So I appreciate that flexibility. That\'s cool. 

Sue Cho: Yep. That meditate icon. We wanted more consistency across our emails and our apps. We had our product designer do a sweep through our emails to make that experience feel more consistent and cohesive. So she took those little elements like that meditate icon, that\'s the same thing that you tap on when you go to meditate in the app. So we wanted to reiterate that into people\'s brains.

This is Feedback Friday, not everything is perfect. And yes, there\'s a lot of copy in this. As a marketer, we don\'t want a lot of copy. Being at Calm for about two years now. I\'ve learned that our audience loves copy. 

Matthew Smith: Interesting. So see, that\'s a great example. There\'s a lot of people want to say, well, what is the best way to do this? How much copy is right. But it\'s consistently, I keep coming back to, you\'ve got to find out what your audience needs and honestly, your audience isn\'t one person. It\'s many people. And a lot of times there\'s opportunities for personalization, which could include primary copy, secondary copy. Like you can have different lengths. Not a lot of people have personalized at that level, but that\'s certainly available.

Sue Cho: Yep. Absolutely. We also had to think about like, what are people wanting from us? They\'re wanting advice. They\'re wanting our words. But this is Feedback Friday. And one feedback I have for our team and myself is that for legibility, we should have justified this text.

Matthew Smith: Interesting. Yeah. The center stuff is tough. Isn\'t it? Like this works here. But the length of this copy here makes that a little bit tough. One thing that is helpful. The fact that the length or the number of characters in this line, you probably already know this, but for our guests, it\'s called the measure typographically.

And because it\'s so short and overall the width of that is short. This pushes the limits of how far you can go with centered text, but one of the reasons it still works and isn\'t like a massive violation is that it\'s so short or tight in width. But that\'s a good point. It\'s always going to be much easier to scan and read when you can left justify.

Sue Cho: Yeah, it\'s just one of the areas that we\'re trying to hyper-focus on just because our copy is getting longer because that\'s what our audience likes and that\'s what our audience wants.

Oh, I also want to talk about the ordering of the content here. If you notice the first piece of content, that big chunk above that is our free resource page. This email went out to our paid members who have full access to our app. And our goal for sending an email is to get people to do a session, but given the coronavirus catastrophe, we put ourselves aside essentially and said, we would rather point people toward this free resource that we put up for them to share and read and be able to utilize without having to pay for their friends and family, which was a debate for me, because I have to think about my goals, but also a human. Being a human trumps, my business goals of, yes, this is more important for our community and our community to spread it to their communities.

So that\'s why we started with that big chunk of copy pointing to the resource page. And then secondary come our sessions. We rarely do that.

Matthew Smith: That makes sense. Interesting. As we get through some of these other emails, let\'s talk about any kind of testing that you\'ve done. What about ordering on these? Do you ever try and reorder these and see how they perform differently? 

Sue Cho: So the ordering comes at the bottom of the email where it\'s the list of daily Calms. It\'s at the very bottom of the email because it\'s the most important part of the email. Now that may sound bass-ackwards, but I put it at the bottom because I know people will scroll.

I know people will scroll because I put the most important thing on there. And then they go through and read it. I know it\'s the most important thing on there because we can look at what session do people complete after opening an email. I have that attribution and the number one thing over and over, no matter what I put into this email, it\'s the daily Calm.

That is our number one product. So that we\'ve experimented placing in different places and realizing, wow, it doesn\'t matter where we place it. People will scroll to read this thing. 

Matthew Smith: That\'s fascinating. Love it. So you\'re creating a specific attribution from the email to the daily Calm to find out how well that performs. 

Sue Cho: Yep. Yep. That list of daily comms never existed. It didn\'t exist in the app. It didn\'t exist anywhere. 

Matthew Smith: I love that. The power of email. 

Sue Cho: Yeah. So it all started with data. When I first started at Calmn, I said, okay, what do most people do in the app? And like I said, most people do the daily Calm. 

Well, our emails should then focus more on the daily Calm instead of focusing on what we think is important, which is whatever new content we\'re pushing out, we think is important. So that\'s something that I tested where I zoned in on the daily Calms and put out this listicle, which takes up a big chunk of the email length.

But when I was experimenting with that, there were some weeks where I missed, because I was a team of one, I\'m still a team of two, but I was a team of one and I missed something and people wrote in and complained, like, where\'s my list of daily Calms. Why did I not get it? 

Matthew Smith: They want that consistency.

Sue Cho: They needed it. They wanted it. And it didn\'t exist anywhere else. So this informs our product team. Like, Hey, maybe we should surface this in the product or something. People are asking for it. So actually that piece of daily Calms is now completely automated, where it pulls in from a different source. So it always changes. No matter when we\'re sending the email.

Matthew Smith: I love it. Have you found, including some of these emoji, like you have here has changed the way that people relate to it at all? 

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https://reallygoodemails.com/emails/learn-to-be-tender-with-your-emotions/

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Sue Cho: Oh, Matthew. I wish I could test all the fun, little things. But at the speed and scale that Calm moves in sometimes you just got to get these out the door.

So the reason for those emojis is, again, it\'s a brand marketing moment that took precedence over what I felt would have been more efficient, but this email was for the Valentine\'s day time. We had someone custom write this poem. It\'s cool because we have people screenshotting these and putting it on their Instagram stories like it\'s some cool meme that they\'re sharing. So it\'s cool to see an email being shared like that socially. 

Matthew Smith: Was this on Instagram too? Or was this just for the email?

Sue Cho: It was a global campaign. So for Instagram, we collectively chose a poem that felt, it was kind of hard to choose a Valentine\'s day poem, self poem, that wasn\'t all like sad and weary, but hopeful.

So really that\'s what this email was for. Like we knew it was Valentine\'s day. We don\'t know what people may or may not be feeling. Some people may not care, so we need to make it generic enough.

Matthew Smith: This is another example of utilizing the iconography from the application. That\'s fantastic. I love hearing this.

Sue Cho: Because it\'s for Valentine\'s day. We wanted people to elicit compassion. 

Matthew Smith: Love it. Quick question here, are you choosing a button gradient based on this imagery? 

Sue Cho: We are. 

Matthew Smith: Very cool. I love that. And do you have a set that like you choose from, or you just sort of use your best judgment? Like, how are you choosing that? 

Sue Cho: We have a set. So like I said, we had our product designer, Bree do a sweep through of our emails. And she gave us a swatch of stuff. Like here are the color schemes. Here\'s the button that correlates with the divider that correlates with this. So that\'s what happened.

We\'re actually, I\'m doing away with some of these colors because our new senior visual designer is doing another sweep of our email designs and have called out some colors as illegible. 

Matthew Smith: Sure. Not enough contrast probably.

Sue Cho: Yeah. So some of these colors are going to go away and become more simpler, which honestly like for me and my one developer, we are fine with that.

Matthew Smith: I\'m sure you are. Yeah, that\'s cool. Well, this is just fantastic. A lot of people are asking these days about how do you do empathy within email? I just think this is a fantastic example of don\'t be tone-deaf. Be aware that there are a myriad of different experiences.

That doesn\'t mean that you can\'t celebrate people being together, but it means also, you can celebrate people being on a solo journey or the reality that some people want to stay solo. Another one was like, some people don\'t want to have kids and there\'s so many assumptions out there.

We\'re learning as a culture to be more diverse and inclusive in our language. Not because we\'ve got to align with the word dictocrats, but just because we love people, we want to be caring, those kinds of things. So I love the way this did that. 

The other one that is very poignant for what we\'re going through now, of course, is this Black Lives Matter email.

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https://reallygoodemails.com/emails/we-are-heartbroken-we-are-weary-we-want-change/

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So tell me a little bit about how you concluded how Calm would respond to the very real present need for change from companies, from communities, et cetera. How did you all work through this as a team? 

Sue Cho: Yeah, fortunately for us, we had a good leadership team who proactively told us that they were going to make a statement that this was wrong, that they collectively felt that they needed to speak up.

It was an awakening for management and ourselves to all learn and do better. I know that they did a lot of work to craft an official statement, but also give marketing guidance on how we should communicate this to our communities. So I took point from there. This is where my marketing preferences were set aside. My KPIs were set aside and I had to be a human. 

This was a moment for us to be human and also be grateful that we\'re in this position, that we\'re at a company where we can be helping people through this experience. So we wanted to make a bold statement. So like I said, our headers are supposed to be very beautiful imagery.

That\'s supposed to be inspiring and we kind of wanted to make it a big splash and we thought it would be very impactful if we just blacked it out. I also want to say that we have an email that goes out every Sunday. That\'s what our members wait and look for that list of daily Calms. That\'s usually when we talk about other things that are in the app and happening like that.

For this particular Sunday, we didn\'t speak about anything else, but the upcoming daily Calms. We wanted to mute the Sunday email in respect for the Black community\'s blackout period that lasted until the seventh, I believe. But we knew that we would get backlash from our community of not getting their list of daily Calms.

So we did the best that we could and we stripped all the other content and just did the daily Calms. This email followed up the day after the blackout period. If you notice, this kind of interesting, the free resources for all. While this campaign was sending, we had to edit certain things.

Thankfully we send things by time zone and we throttle things because our list is gigantic and Microsoft hates that, but we noticed that this free resource page, if you click on it, one, the link was wrong two it was images all filled with white people. 

Matthew Smith: Oh, wow. Isn\'t that interesting? 

Sue Cho: Yeah. And if you scroll down, we had these articles for the black community. \\"Amplify Black Voices\\" that led to a blog article that pointed to other resources for mindfulness led by Black people, which we unfortunately don\'t have in our app. Even though these are competitors, we wanted to highlight them and not make it about us. So as this campaign was going out, I was like, Oh no, the link is wrong, we need to make a redirect, but also, do we want to point people to this is this the first thing we want to point people to?

So we reordered the content pieces to move the two articles up.

Matthew Smith: Up. Yes. Smart.

Sue Cho: And put our stuff at the bottom, because this campaign wasn\'t about us. It was about the black community and how we want to help them 

Matthew Smith: Good lessons learned. I appreciate the insights into the way that you all had to think through that.

It\'s okay to make mistakes. It\'s okay to learn from things. This is part of the program. Not just our relationship to our fellow humans, but also our relationship to emails. Mistakes happen. We as a culture, there\'s a lot of growing about how to make a good mistake and how to own it and then how to grow from it.

I think that\'s a place of maturity for all of us, but it seems like maybe there\'s some growth there. So this is just great. I was impressed with it. I felt it was super appropriate. It feels both in brand, but more somber.

So one of the things that we\'ve done in some of my design agency work, I work on like voice and tone, but you can also do it with aesthetics, where it\'s a quad graph and you look at what is your response to something when it needs to be somber? What is your response to something? When you\'ve made a mistake? What is your response to something when you want to be fun and upbeat? There can be variation in your language because it\'s not appropriate to have a single voice.

Really Good Emails has a cheeky, kind of silly voice. We can\'t use that right now. We need to tone it down for a minute and just relax and be the compassionate and caring and empathetic people that we are. Then in time when there\'s some movement here, we can bring back some of that humor. As usual, we walk a thin line. Humor, so often, it is about comparing or creating contrast or things like that.

We always need to be careful about creating the wrong kind of contrast. So we\'ve been called out many times. It\'s like, oh shoot. We didn\'t realize that. Thank you for giving us that insight. We\'ll keep doing better. So I appreciate the way you all move through this. You all are killing it. You\'re doing a great job.

One of the things I wanted to call out, a lot of you feel like your teams are tiny and there\'s nothing you can do and Sue is a great example of two people on this massive, like all these needs, are doing incredible work. One of the ways I think they\'re doing it and Sue correct me if I\'m wrong, but you\'ve created an elegantly simple set of things to send out. 

So in other words, I don\'t see wild new stuff coming out of Calm\'s emails all the time. They\'re consistent. They\'re always helpful. The content is changing, but the content framing is staying essentially the same. 

You create kind of a constraint around what you can consistently elegantly produce again and again and again. If anybody feels like their team is too small, then figure out what kind of constraint they need to put on their emails, their output, their scope to maintain quality. Does that line up with the way that you think about this as well?

Sue Cho: Yep absolutely and the Calm organization as a whole believe in running lean. We believe in the power of smart, efficient people. I was a team of one for a good while for my first year. And so what I did was, okay, I need to create all these automations, all these one-offs, I\'m one person. I don\'t have a dedicated design team. We had one designer at that time for the entire Calm organization. 

So I worked with the contractor to design modules for me. Predefined modules that fit our product specs so that I can mix and match on my own. Luckily he\'s a great, talented developer that was able to create clean code for me. 

I\'m not the best developer. I can read and understand a few things, but he commented out sections that said, this is where daily Calm starts. This is where daily Calm ends. This is where the thick border starts. This is where the thick border ends. So I can copy-paste and create brand new emails on my own.

Matthew Smith: I love it. Learning so much. I enjoy these episodes where I get to learn a lot. This is fantastic. Thanks so much, Sue. It\'s been another great Feedback Friday episode, and you\'ve helped make it that. As usual, I feel like I need to end it on a low note of a bad joke. So let\'s see what I can figure out here today.

Do you know why ghosts love elevators? Cause it lifts their spirits. \uD83D\uDC7B

Sue Cho: That\'s a cute one!

Matthew Smith: Yeah. I\'m a dad. It\'s just so gross and bad. It\'s awful. But keep em coming.

All right. Well Sue it\'s been a really good time having you here. I think you\'ve got some awesome stuff going on this weekend. You\'re going and hitting the mountains. You want to tell everybody about 

that? 

Sue Cho: So every weekend I\'ve been training for going up to Mount Whitney, which is the highest peak in the continental US. When things were locked down because of COVID, I had to put on my 40-pound pack and take like a 10-mile walk around the city with my dog. I looked a little crazy there, but I get to go out to the mountains this weekend. 

Matthew Smith: Fantastic. Well report back and let us know how it goes. Have a wonderful weekend and everybody else stay safe out there and keep supporting our Black brothers and sisters who are fighting hard for the equality that they deserve. Alright, love yall. Chow chow.

"}],"created_date":1593650023797,"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},89451:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


Matt Helbig: What’s up, Email Geeks. Welcome back to another episode of Feedback Friday, this week with Kelly Lamano, content master of Really Good Emails, writer of newsletters. How\'s it going, Kelly?

Kelly Lamano: Hey Matt, it’s going pretty great. That was quite the intro. Thank you.

Matt Helbig: Do you have a better title for yourself?

Kelly Lamano: No. I mean, that set the bar right there.

https://www.youtube.com/embed/iK_MNbgr6ls 

Matt Helbig: These are some Disney+ emails. These are Matthew\'s picks, and I thought we could walk through them and talk about what we like.

So, this first one looks like an onboarding email, trying to get you to try this GroupWatch feature. And I really liked this layout. It\'s pretty unique from what we usually see. They\'re using live text here, which is really awesome to see.

Kelly Lamano: Yeah. I really liked that. They use a mix of live text and images. They could have just placed blocks of images for everything, but it\'s kind of unique how they have the CTA right at the top of the email. So it\'s kind of like, Hey, try GroupWatch…if you\'re not ready to try it, you can scroll down and see how it works.

And then they have that consistent CTA at the bottom with Start GroupWatch. So, it\'s the same button at the top and the bottom, keeping it very consistent, but also walking you through the steps of how to use it.

Matt Helbig: It looks like this is almost a mobile-first email in general, keeping everything pretty optimized for mobile, not having too long of a text leading people into that CTA.

I think that they use a nice balance of colors to sort of break up the sections as well. Overall, I’m a fan of this one.

Moving on to the next one, another Mandalorian GroupWatch email.

Kelly Lamano: The Mandalorian was the reason why I tried Disney+. It was my intro to Star Wars, never watched the series until then, but I think it\'s really cool that they highlight that throughout the entire email.

So, it\'s kind of like they\'re pushing Disney+ as a product, but they\'re also pushing The Mandalorian as a show. So, it\'s like double advertisement and it\'s kind of cool how they draw you into the email, even at the top with This is the Way, the motto of the Mandalorian.

It\'s cool how they show you, you can watch the show together. I\'m kind of curious to know the reasoning behind the side-by-side CTAs. That\'s kind of unique. So, the Start Streaming and the GroupWatch. I\'d be interested to know what the results were behind that.

Did they have more people click Start Streaming or did they have more for the GroupWatch? I’m definitely interested in the science behind that.

Matt Helbig: I think we usually see these, what we call ghost buttons that are just an outline perform a little less when they\'re the main CTA, but as a secondary CTA, it works well if you really wanted to have these next together.

I think the Start Streaming being that very clear CTA, that blue color stands out, and then the secondary GroupWatch matches the UI of the product, and it\'s more like a secondary CTA.

I\'m a fan of the gradient on the CTA. I\'m sure this might just be an image and kind of hard to do with actual CSS, but I think this is a good solution to this problem of showing them next to each other, versus stacking them, they might look a little awkward.

I liked this GIF. I think it is just the right amount of time. It\'s a little bit flashy, but it draws your eye in, very optimized for this mobile view. Again, pointing you toward that double CTA with the main CTA watching the trailer and that secondary, adding it to a Watchlist.

It would be cool to see if they had a play button here that might make you want to watch this trailer, a little bit clearer if that\'s the main CTA they want to use.

Kelly Lamano: I am curious about the Follow Us buttons. I noticed that on a lot of their emails toward the footer, they just have Follow Us and then the three buttons there.

Like what you and Matthew have said before, I\'d like to see more of why should we follow them? Continuing the conversation, or interacting with other viewers - why should we follow them? I’d want to see that in the future.

Matt Helbig: These are sort of paired down. There aren\'t a hundred icons and they\'re pretty big, so they\'re pretty clickable on mobile. And then on desktop, it might be fun to add some hover effects on some of these CTAs, an opacity hover effect might be a cool little touch for those desktop users.

Moving on to this next one, it’s more of an upsell email. They want you to buy into this package, upgrading your subscription.

Kelly Lamano: I really like how they opened the email with a bunch of different titles, showcasing that in a visual way and that covers a wide variety of audiences.

So, if you like sports, you might want to watch the Dwyane Wade documentary. If you like comedy or Disney films, you might want to watch Toy Story 4 or The Simpsons. I think it\'s cool how they kind of open that up, so they reach a broad audience.

I like how, again, they use a lot of live text here and highlighting the logos of the companies that are partnering together, and then using that consistent CTA again. It seems like a lot of the time they have that blue button, and they keep it very consistent. So, it\'s teaching the reader what to look for.

Matt Helbig: I also liked the very descriptive CTA copy and not repeating it here as well. I think that it\'s smart rather than a Buy Now. I think this Bundle and Save 25%, and Upgrade Your Subscription early are powerful CTAs.

They are so close together that even if they\'re leading to the same page, updating the copy and targeting toward that section really supports that message.

This next one has a very good use of GIFs. Some WandaVision.

Kelly Lamano: Yeah, that one\'s a really cool GIF. I like how everything is kind of moving in that picture. It definitely catches your eye.

I think that Disney really touches on how they can reach such a wide range of people, showing all the different movies, all the different TV shows, all the different ages that they reach. It\'s good to highlight different options. I think even in the future if they don\'t already do this, it\'d be cool to see some sort of personalization.

So, instead of seeing a bunch of different titles, maybe personalizing it to what\'s already on your Watchlist and then a follow-up to that would be cool to see.

Matt Helbig: I think they really have to compete with some of these other streaming services like Netflix and Hulu who seem to do a lot of personalization when it comes to their emails, HBO Max as well.

They\'ve stood out to me on bringing a more simplistic, very friendly communication about focusing on these titles, having these nice, actionable Watchlist CTAs.

I think they\'re trying to cater to a wide audience with their product and maybe even a younger audience. Hopefully, they can learn a little bit about your streaming preferences and try to personalize this when they can, but they do have a lot of content to serve you, and how they do that in these emails is cool.

This last one really stood out to me. I really liked all the colors working together, leading down into this section with this GIF CTA. This one really caught my eye in the inbox. I think it stands out, and we don\'t really get to see a GIF CTA very often that\'s not totally crazy or annoying.

Kelly Lamano: Yeah. I love that GIF CTA. That definitely drew me in. I don\'t see a lot of that. It\'s really cool to see that moving, and I feel like that pushes the audience to click even more because it’s like, Oh, this is nice.

And it\'s really cool how everything is centered. I think it works well here because they don\'t have a ton of text on each line. They keep it simple, and I think it really works just drawing your eyes all the way down.

Matt Helbig: Cool. Well, nice work Disney+, definitely a brand to follow. I\'m going to have to watch some of these. Thanks for coming on, Kelly. Have a happy Friday.

Kelly Lamano: Thanks, Matt. Happy Friday.

Matt Helbig: See ya.

"}],"primaryAuthorText":"Author","description":"

This week, we\'re diving into some entertainment emails from Disney+. Should you use side-by-side CTA buttons? GIFs in the header? What about a 50-year-old who’s a former Jedi youngling? Email marketing is a complicated profession. Disney+ simplifies how they promote their streaming services by highlighting titles to watch and balancing live text with images.

","slug":"feedback-friday-disney-plus","authorSlug":"kellylamano","title":"How to Promote Digital Services, plus Doubling Up on CTAs with Disney+","hasPrimaryImage":true,"originalWidth":2560,"publish_date":1619816077526,"created_date":1619816078206,"isDraft":false,"secondaryAuthorText":"Host","type":"feedback-friday","originalHeight":1440,"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},84895:function(ep){"use strict";ep.exports=JSON.parse('{"slug":"feedback-friday-emfluence","created_date":1599432921537,"hasPrimaryImage":true,"authorSlug":"mtthlbg","publish_date":1579845600000,"title":"Embracing your weirdness in B2B emails with emfluence","description":"

emfluence is a full-service digital marketing agency and marketing automation platform that specializes in driving website traffic through multiple platforms.

","type":"feedback-friday","secondaryAuthorText":"Host","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"originalWidth":1496,"content":[{"type":"text","content":"

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Make your B2B emails stand out. Don\'t just add a header image with lines of text like every other B2B email, and don’t default to a standard text-only email. Break the design mold.

2. Think about what type of content you\'re serving and how you\'re serving it to your audience. Creating an email experience that’s fun, educational and experiential can help you integrate website and email strategy.

3. Know your audience and be yourself. How does your brand want to sound different from other brands in your space? Don\'t always play it safe. Embrace your weirdness.


Matt: What\'s up, Email Geeks? We\'re back with another episode of Feedback Friday. This week we have a fantastic guest from emfluence.

Natalie: Hi.

Matt: Would you like to introduce yourself?

Natalie: Sure. My name is Natalie Jackson, and I am the marketing director for emfluence. We are one part digital marketing agency and one part marketing automation platform. I get to have the fun of playing in both worlds. We talk a lot about email strategy, and we talk a lot about marketing automation software. The other fun topic that I love to talk about is CRM.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/N_i8gh_xuDY

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Matt: Well, you sent over this email, and it\'s like an email within an email. It\'s a very meta email. This is an excellent B2B example. I think it kind of breaks the mold a little bit. Could you talk more about what you like about it?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/remember-adding-this-to-your-cart-smiles-davis

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Natalie: So, what I like to do in my capacity as the marketing director is to think about how do you make digital marketing an experience? So it\'s something like when you look at B2C brands, and you\'re like, oh, it\'s so easy for them to make an experiential kind of campaign where people get to play around with something, have fun, or push the envelope. I\'ve been in B2B marketing for the better part of 10 years, and one of the things that you always look at is, how do you make B2B not be too dull. We put this campaign together because we thought it would be fun to attract awareness around integrating your e-commerce solution and your e-commerce strategy with your marketing automation software. 

What we do on our website is that we built a fake t-shirt shop with some of our email pun t-shirts (the site is just emfluence.com/shop). Then, when you put something into your cart, you get a modal that pops up which says, would you like to play along with our pretend abandoned cart campaign? The purpose of this was to be educational but also to be experiential. We wanted it to be like, \\"Hey, I\'m going to sign up for this thing,\\" and when I receive this email, it will walk me through the anatomy of an e-commerce abandoned cart email campaign. It helps people decide what I should put where. Where\'s my pre-header, my header with my header image, and my call to action? That was the idea behind this campaign - how can we be fun, educational, and experiential. 

Matt: I love the little tooltips throughout this email. I think it\'s a cool way to sort of break down an email and show each part. For a B2B email, this stands out. I\'m surprised that all this stuff is live text and works very well. This is an actual email in the inbox, so it\'s just a bonus point. You would have to send it to yourself, right? Through the landing page? 

Natalie: Oh no, so we built an e-commerce shop on our agency website, and you can buy one of these t-shirts from the shop. We make a new shirt every year for our conference anyway, but they\'re usually some geeky email shirt. The most recent one we have is \\"electronic mail is the future,\\" and it has a super, super retro kind of look. People love our shirts, and they\'re always asking - how do I get a shirt from you? Finally, I was like, you know what, you can buy it from me off of my website, and I\'m going to use it to showcase something that we do well, which is integrating website and email strategies.

Matt: Very nice. Well, I\'m a big fan.

Natalie: It was a fun email to put together. It goes through like a couple of iterations, and it gets progressively more meta as you go through.

Matt: Do you think this is a good abandoned cart email in general?

Natalie: Yeah, you know if it were an abandoned cart email, you know I would recommend pulling the actual product that you have left in your cart, but for us, because it was a B2B sample, we thought it would probably be more fun to do something that\'s animated and really speaks to the fact that it isn\'t an abandoned cart email. Also, you know you probably wouldn\'t want to put quite that many calls to action in an actual abandoned cart email, but we wanted to have more fun with it. We were thinking about it in terms of a B2B strategy rather than a true e-commerce strategy. So for me, as a B2B marketer who\'s sent out a lot of B2B emails over time, is trying to think about how do you break out of the two types of email that you see everywhere? There\'s the first type where you sent a single image header with a bunch of lines of text about how fantastic your brand is, which of course, is always one of three points, right. You\'re talking about how good your services are, how much value you bring in, and how supportive you are as the people who buy your things. That\'s fine, but all B2B brands do that, and then inevitably, all the B2B emails you get tend to look the same. You can even spot one right away. There\'s my single image header. It probably has some imagery in it. Here\'s the block of text, and then here\'s my call to action button, which serves a purpose, although it doesn\'t always work, and it\'s just not very exciting. Then there\'s the other one, a text-only email, which is also fine and serves its purpose, but it\'s not super fun.

I guess for me, as a B2B marketer, the biggest challenge is always, how do you do something different than those two things? If that\'s what every B2B brand is doing, how will you stand out in the inbox, just in terms of what kind of content you\'re serving up and how you\'re serving it? 

Matt: Yeah, I agree with that. It might be different at emfluence, but I can see many people saying this will never work for my audience or something along those lines. How do you try to push those boundaries? How do you explain to your boss why something like this might be good? Is it just testing it, or would you say it\'s more the culture of your company? 

Natalie: I guess it’s a combination of both. We\'re kind of lucky that we\'re an agency, so people expect us to do something fun and different. There\'s a level of expectation and creativity. When I look at the kinds of content we put in here, we can make a silly text line in the unsubscribe. If you look at how we\'re talking to our audience about a subscription, we know that we\'re talking to people familiar with email so that we can be a little bit more fun. 

That would be a tough sell at, for example, a massive, fast, product company that talks specifically to accounting professionals, like that, might not resonate with them. I think part of it is knowing your audience, and part of it is just being yourself. This is kind of outside the parameter of email, but it touches email strategy. That is thinking about how your brand wants to sound different from any other brand in your space. I think that\'s the trap because B2B wants to be safe and want to be non-confrontational and doesn\'t want to rock the boat. What that means is that all B2B brands kind of sound the same because nobody\'s trying to rock the boat. So I think part of it is just embracing your weirdness. What\'s the thing that makes you weird? Embrace your weirdness. For us at emfluence, it is easy; we embrace our weirdness every day. I mean, I could see how that would be hard for people to have that conversation, but I do think that it opens up that opportunity to be different, to stand out, and to let your true self shine in a way that your copy is never going to be able to do as an experience can.

Matt: There has to be a balance with B2B between having fun and knowing your audience, and also, I guess serving those people that want the very serious plain text emails as you said. I think this is an excellent way of thinking that email doesn\'t always have to be so serious. If something doesn\'t work out, there\'s probably a chance for you to send another one in the future. I think this is an excellent way to show there are all these sections you have to think about and everything, but they could be fun, or you could use email in a different way that\'s not just sending someone a white paper. There\'s this interactive element, and knowing your audience is part of that too.

Natalie: Yeah, that\'s an excellent point, Matt. We have white papers that outline email templates right, like that is a white paper download that emfluence offers, but this is way more fun than downloading a white paper. You have to think that you have the content and knowledge. I believe in B2B there\'s a certain level of expectation that learning is part of the sales process, but there are many different ways to showcase that knowledge. It doesn\'t have to be a content download. It can be something that\'s more fun.

Matt: Who is emfluence for? Who should be reaching out to you?

Natalie: emfluence does a lot of different digital marketing services: web development, SEO, paid search, paid media, and email strategy is one of our big things too. So, if that sounds like something you\'re looking for, we work with many different types of brands. We are headquartered in Kansas City but definitely can do work wherever.

Then, we have emfluence\'s marketing automation platform, which is excellent for people who maybe have a CRM in place or is also great for people who are looking at personalization. We have a lot of really cool personalization options. This email is actually sent through the emfluence marketing platform. We try to support what Really Good Emails is always recommending: how can you send out personalized, timely, and fun emails that get good results? We also want them to be easy to use, right? We ask, is the platform easy to use? How can we create a good experience for the email marketers out there?

Matt: Great, well, thank you so much for taking the time today. I\'ll have to look through the rest of the examples and check them out. 

"}],"isDraft":false,"primaryAuthorText":"Author","partnerSlugText":"With partnership from","originalHeight":920,"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},3456:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Host","description":"

Filmsupply is a full-service licensing agency with a premium catalogue of stock video footage from leading filmmakers.

","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. A looping GIF with a play button is a clear CTA that shows people what they\'re going to get.

2. Find the balance in centering text. Too much centered text can be overwhelming for the audience.

3. Not all divider lines are necessary and add to the total message size (which might get clipped in Gmail).

*BONUS*: Email is web delivered. Email is landing pages delivered. Email is relationships designed. Design accordingly.


Matthew Smith: Yo, yo, yo. It\'s Feedback Friday. What\'s up, everybody? It\'s Matthew Smith. I\'m here on another fine Friday, ready to give you some email action - this time from Filmsupply. What are Feedback Fridays? Well, this is when somebody on the Really Good Emails team has taken you through what makes this particular brand, this specific set of emails really good. That\'s what we\'re here to do. Hope you all are having a fine Friday and surviving a crazy season of life.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/taXnGy2zK5o

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So let\'s check out Filmsupply. I\'m going to walk through several different emails. These folks are blowing my mind. I\'m so impressed by what they\'re doing. Let\'s start out just a great example here of using some fantastic graphics. I mean, they\'ve got some really strong design folks in the house, but are creating these beautiful, like what are essentially landing pages?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-culture-immersed-in-fire-and-family

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Here\'s something I\'ve been thinking about a lot. Email is web delivered. Email is a landing page delivered. Email is relationship designed. These are the things I keep coming back to. What they\'re doing here is they\'re giving me a deep feeling of what Filmsupply is all about. Like what I can get after and look at all the available stock footage, all the stuff that can be done to be able to understand what\'s happening and also just to get saturated in film and understand it. But look at this, this is just a beautiful looping GIF, but it just feels film quality. And they\'ve just done this incredible job of pulling that together.

Wow. Now what they do as they lead down through from an email perspective is they give me a very clear call to action with this play button. So I want to go and click through and see what that\'s all about, but also I have a very clear call to action with this film. Nothing crazy, nothing too fancy, but just show me, watch the film.

I get this opportunity to go behind the scenes with the director and understand a little more. They pull this small lockup together into a nice, clean, sparse little area. I think they\'ve done an excellent job with that. If you\'re going to play design golf, the only sort of small critique I would have for any of the Filmsupply stuff is not all of these dividers, these rules are necessary. 

What is Matthew talking about with design golf? When you\'re playing golf, which I have never done, but I have played Frisbee golf... it\'s the same thing, right? You try and get the lowest score possible. So with design, try and get the lowest score possible, use as few elements as possible. Every single different element that you use is another point. 

Are all these lines required? I would say at least this bottom one is not necessary. Possibly even like this middle one might not be necessary. So, just some interesting things that you can get away with.

There\'s already a horizontal rule happening here with these lines. Is that divider necessary? I would say no. If I\'m having to critique little things like that, they\'re killing it. So this is great. It\'s just beautiful to see, watch more Filmsupply films, see what they\'re creating, see these different things that are coming through. It\'s just beautiful work.

They\'re a company that is showing off the best of these different videos and films, and they\'re doing it in such a gorgeous way. Being able to give me. Who was the director? What this is about, a little bit more detail, and then watch the film. Could they customize the CTA? Probably. Although with this much information, I think \\"watch the film\\" is just fine as a possibility here.

Let\'s jump over to some other ones and see what they\'re doing—breaking it up differently. Making it work. Now, this is interesting. They\'re left aligning or breaking the grid in something like this. And here\'s the thing, it\'s working. The reason this works is because of these two little lines.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-brand-new-series-to-hone-your-skills

","slug":"a-brand-new-series-to-hone-your-skills\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

If those lines were missing, this would look like a broken email. Like, imagine this is not there. This is not there. It completely loses its horizontal stability and it looks broken. Cause it\'s like, why did you F this “behind the work” thing up? But they make it work because of that line. You can see, also, they make that work, the text over imagery, because this is essentially blurred.

Now, I like how they\'re using an actual blurred photograph here, which leaves some of the image not blurred. So this is not blurred using only Photoshop. It might be using Photoshop or Figma or one of your preferred tools. It is aesthetically gorgeous. It looks great. They then get into this new series, \\"start watching,\\" that same lockup as we saw before.

And then they have these cards that they\'re pulling together that are playing on this “behind the work theme.” That\'s one of the things in their brand, getting people to talk about the films that they\'ve created, watch the episode. Next, watch the episode. Nice cards, locking these up in a really clever way.

Notice that this sort of line is an element. It is a part of the sub-brand of “behind the work.” So, Filmsupply has its brand, and then this is something within the family of that brand that works well. This little line. And they continue to use it, and they\'re able to create these different groupings very quickly.

Once you already have that and just plop in the content, boom, boom, boom, you\'re ready to go, and then follow it up and be the first to catch new episodes. Cool. An opportunity to subscribe. If these things are interesting to me, don\'t just worry about getting them here in this email, but make sure you\'re subscribing.

I\'m assuming that\'s probably leading to maybe some of the work on YouTube. But that\'s pretty cool. It is leading people to follow up. So, that\'s an excellent tactic to draw people in and then show them how they can get more of that information. 

Digging into another version. All right. Now we are, we\'re searching for safety.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/find-footage-fast-in-trying-times

","slug":"find-footage-fast-in-trying-times\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

So they\'ve got a little bit different header lockup here. They\'re using centered text in a lot of this. Here\'s why this works. Centered text can be tough, but they\'re doing a couple of things that make it work. One: it\'s not all that long. Two is the text size means that the number of characters in that line, which is called the measure, typographically is not that long.

They only do it in certain parts, and they keep it simple. Reducing the amount of information around the center text helps. Do it here. They do it here, and it just continues to work. 

Be careful with centered text. Too much centered text can be overwhelming. Find that right balance. So, search for safety. 

So, they\'ve been updating their search feature. They want to help people understand. So, if I\'m looking for video around safety, then they\'re wanting to promote that. This is a great way of helping people sort of feel connected to what\'s happening right now and getting people to see the search. And then, further, they\'re being able to look at opportunities for looking at social distancing, which is within the safety category.

Hey, looking for something that you aren\'t finding? We\'re here to help. That\'s a great little component to add to an email like this. As we saw in some of the other stuff I reviewed, here\'s a great way to continue to use that lockup. I think it was over here on the first one, this same lockup, now we\'re using here, but just with two. So, this is a nice variation on that same theme. 

Let\'s keep going. You can see that they continue to use this hero setting, hero area, in some unique ways. Notice that the Filmsupply logo sets the tone for each header, and they keep that pretty consistent. This is a little bit different size than the others, but that\'s what sets the tone for where am I? Who is this? What is this? But then, they just tell these beautiful stories with these wild visuals and get people into it, watch the film, license the footage. So, watch it, or go ahead and grab some of that interesting footage and start licensing it for whatever you want to use it for.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/this-music-video-is-mind-blowing

","slug":"this-music-video-is-mind-blowing\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

What a great way, also, to show a variety of the pieces of the footage. You could do a GIF, but this is another really nice way of showing some of the stills within that footage. Interesting. Wow. 

Look at these beautiful photos. Go behind the scenes. Again, watch the film, license the footage. They’re focusing here on \\"Easy\\" by Ayia and giving me a lot of indication about what I can do with it. I can watch it. Or I can license the footage, and then they\'re a little bit digging into a broader category here by saying, “filmmaking at its best.” Sweet. Alright, let\'s go browse all the films. 

One thing that they\'re doing here that I think that a lot of other people can do is they are showing these places where they\'re online. If I want to go discover that, at least they\'re showing me. Now that said, one thing that I would love to see more people do, and there are some good tools out there that do it, is be able to see what exactly on Instagram? Show me some photos. In other words, don\'t tell me you\'re funny. Tell me a joke. There are some cool ways to be able to do that if we wanted to, but obviously, we don\'t want to distract from the main content either. 

So, continuing down the journey with Filmsupply, look at the ways that they show off travel and destinations. These different destinations. Films that cover these destinations.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/travel-without-restriction

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Just a really nice category lockup, and giving me these ways to dive into different places, see cities in a different light. Okay, cool. Oh, interesting. Like, night shots, sick. Skylines, sick. So, not just locations, but how to see them. So, overall, this is about location, but then they give me these filters. So it\'s contextual. It makes sense. Even, like, “see more spectacular footage on Filmsupply.” They\'re able to test a lot of variety of how people are digging in, but it\'s consistent. Notice how all of these feel like the same family of emails. 

We can jump into another aesthetic and they do this great feeling. Let’s look at that background image here. Let me see if there are some others. So, they’re doing it here on easy, where this background bleeds into that black. That is so nice. And then here, boom, bleed into the rest of the email. So, they\'re using that main photo, they\'re bleeding it down to a color, and then they choose the color of the background for the rest of the photo.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/refresh-your-project-with-our-summertime-footage

","slug":"refresh-your-project-with-our-summertime-footage\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

That is so nice. Look how they\'re beginning to lead me into more of this beach time stuff. So this is the theme giving me some access to these different images. This is a clever way of pushing me into these different categories.

You know, one thing to note is I\'m noticing there\'s a little bit of blur on some of these visuals here on the headings, and just with a little bit more work, they could make those headings live text. There\'s no reason why they couldn\'t be. Now that said, they may be just really wanting those headings to work in all email clients, which of course font face does not work in all email clients currently. So, just a little push for live text.

Once again, you can see the family, the way that they treat the brand. Just another little lockup, another way to show off these pieces of content. And then once you have these lockups developed in your email, then you can continue to use them systematically. See how they\'re using visual power here, “capture chaos.”

"},{"type":"email","content":"

https://reallygoodemails.com/emails/bring-emotion-and-mood-to-your-project

","slug":"bring-emotion-and-mood-to-your-project\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

So they\'re showing off these visuals, locking it up in the same kind of grouping, and then being able to apply it to a different image. Now, I\'m assuming that this is just one big image that they\'re developing in Figma or something else like that, but they\'ve done a nice job of showing off, you know, some of this contrast.

Now that said, here\'s an interesting thing. They could have taken this lilac imagery and drawn it down through. Now, why didn\'t they? My guess is that by cutting that off there, they\'re able to tell a better story about visual power and capture the chaos. Notice that in this one, this works. But the teal here with some of these other images, it could be rough.

If you were trying to tell a story like that, teal is dominating, right? It works okay. But here, black really helps these images come forward in a powerful way. Look at all this consistency between these emails. See how they\'re doing the same thing over and over, just with slight variation, and I\'m just super impressed with how they send out this information.

I\'m always wanting to see what\'s next. Every time I get a Filmsupply email, I\'m super happy. If you have any questions about Filmsupply, or about doing things like this, please hit us up. Love to answer those questions. Love to support you in your own email journey. Keep coming back, my friends. I\'m really glad you\'re out there.

Thank you for supporting us. I hope everybody has a great weekend. Talk soon.

"}],"partnerSlugText":"With partnership from","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"hasPrimaryImage":true,"type":"feedback-friday","originalHeight":920,"created_date":1597989112284,"slug":"feedback-friday-filmsupply","isDraft":false,"originalWidth":1496,"publish_date":1597899600000,"authorSlug":"whale","secondaryAuthorText":"Host","title":"Visual storytelling using consistent, contextual variety with Filmsupply","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},8819:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":2560,"originalHeight":1440,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


Mike Nelson: Alright. Yeah. Welcome back to Feedback Friday. How am I doing on this intro? It\'s been a long time since I\'ve been here. 

Matt Helbig: What\'s up, Email Geeks? Welcome back to another Feedback Friday, this week with Mike Nelson.

Mike Nelson: Yo, I\'m glad to come back from the dead.

Matt Helbig: It\'s been a minute. Well, it\'s good to have you back. We missed you. 

Mike Nelson: Thanks, man. I\'ve missed you too.

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Matt Helbig: We have some Fitbit emails to look at today that you picked. So I thought this episode could be about using data for personalization. I know Fitbit is a cool brand to look at when it comes to stuff like that. What are your thoughts on these first couple of emails?

Mike Nelson: I used to own a Fitbit a long time ago. Then I lost it in a river, kayaking.

What I thought grabbed my attention on this one was the very top it\'s like, Hey, 2020, what a year it was. Who can say that with me? 2020 was crazy. But I do like that.

They say like, here are some things that we\'ve accomplished over the year. This is more of a roll-up using all the data from all their customers, and it\'s a typical end-of-year review. You\'ll see this somewhere around the end of December or January timeframe. If you scroll down, there\'s just a lot of stats about certain things.

You go through the dates, numbers. I mean, 9 trillion is a pretty big number, 22 billion’s a pretty big number. It makes me think, okay, what do these numbers represent? So it actually makes you read the right column. And then you get into a different design mode where it goes from green to this nice orange coral, orange color, and peachy background. Is that what the colors you would say those are? 

Matt Helbig: Something like that, that sounds good. 

Mike Nelson: Yeah. Hierarchy is really good. You’ve got your typical H1 paragraph leading to supporting in that section. Scrolling down a little bit more, you keep your columns and then they go back to a 2:1 column. I love just the back and forth.

Then it looks like from a mobile perspective too, there\'s just so many good design elements in this email and how it gets broken up, but still kind of keeps you scrolling through for just different color elements to keep things separated, but engaged. Different icons. Different buttons.

The only thing that when I was clicking through these, a lot of these areas are filled out with pill buttons, right there on the screen. 8:03 AM is almost like a ghost pill button. And when I first got to it, there\'s spots at the very top or at least looking like a button. I tried clicking into them and nothing happened from a visual perspective. It looks cool. But from a UX perspective, I was thinking that these are actually things you can click on.

This is just a ton of stuff. Maybe if I was to do it again and to give some critique I already think this is a really good email. So nothing really on my side to make it worse. It\'s just long.

Matt Helbig: I was going to say, when does it end? Are we going to get to the end?

Mike Nelson: Eventually, when you die. It\'ll be 2021 when you\'ll get to the end. 

I mean, they could have chopped this up probably into two different emails. One was more related to your fitness goals or people in your area or things like that. Maybe different kinds of products and how it related to end of the year, like top recipe posts, all that kind of stuff.

I mean, that\'s more along the lines of how the company did, but it\'s not really tracking your fitness. So there are things there that I would have changed, but from a design perspective, I think it\'s one of the better ones I\'ve seen in a long time.

Matt Helbig: I think they do a really good job of pulling in a lot of data about you and not making it feel too creepy.

I\'m sure they have so much information about you that I think they have to pick and choose exactly what they want to show in their recaps. Overall, I think this one was really a smart, great use of live text, great use of GIFs, just great use of data personalization, especially in a year-end email. And I believe these are communities stats. 

Mike Nelson: Yep. 

Matt Helbig: It is cool for them to bring in metrics about you as well. 

Mike Nelson: Yeah. These are all community, cause I don\'t have a Fitbit anymore. So this is all community. My guess is that they probably have something they sent out if you\'d been using Fitbit for a while to show how you had done in these areas.

But since they don\'t have the data on me, they went to the general population, which makes me think, Oh, that\'s cool. There\'s enough people here that if I had one, I could compare myself to how well people are sleeping or whatever. One of the things I\'ve got is my new Apple Watch. I can\'t track sleep with it plugged in at night. One of those things is kind of calling out some features that competitors don\'t track that well.

Matt Helbig: It was interesting that this main CTA is Share on Facebook. Usually, we don\'t see too many people pushing the social shares, but I think when the information is so personalized or data-heavy, people are more willing to share that with their social media.

I think that\'s maybe a callout - If you\'re going to ask for the social shares, make it interesting enough to share with your community rather than just asking someone to share a newsletter. 

Mike Nelson: When I look at that, I don\'t know if I would have shared just how the community was doing. But if those were my own stats, similar to my Spotify list, like what I\'ve listened to the most during the year, I think that’s something that would be compelling for me to share. 

So again, if I’d been using my Fitbit and they had been tracking those numbers, and they probably have a way to using dynamic content here that says, Oh, pull in Mike\'s data that it would say the most active day was June 3rd for me, and I took a hundred steps, and stuff like that, then I could share that data on Facebook. 

So generally I like where this went, but I don\'t think from a total community perspective, the intent was probably high enough to get that CTA button clicked on. But the rest of it\'s really just brand-building to give me a sense of what Fitbit is good for and to remind me why I use it or should use it. 

Matt Helbig: Yeah, a very good year-end email. Looking at 2019, this is a similar one that they did for the previous year.

And are you a fan of this one a bit more than the other one? Or are you about the same?

Mike Nelson: I\'m a little less. I mean, there\'s some elements here that I think are cool. It\'s already starting to show its date. You can already tell that it\'s a little bit older design with some hard corners. They\'ve elevated their brand a little bit more since this came out. I do like that average sleep score.

I think that\'s a bigger kind of tie-up than the one that they had in the previous one. But if you go to the top, I feel like this area is not as strong. It\'s the one we just read mostly because the text is pretty small to understand what that is. And so I think I liked the other layout a little bit, just slightly, a little bit better.

Matt Helbig: I do like this party GIF, this confetti GIF. That\'s a cool touch. And I noticed too, they asked for those social shares, but you know, this previous year they had just done Facebook. I think this one is pretty nice too, to pull in a lot of those metrics, again, using stuff like live text to really make it look good on both desktop and mobile. 

I tend to agree with you that the other email, even if it was a really long scroll, it had some cool features in it to bring you back into the product. I know they kind of have that section here, but the other one visually was more impressive.

Mike Nelson: Yeah. How do you feel about all those colors to the very top as well, when you go through everything?

Matt Helbig: I\'m going to guess there’s some match-up to the colors in the app talking about these different sorts of metrics. I think aesthetically, this looks pretty good, but I do agree that maybe the text is a little small and it could be a little bit busy versus the 2020 email where they had spaced it out a little bit more and gave these sort of metrics a little bit more weight.

Mike Nelson: Yeah. I think when I look at it, I just think about all the color changes and I\'m like, it makes me just read every single one of them a little bit more, but not in a good way. I\'m almost like, why is this one different? That\'s one thing that I think I would change.

But other than that, it\'s still a great one. Again, your call to action is to get more people involved in having another great year. Is that Cheers to the Year all live text above that GIF too? 

Matt Helbig: Ooh. Yeah.

Mike Nelson: So that\'s a nice touch. I like that.

Matt Helbig: So for this birthday one, they\'re also using a lot of data, reminding you how old you are and how Fitbit users at your age are doing. Is this a little too creepy to you? Or do you think this is a good use of data in something like this for your birthday? 

Mike Nelson: No, I like it. It reminds me of my goals. You usually set goals at the beginning of the year and around your birthday.

So if your birthday is at the beginning of year, I feel bad for those people who are only getting a few days before they have to reset their goal because their birthday. Mine falls near the end of the year, but not too close to January. And so it allows me to look back and think, okay, what have I accomplished this year so far compared to the last year?

What I would have loved is the comparison to what I was at last birthday. Did that increase or decrease? How much more fit have I gotten? Or made myself...gotten? Is that the right word? I’ve gotten fit.

Matt Helbig: It’s an interesting level of personalization, I think, of using these community stats, especially at your age, with that CTA See Your Stats.

But I do think you have to be a little careful about what kind of metrics are showing. Like you just said, maybe you got a lot less fit over the year and that could be a little depressing. They can try to set up those business roles and think of these different scenarios where trying to spin as much data positively as you can when you have so much data on a person and even like a whole group, a subset of a community.

Mike Nelson: Now that Google owns them as well, they probably have so much data on their hands. Understanding what data to use can probably be overbearing to that team. Do we show steps? Do we show flights climbed? Do we show the number of days in a row that you\'ve been active? Do we show awards that you\'ve earned within the app, ‘cause it\'s gamified a little bit?

All those things are probably inputs to the marketing team to say, is this going to drive a little bit more loyalty or less loyalty? Like you said, if it\'s worse than what they\'re expecting, does that have a negative effect on the usage of the product? Data can be good and it can be bad in the sense, but I do like how it says, how are you comparing to others?

I just would\'ve liked my comparison either here to other people or to last year presented within the email without me actually going to see my stats completely, but maybe that\'s a security thing. Maybe they do that for personal privacy reasons. 

Matt Helbig: And this last one is a little bit of an older one, but I think one of our favorites when it comes to this sort of data report style email pulling in a ton of metrics. This is probably when you were hitting the gym every day, Mike.

Mike Nelson: Yeah, I was. I think that was back in 2016ish, 2017, which makes me feel like we\'re getting old to do all these. But I do like the graphical elements of them pulling in those circles to show that you still want to fill a circle in or fill a ring, get your steps in, complete the day. So that\'s kind of a visually compelling graphic right there.

The icons are a little confusing. Calories burned is a fire, but I had to read that it meant calories burned. And then the lightning bolt for active minutes, I don\'t really associate activeness with lightning. So there\'s probably some iconography that they probably fixed since then.

I do think that from a user data perspective, this is a really strong email ‘cause it’s telling me exactly how I did. 

Matt Helbig: It\'s pretty dense, but I think it is cool how it sort of fits all in one view on mobile. So, if you want to just screenshot the whole email and send it to someone, that\'s kind of another cool way to think about how to share metrics.

Sometimes people do just screenshot an email and send it out over social. So maybe even thinking about if someone might do that for you or email outside of a social share.

Great job, Fitbit. It’s a good showcase of how to use personal data and community data in your emails to really build that one-to-one relationship with your audience and bring people back into your product. 

Mike Nelson: Totally agree. Good job, guys.

Matt Helbig: Good job. Thanks a bunch, Mike, for jumping on. I hope we can do another episode real soon. 

Mike Nelson: Well, thanks. 

Matt Helbig: Okay. Happy Friday. 

Mike Nelson: You too, man. Peace.

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What subscriber data should you include when sending personalized fitness emails? Remind your subscribers of their goals, like running 5 miles or drinking 8 glasses of water a day. Show their progress and how they measure up with the community by pulling data like calories burned, hours of sleep, and exercise activity. Personalized emails can inspire your audience to continue working toward their goals.

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Matthew Smith: It\'s Friday. What\'s up, Matt Helbig?

Matt Helbig: What\'s up email geeks? What\'s up Matthew Smith? How\'s it going?

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Matthew Smith: Dude. Very well. Very well, my friend. I was pretty into these. You know you told me that these were submitted on the site from Flock, right?

Matt Helbig: Yep. It sounded like they had redesigned their onboarding emails and they were looking for some feedback.

Matthew Smith: It turns out this is Feedback Friday, so that\'s cool.

Matt Helbig: We\'re here.

Matthew Smith: Yeah, it works. So please submit your emails so that we can do this. We try to be clear about when things meet the standard and why and when they don\'t. Why? So we\'ll keep trying to do that. Keep in mind, this is four people running this.

And so we do our best and this is our side thing. We all have full time jobs, so any help you can provide is awesome. Thanks. Cool. So Flock. This just nails so many things for me. So first. As an onboarding series. They\'re doing some really interesting things here I think. One they\'re using from a design perspective.

Let\'s just cover that first. They\'ve got very simple but very attractive brand. The logo is very clear. They\'ve got a very good use of the green there and this mixture between a rounded piece of typography and like a traditional kind of humanist serif. So that\'s what this is. And the rounded from Flock up here, and then they use this green like, so there is a blue.

There is green, there\'s more or less a black and maybe a gray, and then they have their illustrations, but otherwise. Like there\'s so few colors, which makes this email very easy to read and see and scan, which scanability is huge. Now you could argue that maybe that their CTA color here is being used incorrectly by saying pro up here and Flock, I guess Flock is a link.

These are not links. I think in this case it works, and this is pushing the edge, but it works. But the biggest thing is it\'s just really simple to read, really simple to see. And all throughout this email, everything\'s just very scannable. I do think this little pro thing is fantastic. I don\'t know why it\'s there, but I\'m assuming that in part of the onboarding that would be clearer.

I think that\'s a neat little tip. It\'s very clear the possibility of what I need to do to get the most out of my 15 day trial. And so I can do that. And then I get to understand these most used pro features and dial in and figure out what that\'s about and start going.

And then I get to see here right away how many days I have in my pro trial. I think that\'s a pretty neat way of helping me understand. Like the the volume, like yes, I understand 15 days, but then what\'s really cool, we\'re going to switch over here for a minute. When I\'m on day seven, you can see this is getting smaller and it\'s getting yellow, which is serious business here, so that feels pretty cool. What do you think?

Matt Helbig: So I think they really hit a lot of the good points of getting out of the way and inviting your colleagues is definitely the main CTA that they want you to do next. I\'m sure they have some data around once your colleagues are invited, it\'s more likely that you\'re going to use the rest of this pro trial.

Matthew Smith: Yea that\'s right.

Matt Helbig: I think these little check boxes, I\'m not sure if that\'s maybe the best icon to use, but I think it still sort of makes sense to me, just kind of going down this list of what you can do with your pro trial.

Matthew Smith: What would you use instead?

Matt Helbig: I don\'t know. I guess like maybe if there were icons specific to each of these things, so maybe like \\"Search away\\" could be like a magnifying glass or something. I don\'t know. But I think the check boxes match to their brand and you know, using those colors, I think it makes a lot of sense. And I like how it\'s laid out.

Matthew Smith: No, that\'s a good call. That would improve scanability to do that. Sometimes icons can be funny that way. Like what would you do for \\"Take control\\"?

Matt Helbig: Yeah, true.

Matthew Smith: That\'s a hard one. But I think just having them be unique helps call them out as separate.

Matt Helbig: Yeah. I think I like that bottom CTA too. Repeating the main call to action and then I also liked that 15 days remaining at the bottom as like a an ending piece.

It\'s not like the main focus of the email. Just kind of reminding you how many days you have left. What would you change? I think this one overall hits all the spots pretty good for me.

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Matthew Smith: I can\'t really think of much. I did notice that, at least on my screen, the Flock logo is slightly blurry. Less so over here, but that\'s, you know, like if that\'s what I\'m calling out as a potential to change, it\'s pretty small stuff.

I think they\'ve just done a really nice job here. The topography is very dialed in. It makes a lot of sense. One thing that I\'m noticing here is that this text size and this text size is very close to each other. Sometimes it can be helpful to make your sub, you know, this is almost like a subheading, right?

Like if this is your heading, I guess this is a subheading, but this is kind of your next piece of intro to make that slightly more so that there\'s no confusion that you really, you\'re creating hierarchy. So this is a little close. I might make it a little different, a little bit more pronounced.

And then they get away with this switching from left, left aligned to centered here. It works. And the reason it works is because this is they one, they leave enough padding right here, but then two is they have this sentence that is just long enough where it\'s kind of creates a horizontal that\'s kind of, that can be a no, no type of graphically and in design.

So one thing they could do would be to put another bar here like they\'ve done here, or they could left align it. Or they could, you know, put the CTA left aligned here, and then some copy on the right or vice versa. You know, there\'s, there\'s a lot of things that they could do. It does actually work here and it\'s not terrible.

I see so many mistakes though in that way, and that seems like, are you serious? That\'s, that\'s really annoying. But I think what it ends up feeling like is if you do that incorrectly, it feels broken. And when you have a design that feels broken, it communicates in a subtle way that like your tool is untrustworthy and there\'s a reason for these design rules.

They aren\'t arbitrary. They aren\'t like some. You know, some designer didn\'t come up with them because that was a way to be nit-picky. It creates stability and stability, communicates trust and trust is what your customer needs to really value what you\'re doing. So these are soft parts of improving email.

In terms of a hard improvement. I\'d love to know the data on, is this helping, you know, continue. Pushing the onboarding or people using it, but it seems like it\'s communicating clearly and then moving down through this flow. This is what I think is interesting, right? It\'s like \\"Pro Tip #2\\".

Now, one thing I\'m noticing here is that they\'re switching aesthetic on this top area. I\'m not sure why, but I started with this one and then now I\'m switching over here. Where did the illustrations go and why am I now doing kind of a marker more hand handmade thing? I don\'t know enough about the product to know if this shows up in other places in the product.

It is inviting and exciting. It\'s interesting, but it is new, so you want to make sure that it\'s serving that purpose. I think you know what the fuck are custom fields and smart channels, you know? Okay. What if it was more like customers are using custom fields and smart channels to do X, Y, and Z, which is improving ABC, do you want to know how to use them? So just \\"What are they?\\" I don\'t know if it\'s like drawing me in, right. Maybe there\'s something that\'s a little bit more, that serves me as, as a tip. so that might be something,

Matt Helbig: I guess, like for me, I like this sort of mini case study idea. Thinking about other brands, maybe like a Slack or something where they pull in a lot more personal data about what you\'ve done so far or something like that. I guess like this, this onboarding email is still pretty successful, but maybe pulling in a little bit more data with these pro tips about you or something, but I do enjoy that. You know, they\'re kind of standalone things and then they push you out to another page.

Matthew Smith: I think imagery too of the app could be helpful here in this process. You can see here on this final one, the illustration is a little different than on first day, if I\'m not mistaken, eh, I guess it\'s got shadows and stuff.

Probably it fits. It looks a little more detailed. To me. And so it\'s again, nit-picky, but if you can maintain your design aesthetic than that\'s helpful for brand. I think it\'s working well. It\'s very clear what I need to do. If I want to keep using Flock, I need to upgrade. Here are the reasons to upgrade and upgrade to pro.

It might be helpful there to know, like if I don\'t upgrade, what I\'m going to lose or how much upgrade is going to cost for me in this. A social proof about like Belinda. Upgraded and she\'s super happy she did it. And here\'s her testimonial. some social proof there or some Twitter quotes. I left this company to use flock instead and I\'ve been really happy for these reasons.

That kind of stuff, like this is a decision point. So making sure that you\'d double down about, you know, what\'s possible there. Those are some like hard things that I think could be changed about the email and again, using maybe a GIF or something like that to communicate what\'s happening in the tool or maybe some stats about how people have used the tool and it\'s been improving their productivity or communication, things like that. What about you?

Matt Helbig: Yeah. With this last one, I\'m just thinking about, I guess it does feel pretty salesy. There\'s no like continue using without upgrading or maybe there\'s like a need more time sort of thing that allows you to, upgrade a pro for 10% off for the first month or something. I also would maybe like some sort of module around like still have any questions, like contact our customer service or send us an email.

Overall, I really liked the time\'s up sort of module. It actually kind of makes it feel like a little more urgency around it. It being red and stuff like that. It makes me feel like the obvious choice here is to upgrade a pro and then, you know, listing out the features again. But it would be nice if there was some dynamic stat here about your use case or you know, how many, you know, you saved this much time or you.

You know, you created this many projects just about, you know, outlining what your trial was about. And I guess with those tips previously too, it kind of made me think like, how many tips am I going to expect over this onboarding series? Is it one a day? So we\'ve seen some brands kind of have a counter somewhere in these emails as well, letting, you know, like how many emails are you going to get during your trial period. Is it once a da? Or you know, can you opt in or opt out at those if you don\'t need them or something? So it\'d be interesting, I guess creating that journey up until this 15th day kind of being clear about what kind of messaging you can expect. That would be maybe a nice little value add as well.

Matthew Smith: Another thing that I like here is this, you\'re receiving this email because you\'re an admin for your team on Flock. I think that\'s cool. That\'s a nice little way of reminding people. You know what\'s going on. Also, they\'re using live text that\'s freaking rad

Matt Helbig: In all all these is really good.

Matthew Smith: Great. Keep rocking Flocking.

Matt Helbig: Yeah. I love to see how this performs. You know what kind of A/B testing they can maybe do, but to me this is a pretty well thought out onboarding series, and I\'m interested to see, you know, how it kind of works out for them.

Matthew Smith: Yeah. These are flocking good emails.

Matt Helbig: Well have a great week!

Matthew Smith: Bye.

Matt Helbig: Bye.

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This week we look at Flock\'s nurture emails.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Keeping the email simple and paired down can give your audience just enough information about a product update, leading them to learn more on a landing page.

2. Aim for 45 - 75 characters on a line, especially if you go wide with your paragraph text. This is also known as the \\"measure.\\"

3. Using large, clear, heavy-weighted titles and illustrations can help balance the design.


Matthew Smith: Hey, it\'s Friday, everybody. Happy Friday, Matt Helbig. How are you doing? It\'s Feedback Friday. 

Matt Helbig: What\'s up, Matthew Smith? Welcome back to another episode of Feedback Friday.

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Matthew Smith: Here this week, we are here with FontShop. I\'ve been following these folks for a long old time cause I love me some typography.

They\'ve been doing some exciting stuff for a long time, but one of the fascinating things about them is they have gone wide. They\'re a wide load here, man. They\'re pushing some boundaries. I think it\'s working. So let\'s walk through that. If you\'re a font brand and you\'re showing off visuals of how people use typography within different examples, like these albums here, for instance. You want beautiful, powerful imagery. What better way to try and use full-screen design if possible? Making sure that it translates to mobile as well. Nice big fonts.

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Now here, they\'re doing something interesting that I think they\'re pulling it off. And it\'s not something I generally recommend, which is a centered headline with left-aligned text. Now, I guess that they\'re choosing left align text down here because centered aligned with this much text is challenging to read, or it becomes more challenging to read.

Notice that the text is large enough that you can read it. Like this is called the measure typographically. So that measure is such with a size of that type that it works. Now that said, I\'m guessing that they\'re counting on people\'s email browsers not being like super wide since you usually don\'t browse an email widescreen.

But maybe they account for that. I don\'t know. But one of the reasons that it works here is because of how simple it is. They have nice, big titles, real clear, really large, very heavyweight. And then nice big type here that keeps your measure. The measure means the number of characters on a line. 

I think that the number of characters on a line is supposed to be less than something like 5. As long as you\'re in that range, then you\'re doing well. Some type nerd is going to say it\'s not 58, it\'s 62. So we\'ll see.

I\'m into this. I think they\'re making it work, man. I love seeing how people use typography from a brand perspective. I come through here. Very quickly. I get to see, Oh man, I like how that type works. I could see using that. I could see getting behind that. I\'m going to go buy it. There\'s nothing that shows you the font more than like how somebody else does it. Now, one thing I might change, I guess, that it could get pretty heavyweight, but if you could do a GIF there with three slides of different uses of typography and get the file size down, I think that could be pretty interesting, but they do an excellent job of running through this. 

Matt Helbig: I think the use of embedded fonts is great to see. I think you can poke around their code and maybe see how they\'re doing some of this. I believe they have a home-court advantage because they own many of these fonts, but it is interesting to see how they\'re using these wackier fonts in email.

It\'s pretty unique as well that they are live text. I don\'t know if I love these hero images. I\'m not sure exactly if they\'re the best showcase of these individual fonts. For me, I think maybe even some animation could be nice. I liked the little pulsating heart at the top of the email.

For some of these fonts, I\'d almost like to see them more embedded in the different sections. I think in some other examples, they might use color a little bit more to break up the individual sections to sort of match these styles. So to me, this is just a pretty short newsletter-style focusing on these three or four brand new fonts. In general, I think it does a pretty good job of getting the message across, but I feel like there might even be a better strategy to showcase these individual fonts. Maybe focusing on one and showing multiple styles on different colors and things like that. 

Matthew Smith: Look at one of their others in and keep comparing. One of the things you can see here in this email is that this white, black, yellow is a big, big part of their brand. And then what they try and do, I think, is get out of the way visually so that the typography examples can stand alone on their own.

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So I like the way that they continue to use this, \\"Looks best in browser\\" GIF, and this time it\'s a little different. The low contrast here is interesting. I was a little bit surprised by that, but let\'s keep going and see what\'s going on. So they\'re showcasing a sale, which I think is cool.

They get in here and say the next order is 20% off. That\'s a neat little illustration. This is more about them, I think, as a shop, rather than the typography that they\'re showcasing. This feels really on brand. I also like this hover state. That\'s a nice little touch that they bring in here. This is fascinating to see this coming through. And then finishing with a map to it looks like probably Germany that they are. Yep.

One thought here is, this is another one where this is interesting to me. They are almost using this as movie credits, the way that they\'re like talking about managing directors and things like that. But it\'s like, is that serving the user?

That\'s one that I\'ve always asked, and if it\'s not like, if this isn\'t critical information to me then maybe it could go, or perhaps it could be buried in the link that I could as a user, go in and read more about—some of those kinds of things. But I do appreciate the consistency of the illustrations, and this one\'s really on brand. Feels pretty good.

Matt Helbig: Yeah. I liked this one. I feel like pairing down the yellow throughout the rest of the email using those brand colors is smart. So this one, compared to the last one, to me, it feels a little bit more put together as a product update email, and like a discount email, this one\'s pretty straightforward. I don\'t have that much feedback. 

I think they\'re effectively using formatting. Using bold and font sizes and things like that. Keeping things pretty simple and pared down. I think these give me enough information, but still, lead me to want to go to a landing page to learn a little more.

So overall, I think this one\'s pretty straightforward and a pretty clean example.

Matthew Smith: Yeah, I agree, man. I think this is a really basic newsletter. It\'s just showing me some text, some images, and some CTAs, but they\'ve done it well. One of the things that many people end up doing is they add complexity to their emails that aren\'t necessary and end up creating a muddy water situation where it\'s hard to know what to do as a user.

In this case, I\'m very clear about what I want to do. I want to start exploring, or I want to shop, or I want to learn more about this interview. So I\'m pretty into simplicity. If you\'re going to have a very simple newsletter, this is a great way to do it. Good work, FontShop. If anybody has any questions about a FontShop or questions directly to FontShop, let us know in the comments.

Always please subscribe. Let us know how you\'d like to see it improve or other brands that you\'d like to see showcased.

Matt Helbig:  See you next week, Email Geeks. 

Matthew Smith: See ya.

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FontShop is a leading font retailer based in Berlin, Germany, offering 150,000+ font selections for desktop, mobile, and web.

","publish_date":1598575090022,"authorSlug":"whale","type":"feedback-friday","partnerSlugText":"With partnership from","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},45892:function(ep){"use strict";ep.exports=JSON.parse("{\"categories\":[{\"slug\":\"feedback-friday\",\"name\":\"Feedback Friday\"}],\"originalHeight\":920,\"authorSlug\":\"whale\",\"originalWidth\":1496,\"description\":\"

How do you get your email team on the same page to create a consistent message and design that serves your audience? This week, we dive into some GIF emails that push email to the limit with Rob Hope from One Page Love and Email Love.

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Knak sponsored this FF episode. Schedule a demo to build your own really good emails and get them to market in minutes.

-----------------------------------------------------------------------------------

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Watch your email size and think about who's your audience. Your email team should decide together: What's the limit with the email? What's the bar? Can you achieve the intensity you're aiming for with a smaller email? Make sure the email (and email size) serves the audience.

2. Check your analytics before creating something new and check-in with your audience. Ask all of your subscribers OR ask a select group of subscribers how they feel about a new design you're testing out. The more you get to know your audience, the closer of a relationship you'll have with them, and you'll earn their loyalty toward your brand.

3. Talk with your email team to decide what the objective of the email is. How can you incorporate that objective into the email copywriting and design? Own it. Maintain your brand uniqueness. Refine your typography and design styles to dial that in. Fewer changes = less friction. Be consistent.

*BONUS* Use as much live text as possible in your emails and in CTA buttons for the best accessibility and design experience.

-----------------------------------------------------------------------------------

Matthew Smith: Happy Feedback Friday, everybody. It's a good day to be alive. I am here with Rob Hope of One Page Love and Email Love. I am super psyched to talk about Formula 1. This is going to be sick. Look at these frickin amazing GIFs.

I want to pimp Landing Page Hot Tips here for Rob. He didn't pay me for this, but I'm just psyched about it. I went through all 100 days, and we all need to read this stuff. I am telling you about this because our audience is always looking for better ways to learn design. And I believe that emails are landing pages delivered. Learning about great design and strategy tips for landing pages are killer. Rob's got the book to boot. Get into these emails. It's super helpful. Thank you for putting them together, Rob. Again, I loved it. Great copywriting in it and great examples. Well done.

Rob Hope: Thank you. It's interesting because when you promise a hundred emails in a hundred days, it may seem overwhelming, but I spent so much time stripping the email lessons down to their core.

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Rob Hope: Sometimes, you get two paragraphs. And it's just a reminder about some fundamentals when it comes to design, and I still get so many replies.

So, it's an email drip. If you sign up today, you get hot tip one today or tip two tomorrow, hot tip a hundred and a hundred days. It's crazy because I set this up a couple of months ago, and I’m still getting replies. Someone replies to, you know, tip number 70 today to go.

And dude, I appreciate this one. I'm like, which one was that again? And you'll be surprised at how many people got through a hundred. It's the appreciation of just cutting down lessons. People appreciate snackable bites of information.

Matthew Smith: I agree, man. Especially these days, there's so much information, so much noise. It's hard to break through. So speaking of that, how is email working in that engagement? We've talked before about this idea that email is utility minimum viable content. Get it out there, say your thing, do it with as few elements as possible. What's killing it in that way in this email?

Rob Hope: We're always going to turn to GIFs to try and create a little bit of action in our emails, and they've nailed it. So this is a Formula 1 car. As it hits the showcase, the copy comes in. It's just remarkable. There's no email in your inbox that looks like this.

It has all the same traits to watching a live race. Cameras everywhere cars buzzing past. So it's reminding you about the action that's coming up. It's an excitement builder and so on.

I’ve torn this email apart a bit, and it's quite interesting. This GIF is 3.4 megabytes.

You know, I want to just throw the question at you. Matthew, what do you see out there? Like where is the limit? Because this email is a 7.3-megabyte email. That's what you're loading on your phone. And the GIF itself is at 3.4 MEG. Is it too much?

Matthew Smith: It's such a hard question. So, let's go into Matthew's storytime. I quit drinking four and a half years ago. Life had to change. Things weren't working, and on that journey - I swear, I'm going to get back to the point here - I discovered this narrative of how rarely binaries work.

Binaries being like, this is true. That is not true. This is right. That is not right. There are very few things in this world where that kind of binary thinking works, or it's helpful, or it serves people, and I think this is a good example.

So, one of the things that I think about here is, who's the audience? Is somebody going to be looking at this email in Sub-Saharan Africa where there's no internet connection? Probably not, I don't know. That's the question. A 7.3 MB email? That's a lot for a little bit of communication. This team that's putting this email together needs to decide together, what is the limit? What is the bar? Could we accomplish this intensity... You can almost hear that *wah wah* Wow. You know, it's just jamming. You feel it. That's cool. That gets me. Is it worth it? You have to figure it out with your audience. You know, generally speaking - best practices, this is too big.

So I would say that 7.3 MBs will be pushing a limit that's on this far end, but is it serving their audience? Only they can know that. That's where I think there's no truism out there. There's no binary find out from your audience. Here's the thing not to do: don't just put something out there and not check your analytics, not check to see how it was affected. Check-in with your audience. Ask them a question: find out is this working? Is this annoying?

You can either ask them in an email, like, this email specifically. Hey, this was a big email. Did this suck, or was it okay? You can break the third wall and get into a conversation with your audience. Or you can email 25 audience members and ask for an interview. You can give them a $10 Amazon gift card for something like that. Learn more about how your emails are serving them. Learn more about them as people. And the more you get to know your audience, the more in a relationship you can be with them. And the more vital that relationship is, the more loyalty you can garner for your brand.

Rob Hope: I just want to add three things out of this GIF that other email designers and creators out there can take. Three things are happening here that make this unique because this could be a little square within the email, but it's not. It's full width. It's got this little band at the bottom, which is part of the GIF. So it feels unique. You know, this is the Formula 1 brand aesthetic where it's got bends and turns everywhere, but they've included that in the intro.

Matthew Smith: This curve you're talking about, it's right from this \\\"F.\\\" You feel it. The brand system has identified to use angles. See the angle of the yellow here.

I think it's the same as the \\\"F\\\" here. You're spot on, dude. I didn't even notice that until you pointed it out. You feel it.

Rob Hope: Yeah, so it's super on brand. But another thing that I want to mention is that this header with the logo and the issue number is part of the GIF.

And what this does is it creates this feeling that there's a car driving over the email. I know I'm dramatic. They didn't have to do that, but this GIF...the whole image has taken over. And then the third thing is that they've included the flag colors within the type.

So there's just so much in this intro, and that's exactly what the Formula 1's going to be. You know, the copywriting, you love it. We love it—twenty gurgling beasts returning to the track. The copywriting is just on point when it comes to the hype before the race. Our call to action buttons, we can call that copywriting to get in the know, expert advice.

This could just say click here. It doesn't. Every single thing has to do with creating the hype. So again, when you're talking with your team, what is the objective of the email? The top of the pyramid is hype, and we've got here, Formula 1 cars coming and riding over the email logos. We've got good copywriting.

This is a very comprehensive email, as well. We've got little snippets, expert advice. If you scroll a little bit further, you'll see there's Mark Webber. Yeah, I love the big images.

So yeah. Look for graphics of the actual track. You get to see all the different turns. As a Formula 1 fan, you want the nuances, you want the specific information. As a fan, you are happy with this email.

Matthew Smith: It's so consistent too. Notice, this was interesting. They've got sort of a sub-branded space happening here. I think that must be drawing on some Star Wars theming or something like that, right? You feel this neon lightsaber, and they go ahead and own it.

Instead of using this same red here, they maintain that sort of brand uniqueness here.

They've done a nice job. Let's look at this other one. What are the things that you see here again that are mimicked in this one?

Rob Hope: Brilliant. So you can see that design system, you know, they've got a massive document that they're just ticking with every send.

This GIF, I'm not even sure how they created this. Probably with some animation tools. But that's a very impressive GIF to start an email. It just shows speed. You know, that's a speed blur. Even the fonts, like slightly blurred around the edges, meaning that you can't even read things because it's going so fast.

So yeah, that is just super consistent with the other send. The colors are strong. If you scroll down this email, you see a very similar format, but again, look at this track. This Grand Prix is coming up in Austria, and they're showing you this track. That is exactly what you would like to know.

So, let's talk about positioning yourself when you're about to start creating this email, the team gets together, and they ask themselves, what exactly would a Formula 1 fan want to see in a fan email leading up to the race? And you know what you want to see? You want to see the noteworthy corners, look at last year for Verstappen tussled with Leclerc in turn for, you know what I mean, oh, I remember that, sparking an old memory.

So it's got these little highlights, and this is proper fan stuff. You recall old stories, you know. This is not for new Formula 1 fans. This is for real fanatics.

Matthew Smith: I love it. And even if you're not on that level, you feel it. And you're invited into that. There's so much that's happening here.

And we talked a little bit about the weight, the file size of these emails, and the more time I spend in these, the more I realize it's a trade-off. Think about what Formula 1 fans are doing on TV. They're spending a lot of time in front of a very visual experience.

This brand is very visual. Yes, they support it with great copywriting. They don't let that slide off. Also, I appreciate that they bring in live text as often as possible here, but you know, they do something unique. This coded in an email would have been a challenging thing to do - it would have been amazing, but okay. We're not going to go to town on something like that, but we are going to still use as much live text as possible. They do that well.

They could easily get what's called a bulletproof button set up here where they could have that live text. If there's one thing other than increased live text, which I'm always just going to be banging on about that, I would love to see here would be just a little more refinement in terms of the use of different typography design styles.

So I talk about design golf, and I think they could go one or two steps further in just dialing that in a little bit. I understand they have these sort of sub-brand moments, and they use different fonts to break in with some of that kind of stuff.

This is a different font than some of this up here. There's some shared characteristics. They add a lot. And I think that's part of the brand, but me personally, especially in an email, if there's anything you can do to keep the email in sort of a utilitarian way of thinking, it's little stuff like the grid.

So there's a lot of different places in the grid. You've got left-aligned. Now you've got a bizarre, not quite center aligned. Then this kind of unique lockup, left-aligned again. Right-aligned again, or this time, and then left-aligned again. And then a little bit of different. On their own, any of those things are fine, but they add up to many differences, which causes some friction, I think.

So, just something that I think from my perspective. Do you agree with that, Rob, or do you have a different perspective?

Rob Hope: No, I agree with that for sure. I see this in landing pages as well, and it's so overlooked. I'm not saying that this team isn't top design, but there's an inconsistency in vertical spacing.

This is just something that happens in emails where we don't ever look at it. It's so difficult. But if you look under the buttons, they're not all the same spacing. Some of the headings...I'm trying to be harsher, but I think they've achieved quite a lot for what they've done.

You know, they're trying to make it comprehensive. They're trying to gain the hype. They've got their GIFs. So there are some trade-offs here. Maybe there were time constraints. 

Maybe this email took a hundred hours, and that infographic they did of the track, they say to ourselves, okay, well, if we have 20 hours left of our time allocation, maybe let's attempt this. But they ran out of time, and then now you ask yourself as an email team, you say, Do we not include it because it's an image or do we have it as an image? And I think it's the right call, but it's just interesting. It's all a trade-off.

Matthew Smith: That's right. That's a good way to put it as trade-offs. I think they've balanced out so much. And generally speaking, email teams are tiny. To achieve this much with likely a small group, I think it's pretty impressive.

Feedback Friday folks, if other emails are high quality like this that we should be reviewing, please submit them or just let us know on Twitter @ReallyGoodEmail or Instagram, @ReallyGoodEmails. Twitter didn't allow us the \\\"S\\\", so we had to remove that.

It's so good to have you on again, Rob. We'll have to do this again before too long. And dude, it's always just good to be with you. What are you going to get up to this weekend?

Rob Hope: Man, I've been working pretty hard, and like you were saying that you were going to take a trip. I think I'm also going to spend some time in the ocean. Hopefully, I'll get a few surfs in and clock off, get a hard recess, and then bang out the next week.

Matthew Smith: Dude, one of these days, I want to come to learn to surf with you. That would be so sick.

Rob Hope: We have plenty of waves in South Africa, man.

Matthew Smith: I grew up snowboarding and skating. So, it's in my blood. I want to take that leap to learn the nuances that are surfing. I've heard it can help, but also it's its own thing. I've always wanted to get over to South Africa.

Rob Hope: You’re always welcome.

Matthew Smith: Thanks my man. It'll be good to catch up again soon. Feedback Friday folks, email geeks, thanks for being here. Stay healthy. Stay safe. Remember to be kind, to be really good, and we will see you the next time. Peace!

Rob Hope: Ciao, guys.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Start with a base template to build the foundation of an email design system for the client. You (or the client) can use the design system to easily add or remove modules and change the template to fit their branding. This saves everyone time since you’ve already coded the template.

2. When clients send you email assets, check out the file contents ASAP to decide if this will be a simple project with a quick turnaround, or if it will be a more involved and time-consuming project. Set realistic expectations.

3. Send test emails to get feedback from the client on the design, accessibility, interactivity, etc. If the client pushes back on something that you don’t agree with (like using a responsive template), coach the client as much as you can with the facts. Educate them, but if they still don’t agree, then don\'t force anything on them.

*BONUS* Figma can be a good alternative to Photoshop or Sketch since it uses slick design, prototype, and code view panels. There’s a learning curve with Figma, but you don’t have to interact with the tool as much once you’ve got it down.


Matt Helbig: What\'s up, email geeks. Welcome back to another Feedback Friday. This week, we have a returning friend of the show, Anne Tomlin. Welcome back. It\'s been a minute since we\'ve had you on.

Anne Tomlin: Yeah, but I\'m glad to be here again.

Matt Helbig: Time flies when you\'re making emails, I guess.

Anne Tomlin: Absolutely.

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Matt Helbig: These are some emails that you made from Fundrise. I had a chance to look at some of the live emails they\'re sending, but these are the templates you made.

Anne Tomlin: So the client gave me a Figma file with every single mockup of a module that they would need. Every single one. And they were all in five different files. What I ended up doing was creating those five files with all the modules in them. Those five emails contain all the modules that Fundrise will ever need.

They put them into their ESP and can switch around whatever order they need. For whatever modules to be in whatever order. It was just easier to create them, to code them all together at one time with each email.

Matt Helbig: Were they starting from scratch, or do they have something in place already, or they hand over these Figma files, and this is a newer brand?

Anne Tomlin: Yeah. They handed over the files and said go. They provided their mockups and their font and pretty much said go for it. Do as much as you can.

Matt Helbig: When they handed over those files, were there any limitations that you didn\'t think could work with email, or were they pretty straightforward with how they laid everything out?

Anne Tomlin: They gave me the files and said, is there anything in these that can\'t be done or that would take a ridiculous amount of time, something like that. And I looked at it, it said no, but sometimes when clients hand over stuff, they do have a couple of things that may not work in email or take a little too much time to create. That was not the case with Fundrise 

Matt Helbig: These are pretty in-depth, pretty extensive. I think how everything is scaling is looking nice. How do you get started with this? Before, you mentioned maybe like a base template that you\'re maybe starting with and then try and code out these individual sections.

Anne Tomlin: Yep. That\'s exactly right. So I started with my base template. My base template has every structure that I have built ever. I can quickly start with that and then take out any structures that I don\'t need and create each of these modules, one on top of each other.

So it doesn\'t take me too horribly long to code something like this because it\'s kind of already all coded. It just needs to be changed a little bit to fit their branding like this one at the top right here. It says new apartment development. I didn\'t have those three columns right next to each other.

So I had to create that for them. The big parts of the email, the modules themselves are already done. That\'s always just a copy paste and then put in whatever is missing specific to the brand. 

Matt Helbig: So did you have to do any ESP work or any integration stuff with them, or was it just handing off the HTML?

Anne Tomlin: I handed off the HTML. Usually, I like to put the code in the ESP. This client just decided they wanted to do it themselves. From the emails that I\'ve got from them that use this modular system, they are doing a great job.

Matt Helbig: We\'ve been using Figma a lot too internally, and I wonder if that better than Photoshop or something for you? Did you find it a little easier to use?

Anne Tomlin: I like that it provides the hex colors. You don\'t have to interact with it as much as a PSD or a Sketch file. With those, you have to find the exact hex number and measure the distances between elements, but with Figma, that information is already available. It\'s in a design type of pane that shows you there are 25 pixels between these two segments that I think is helpful. I would say that Figma has a little bit of a learning curve, though.

Matt Helbig: This is another template. How did you guys split this up?

Anne Tomlin: I think what they did was gather the modules that would be the most often with each other. That\'s how I created five of them so that the modules are already with the modules that they will most often appear with. That way, the client can pull up one of the five and then use that as a basis to pull in or out any modules.

Matt Helbig: Are you seeing that more and more with clients with a design system or idea of how their emails might work down the road? Or is it dependent on each one?

Anne Tomlin: So kind of a mix, but I will say that I enjoy this kind of work a little more. The modular system is making it so that the client can use it in multiple different ways. I like the satisfaction that I get after building something like that.

Matt Helbig: It\'s great to see all this use of live text. A lot of times on this show, we don\'t always get live text.

Anne Tomlin: I\'d say it is a very important thing to me to have live text.

Matt Helbig: This is an excellent case to see sort of the skeleton template that you can populate content with and test different things, pull things in dynamically when you\'re not having to worry about slicing paragraphs or something like that. I think it frees up the design template to take a lot of different types of content.

Anne Tomlin: I will also say that the design of this is very clean, which is helpful when creating something that\'s as modular as this. There are not too many background images or background colors that need to be right up against another image to match the background colors. Those are hard to do in dark mode. With these modules, they don\'t have any of that. So it\'s very, really clean.

Matt Helbig: I like the constraint with these templates in their branding. I feel like they\'re trying only to use a couple of colors, and I think it focuses their message on the main content and the CTAs they want you to click. Cool to see that they had a vision going into this rather than some financial brands bogged down by legalese, but this still feels pretty clean. Even though you do have a big chunk of legal, I still think it does an excellent job balancing design and function.

Anne Tomlin: I think I even probably said to them at one point, wow, this is pretty. This is a nice modular system you\'ve got here. I can\'t wait to build it.

Matt Helbig: Speaking of dark mode, this is what dark mode looks like on these emails. How much more time did you have to spend optimizing these for dark mode? I know this is a newer topic. People are a little scared of it.

Anne Tomlin: I would say maybe an additional 15 to 20 minutes. It doesn\'t take very long to get all the colors right and put in the actual code. What you see on screen is what Apple mail and iOS mail look like that respect the dark styles declared in the head tag. I took the background color that is already in the light mode and darkened it by 90%.

Then put the style in to change that background color to keep the same feel of the light mode, but just darker. I will say that Fundraise did not give me any instruction on the dark mode. I just basically said, do you want dark mode styles? They said yes. I went ahead and did what I thought looked best.

Matt Helbig: Dark mode, I don\'t think, is something that\'s going to go away super soon, and more people are opting in on it, depending on newer devices. I think it makes sense to think about that going in when you start email design, to be aware that some email clients will try to force things into dark mode if you have that option turned on. It\'s better to understand a little bit about how the emails are laid out so you can better respond to that. 

Anne Tomlin: I think that the best way to treat dark moon is to design for it. Before the design is completely done, possibly get in there beforehand, and see what it looks like. If, what Outlook or whatever changes the colors, inverts them fully, what does that look like?

Then you can go from there and change a few things about the email design itself that would make it a little better in the dark mode clients that invert your colors. That doesn\'t respect any styles that you\'ve put in.

Matt Helbig: I do think it is a little bit still complicated on exactly the support everywhere. So I don\'t think you\'re going to get it a hundred percent perfect. I know that it may be hard for brands that have to approve a specific design, but if you are approving every single email client exactly how it\'s going to look, that will take a while. If you follow some good email coding best practices, once you turn that dark on, there\'s hopefully isn\'t tons that you\'ll have to tweak.

Anne Tomlin: Yeah. What you\'ve pulled up here is an interesting one of what they had me do. They had all different mockups of this particular module. Of what it\'s going to look like with various buttons and button colors and such. When I\'m creating this stuff, it seems strange. 

It looks kind of weird with the same thing, one on top of each other. I think that it\'s helpful for the client to be able to have this stuff done and pull in the module that they want that looks best with whatever design they have chosen for whatever email they\'re doing at that moment.

Matt Helbig: Are there any recommendations that you did for them or extra enhancements. I know you said the dark mode styling, but did they give you desktop and mobile layouts?

Anne Tomlin: I\'m not sure if they gave me mobile layouts. I would probably say they did because they were really on the ball with everything. Even if any client does not give me a mobile mockup, I use my best judgment. I\'ve been doing this for ten years now or a little more.

I generally know what the best mobile layout is going to be when I see a desktop design. I think that most of my clients trust that it\'ll look right. If they don\'t like it, when I send them the Litmis links, they\'ll tell me they want it changed. I will gladly change it.

Matt Helbig: That\'s good. Some people I\'ve worked with are print designers, and they only understand one specific layout. I tried to inform them that most people on our list are opening on a mobile device. We should spend some extra time to optimize for that view.

Anne Tomlin: Totally. Sometimes some clients will come back and say, Hey, we don\'t want this to be responsive for some reason. I\'ll coach as much as I can as to why I think it should be responsive or, in any circumstance, why I believe that this way is better than that way, but if they don\'t want it, then I\'m not going to force them to do it.

Matt Helbig: I had some of the live emails thought we could take a quick look at. So this first one is a nice looking welcome email. The first one that I got, and it was pretty inviting for a welcome email. It\'s nice to see how they\'re using those different sections in the building, this communication, but it doesn\'t look that much different than the template that you laid out for them.

Anne Tomlin: When I build things, I try to keep it as simple as possible with a lot of code notes so that if the client is going into the code to make these changes, it helps them navigate. They can build the email a little faster if you have some documentation. Suppose they have some guidelines, even in the code. I think that that helps them.

Matt Helbig: I like all of their emails. I feel, as you said, that they\'re pretty simple and straightforward. Do you tend to point people towards these more simple text designs? I feel like sometimes people would try to over-complicate email.

Anne Tomlin: I don\'t necessarily push in one direction or another for the design, but I try and educate. I kind of pride myself on code most, anything in email, but I also will be like, yes; I can create this; however, these are the reasons you shouldn\'t want me to make it this way. Let\'s think about accessibility, image sizes—that gently pushing to maybe a little cleaner of a layout.

Matt Helbig: You\'re more on the development side, but were there any design parts of these that you may be wanting to experiment with something new or are tweak a bit?

Anne Tomlin: Not in this one. With the layout, this clean and nice that I didn\'t have anything to experiment on. It all pretty much was in nicely coded modules. Anything new that a design that has got some layovers and stuff like that, I will try new techniques and always make my code a little bit better. With these guys, they were already on point. I didn\'t have very much to counsel them on.

Matt Helbig: I am impressed, especially with this bottom section. I feel most people would cheat on this one. They would maybe make the rest of this live text, but this one would be like a bottom cover image. So it is nice to see that this stuff has live text as we saw it with the dark mode. If those styles are there, this does look much better than having a single banner there.

Anne Tomlin: Live text is the hill I will die on. It is the most important thing to me when I\'m coding is making sure that everybody can get the message of the email. I want the message to get to everyone and for there to be no blocks in the way.

Matt Helbig: This one\'s even more dynamic, which I think is cool to see, just because of how much time you probably save with that live text, being able to populate this entire module with dynamic content. So you do not ever have to lay this out if you do it right. This email can just trigger pulling in all this information.

Anne Tomlin: I didn\'t have access to the ESP, but I get these emails as well. I can tell you for sure that I did not get the same four of these examples in this particular order. So it must be dynamic content. If they set it up to where there are only so many possibilities for each of the three columns next to each other, they must be super easy to bang out and send for however often send this email. I would love to see it in the ESP, but from what I can tell, it seems like they\'ve done an excellent job of taking the modules and using them to their full potential.

Matt Helbig: So, do you have any resources for people like starting coding? I feel like some people in our audience might be stuck in a small ESP where they\'re more familiar with just messing around with a WYSIWYG editor. Is it best to let a professional do some of this, or are there some small things that you can learn to help you out with coding?

Anne Tomlin: I think that maybe not the modules we\'re looking at now, since that required many nested tables. These were pretty difficult to make and get them looking right. Some of the other ones that are a little easier, maybe the 50/50 that would have an image and a block of text, those sorts of less complicated modules, the way that I learned it, go through other people\'s code. The more exposure you get to it, the more you\'ll learn how to use it correctly and then change it to whatever you need for any circumstance. I would invite anybody to look at the code for these. Please feel free to learn from them.

Matt Helbig: Here\'s the time you can plug all your stuff. Is there anything you want to plug?

Anne Tomlin: I guess I would like to plug my website. It\'s emailsyall.com. It shows you what I can do, and if you want to hire me, you can contact me through there.

Matt Helbig: So wait, you\'re going to code my emails too and make them look this good?

Anne Tomlin: If you would like, yes, if you want me to do it, I can. I enjoy it.

Matt Helbig: Well, thanks for coming on. It\'s always a pleasure to have you on.

Anne Tomlin: Totally. I love to be here.

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How do you educate clients on the world of email while building a template that they can easily update? This week we go behind the scenes with Anne Tomlin from Emails Y’All to learn how she creates design systems and customizes client emails.

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GoPro is a technology company that manufactures versatile action cameras and develops video-editing software.

","hasPrimaryImage":true,"isDraft":false,"secondaryAuthorText":"Host","primaryAuthorText":"Author","authorSlug":"whale","title":"Bringing products to life through stunning photography and animations with GoPro","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Lead into the email with a crisp photo to showcase product characteristics.

2. Keep the CTAs focused, and run a split test to try serving up different promotions. Target one deal in Email A. Run two deals in Email B. Keep an eye on which email performs best and see what you learn.

3. Balance the CTAs and product photography. If you’re showcasing a variety of products, spotlight the main CTA at the top of the email, and make the rest of the CTAs secondary.

*BONUS*: Underline text CTAs. Make it clear that they’re links, or change up the verbiage so each CTA is different. See if that helps drive sales.


Matthew Smith: Hey, it\'s Feedback Friday, everybody. I hope everyone\'s having a fantastic finish to your week and ready for another good episode. Today, we will jump in, and I\'ve got Kelly on our team who will join me in doing some review of some fantastic email. Kelly, Thanks for joining me. This is fun to have you.

Kelly Lamano: Thanks, Matthew. It\'s fun to be here.

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Matthew Smith: This is GoPro, a company no one has ever heard of, but you know, just kidding. I would love to hear what\'s doing it for you. What works well in this initial GoPro email?

Kelly Lamano: I love the animation. The background jumps out to me. Since it\'s a Black Friday email, I think it\'s important to grab the reader\'s attention and do something that\'s like, wow.

Having the deal flash in the background is cool. I love that product shot. I think it\'s clean. It\'s crisp. It takes an inanimate object and makes it something that\'s like in motion. So I think that that\'s a cool feature.

Matthew Smith: One of the things I think that\'s working well here is this email\'s simplicity. They\'re just getting out of the way. Get the jump on Black Friday. Boom. Get right in front of people. They use a clear heading and get that shop now, moving. Get you right into the visuals to see what you want to create. This sort of deal graphic is a little bit new, I think, for GoPro. I haven\'t seen it before, but I think that just showing off the product shot makes for a nice image. What, if anything, would you add or change about this email? 

Kelly Lamano: I like how they have the \\"Shop now\\" CTA at the top. It\'s very focused and simple. One thing that I would update is to have maybe one more CTA button at the end. Once you finish scrolling through, I think it\'s more valuable to bring the reader back to the website rather than the social media. You want to drive them towards that product or drive towards that sale. So I would like to see one more CTA button at the bottom.

 

Matthew Smith: Yeah, I agree. I thought the same thing. I\'m sure that there\'s not just one deal going on, but that there might be others. Now that said, that would be a great split test. Try focusing people on just one thing and then run another email where you have two things and see which one performs better. See what you learn. Let\'s jump into a few others here in the GoPro stack.

It looks like this one is around some of the things, some of the current cameras\' features. Again, excellent product imagery. I like how they\'re using two types of light on this product shot. Whether this is an actual product shot or digitally rendered, it is attractive and makes for just a fantastic visual.

I love that they get clear with a big title. Image around like the new nine. Simple subheading. This simple subtext. Shop now. And then they repeat this. They have a secondary CTA here. I\'m a little bit curious about why they switched to that. Instead of using the clear button, they change the imagery using a bit of an angle here, which I think is an excellent way to handle this.

You can see it\'s a PNG. It occupies the space of a rectangular image, but they get a little more action out of that by creating a diagonal here. I think that\'s interesting. They continue to use this same lockup for text. Really consistent. I like how they go top left, down right, top right, down left. They use a zigzag motion to move down through this email. I think it\'s working well. 

They end with another option to subscribe to GoPro and get 50% off, which is pretty cool—assuming that somebody\'s already subscribed to their email. I\'m guessing that\'s like some other subscription, but not just a subscription to email, but some subscription service that they\'ve got. 

Pretty on point in terms of this black that shows off the aesthetic of the GoPro. Over here on mobile, this looks great. I really shows off the photography really well. I think this gray on the outside is not as effective. If it were me, I would make that either a dark gray to still have a feeling of a column here in the primary email. Or I keep it black. It\'s such a high contrast that it just distracts from the email. What about you? 

Kelly Lamano: I agree. I would like to see a darker color, like black, because it takes away from the content. I like the zigzag and how they do put that focus, so it\'s clear on mobile. 

Matthew Smith: What do you think, from your experience Kelly, why are they doing this Secondary CTA as a text and not a button? What\'s your thinking there? 

Kelly Lamano: I think that with the button, that\'s more focused towards maybe people who are just being introduced to GoPro for the first time. Perhaps they haven\'t seen the product, or they haven\'t bought the product before. So that\'s just a bam right in the middle \\"shop now,\\" like go and get it. 

Then as you scroll down, maybe more of like the more advanced GoPro user, they\'re more looking for accessories or something to compliment what they already have. Perhaps it\'s more of a softer, like you already know what\'s going on. Like, you know the deal, here\'s the place where you can shop now. So it\'s a softer CTA. 

Matthew Smith: You might be right. That\'s an interesting way to do it. Start people out with something focused and then slowly draw them down. If I were GoPro, I would test what effect you get if you make all of those the same color CTA and like an actual button. Or if you make this still secondary, but underline it or make it a little bit clearer it is a CTA. 

Even another thing that you could test would be changing up the text. So, \\"See the brand new Zeus mini\\" or \\"get the latest gear\\" or whatever the CTA is instead of just \\"shop now.\\" See if any of those things drive sales. You never know how it\'ll end up affecting things, but it\'s cool to be able to see how those split tests work here. We\'ve got another. They\'re talking about the eight.

Like the first one we saw, I think one of the things working well in this is this idea of leading with an image that shows a lot of the product\'s characteristics. Get in there with that intense color. Super simple title and subtitle, and then this dynamic CTA. Tt\'s powerful. It gets right in there. What do you think?

Kelly Lamano: I love that product shot again. It\'s bringing that product to life, bringing the camera to life, and seeing it really from top to bottom, back to front. It\'s a very simple email, but I think it gets the job done. It\'s just like, \\"Hey, here\'s a new product. Get yours.\\" It\'s very inviting with that CTA.

Matthew Smith: Fantastic. I think this one is my favorite.

Kelly Lamano: This email is also a great example of brand recognition. So GoPro keeps it simple with really like maybe three to four colors at most what the yellow, black, blue, and white. I feel they do an excellent job of being consistent with that and switching it up in emails to use that color scheme. They\'re just using it in a different order.

Matthew Smith: I think you\'re right. One thing, though, I get a different color scheme here, a different color scheme here. I want to see something a little bit more consistent. I love the aesthetic of this, and I would love, and you know, another one here is this font. I\'m pretty sure it\'s not being used here. Yep. So it\'s just an interesting difference. We could have grabbed these GoPro emails at different times. So these might be changes that they\'ve made, but this is nice. It\'s great to see live text. I would love to see a little more consistency between these, but I know it can be challenging to do for a big brand.

So this is even a little bit different still again, another switch in the brand aesthetic. I like this aesthetic a lot, and I think this one has a bit more consistency between the two, probably because of the font. I think what they\'re doing here is interesting using live text. 

I like these highlighted words. But look at this CTA. It\'s a new CTA as well. I wonder maybe these are submissions from over some time. It\'s hard to say. What do you think about this layout? 

Kelly Lamano: The layout draws your eye from right to left, doing that zigzag effect. I liked that it highlights the different accessories. So the other emails are more focused on the camera. Here again, here are some items that can compliment that camera or some things that you can add to your kit when you\'re on the go. So I think they do a great job with that. The CTAs jump out to me.

What do you think about the copy inside the CTA? So they all say, \\"get it.\\" Do you feel like that\'s effective, or do you feel like it might do a little bit better if it had a different word inside each button?

Matthew Smith: A couple of the things that I would probably change would be to get it all in one shot. You get these kits, here they are, and then a CTA. Then, I would let the travel kit and make this one of those secondary CTAs, the same here. As far as the language, I think you\'re right. Like, \\"get your travel on,\\" \\"Start your adventure,\\" \\"Go big with sports.\\" Then where it says, \\"shop all accessories,\\" I would show some kind of image with all the accessories or a bunch of accessories and then \\"shop all your accessories.\\"

But right now, especially these two being so close, I find that it\'s a little bit CTA overwhelming, and it doesn\'t work quite as well. Mobile works a bit better because you\'ve got this image sitting in between those. It\'s one of those balances. But overall, I think some strong things are happening here. And of course, the photography is fun and fantastic.

Well, thanks for walking through this, Ms. Kelly. I love it. Appreciate it. What are you going to be doing this weekend? 

Kelly Lamano: Well, this weekend, I\'ll probably just be hanging out on the couch. I will be watching Taylor Swift\'s folklore film. So, I\'m excited about that. That\'ll be the highlight. How about you? 

Matthew Smith: Well, I\'m going to spend some time with the kids and just trying to get some of that outdoor weather where it\'s safe from COVID, but not be cooped up inside. I am looking forward to that.

Email geeks, thanks for everything. Always. Please let us know what brands you\'d like us to feature and to look at. Don\'t forget; you can submit your emails on reallygoodemails.com, and please subscribe to our channel and let others know about it. We want to keep improving, so let us know what you think. Thanks. Have a good one. 

Kelly Lamano: Bye. Happy Friday.

"}],"originalHeight":920,"originalWidth":1496,"publish_date":1606456800000,"slug":"feedback-friday-gopro","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},13372:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":2400,"categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"description":"

hardgraft sources quality materials assembled by select artisans in Italy into luxury lifestyle accessories and footwear.

","publish_date":1581662880539,"title":"Adjusting elements to keep the design score low with hardgraft","content":[{"type":"text","content":"

Schedule a personalized demo to see how Iterable enables brands to create, execute and optimize campaigns across email, push, SMS, in-app and more with unparalleled data flexibility.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Underline links, not text. Underlining unlinked text can confuse the reader and make this look like a design mistake.

2.  Keep your design score low on differences in headings, text, lines, and CTAs (think design golf). This can help you see an improvement in the action that you want people to take.

3. Make sure headings and text are large enough to read on mobile.


Matt Helbig: What\'s up Matthew Smith? What\'s up email geeks? Welcome back to another Feedback Friday. This week with a special guest!

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https://www.youtube.com/embed/-rZHQAur5Js

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Matthew Smith: Special. Hey, we\'re so stoked. We\'ve got Rob Hope here, who has launched Email Love, which is adding this beautiful new gallery to the internet to show off. There is care. There is love for email and it\'s not dying.

It hasn\'t even hit its hay day. And it\'s so rad to have a fellow email lover on with us, hailing from South Africa. So welcome today, bud. 

Rob Hope: Thank you, Matthew. Hey, Matt. Glad to be here guys. Been watching your series on YouTube for the past little while and it\'s just getting better and better. So yea I\'m really grateful to join.

Matthew Smith: Well, we\'re about to skyrocket now with you on, man. It\'s going to be next level 

Rob Hope: Hashtag distribution. 

Matthew Smith: That\'s right. It\'s awesome, man. All right, cool. Well, today we\'re gonna dig into some emails that you helped pick out. And the first one we\'ve got is hardgraft. So I\'m going to drive here, but man, I\'d love you to start us off and have a go at this and start telling us what\'s working in this email and what\'s not 

Rob Hope: Cool. So I mean hardgraft was one of the first brands that I was subscribed to that I would just had to open every single new sender by them. They had this unique white space. There was just subtleties, attention to detail. Their product imagery is phenomenal. But yeah this email\'s really interesting for me because it\'s announcing a new product for sure.

And it talks about the two in one sling bag and the product imagery is pretty good. Recently they\'ve moved to the central logo that overlays the image, which I don\'t particularly love. But then you just like scroll down a bit and if you look at the CTA where it goes, \\"take a look\\", I thought that could be just a little bit more of a visual standout from the whole email.

You\'ll notice if you scroll down to the footer, they use this like little subtle red. I think that\'s like a candy cane icon or something, but like maybe just a nice red CTA. Keep it minimal, subtle. But if you scroll back up, you\'ll see where the second headline as it goes \\"take a look\\" it goes \\"off gray alternatives\\" and that\'s not even a link.

And that\'s like sort of a heading. It\'s not clickable. It feels like a mistake to me and maybe they haven\'t linked it. But, again, just one more critique. And these guys, for me, they send great emails, but for me second, they use their \\"Made in Italy\\" twice. And I just feel like it\'s just lost that classiness.

Anyway, I\'m being critical. I\'m a huge fan of this brand. but yeah, I\'d love to know what you guys think. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/the-new-trip-passport-cover/

","slug":"the-new-trip-passport-cover","email":{"litmusApiData":true,"companies":[{"slug":"hardgraft","name":"Hardgraft"}],"screenshots":{"IPHONE8":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OL2019":true},"title":"The New Trip Passport Cover","hasPrimaryImage":true,"hasHtml":true,"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-linktitle":true,"accessibility-presentationtable":true,"accessibility-justified":true},"slug":"the-new-trip-passport-cover","popularityScore":0,"publish_date":1547601816,"categories":[{"slug":"ecommerce","name":"Ecommerce"},{"name":"Fashion","slug":"fashion"}],"originalHeight":2226,"litmusApiDate":1571801675271,"collectionTags":["ecommerce","recommendations","product"],"originalWidth":680,"content":"\\n
\\"\\"
\\n\\n\\n

View the Live Email
Edit on CodePen

"}},{"type":"text","content":"

Matthew Smith: We walk this line with you. It\'s such an interesting play. Like we want to be super positive, but we also hear from some of our fans sometimes, like, you guys are being soft. Get back out there!

So I think it is important. Our audience tends to want to know how do we make our emails better? Help us understand what is suffering. So to your point, what I see here is they are violating some really core design pattern language rules that are super helpful to the user, right?

Imagine coming into a brand new universe and you come to one stop sign and you\'ve got a big red octagon and boom, stop. Bright white letters on this red background. Okay, okay. That\'s what stop means. And then you get to the next one and it\'s a triangle and it has a dinosaur in it, and it\'s like, wait.

Is that, is that stop or is that beware of dinosaurs? I don\'t know. Right. And I know this sounds absurd, but like that\'s kind of what\'s happening here, right? So we\'ve got an underline, which is a universal call to, you know, a link, right? Like we\'ve understood that since Berners-Lee put the internet together and like, boom, we\'ve got underlines.

Cool. Nope, that one\'s not a link. Oh, this one is. The only indication we have is that we have this cursor pointer. Obviously this is an image and is a full width button situation here, so it\'s not bulletproof. No need for it to be this way. It\'s the modern era. We can put custom fonts and it\'s not expensive.

We like to work sometimes with Fathom and Draft. My design agency, we work with Uplers who are great email coders. And as long as you\'re like very, very specific and you know what you\'re doing like that\'s a great way to do it. And we\'re talking like this email would maybe be $150 it\'s super affordable. So anyway, the point is don\'t use these non custom fonts when you don\'t have to and get your design system to say, okay, we always will have links be this color links be this way.

Headings be this way so that there\'s no confusion. I really agree with that. I mean, it even goes down this, this one\'s a link. These are links. This is not a link. This is not a link. Super confusing, but the aesthetic. It\'s really beautiful. Like they\'ve done a great job of making an email with a limited palette.

And I think one of the core sins of most emails that we get and have to reject is this like overload of color. And it\'s done unintentionally. Like I guess you could do an overload of color and that would be interesting, but it\'s not. Oftentimes it\'s overwhelming. I agree. This is a beautiful email, but really lacking some of those user experience fundamentals that really make it very useful.

Does that make sense? Do you guys agree? 

Matt Helbig: Yeah. I think to me the difference really is the desktop and mobile layouts. I think they\'re pretty good, but in few cases they sorta have dropped the ball. I think like the single switching from the three to a single is pretty successful, but that headline \\"off gray alternatives\\" is really small on mobile.

There\'s some small little tweaks, I guess around that cause that now it looks more like a CTA. But as you said, it\'s not clickable. So I think some other brands that are really featuring these products, maybe like a Moment or something, do a little bit better of a job. Just putting them front and center like there\'s just kind of too much content maybe for me to really figure out what\'s going on.

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https://reallygoodemails.com/emails/just-in-time-new-moment-goodies/

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This is a great email from Moment with lots of new products and a great layout for rollout.

\\n

Here’s the Gif Animation

\\n

\\"NYTimes\\"

\\n

\\n View the Live Email

\\n","companies":[{"name":"Moment","slug":"moment"}],"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"collectionTags":["product"],"litmusApiDate":1575321810222,"slug":"just-in-time-new-moment-goodies","publish_date":1450718483,"hasHtml":true,"popularityScore":1,"originalHeight":5860,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-gif-detected-bdb--d-b-beaba.gif":true,"accessibility-metacontenttype":true,"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-heading-tags":true,"accessibility-htmllang":true,"content-titletag":true,"accessibility-gif-detected-dcd-e--f-aaffc.gif":true,"accessibility-gif-detected-ccb-a-bf-bcb-bc.gif":true},"litmusApiData":true}},{"type":"text","content":"

I guess the text is really important, but to me, I\'m really more about this individual product. And maybe talking a little bit more about like how you would use it or examples throughout this email. So I think it gets me to the site, but yeah, it\'s a little lacking for me on this one. 

Rob Hope: Cool. If I could add one bit is that, you know, in the past they\'ve got this founder\'s section at the bottom of most emails, and if you actually read the blurb there, now they\'re talking about 13 years in the game.

I think it\'s a couple. They started adding this real subtle image and other emails, which I think had them sitting next to each other on the couch and it had like the loafers that were matching and that just felt like they really cared about their products. You know, like, Jeff from Ugmonk, you know that guy, he\'s using his products and he\'s only releasing them once.

He\'s actually tried them out properly. I feel this founder\'s block is great, but also I want to know who these people are. I feel like you could just add to that to be very picky, but I love how they end off with hold onto the good, actual first names. We\'re here, we\'re experiencing our own products and you know, like when people are spending time trying out their own products, you know, they\'re going to be good.

This is going to be quality.

Matthew Smith: That\'s right. This is a great example of an email that has a lot of room to grow, but is already doing some good work. One of the things I\'ve talked about on other episodes, and I talked about a lot in my design work, is playing design golf. ⛳

Golf is this game, of course, you try and keep your scores low as possible. So if we think about how to keep the score low on differences. So we have a heading that\'s, you know, one. Now we have type two. So that\'s two points. Now we have a CTA three now we have a slightly different heading four, we have made in Italy five we have this type of line six.

We have another type of line seven. We have these, which now are eight, and then we have this heading. Now it\'s nine. Now this text 10, etc. And arguably 11 now, 12. So what if you could eliminate six of those. And really get this tighter. And to your point, Rob, like love the use of red.

What an awesome way to call out that initial CTA. And my guess is that they\'d see some improvement in the actions that they want people to take. Right? Like if you believe in your product, then you believe like this really will serve people. And the email having a design system like this really does serve them.

So great job, hardgraft. Been following you all for a long time. Really appreciate the email and go get you some awesome gear if you\'re into this kind of thing. This is definitely up my alley. Rob it\'s really fun to have you here today, and I think we\'ll end up doing a few more episodes together. What\'s going on in South Africa this Friday?

Rob Hope: Jeepers. I was just telling Matt, we\'re experiencing a little bit of load shedding and we have no power for a couple hours a day.

It\'s from some negligence and maintenance from years, even decades ago. So I work around the power schedule, so the power was off about two hours ago, so I\'m stoked this meeting was when it was.

Matthew Smith: Happy Friday to everybody. Happy Friday Matt Helbig. Really appreciate you all and don\'t forget UNSPAM. March 12th and 13th coming right up . So excited. All right. See everybody out there. 

Matt Helbig: Peace.

Rob Hope: Ciao guys.

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This week we look at hims & hers emails with guest Paige Siebold.

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Matt Helbig: What\'s up, email geeks? Welcome back to another Feedback Friday. This week we\'re joined by Paige, who is an email developer at hims & hers. We love these emails for the good typography, consistent design elements, and great product imagery. Big fan of these, so let\'s jump right in. 

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Tell us a bit about yourself and your background. 

Paige Siebold: So my name\'s Paige. I\'ve been doing email for around five years, started in design, and always had a development background, but not that great, a simple one, and ended up doing emails. I previously worked at VRBO and HomeAway and currently work at hims & hers. 

Matt Helbig: Fantastic. Do you want to start with this first email? How did this email come about? What were some challenges on it? 

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New product. Full width on desktop, with mobile optimizations of images.

\\n

 

\\n

 

\\n

Things I Like

\\n
    \\n
  • Simple & clean header/footer with minimal distractions (no nav bars or legal jargon, and limited social icons)
  • \\n
  • Live text everywhere
  • \\n
  • Consistent design elements (left-aligned text, line height, spacing, etc.)
  • \\n
  • A clean design that gives the email a 3D feel (see the different flavors hovering over 2 different-colored backgrounds) and also utilizes a simple Z-design
  • \\n
  • Limited CTAs (2) that are above the fold and at the bottom of the email
  • \\n
  • Great, great, great product imagery
  • \\n
  • Branding and colors are consistent throughout the email
  • \\n
  • Interactive CTAs that change color upon hover and interactive product images that change size upon hover
  • \\n
  • Good typography – the difference between headers and paragraphs is clear
  • \\n
  •  
  • \\n
\\n

Strategy Improvements

\\n
    \\n
  • Instead of having social icons, maybe include a curated feed in the footer that shows photos from hims’ IG or from customers’ IGs
  • \\n
  • Include other smart recommendations beneath the second CTA for people who may not be interested in collagen powder
  • \\n
  •  
  • \\n
\\n

Design Improvements

\\n
    \\n
  • Include the option to View Online in footer
  • \\n
  • Title attributes for the flavors that give more background/details about each flavor
  • \\n
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Paige Siebold: So this, in particular, is a launch email. So this was a new product that hadn\'t been on the site yet.

This email was the first launch email I did working at hims & hers and they gave me a lot of time. There\'s a lot of small things I did with this one, but in general, it was to launch a product and give more information. I think collagen is a different type of product, not a lot of people know about it. So providing some info on that and driving to the site.

Matt Helbig: We love it. There\'s so much to see and do in this email. Honestly, it does almost feel like a website in some ways. I mean, using all these live text, hover effects. How does something like this get kicked off? Do you receive a brief or are you given a design or here are some screenshots, here is the copy that we want to include and you get started? 

Paige Siebold: It will depend on how big or what kind of emails we\'re working on, but something like this that is a launch. It\'s a bigger marketing effort obviously, cause there\'s a lot of people making assets. So this will have a brief and go to a copywriter first.

I\'ll work with the design team for assets and see mocks of the site. Our site is very clean and pretty easy to implement into emails. So a lot of the site\'s blocks are already coded out to match the site. A lot of it is, is matching what we\'re doing on the site, just implementing it into email.

Matt Helbig: How did you go about all these different, little enhancements, like you said, like this thing has custom web fonts, there are hover effects. How do you pick and choose the ones that you want to do? Or you have a checklist of things that you do in an email?

Paige Siebold: I always like using that little bounce effect and because we have three colors and we wanted to show those, I liked throwing that in every once in a while, I don\'t think it particularly helps engagement that much.

I think it\'s fun. I just added it in for the fun of it. Email Geeks, I guess, find it interesting. I don\'t know if the general user does. 

Matt Helbig: How do you explain that to someone, though? So you\'re like, okay, I\'m going to add in this effect. It\'s not going to work a lot at the time, but it\'s going to be tight when it does. Is that like what you say? 

Paige Siebold: I add it in, and no one knows. And if they see it in their tests, they\'re like, Oh cool, this is not affecting anything. I did it the other day, and my coworker noticed, and I was like, Yay! You noticed! 

Matt Helbig: Yeah. I feel the same way with adding some hover effects once in a while on CTAs. It\'s a subtle change, but this is pretty drastic, at least. But sometimes, it\'s like transparency or a color change, and people don\'t seem to notice. 

Paige Siebold: All of our CTAs, I just have set up in our CSS, so all the CTAs always match. There are two different hovers on our site and I will swap in between those two. They do that and turn into a border. So I already have that all coded. 

Matt Helbig: I think it is a great thing to sort of add into an email near the end or something like that. It is just a couple of lines of code. It doesn\'t work everywhere, but I think it is fun for people if they see it.

What other challenges did you have with this email?

Paige Siebold: The whole thing is full width. It was quite challenging to get those boxes on the right and the left to stick to the edges and keep it. I remember I spent a long time doing that, and then they switch on mobile. The images, I have them switching to look nicer.

And there are just a bunch of small things like that in this one.

Matt Helbig: So how long does something like this take you? Are you starting from scratch or using a template? 

Paige Siebold: I have the entire site coded out, like all of the modules. So I\'ll switch in and out. I remember this one, particularly, I was given a lot of time, so I messed around a lot with it. Um, and there were many different iterations, but generally, since we are a startup, things are pretty quick, and I\'ll make them in a day if we\'re doing a quick launch. But I think this one I sat and messed around with for a bit cause I had some time.

Matt Helbig: Do you get any insights on how this email performed? 

Paige Siebold: We do have some learnings, and we also technically did a test on this one. There was a completely different version that was what we call the short form, and it was testing this long-form that had a lot of information and gave you more ideas of how you could use collagen or why you want to use collagen.

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Short form email for our product launch. Focused on the product packaging and emphasizing it with a GIF.

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And then the other one was vague and was just like, our packaging and like check it out and some quick points on it. We got some learnings from that in general and sort of applied that to some future things. A lot of our products are very different because we have the RX side and OTC side.

So a lot of our learnings we have to repeat what we\'re doing again for other stuff. But it was interesting to see if people were interested in learning more. It depends on how complicated our product is. 

Matt Helbig: Speaking of other products, I guess. There\'s this other hers email, which is similar. What\'s the difference between working on these two brands? 

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Product launch for hers. Full width email.

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Paige Siebold: Yeah. We recently had updated as well that they\'re almost identical and like the fonts are the same. The big difference is the colors and a bit different in the tone. Like if you read some of this copy, we have different points.

It\'s more focused on the ingredients and things like that, which matches how this the her site works. So there are those little like pointy outy things. That matches what the her site looks like. So those are like the subtle differences of that. They also use icons on the her site. Luckily the fonts are the same. The tone tends to be very similar. The packaging is usually just flipping the logo. So you can usually use similar images. 

Matt Helbig: Why isn\'t this like an all image email? I could easily see this being all image email. So why are you taking the extra time to do these design best practices? 

Paige Siebold: I\'ve just never made all image emails. So I see the points as to why some people use all image emails, but I think if you have the time and capabilities, it\'s better to do it in live text when you can. You can\'t have your fun hover effects, and there is, there are some little downfalls like this heart emoji. I think it had some, it\'s got a few spacing issues and you just kind of work around it, but it\'s easier to do that if it was an image. And in the long term, all this is already coded, and so I can reuse it. 

Matt Helbig: Yeah, I was going to say, were you able to use that first template for this one a bit? 

Paige Siebold: Yeah. I mean, this is the same email, just different colors. I did have to redo the bottom part.

Matt Helbig: So what kind of tools do you use when you build your emails?

Paige Siebold: Because I was a designer, even though I\'m a developer, I still mainly use Dreamweaver. If I\'m designing something, I\'ll just design it in code and then we\'ll use Sketch and Photoshop as well for editing photos. And then, Litmus, of course, for testing and then we send with Braze.

Matt Helbig: This one is a pretty straightforward, shorter form email, just pushing towards downloading the app. I liked these little elements on the side that at least stood out to me. 

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New app launch for hims. Focused design, easy to skim, large fonts.

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Paige Siebold: When I use background images, I\'m always trying to use them as like a, sometimes I use them as the main image, but I\'m trying to use them as like a thing that adds something to it and works if it\'s not there. So, in this case, the pills and the gummies are the background image.

So if they\'re gone, it still works. And it matches how we marketed it. Our designer had come up with this, like all of the styled out gummies and pills and stuff, and I think it\'s a subtle thing, but it makes it a little different for an app launch type email, which a lot of them look the same.

You got to show the app and the phone. So I think it adds a little something.

Matt Helbig: I do like these being those badges or something versus a CTA. Because I feel like download, our app is a bummer CTA. So I liked that you split them. 

Paige Siebold: Yeah, I remember that was a whole discussion as well. We had multiple different versions of this before we finally did it.

The top one was a button and the bottom where badges and then reverse. I don\'t remember why we ended up with two badges, but there was a whole discussion about what would be best cause there was a landing page. 

Matt Helbig: I think the one note I had on this was some like animation here, but I guess that isn\'t the focus of this email. So I feel having that focus be on these CTAs and why you should download the app is probably the better way to do that. 

Paige Siebold: Yeah. I think they were finishing the app as we were finishing the email. Startup life. 

Matt Helbig: Yeah. Things usually tend to happen like that. So I guess this is almost more potentially like an onboarding email or something. So do you have a whole transactional side of your emails, or is it mainly promotional? 

Paige Siebold: I would say actually the majority of our emails are transactional or account type things.

Since we are mainly a telemedicine company and it\'s asynchronous telemedicine. There are so many different notifications and emails and follow-ups that we need to constantly be sending out to a majority of different flows cause we have different medicines that require different things. It\'s not just a product.

We\'re selling a product plus a process with it, plus the follow-ups and the return visits. And I think that was like one of the things that excited me about joining hims & hers because I knew how much it would be on the backend technical side of all the different emails and all the things that need to be set up to make this sort of thing run.

Matt Helbig: So when you joined, were some of those things already in place, or did you build a lot of those? 

Paige Siebold: A lot of them were in place. We sort of switched the way we did our business as I was joining. So a lot of things needed more advanced notifications. There were a lot of things that got more advanced in our platform, therefore we needed more emails to support.

We\'re always constantly finding the ones that need to be updated that are older, that could be improved. So a lot of our tests are against old creative cause there\'s a lot. Yeah. There was some stuff set up, but we had to set up a lot of things as we\'ve created this new process.

Matt Helbig: I think we have one more to check out. A newslettery sort of email. How would you describe this one? 

Paige Siebold: A newslettery type email.

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Matt Helbig: I mean, it doesn\'t even almost feel like a newsletter, but you know, I think these different sections calling out articles that you have and new featured products.

I think it\'s like a smart approach to maybe just like a content dump of information. 

Paige Siebold: We have a hims version of this as well. We try and send this out monthly. This I think was the first one we sent out, so it has more of a broader, we tried news articles that have done well in the past, but we tend to focus on specific themes like skin one or whatever is relevant right now.

Then sometimes we\'ll take out this product module and focus more on just like education. Just trying to, this one is less about being transactional and more just promoting our community and as a resource for health-related or only general information about what hims & hers is about and promoting some of our other ways of interacting with brands, like social.

Matt Helbig: We love this section. I think showcasing a specific channel, even in this big block is you know what many brands should be doing when they\'re talking about pushing traffic towards one particular social channel. And I know Instagram is probably huge for you, your brand. So I think this is a great module.

Do you have a design system in place or how do you kind of keep track of all these different modules that you\'re using? 

Paige Siebold: So depending on, on the marketing side, I just sort of have like long-form, has all the module templates saved out in HTML. On the transactional side, there\'s obviously, there\'s more like robust content blocks saved into our Braze.

Whatever that things called. In Braze. I have like an InVision saved out of all the different modules. So if someone comes to us for something, we can be like, and they all have names, so you can be like, pick these things for this, and just let us know if they want specific modules. That way, it\'s all sort of set up already.

Matt Helbig: I have always been impressed with the amount of legalese that you guys have here. How is it so small? I thought it would have to be like tons of disclaimers and stuff like that. 

Paige Siebold: These four don\'t have RX in them. We do have a tiny disclaimer that\'s like two lines. If it is a prescription, but none of these emails are prescription. Yeah. But we do have a very small line of, I used to have way more lines of legal at HomeAway. Yeah. It\'s nice. 

Matt Helbig: So is there a way that you kind of get around that just by pushing people towards these different pages, you know, privacy, terms of service. 

Paige Siebold: I think the prescription one has some pretty stronger lines.

That one\'s obviously a little more specific. If we do things like show before and after, we have a line for that. But this one is just pretty straightforward, so we don\'t have to have this much on this one. 

Matt Helbig: What is one thing you thought you knew about email that you now totally understand differently about email?

Paige Siebold: I think in terms of just like email in general, especially right now, it\'s interesting to see a lot of focus on email and how important it is and how useful it is as a free resource. I think in general, just as I\'ve worked in email, seeing how much what you do and change, like small minute things, can strongly impact the business and be like a big driver.

There\'s probably a lot of things I\'ve learned. There\'s a lot of random things that I know about email code ingrained in my head forever that are just random things. 

Matt Helbig: Thank you so much for taking the time today. I loved walking through your emails. 

Paige Siebold: Yeah. Thank you for taking the time.

Matt Helbig: So we can find you online on Twitter. Anywhere else we should look?

Paige Siebold: I\'m not on Twitter.

Matt Helbig: Okay. We\'ll look at your Really Good Emails profile. 

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the emails I\'ve coded / designed"}},{"type":"text","content":"

Paige Siebold: I\'m sure if you Google my name. I have a website, but like, that\'s very old. Don\'t look at that. 

Matt Helbig: Okay. Gotcha. Perfect. 

Paige Siebold: Awesome. Thank you for always updating Really Good Emails.

Matt Helbig: I\'ll keep at it. We\'ll keep at it. 

"}],"hasPrimaryImage":true,"originalHeight":920,"slug":"feedback-friday-hims-hers","title":"Feedback Friday: hims & hers","secondaryAuthorText":"Host","publish_date":1589518800000,"partnerSlugText":"With partnership from","type":"feedback-friday","isDraft":false,"primaryAuthorText":"Author","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},98768:function(ep){"use strict";ep.exports=JSON.parse('{"content":[{"type":"text","content":"

Knak sponsored this FF episode. Schedule a demo to build your own really good emails and get them to market in minutes.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Show how to use a website or product with simple images and text in an onboarding email. Follow a simple hierarchy, such as using one heading, then a slightly smaller heading style to talk about the product contents, and then readable, less contrasting paragraph text with more info.

2. Be careful in using too much contrasting text and colored boxes all in one email. If there’s too much going on at once, this can be difficult to read and even distracting for your audience.

3. Driving your audience toward one simple CTA can help keep a giveaway email focused. Try using one headline, one image, and one CTA.


Matthew Smith: Hey, happy Friday, Matt Helbig. It\'s another feedback Friday where we can talk about some sick little emails from Honey. How you doing?

Matt Helbig: I\'m doing great. I\'m excited to jump in and look at these Honey emails.

Matthew Smith: Thanks, Honey.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/EKXbGHs-VzY

","embed":"EKXbGHs-VzY"},{"type":"text","content":"

Yeah, man, I\'m pretty interested in what they\'re doing here.

Honey is a tiny little company worth...not very much money. Not true, but they\'ve done a nice job of showing me how I can use Honey, how it can be effective, and what I can do here.

I\'m not often a fan of the zigzag approach. It can get overused because it\'s hard to do right. But they\'ve done a really nice job here.

One of the things that makes this work is they also have live text - nice job folks. They use this same heading style for one, two, three, and then a slightly smaller heading style to talk about the contents. And then there’s a nice kind of gray readable, but less contrasting text.

So, I get to go, Oh, shop like normal on my laptop > add items > price drop alert. I get to see the flow of how this works, and if I really want to read in, I can. And then these circular image types work really well to not feel too heavy and blocky. The whole focus here is to add a droplist. Right. So, if I want to start shopping for specific things, I can create a droplist so that I can get those updates. It makes a lot of sense.

I really liked the way that they move through this email and then that\'s it. Just, “create a droplist.” Okay. You want to know how that works? Cool. You think this one’s working?

Matt Helbig: Yeah, I\'ve been using Honey for a long time and I feel earlier on, they didn\'t have emails like this. There were more plain text emails. So, it was interesting to me to see them now invest more and try out more of this content and email that they have that channel to promote, rather than just this being a plain text email.

They\'re really smart with the notifications they send when you add things to your droplist. So, I think they have a pretty robust email program and it probably drives a lot of sales for them.

Matthew Smith: Yeah, I think you\'re probably right. This is another good example where they use a not uncomplex layout. It has some complexity to it, but they do a nice job of keeping it pretty simple, straightforward, and using a two-column grid to make it readable and easy to digest.

So, they start out with this big header image. Notice little things like this gold that shimmers every now and then. It\'s just really fun the way that that happens. That little GIF can add a lot of detail. Same with a little image like this where this number is shifting. That\'s pretty powerful and interesting.

They do a nice job with their type of graphic hierarchy. Headings that are nice and dark. And then your subtexts, that\'s a lighter-weight font. And on other emails, they had the gray text here. So, this may be an older one or a newer one.

The only thing that happens here is I get a little overwhelmed by these big colors and imagery. I feel like I need to read each of these things. I wonder how much actual readability they get from it.

Matt Helbig: Yeah. This is a popular category of these recap report emails on our site. So, it\'s interesting to see their take on it. I think the mobile view is probably a little bit better for me, having a little bit more white space and letting those big blocky images breathe a little bit. But I think as a scannable report, I think it works pretty well.

I guess they could really decide which of these metrics are the most important because they are throwing a lot of information at you and maybe you only care about one specific thing.

I would love personalization, like how much money you saved. I think that would be really cool if they could do that for each user. I know they\'re bringing in your Honey Gold, but if this was personalized to you rather than the community of their members, I think that could be a little bit more personal for sure.

Matthew Smith: I agree. Here\'s an interesting holiday one where they just get people into “giftway.” These are tough. Giveaway type of things, you have to have a lot of legalese or people do a lot of legalese, whether you have to have it or not is per company, probably.

But I think that they did a pretty nice job of giving as much attention to a simple thing as possible and driving toward that one simple “Enter holiday giftaway” where a lot of people end up adding much more to this than they really need. I think they did a nice, nice job. Have you seen anything different done well in this kind of category?

Matt Helbig: Yeah, these contest ones are kind of hard because sometimes they feel a little spammy or it feels like they\'re just partnering with someone to get some more information about you. So maybe just that caveat of when you\'re doing some of these giveaways, or giftaway in this case, try to make them feel a little bit more natural and less salesy or scammy.

I think this one does a pretty good job of it being short and to the point, but seeing this in my inbox, I always kind of feel like, Why am I getting this? Or something like that.

Matthew Smith: Good, good. Got a couple of more here. Look at these really nice views of almost a receipt-oriented way of thinking.

I\'m really impressed with how easy to read this is on mobile and on desktop. And then there’s more of this consistent content. This is more of a newsletter with some content that they\'ve got going on. Really impressed.

Well done, Honey. I think you all are really killing it. If you want to sponsor us with some of that special money, feel free. We\'re just happy to be here.

Happy to have some good emails going on here. Thanks for being here, everybody. Happy Friday. Hope you have a great one.

Matt Helbig: See ya.

"}],"originalWidth":2560,"slug":"feedback-friday-honey","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"secondaryAuthorText":"Host","authorSlug":"whale","isDraft":false,"primaryAuthorText":"Author","partnerSlugText":"With partnership from","created_date":1614220820634,"description":"

How can you communicate your message clearly while keeping your emails short and sweet? This week, we\'re diving into some onboarding and summary emails from Honey.

","publish_date":1614315600000,"originalHeight":1440,"title":"Keeping the message short and sweet with Honey","hasPrimaryImage":true,"type":"feedback-friday","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},90873:function(ep){"use strict";ep.exports=JSON.parse('{"hasPrimaryImage":true,"description":"

InVision is a digital product design platform providing intuitive tools for ideation, design, prototyping, and design management.

","type":"feedback-friday","secondaryAuthorText":"Host","primaryAuthorText":"Author","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. If you have a delightful product, show that delight in the email design. Make it fun yet effective. Manage the primary CTA to guide the audience into what they’ll want to do next.

2. Be helpful by focusing on what your audience needs to know. What\'s the product they\'re using the most? Show them relevant information and hook them with copy written specifically for them.

3. Build sequences according to your audience. For example, the acquisition stream here serves as a tool to help prospective clients better understand the product and want to use it. The retention sequence targets existing users who haven\'t used the product in awhile and shows how they can better use the product.

BONUS: Keep the message and design relevant. Trim it down to its essentialness. Emails are landing pages delivered.


Matthew Smith: Hey, hey hey Feedback Friday, everybody. It\'s a fantastic Friday. I\'m here with Nicole Murphy, Senior Director of Lifecycle Marketing at InVision. I\'m super psyched about this one today. My friends at InVision are some of the smartest, most interesting people I know. I feel like I\'m blowing smoke up somebody\'s ass, but I swear, this is how I feel.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/Npwb5jiO1Gs

","embed":"Npwb5jiO1Gs"},{"type":"text","content":"

I am really good friends with Aaron Walter over there and actually, I was one of the first beta testers at the very beginning with Clark. Clark and I go way, way back when things looked terrible, but great because it\'s the beginning of everything. Right? So, I keep up with Clark now, and then, which is fun.

I\'m just super psyched to be here with you, Nicole. Thank you for joining us. Happy Friday. Can you tell us a little bit about what we\'re going to go through today? 

Nicole Murphy: Yeah, for sure. Thanks for having me. I\'m super excited as an email nerd myself, I have followed you guys for quite some time. So this is awesome.

So today I think we\'re going to focus on some email sequences we built specifically around our new Freehand templates tool. So this is something we launched recently. It happened to be timed very nicely with a lot of the world going remote and it\'s a tool that enables remote collaboration. So that\'s what we\'re going to cover today.

Happy to touch on some of the learnings where we\'re gathering from these sequences, design, strategy, all that good stuff. 

Matthew Smith: How the heck are we going to cover all his emails in a short amount of time? I swear everybody we\'re going to do it. We\'re going to make it happen. So instead of deep diving, we\'ve heard from you, we\'re going to spend a brief amount of time, stay on task and make sure that we get you all high-level insights into the things that InVision has learned along the way.

Nicole, the first question I\'ve got for you is how did you, I mean, there is a serious sequencing, a thought pattern, a methodology to this whole sequence.

I know we were looking at two setups here. I would love to know what is the first part that we\'re going to look at. What is the second? And give me a brief description of the team that put these together and how that came together. 

Nicole Murphy: Yeah. So I think the easiest way to think of the two streams we\'ve got built out here is part one is an acquisition stream.

So we had some paid ads out in the market using Freehand templates to acquire new InVision users and since they\'re coming through this new tool, we wanted to put them down as a special nurture track of emails to help them better understand the product, use it more, et cetera. So that\'s the acquisition nurture sequence. 

Part two of the emails we\'ll look at today is more of a retention play. So we took a similar approach, but it\'s more so targeted at our existing users who haven\'t used Freehand in a while. And so Freehand is a tool we\'ve had for quite some time. It\'s just the templates piece of it that was the new addition, which is what these emails are about. 

So we targeted people who haven\'t used Freehand and over 30 days and put them through a nurture track to not only announce the new template functionality but to also just help them better and how they can better use a Freehand, especially given the state of the nation today. 

I would say in terms of the teams who put them together, my team works closely with the product marketing team who is bringing this new feature to market to come up with the overall strategy of these two different streams.

Once we kind of align on that, we work with really closely with our copywriters, our design team, our marketing developers who build all these email templates, and whatnot for us to get all the assets in order. And then our marketing operations team takes all of that from us and builds these emails for us. Where we\'re currently using HubSpot, builds them all for us, and gets them out into our subscriber\'s hands.

Matthew Smith: Smart. About how long did that process take for this set?

Nicole Murphy: There are quite a few emails in these, so each track. So like I said, there\'s the acquisition and retention track. Each track has subtracts based on your persona. So whether you\'re a developer or a designer, you\'re kind of talked to differently based on how you would use Freehand. So there are about 20 total emails.

So it took, I would say probably close to like a month or so after we came up with the strategy to produce all of these things, get them tested, QA, and out into the world. 

Matthew Smith: So before we get into the strategy around this, one of the things that I\'m getting super passionate about, both on the Really Good Emails side of my life, and also on the Fathom & Draft side of my life, where we are now getting dialed in on building email design systems for clients.

Tell me a little bit about how email design systems have made your life here with designing something as diverse as this set of content with different visuals and different communication. Did that amplify and speed up your experience or, you know, is that how you all work? 

Nicole Murphy: I have our design system in place, but I think the biggest piece is the design that went into these specific emails was also part of a new branding that we\'re rolling out. Because Freehand is such a delightful product to use. We wanted to make sure that that was reflected in the design. So that\'s why you\'ll see throughout some of these, like, Some little emojis or like hearts and stuff because whiteboarding is fun to do, whether you\'re in an office or not.

So that\'s kind of where the design came from on that front, but we also wanted to make sure we were making it very effective as well in terms of like, okay, that\'s all fun, but here\'s how you use it. Here are all the templates. And here\'s how you apply it in your day to day life. That\'s kind of where all that came about.

I think the templates themselves, like how our emails are built, they\'re very modular focused. So we know exactly what templates we can work within. So whether it\'s like two columns or a single column, plain texts versus not plain text, et cetera, our developers have done a great job on building these templates in such a way that it\'s really easy to plug in different content and different images and GIFs and whatnot.

So, yeah. That\'s kind of how we run it at InVision. 

Matthew Smith: Alright. I like it. That\'s tight. I\'ll drive, but you tell me where to go, and let\'s make a quick walkthrough and give me a sense here on this acquisition track. Tell me what\'s happening for the user, what you\'re trying to accomplish.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/get-started-fast-with-a-freehand-template/

","slug":"get-started-fast-with-a-freehand-template","email":{"screenshots":{"FFYAHOO":true,"IPHONE8":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"ANDROID8GMAILAPP":true},"originalHeight":3413,"slug":"get-started-fast-with-a-freehand-template","submittedEmailId":"2p37U8n05Ddkwc9OEQUe","hasHtml":true,"categories":[{"slug":"b2b","name":"B2B"},{"name":"Onboarding","slug":"onboarding"},{"name":"SaaS","slug":"saas"}],"originalWidth":680,"submitter":{"role":"none","slug":"whale"},"litmusApiDate":1594365979541,"popularityScore":1,"companies":[{"slug":"invision","name":"Invision"}],"content":"","tags":[],"litmusApiData":true,"accessibilityIssues":{"accessibility-gif-detected-_Hero.gif":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"accessibility-justified":true,"content-titletag":true,"accessibility-htmllang":true},"publish_date":1594365947921,"title":"Get started fast with a Freehand template","author":{"slug":"mtthlbg","name":"Matt Helbig"},"hasPrimaryImage":true}},{"type":"text","content":"

Nicole Murphy: The acquisition track like I said, there would be ads somewhere on Facebook, LinkedIn, wherever that might be promoting Freehand. And like I said, there are two different tracks. So we\'re speaking to our developers as well as our designers. This specific track we\'re looking at here is the developer track. So you can imagine they came through some sort of ad somewhere that was speaking specifically to the templates that we\'ve built in Freehand that are used by developers.

We\'re hooking them in that way, using copy in our ads, and our emails that are very specific to that role and dropping them in such a way. So it\'s about a five touch email sequence that spans over four to five weeks. The idea here is to welcome them into Freehand, teach them how to use it.

Also provide other pieces of content and motivation, inspiration, et cetera on how other people are using it. But you can see here in this first email, we\'re just trying to show them all of the different templates that might be most relevant to them. We\'ve got a handful, these are just four, and these are the four that are most used by our developers.

Matthew Smith: Fantastic. So very developer-specific. And then when does this next email come in?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/run-a-retrospective-with-freehand/

","slug":"run-a-retrospective-with-freehand","email":{"originalWidth":680,"tags":[],"slug":"run-a-retrospective-with-freehand","title":"Run a retrospective with Freehand","companies":[{"name":"Invision","slug":"invision"}],"accessibilityIssues":{"content-titletag":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-metacontenttype":true},"litmusApiDate":1594365986525,"submitter":{"role":"None","slug":"whale"},"author":{"slug":"mtthlbg","name":"Matt Helbig"},"categories":[{"slug":"b2b","name":"B2B"},{"slug":"onboarding","name":"Onboarding"},{"name":"SaaS","slug":"saas"}],"originalHeight":2135,"popularityScore":2,"publish_date":1594365953273,"hasHtml":true,"submittedEmailId":"KumECKO6IQ1ivtxS1KG9","content":"","litmusApiData":true,"hasPrimaryImage":true,"screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true}}},{"type":"text","content":"

Nicole Murphy: I think about four or five days later. We decided to take an email and zoom in specifically on the most popular template used by developers, which is the retrospective. I\'ve noticed just from my experience is that sometimes too much in an email things get lost.

And so it\'s great to show them the breadth of what we have to offer, but it\'s also super helpful to just zero in on like what they need to know kind of thing and drive them straight to the thing that we\'ve seen our developers use the most. 

Matthew Smith: Fantastic. And tell me about the third. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/top-3-ways-your-team-can-use-freehand/

","slug":"top-3-ways-your-team-can-use-freehand","email":{"tags":[],"title":"Top 3 ways your team can use Freehand","accessibilityIssues":{"accessibility-htmllang":true,"accessibility-gif-detected-_Hero.gif":true,"accessibility-metacontenttype":true,"content-titletag":true,"accessibility-presentationtable":true,"accessibility-justified":true},"slug":"top-3-ways-your-team-can-use-freehand","screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"FFYAHOO":true,"IPHONEX":true,"IPHONE8":true},"submitter":{"role":"none","slug":"whale"},"litmusApiDate":1594365992717,"litmusApiData":true,"originalHeight":3364,"publish_date":1594365960039,"hasHtml":true,"content":"","popularityScore":0,"submittedEmailId":"cDdL5iS7IJc51719ZfZk","companies":[{"slug":"invision","name":"Invision"}],"originalWidth":680,"hasPrimaryImage":true,"author":{"name":"Matt Helbig","slug":"mtthlbg"},"categories":[{"name":"Onboarding","slug":"onboarding"},{"name":"B2B","slug":"b2b"},{"slug":"saas","name":"SaaS"}]}},{"type":"text","content":"

Nicole Murphy: This one is more of just like tips and tricks and different ways you could use Freehand.

So not necessarily template specific, but we\'ve got other tools and features within Freehand, such as sticky notes and like cool little arrows and stuff and ways that you can kind of collaborate cross-functionally. Even if you\'re a developer, you\'re working with many other roles. So the point of this email was templates aside, here are some tips and tricks on how you can better use Freehand as a tool itself.

Matthew Smith: The illustrations and the animations are, you know, it\'s that classic a picture is worth a thousand words, right? Like in this case, it\'s fascinating. The email leads with this imagery. And then I read the content to follow up and see what else. Oh, that\'s architecture diagrams. Oh, that\'s story maps. Oh, look, sticky notes. Yeah. I saw it. Now tell me more about it. 

I\'m having a hard time. I\'m not clicking through during this video cause I\'m like, Oh, damn. I want to get into this. The use of GIFs is extremely helpful here. What are you all learning about using a GIF like this? 

Something that\'s happening here that I like, you\'re using a stable image with changing labels as a way of illustrating what\'s possible in the actions of the users, how do you land there? 

Nicole Murphy: With this specific asset, what we wanted to communicate was with Freehand being a remote collaboration tool, the best part about Freehand is you guys can all go in you can sketch, you can draw, you can brainstorm together.

That\'s really what we wanted to show here. So that\'s why we\'ve got the little personas and the little titles of people all moving around and contributing to the same document. And I think that Freehand is great for that\'s where all the ideas form, right? So you can wireframe out a bunch of different screens that you\'re working on, et cetera.

But we want to just also show that it might start in Freehand, but InVision is the tool that will help you take it from this wireframe to this like fully designed screen that you\'re seeing there as well. So we are just trying to show the transformation. 

Matthew Smith: Well, it\'s working. It\'s great. How about this fourth one? What\'s happening here?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/beyond-freehand-turn-your-ideas-into-customer-loved-products/

","slug":"beyond-freehand-turn-your-ideas-into-customer-loved-products","email":{"originalHeight":2801,"submitter":{"slug":"whale","role":"None"},"publish_date":1594365931616,"content":"","screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true},"companies":[{"name":"Invision","slug":"invision"}],"submittedEmailId":"AE3HfFYmIzObiNVuoGYj","accessibilityIssues":{"accessibility-htmllang":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"content-titletag":true,"accessibility-gif-detected-_Hero.gif":true,"accessibility-justified":true},"categories":[{"name":"Onboarding","slug":"onboarding"},{"slug":"saas","name":"SaaS"}],"popularityScore":0,"originalWidth":680,"litmusApiDate":1594365981996,"hasHtml":true,"litmusApiData":true,"tags":[],"author":{"slug":"mtthlbg","name":"Matt Helbig"},"hasPrimaryImage":true,"slug":"beyond-freehand-turn-your-ideas-into-customer-loved-products","title":"Beyond Freehand: Turn your ideas into customer-loved products"}},{"type":"text","content":"

Nicole Murphy: As a reminder so these people are new users to InVision. They just came through the ads. They may not have heard of InVision before, but they\'re using this Freehand thing. We didn\'t want them to think that that\'s all we had to offer. And so you\'ll see here that this is a bit of a cross-sell, cross-promotion tool to tie it all together.

So we say, okay, You\'ve used Freehand to wireframe your screens or whatever. Did you know that we also have Inspect, which can help you bring your design straight to code? Did you know, we also have a design system manager to help you manage all of these assets, et cetera. So it\'s just piecing together all that InVision has to offer.

Matthew Smith: Now this one\'s got me super intrigued. What is happening here? This is fantastic. 

Nicole Murphy: Again, these are new people. They are certain people that we acquire through our ads that based on their titles or what company they\'re from, et cetera, we know that they\'re likely a better fit for our enterprise product and our freemium self-serve product.

And so we siphon those people off and target them with a very like personalized, plain text email. That\'s not all marketing. And just kind of seems as if it\'s coming from a person which I mean, she is receiving the replies, but just to stand out and start to speak to the benefits of InVison Enterprise and all that it has to offer in addition to Freehand.

And so the goal with this email, like I said, it only goes to people who we believe are qualified for Enterprise, but the goal is to just get them to raise their hand and show some interest in learning more about our Enterprise product. 

Matthew Smith: And how did you qualify those people? 

Nicole Murphy: Again, it\'s based on either where they came from. So what channels we\'re getting them from, what type of title data we\'re able to get from them, what company they\'re from, how many employees, like those kinds of questions that we ask people.

Matthew Smith: Love it. Alright. I think we\'re jumping over into the next track. So now this is not an acquisition track anymore, but instead, I\'ve used Freehand. This would probably be for me, I\'ve used it in the past, before it got this like super rocket behind it and like, now it\'s amazing. What\'s happening here? What are you trying to do?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-for-freehand-templates-for-brainstorms-wireframes-and-more/

","slug":"new-for-freehand-templates-for-brainstorms-wireframes-and-more","email":{"litmusApiDate":1594366022631,"companies":[{"slug":"invision","name":"Invision"}],"screenshots":{"FFYAHOO":true,"OL2019":true,"IPHONEX":true,"IPHONE8":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true},"slug":"new-for-freehand-templates-for-brainstorms-wireframes-and-more","content":"","hasPrimaryImage":true,"title":"New for Freehand: Templates for brainstorms, wireframes, and more","popularityScore":0,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"originalHeight":3228,"publish_date":1594365989856,"litmusApiData":true,"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-gif-detected-_Hero-.gif":true,"accessibility-metacontenttype":true,"content-titletag":true},"categories":[{"name":"B2B","slug":"b2b"},{"slug":"engagement","name":"Engagement"},{"slug":"retention-reactivation","name":"Retention / Reactivation"},{"slug":"saas","name":"SaaS"}],"originalWidth":680,"submittedEmailId":"HUB3HdqfzzjEQNVOiRDM","tags":[],"submitter":{"slug":"whale","role":"none"},"hasHtml":true}},{"type":"text","content":"

Nicole Murphy: The point of this nurture sequence again you\'re right it\'s going to existing customers we already have. So either you\'ve used Freehand, but it\'s been a while since you\'ve last used it, or maybe you came through our prototyping tool or you\'re an Inspect user, and you\'ve never even seen Freehand before. We\'re talking to those people. And the ultimate objective of this nurture sequence is to get them back in and using Freehand.

You\'ll notice a lot of similarities here. I think the difference here is we\'re focusing on the design track. So you\'ll notice we\'re focusing in on the template specific to what a designer might use Freehand for. So that\'s just how we\'re personalizing our message a bit more. 

Matthew Smith: Is that because traditionally the primary user for people who\'ve known InVision the longest are designers?

"},{"type":"email","content":"

https://reallygoodemails.com/emails/build-wireframes-with-freehand/

","slug":"build-wireframes-with-freehand","email":{"submittedEmailId":"jWqG8ZihTahmAfaEsyuG","popularityScore":0,"litmusApiDate":1594366049705,"litmusApiData":true,"tags":[],"originalWidth":680,"companies":[{"slug":"invision","name":"Invision"}],"content":"","submitter":{"slug":"whale","role":"none"},"originalHeight":2290,"title":"Build wireframes with Freehand","hasHtml":true,"slug":"build-wireframes-with-freehand","screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true,"IPHONEX":true},"categories":[{"slug":"b2b","name":"B2B"},{"slug":"retention-reactivation","name":"Retention / Reactivation"},{"name":"Engagement","slug":"engagement"},{"slug":"saas","name":"SaaS"}],"publish_date":1594365965543,"hasPrimaryImage":true,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"accessibilityIssues":{"accessibility-metacontenttype":true,"content-titletag":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-htmllang":true}}},{"type":"text","content":"

Nicole Murphy: So we started with designers obviously, but since then we\'ve become more of a, like a design collaboration tool. So we\'re often now speaking to developers because the designers are handing off their designs to developers to use our Inspect tool, to convert into code. So developers are a big persona for us, as well as just collaborators.

So whether you\'re a stakeholder or some sort of marketer, and you\'re just reviewing these designs, we\'ve got a lot of tools for you to pop in and leave comments and feedback in it and whatnot. So those are kind of the key personas we\'re talking to when we\'re thinking about our messaging. 

So you\'ll see like a similar, a similar pattern here. Yeah. Start with broad, like here are all of the different templates you might be interested in. Let\'s focus on the wireframing one, which of course is the most relevant for our design audience. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/learn-how-to-work-remote-with-freehand/

","slug":"learn-how-to-work-remote-with-freehand","email":{"litmusApiDate":1594366016371,"originalWidth":680,"author":{"name":"Matt Helbig","slug":"mtthlbg"},"originalHeight":3261,"popularityScore":2,"categories":[{"slug":"b2b","name":"B2B"},{"name":"Retention / Reactivation","slug":"retention-reactivation"},{"slug":"engagement","name":"Engagement"},{"name":"SaaS","slug":"saas"}],"hasHtml":true,"submittedEmailId":"3Xs0yn9a16TTnEtw5Tbw","screenshots":{"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONE8":true,"OL2019":true},"accessibilityIssues":{"content-titletag":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-gif-detected-_Hero-.gif":true,"accessibility-htmllang":true},"slug":"learn-how-to-work-remote-with-freehand","submitter":{"slug":"whale","role":"none"},"content":"","litmusApiData":true,"title":"Learn how to work remote with Freehand","hasPrimaryImage":true,"tags":[],"companies":[{"name":"Invision","slug":"invision"}],"publish_date":1594365983750}},{"type":"text","content":"

And then if you go to the next email, So one thing we did a little bit differently here is we used content that we have about other customers of ours that are using Freehand as a bit of a like inspirational motivational play, to show how other customers are seeing success with Freehand.

Matthew Smith: Social proof.

Nicole Murphy: Exactly. So it\'s a variety of blog posts, customer stories, as well as a webinar that we did recently with Home Depot about how they used Freehand amidst this kind of transition to more remote work. The learning there is just like, we\'ve noticed that at InVision, but also at past companies I\'ve worked at, is different types of content, different types of assets resonate with different people, right?

Like everyone\'s learning a different way. So some might be interested in a webinar. Some might never, ever attend a webinar in their entire life. So good to in your emails include different types of content to just increase your chances of somebody engaging with it. 

Matthew Smith: Instead of just having one of these blurbs, having four allows for a broader range. How will you be testing that? So for instance, do you have specific click events tied to watch how people are hitting specific parts of the email so that you can adjust even within the sequence? 

Nicole Murphy: Yep. So we can look at, obviously like even within just this email, we can see which piece of content is resonating the most. And so that might tell us for like a future iteration or optimization, we might give that piece of content a little bit more real estate, or maybe we move it up in the sequence or it gets a standalone piece or something like that.

So those are signals that we\'re looking at to see what\'s landing and what\'s not.

Matthew Smith: Solid. Then we\'ve got two more here. What\'s happening in these? 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/kick-off-team-brainstorms-with-freehand/

","slug":"kick-off-team-brainstorms-with-freehand","email":{"hasHtml":true,"submitter":{"role":"None","slug":"whale"},"litmusApiDate":1594366019301,"screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true},"tags":[],"categories":[{"slug":"b2b","name":"B2B"},{"slug":"retention-reactivation","name":"Retention / Reactivation"},{"slug":"engagement","name":"Engagement"},{"slug":"saas","name":"SaaS"}],"accessibilityIssues":{"accessibility-htmllang":true,"content-titletag":true,"accessibility-metacontenttype":true,"accessibility-justified":true,"accessibility-presentationtable":true},"companies":[{"name":"Invision","slug":"invision"}],"slug":"kick-off-team-brainstorms-with-freehand","submittedEmailId":"HMtzicMGmmSXmStfCSOs","litmusApiData":true,"popularityScore":0,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"publish_date":1594365977057,"title":"Kick off team brainstorms with Freehand","content":"","hasPrimaryImage":true,"originalWidth":1360,"originalHeight":4532}},{"type":"text","content":"

Nicole Murphy: Yep. This was just because like you said earlier, designers are our core users, a lot of our templates are really helpful for them.

So what we decided to do was just do another kind of zoomed-in, look at another template to encourage them to explore a different one. 

Matthew Smith: And finally this one. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/3-ways-teams-like-yours-use-freehand/

","slug":"3-ways-teams-like-yours-use-freehand","email":{"originalHeight":2989,"hasHtml":true,"screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"OL2019":true,"FFYAHOO":true},"submittedEmailId":"7AoEOLhGc454fn2a7npk","accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-htmllang":true,"content-titletag":true,"accessibility-metacontenttype":true},"hasPrimaryImage":true,"litmusApiData":true,"categories":[{"name":"B2B","slug":"b2b"},{"slug":"retention-reactivation","name":"Retention / Reactivation"},{"slug":"engagement","name":"Engagement"},{"name":"SaaS","slug":"saas"}],"litmusApiDate":1594366021197,"publish_date":1594365970898,"tags":[],"companies":[{"slug":"invision","name":"Invision"}],"submitter":{"slug":"whale","role":"none"},"author":{"slug":"mtthlbg","name":"Matt Helbig"},"originalWidth":680,"popularityScore":1,"content":"","slug":"3-ways-teams-like-yours-use-freehand","title":"3 ways teams (like yours) use Freehand"}},{"type":"text","content":"

Nicole Murphy: So again, this is kind of similar. It\'s just like tips and tricks on. So we\'ve talked about all the templates, but here are ways that you can collaborate with your team and use Freehand in a variety of different ways. 

Matthew Smith: Similar to one of the first ones in the developer track.

Nicole Murphy: Exactly. And so what we\'re trying to show is like, here are the hardcoded tools and features you can use, but here are the benefits you\'ll get. And here are some things that you might be doing the old school way or say a lot more of us were back in the office like these might be things that you\'re doing in less efficient ways, but did you know that you can get the same benefit by doing these through our tool Freehand?

Matthew Smith: I\'ve been thinking about this concept and we\'ll kind of finish up with this. I\'ve been reading a book called \\"Made to Stick\\", which is an old book by the Heath brothers that a lot of people have read before me, but the memo did not get to me. So I\'m reading it now and it\'s freaking amazing and it\'s just so helpful.

I love their books. Another one is, \\"Decisive\\" by them and I enjoy how accessible the writing is and the concepts. But as a designer, I find this helpful because what I\'m learning is like Fathom & Draft we\'re launching this new site, for our email design system work.

And in this process of designing this landing page, my team and I got together and started to think about how to create the most succinct, impactful, focused landing page that just says what you need to say as quickly as possible. It dawned on me somewhere in the pipeline of my brain emails, so many are these landing pages delivered. 

Just in general, I\'m very interested in this idea that email is relationship delivered. But also this other phrase is like landing pages delivered, came to my mind because it was like, wait a second one of the things that I find in so many emails is people have not taken the time to trim it down to its essential ness.

One of the things that I\'m getting in these emails is, Hey, here\'s exactly what you\'re going to get in this email. Here we will even show you exactly what you\'re going to get in this email. Now we\'re going to give you a very quick, very succinct description of what that means and a very clear ultimate boom, Try Freehand.

Get out the way there\'s no like confusion about CTAs. Very clear list of CTAs in case some of this additional information is something that you are more interested in. We go from big ideas to specificity, and then again, we go for that CTA and it\'s done. That\'s it. That\'s the simplicity. So what do you think about that concept of these being like landing pages?

Nicole Murphy: I think that\'s exactly what they are. I think sometimes the one thing you need to be mindful of is just making sure, and it\'s the same thing with landing pages, but you want to make sure they just don\'t go on and on and forever. So you want to get in and get out. Get your message across as quickly as possible.

I think the one thing I want to call out here, and I think at some point I saw a version of this email during our feedback and approval process that where you see the secondary pieces of content and assets within the email and then the secondary CTA is there. I think one version I saw was it didn\'t have CTAs, like individual secondary CTAs.

It was kind of just like the headline, the copy, and an image. My feedback to the team is like, if we\'re going to bubble up some of this additional stuff, like make it clear on like what we want them to do. If that\'s the thing that they\'re going to be taking an action on, where are we sending them?

What is that action that they should be expected to do next? And so I think the combination of really clear headlines, short succinct copy, and a really clear CTA is important. But to your point, managing your primary CTA versus your secondary CTA. So it\'s really clear on like what that user wants to do next. 

Matthew Smith: So cool. I like to play something called design golf, and I\'ve mentioned on other Feedback Friday episodes, it\'s this quality of trying to get down to the essentialness of what you need to communicate your vision. So one of the things that\'s happening powerfully here is there are so few different like type styles and the number of colors being used, obviously, outside of images, I think has maybe four.

That\'s incredible. Right? So these emails are so restful to read that I\'m able to focus on the content. So many other emails are distracting and keep me from focusing on the content. If something\'s not doing a job, get rid of it. There could be lines dividing all of this content, but they\'re not needed instead just use a little bit of white space. And it does the job, right? 

If you want to understand how to use typography and your designs, go look at all the InVision emails that have ever been submitted to Really Good Emails or that I\'ve put up there. That typography is the center of all design and this team knocks it out of the park.

I\'m just so thankful for everybody here. I hope everybody\'s surviving out there in pandemic land. We love you. What a great community we all have. You have my compassion and my love. Nicole, please tell everybody at InVision hello for us. Yeah, just thank you for your time. 

Nicole Murphy: Thank you for having me. This is fun.

Matthew Smith: Fantastic. Oh, what are you going to do this weekend? It\'s Friday. 

Nicole Murphy: I\'m not doing a lot because the next three weekends in a row, I\'ve got camping and like just, you know, a bunch of stuff, planned. Cottage going and all that good stuff. So just taking it easy. 

Matthew Smith: Hell yeah. I liked the sound of that. Same here. I\'m going to take it easy. Try and catch up on some Zzz\'s. I got a new puppy and so I am losing some sleep. 

Nicole Murphy: I can imagine I\'ve been there. 

Matthew Smith: Alright. Have a great weekend, everybody. Thanks for a good Feedback. Friday. Talk soon.

"}],"slug":"feedback-friday-invision-freehand","publish_date":1594357200000,"isDraft":false,"title":"Building delightful, focused product sequences with InVision Freehand","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"originalHeight":920,"originalWidth":1496,"created_date":1594681777797,"authorSlug":"whale","partnerSlugText":"With partnership from","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},75453:function(ep){"use strict";ep.exports=JSON.parse('{"title":"Creating sweet product emails with Jeni\'s Ice Creams","originalWidth":1496,"publish_date":1613109600000,"created_date":1613106775416,"content":[{"type":"text","content":"

Knak sponsored this FF episode. Schedule a demo to build your own really good emails and get them to market in minutes.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. If you’re going to include navigation options, consider moving the nav lower in the email, like the footer, so it’s useful, mobile-optimized, and doesn’t distract from the main product shot.

2. Explain unique concepts like shipping ice cream. Tell this story by including visuals and a brief explainer in the email.

3. Centered text works here because the text is large and simple. There aren’t too many lines of text and the leading is at a reasonable place.


Matthew Smith:  Hey, happy Friday, Matt Helbig. It\'s Feedback Friday, where we\'re going to talk about some Jeni\'s ice cream.

Matt Helbig: What\'s up, email geeks, another Valentine\'s day, another pint of ice cream. That\'s my date.

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Matthew Smith: I\'m a sucker for Jeni\'s. Good ice cream, especially after I quit drinking, ice creams where it\'s at, man. Jeni\'s does a really neat job. I signed up recently when I got up ice cream for friends as a holiday gift that I could send, which is weird that you can do that in 2021. I did that, and I started getting these emails, and I thought, man, they\'re pretty nice.

One of the things I love about them is there\'s nice, big text, real easy to read. And as I often talk about, they drive towards simplicity and a really simple way of thinking. These are landing pages for ice cream.

Now, I don\'t know what the hell is going on with everything, bagel, flavor, ice cream. That is some crazy shit as far as I\'m concerned, but they\'re doing a good job trying to sell this. Smash hit. So weird, it must be delicious. This is an excellent example of just really driving in with something straightforward, get into the product. It\'s beautiful product photography. Last chance that helps me know, Hey, this is limited time, get in here and get this order now and get done.

No big, long emails that are complicating things or adding complexity, same kind of stuff here. Just a fun GIF. On-brand messaging drive through to get people to order some ice cream.

Another version of this, everything bagel, one of the things you can switch back and forth here, you can see, I like that they can change up their style slightly with this background shift that allows for some additional content.

Suppose they had kept all of that white. It would not be enough change amid the content shift, but I like that. Do you think that\'s working? 

Matt Helbig: Yeah. I mean, I think it works. I would love to design an email for ice cream. That sounds pretty great. Like that sounds like a fun, exciting challenge. But to your point, I don\'t think they need to like sell it too much. I think they can put a product as the main focus of these emails and do pretty well.

To me, it is still kind of weird that you can go online and order a pint of ice cream. That seems kind of funny to me, for some reason. I don\'t know what Jeni\'s can do to improve. It\'s like diminishing returns on how much time they spend on some of this stuff. I think it just gets people excited about the product.

I know they\'d probably going on social media or something and looking up on Instagram and seeing people trying these wild and crazy flavors. Maybe they could bring some of that social aspect into these emails to make it more feel like a community thing, like sharing different things. But overall, I think pretty straightforward, and the branding is consistent with their website, and they\'re doing some exciting stuff here.

Matthew Smith: One thing that I think they could do would be to explain in these emails in, these could be forwarded to other people pretty easily. What do you mean shipping, ice cream, some of those things that seem nonsensical, and if you signed up for Jeni\'s newsletter, somewhere along the line, getting a picture of, Oh, they ship it in this container with frozen blocks and so on.

And figuring out how that works so they could explain some things like that. I think they could also tell a little bit about the story or have some jump-offs at the bottom of the email that tells the story. Jeni\'s has kind of a neat story.

Matt Helbig: I\'ve met Jeni.

Matthew Smith: Have you? That\'s fantastic. You know, stuff like that. These I\'ve heard different people. I suggest that these can do well or poorly. I would say that is missing out here because these are image-based, then in mobile, you have to drop one to keep them readable. So at least they did that where they kept them readable.

They have to drop scoop shops here in this case. If they were texts, they could have modified it a little differently. Anything else that you would change or things that you would add for brands like this?

Matt Helbig: For your navigation part, I think I like brands that put some of that stuff lower in the email, like in the footer, having a more mobile-optimized email, especially here on mobile.

Like you\'re repeating the snippet, you have your view in the browser. Some of those nav links can be useful, but if you don\'t see many clicks on them, maybe that\'s some information you can put lower in the email if you want to focus that message have that. It doesn\'t distract anything from this main product shot and hero copy.

Matthew Smith: Another thing, the, in terms of sending stuff to the bottom or hiding them is I\'m pretty sure that this would be a pre-header type of text that they\'re putting up there. And there are many techniques to be able to hide something like that if it\'s not necessary. So right now, especially on mobile, this feels crowded.

If you\'re on mobile, this is the main thing, like I want to see that ice cream first thing and Jeni\'s logo. Some of this information, there are techniques to hide this pre-header. I think the view in the browser link is still important for accessibility in some of those things. It\'s just something to think about.

So maybe rearranging some of that information. I think Jeni\'s does a great job of something important to me, which is to get simple. Keep that text nice and clear. Often I make a note with people that centered text is not very readable in this case. It works because it\'s so large and simple, and that\'s what makes it work.

It barely works. It\'s not too many lines. It\'s nice and big with lots of letting in between. So that\'s what makes it work. But overall, just straightforward, very focused emails. Well done, Jeni\'s. I\'m hungry. How about you?

Matt Helbig: I know. We\'ll have to get an everything bagel pint of ice cream and split it or something.

Matthew Smith: Nice, man. All right, have a fantastic Friday. Email geeks, we\'ll see you next time.

Matt Helbig: Peace.

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How do you explain a product to your audience like Everything Bagel ice cream that you can ship to friends? This week, we\'re scooping up some fun product emails from Jeni\'s Splendid Ice Cream.

","authorSlug":"whale","slug":"feedback-friday-jenis-ice-creams","partnerSlugText":"With partnership from","type":"feedback-friday","isDraft":false,"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},51474:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":2560,"slug":"feedback-friday-jimmy-johns","partnerSlugText":"With partnership from","title":"Bringing influencer marketing into emails with Jimmy John’s","hasPrimaryImage":true,"categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"primaryAuthorText":"Author","isDraft":false,"created_date":1611933496513,"type":"feedback-friday","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Collaborate with online communities, like influencers and content creators, to bring messages outside of social and into email, websites, and even TV.

2. Wondering what flavor or product you should lead into your email with? Ask your audience. Getting feedback from your audience gives you honest input from the people using your products.

3. Email is a personal, one-to-one connection. Partnering with influencers to make that connection can help you curate your email content with fewer ads than social media.


Matt Helbig: What\'s up, Email Geeks. Welcome back to another episode of Feedback Friday. This week, we have a fantastic guest. Aana from Popular Pays. Can you tell me a little bit about yourself and what Popular Pays is?

Aana Leech: My name is Aana. I am the VP of marketing and customers at Popular Pays. For those of you that don\'t know us, Popular Pays is a platform that connects brands with content creators and influencers to produce content for social and beyond. So that is why we are here today—talking about the beyond part and some of the social probably.

Matt Helbig: One of your clients is Jimmy John\'s, correct? Is that a brand that you guys have worked with?

Aana Leech: Yes, Jimmy John\'s was one of the clients that we partnered with. It\'s a little bit in the past, but very recent.

Matt Helbig: I have some emails featuring some influencer content. So let\'s walk through a few.

Aana Leech: That would be lovely. I would be happy to comment on them however I can.

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Feedback Friday fans - If you sign up for a Popular Pays demo, you\'ll be eligible for a starter offer from Popular Pays through the end of February.

Matt Helbig: I like Jimmy John\'s as a brand. I feel they have a fascinating, fun, cool voice. I think their emails are pretty simple, straight to the point, with good product photography. They\'re coded a little strange, so I don\'t think the mobile view is all that great. But they have a pretty simple design here.

Aana Leech: I agree. Jimmy John\'s has had this focus on their food and on the speed that\'s the value that they drive. I think we\'re all very familiar with that moment when we\'re like, wait a second, I want Jimmy John\'s, and you know exactly what you\'re going to get. I think they like to keep it simple and direct, knowing what their core value is.

Matt Helbig: I think they do an excellent job of putting some of this photography right in front of people and just keeping it pretty simple focused on that primary CTA that they want you to place your first order.

As a welcome email, this is pretty effective. If I was super new to their product, maybe some additional information about how to order and things like that, but I think that information is available on their website. To sign up, you have to go on the website. So I think this is a pretty simple welcome.

They don\'t give you any discount for your first order, so maybe that could also be an opportunity. I think they are letting you know that their product exists, and having some of these quick links at the footer, keeping it pretty simple, is pretty smart.

Aana Leech: It would be interesting too, like how at the bottom there, if they\'re able to show some of their other partners where you can get delivery from. Everybody\'s ordering with all of these different apps. So it might also just be an easy thing to introduce as to where you can find them.

Matt Helbig: They keep it pretty simple. Speaking of social, if this is the first time you\'re talking to someone, it might be useful to share where you want them to follow along if you have that opportunity. I think many brands have specifically been pushing Instagram, so having a couple of different images down here, letting people know where to follow. I think these are pretty nice, but if you can highlight a single channel.

If you\'re going to list all these icons, maybe you never tweet, or you tweet once a month. If all your content is on Instagram, try to focus on that single channel you want people to follow and communicate on. If this is your first time talking to a customer, potentially you want to highlight where you\'re the most active.

Aana Leech:  That\'s such a great point. I think we\'ve been trained a little bit to include all of those icons everywhere because you\'re like, well, of course, I\'m on every single channel. I think that\'s a bit of a fallacy with social because you don\'t have to be everywhere.

I think it\'s great to have a presence somewhere, but you made such a good point. If you can kind of drive, like what\'s your primary channel, where\'s the place where you\'re communicating with your consumers? I think that is so important, especially right now.

Matt Helbig: I haven\'t seen a lot of TikTok icons here.

Aana Leech: I know! Jimmy John\'s is the perfect brand for TikTok.

Matt Helbig:  Maybe their content isn\'t ready yet. It\'d be interesting to see if that icon starts popping up a little bit more as more people drive towards that.

Here\'s another one, a pretty simple, eye-catching GIF. Scrolling down, we see a potential popular pays piece of content.

Aana Leech: Yeah. This falls into more of that kind of influencer generated user-generated content realm, which is obviously and, maybe I\'m biased. I love the authenticity, the relate-ability of this type of content showing up in my email as well as on my social feeds.

Matt Helbig: Yeah. I like it. It has a nice little subtle animation of the GIF highlighting the neon, which is cool to see.

Aana Leech: Oh yeah. I didn\'t even see that. Very subtle.

Matt Helbig: They combine a lot of different GIFs in this one. I think it works, but it could be a little overkill potentially, but with an image like this, I think it\'s a bit newer to see something like this, rather than just focusing on the graphics and the app.

So why do you think something like this maybe helps build a customer brand? I do like to see something like this in an email as well.

Aana Leech: Yeah, I\'m so glad to hear it. I think that creativity and creative are essential to every brand, and we\'re moving into this new phase. We used to have a Mad Men era where somebody in this building was making advertising that was supposed to appeal to us. Great. We passed that. Then brands were creating content with people. Now people are creating content for brands and in collaboration with brands. I think that\'s just such a nice kind of evolution of what advertising is.

I love to see that type of content moving outside of the realm of just social and showing up in an email and showing up on our TV commercials, just expanding where we can see that.

Matt Helbig: This addition makes the email feel a little bit more authentic to me. Why would a brand potentially hire an influencer to create content for them rather than trying to shoot some of this stuff themselves?

Aana Leech: You have someone who is probably a user already. They\'re able to give a very different perspective on your brand that might relate to more people. I think that that\'s something that we sometimes forget as marketers that we\'ve been working with these brands over and over and over, and we forget some of that like special sauce that they have.

I think that it\'s great to be able to hand the keys over to someone else and see through their eyes.

Matt Helbig: My picture of me using a sandwich is probably not very good here in this email.

Aana Leech: I am afraid I have to disagree.

Matt Helbig:  I like this very polished image. I think it reflects this brand and adds a little piece of this email that makes it feel human and highlights the product subtly. These are very single-use emails. They don\'t try to pack too much information. We try to recommend that there\'s only one thing that your email can do well. If you start adding multiple CTAs and different options and text, it can dilute the main message. I think they\'re pretty straightforward, with \\"free sandwich\\" as the primary CTA.

Aana Leech: There it is. And it\'s looking good.

Matt Helbig:  Plugging your app is excellent. I know they have some links down here in the footer, but I think some people only do it in the welcome email. You can be smart and see if that email address might have recently been signed into the app. If you know that someone hasn\'t downloaded the app yet, you should be pushing for those downloads and letting them know that they can track their rewards through your loyalty system.

This is another bold headline here. I think another excellent reflection of their brand.

Aana Leech:  I love it. I think that it\'s simple. I love the boldness of their headline. I think this is like very Jimmy John\'s. The font. That kind of your face-ness.

Matt Helbig:  I love the simple message, but it seems like they should capitalize on this national pickle day. Maybe include a hashtag or if they have any user-generated content to pull in some Instagram posts. It would be cool if they could bring in some of that multi-channel marketing into this message.

Aana Leech: Highlight the crossover.

Matt Helbig: How do you see brands do that? Are there any brands that you think do that well where they\'re able to feature something in an email but also do it on Instagram? How do you keep that message consistent across all those channels?

Aana Leech: Unfortunately, we don\'t see a ton of what our clients do outside of social, which is unfortunate because I think that there is a huge opportunity to think more holistically around how you can use your influencers, how you can use your online communities to bring that outside of social and into an email, into TV, into your website.

We put ourselves into silos a little bit and thinking through that, especially with influencers. I think there\'s such an opportunity to bring them over and integrate them into these other channels.

Matt Helbig: I\'m always very interested in how brands can test certain content pieces, either on social first or on email first. It would be best to show your top engaged posts within email because you know that content works well. Or vice versa with email.

It\'s always a kind of a shame when brands don\'t use those channels as effectively as they could. If you\'re already sending emails, why not include some tests and then use some of that information in other media from social to direct mail if you know those pieces of content are resonating with your audience.

Aana Leech: Maybe it\'s just because there are these labor divisions in some ways, but we haven\'t heard too much from our customers. They\'re exclusively so focused on social, but there\'s such an opportunity to move over.

Matt Helbig: I think some people will see a single post on Instagram, really blow up, and then they\'ll try to convert that piece of content into a unique email and then send that out as part of a sequence. So if they know that this piece of content is huge on their Instagram, maybe they\'ll build a whole email around that piece of content and try to provide some more content like that.

So if your audience is resonating with DIY crafts, well, maybe that\'s like a sequence within your email that you want to put in recipes into an actual email and send them to a list.

Aana Leech: Yeah. Almost like if you\'re leaving like breadcrumbs in different places, you can see how all of these things connect. Cause you\'re even talking about building recipes, and you can convert that over into Pinterest or other places. There are just so many ways to connect all of the different things you are doing and using this testing and learning mindset where if this is working over here, okay, well, how do I take those same elements and quickly repurpose them into an email?

I think influencers and content creators are a great source to efficiently source that content and do a lot of that testing and learning so that you can deploy them into different places and use them in other channels without taking too much of your budget and spending that on testing.

Matt Helbig: How can you work with influencers if you have a smaller audience or maybe not the most significant budget?

Aana Leech:  Most of our clients don\'t have the most significant budgets in the world. We\'re servicing customers like Walmart that are large and have these big budgets, but we also work with emerging brands. So we work with customers like Do Only Good, Larry\'s Children\'s Hospital, Lesser Evil, who are just getting started. They\'re just dipping their toes into these areas.

One of our subscription customers uses influencers for content. So they post those organically, and then they take that content, and they boost it to see how efficient of a CPA they can get. Then they use that as their benchmark for all of their other marketing efforts. So it\'s kind of like, okay, well, this is the performance that we know we can get, and we could source this content efficiently. How else can we maximize it?

Matt Helbig: It\'s always interesting when a brand has a specific question they\'re trying to ask or a new product they\'re trying to promote and working with influencers or third parties and seeing how that product gets used in new and different ways. It can inform you on how to market in the future. Having a clear goal in mind, too, with that influencer posts on what kind of, other than just sales, maybe if there is some secondary piece driving towards understanding a little bit more or getting feedback.

Aana Leech: We\'ve had a couple of customers who are getting ready to do product launches. They wanted to know which one of the flavors they should lead with. So they used influencers to get feedback, to be able to decide. Those are just really easy, efficient ways to get user feedback. Like these are people that are using your products. It\'s just a different way I think of thinking of using this channel.

Matt Helbig:  How we see the future of email is very personal and one-to-one. I feel like social does a pretty good job of feeling personal sometimes. In the same way that people ask questions on social, I feel like email is sometimes you\'re just speaking to someone and promoting something when it should be that same sort of conversation as social is where you\'re asking different questions. Why not put a survey or a poll within an email and have people even reply to you with recommendations or other things like that. It should be a dialogue, which I think social sometimes understands a little bit better than email.

Aana Leech:  It\'s funny and a little bit ironic because I gave up social media for three or four months, a couple of months back. I was just like, I\'m done. I need to get out of here. I started playing around in substack and some other email focused channels, and I agree with you. There\'s such an opportunity as email, as an emerging channel to make that more personal one-to-one connection.

 Also, I think using influencers to make that connection and going directly to the source. So I\'m not scrolling through my feed. You can equate an email inbox to a feed, but how do you curate that a lot more and make sure that that is becoming a personal place for your consumers or even just for people.

Matt Helbig: There are also fewer ads usually within an email sometimes. Not to hate on social, but it\'s like, what would you rather have a follow or like an email sign up? So it\'s balancing that, and I guess seeing where people are and how to communicate with them.

This last one, pretty simple email, nothing too crazy, but they add a lot more information.

Aana Leech: I think you bring up an excellent point that you\'ve made it across all of the other emails as well, like making it feel a little bit more personal, a little bit less stock, I think is something that for this one, in particular, would maybe work better for me. I love having that personal element.

Matt Helbig: Yeah, I agree. I feel like email can sometimes do that a little bit better than social. They have potentially a lot of information about you that they can try to serve you with dynamic content. Maybe they captured your first name. I know that captured birthday at signup so they can send you a birthday message. Perhaps they know what\'s your favorite order is. Maybe this could be your favorite order for \\"your name.\\" They know where you are potentially based on your zip code or if you made a previous order. So they could pull in some more information about that.

Aana Leech: This is so random, but in my Chase app, I love the fact that when I open it, when I\'m in Chicago, I see a picture of the six oh six on the signup. When I open it, when I\'m in Cincinnati, I see a picture of somewhere in Cincinnati. If you could make this image of the store a little more personal and kind of relevant to where that person is, I think that\'s a great application.

Matt Helbig: I love when email can try to beat social at it its own game. It\'s not like you\'re creating one post for everyone with email. You really can make a post for each person with dynamic content and things like that.

Aana Leech: That\'s such an exciting challenge to hear you say that; how can email beat social at its own game? I think that\'s so cool.

Matt Helbig: Thanks so much for jumping on. I enjoyed talking with you. Where can we find you online? I know you gave up social media, it sounds like.

Aana Leech: I\'m back on the socials. So you can find me on Twitter and Instagram. I also have a substance that I started to dabble in building my email list.

Matt Helbig: Thanks again for taking the time, and have a great rest of your week.

Aana Leech: Thank you. You too, Matt.

Matt Helbig: See you.

"}],"secondaryAuthorText":"Host","publish_date":1611291600000,"authorSlug":"mtthlbg","description":"

How can you partner with influencers to bring messaging outside of social and into email? This week, we dive into some influencer-inspired emails, the bread and butter of Jimmy John’s, with Aana Leech from Popular Pays.

","originalHeight":1440,"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},27944:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"whale","slug":"feedback-friday-judy","created_date":1613698036923,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Help your audience focus on a specific goal per email. With e-commerce, keep the design focused and simple with the combination of design colors and product photography.

2. Invite your customers to make a buying decision on a landing page rather than trying to immediately convert them in an email. Bring in personalized, dynamic content to speak directly to your audience.

3. If you’re sending an all-image email, think about accessibility. Make sure text is easy to read on mobile, include alt-text, and be consistent.


Matthew Smith: Happy Feedback Friday, everybody. It\'s another good day to be here with Matt Helbig. How are you? 

Matt Helbig: What\'s up, email geeks? Welcome back to another Feedback Friday with Matthew Smith. 

Matthew Smith: Well, today I\'ve got some of my favorites. I don\'t know if you knew, but preparation is the way, and JUDY is how that gets done. I had an enjoyable time going through their brand.

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They popped up as just an excellent brand not long ago. And of course, during COVID, all this stuff got pretty interesting. I think it\'s an exciting brand to follow, but they have some exciting emails. I thought I\'d take us through a couple of these.

They\'re not just talking about what happens if you\'re in a pandemic, but also what happens if you\'re in storms? How ready are you? What is the problem? Is preparation a real thing?

They\'re trying to legitimize preparation where many people think about preppers out there being a little bit cuckoo. They\'re making us think a little differently.

I\'m pretty interested in what they\'re doing and on an email level they check off many boxes for me. Simplicity and a focused number of colors. What\'s working for you? What are you noticing?

Matt Helbig: Interesting to see their email strategy because I\'ve been targeted online on Instagram a bunch with a lot of their advertising. I think they are leaning into the branding aspect of this brand.

Their email strategy is similar to their Instagram, which is getting some excellent product photography, bringing some cool layouts. I think many of these emails are pretty image-heavy, but I think they stand out by trying to use different fonts and unique designs to make their creative stand out compared to some of these other brands that might not be so flashy.

Matthew Smith: If you\'re going to do all image, one of the main critiques that we\'ve had has been that all image emails tend to be small.

Several levels of accessibility:

  • Is it responsive so that people can just read it in a different environment than your desktop?
  • Can somebody who has temporary sight impairment, read it and get access to it?
  • Can somebody who has permanent sight impairment, do they have access to it?

They\'re covering their ground, at least on the first one, where these type sizes are readable in a mobile context. I\'ve been pretty happy with that portion. I would love to look at their copy and their strategy. I think these are smart.

They play on this idea of the fear of missing out and being prepared, which is an integral part of their brand. They do things like, \\"Don\'t miss your chance to make a choice.\\" Somebody has done some excellent work with the copy on something like that. They always have this consistent CTA in black and this great use of orange and sometimes yellow. I think that this gets the point across so well. It\'s just super consistent. The type sizes are consistent. There\'s very little that\'s getting in my way here to make a purchase. I love that.

I\'m interested in their strategy on this one, how they\'ve captured this idea of like in the car, on the go, hunkering at home—these different levels of kits that you can get. Whereas prepping, in general, can seem overwhelming, they\'ve done an excellent job of making it seem pretty accessible just to be prepared and a lot less cuckoo feeling.

So, what would you change, if anything?

Matt Helbig: I appreciate how short and to the point these are. They don\'t dive in too much about what\'s in the packs, at least in this series. They\'re just inviting you to a landing page and letting you know what you need to know when it comes to these products. I appreciate it\'s this invitation to a click to go to a landing page to make a buying decision rather than convert you into the email.

These are pretty hard creatives to make fully live text and fully accessible. Even if they spent all that time doing that, I\'m not sure if the ROI would be there for them. I think optimizing for mobile is probably the best thing they can do with these. Maybe they could try to bring in some more personalization or dynamic content or something, depending on the different segments they have in their audience. 

Overall, I feel like they\'re doing a pretty great job with the products that they have and how they\'re marketing them using email, social, and different channels to do that.

Matthew Smith:  I\'m pretty impressed. One of the things I particularly liked, too, is using these notifications to drive people into traffic. Good work, JUDY folks. Come check out the emails on reallygoodemails.com and see how they\'re doing some of this stuff.

The driving points that you can walk away with are: JUDY has done a great job with simplicity and playing design golf, getting down to the simplest number of colors, and the least amount of differences to focus the user on a specific goal job email so you know what you need to do in each of these emails very quickly. Well done, JUDY. Thank you for being a good inspiration. See you on the flip side.

Matt Helbig: Peace.

Matthew Smith: Happy Friday. Talk soon.

"}],"originalWidth":2560,"hasPrimaryImage":true,"publish_date":1613714400000,"secondaryAuthorText":"Host","partnerSlugText":"With partnership from","originalHeight":1440,"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"description":"

How do you focus on one goal (one \\"job\\") in messaging that speaks directly to your audience? This week, we\'re taking a look at some e-commerce emails with JUDY.

","primaryAuthorText":"Author","type":"feedback-friday","isDraft":false,"title":"Keep calm and design on with JUDY","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},76079:function(ep){"use strict";ep.exports=JSON.parse('{"description":"

How do you entice your audience to learn more about a product - or better, buy the product - with high-quality email design? This week, we\'re checking out some product emails from June.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Email can be an extension of a product. High-quality email design can give the customer an experience, setting the expectation for a high-quality product.

2. Imagery showcases how the product is made and the quality it\'s made with. Include product photography and visual content to show the product and entice your audience to buy the product.

3. Use A/B testing with your email imagery to see what works for your audience, like including photos with people in the email vs. photos of the product by itself.

*BONUS* Use a GIF to preview a video of the product in action. Keep the GIF light on size (aim for 600KB) to keep the email light.


Matthew Smith: Happy Feedback Friday, everybody. I\'m hungry. Let\'s talk about some June cooking.

Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday. This week, we\'re looking at smart ovens.

Matthew Smith: Are they smart, though? I think these are pretty cool.

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The branding work on June is really attractive. Primarily it\'s beautiful product photography. And being able to move through some interesting visual content that they\'ve got to show me and entice me into cooking with June.

This is the kind of thing that us lazy Americans are getting more and more interested in where it\'s like, let\'s put something in the oven before I go to work and then have it ready for me, and my neat little app tells me it\'s done. Yay! This is part of that mix, and I think June has done a really nice job.

One of the things that’s working really well is this live text, and it allows for a very convenient way to model it out here on mobile. I would probably change the heading size on mobile, just a little smaller so you can fit more words per line. It\'s a little hard to read in this context. But the body copy is great, and they do this throughout some of their other emails as well.

Again, this product photography is really great. It\'s not that expensive to get fantastic product photography in the long run. You can get it done. It doesn\'t always meet the highest standards, but several hundred dollars and you\'re off to the races.

They did a nice job here and I think it makes a huge difference. It’s giving me inspiration about what I could cook using June, and then seeing this beautiful imagery of the oven itself makes me want to go get it.

You can see, again, they start going after some holiday giving. This would have been done probably in the fall last year, and we start seeing “15% off,” a really nice big callout for that. And then we also get to see imagery here to let us know a little bit more about how June is made and the quality with which it\'s made.

Everything just feels really well thought out and designed. I\'m impressed. You see this on every one of their emails. This is a GIF that\'s digging me into a potential video. I know that there\'s Sendspark that you can put video in email for the email clients that allow for it. But driving with a GIF and a video play button so that I want to go find out more about June. This is a great way to do it.

I can tell from the GIF that this is a pretty lightweight GIF. It\'s not overly heavy, which is important. Giving me this indication about some of these icons that they\'ve created for it. It\'s a great visual into your experience and what you expect from June.

Everything\'s so refined. You really start to expect this is going to be a high-quality product. If the email were not designed this well, you wouldn\'t get that sensibility.

What do you think could be improved on this, Matt?

Matt Helbig: I really appreciate how premium these emails feel. I feel like that’s them really understanding their audience on what they\'re expecting.

And I think you\'ve said this in previous episodes that email can really be an extension of product. For these emails, that really feels like that. I\'m actually kind of interested in getting these types of emails and I\'m really interested in what other sort of triggered emails they might have.

When they use live text like that, I was actually taken aback just because it looks so premium and it feels so thought out and great. There isn\'t a lot to really change. Maybe some of the copywriting and the offer stuff, getting in sync with those customers even more about what they\'re really wanting to see if it\'s more recipes or things like that.

Maybe with that product photography, they could try to bring in some user-generated content as well to make it feel a little bit more testimonial-driven when it comes to making you want to buy this product or subscribe or something.

But overall, I think they\'ve done a really good job on taking the time with these templates and really building a design system so that they can put in different content and use their product imagery effectively to get that message across.

Matthew Smith: Yeah, I agree. I think one of the things that would be interesting too would be to split test different types of imagery. Seeing the oven over and over is helpful and it\'s interesting, but what about if I saw the net effect more as part of it, which is being around my family more because I\'m not having to spend as much time in the oven maybe.

And some of the intelligence quality of the smart part, being able to give me that human interaction. Maybe seeing some faces of people could be an interesting split test to try that out. I think they\'ve done a really nice job.

As usual, I\'m always talking about design golf, and you can see, except for things like visuals like this, their primary colors might be four or five at the most. And they\'ve just done a really nice job of keeping that limited. And same with their typography. It feels really balanced and helps this feel premium.

Well done, June. Looking forward to having some good food now because of all this. I\'m looking forward to a good weekend. Happy Friday, Email Geeks. We\'ll talk to you soon.

Matt Helbig: See ya.

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There’s a lot more to consider about pop-up designs and strategy, but it all comes back to serving the end-user. One of our mantras at RGE is to build relationships, not lists. We chatted with Olivia Stapp, Customer Success Strategy Manager at Justuno, about some really good pop-up strategies. When thinking about why you want people to give you their information, thinking in this context should guide you better than anything else.

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Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday. This week we have Olivia from Justuno, how\'s it going?

Olivia Stapp: It is going wonderful. How are you doing?

Matt Helbig: Very good, excited for some Fourth of July festivities this weekend, but first some amazing pop-up examples.

Olivia Stapp: To introduce myself, I am Olivia Stapp. I\'ve been with Justuno for about four years. I manage our customer success and strategy department so I look at a lot of pop-ups. I know the best practices and I\'ve been doing this for a long time.

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Matt Helbig: For people maybe not familiar, what are email pop-ups? How do you use them? How do you put them on your site?

Olivia Stapp: There are so many ways. One of the biggest ways, the number one thing, is email capture and lead capture. All marketers know how valuable an email lead can be, and that is Justuno’s bread and butter, what you would initially know us for. Then, on top of that, we do a lot of other things, including exit intent, trying to save those cart abandoners.

We also have a lot of different gamification features. There are so many different opportunities to use Justuno promotions on your website to help increase your ROI, to help your conversions, and to gather more leads. It is a very dynamic tool.

Matt Helbig: Yeah, I feel that email captures have been around for a while but we\'re still seeing marketers experiment with the format and try new interactive components; how they show up or when they show up, and what kind of information you\'re displaying. It\'s always interesting to see different brands trying out new stuff.

Olivia Stapp: We\'re constantly seeing new and innovative ideas, especially with SMS capture coming into the world as well. However, different appearances, like you said those gamifications, such as spin-to-wins, things like that. Not only making the email capture valuable to the customer because they\'re often getting a discount but making it fun to interact with as well.

Matt Helbig: Yeah, I feel like people think they\'re a bit annoying, but I still think they work, closing a sale or capturing an email address, they’re still a very effective tool to make that happen on a page.

Olivia Stapp: They are. Today, what we often say when people are worried about the annoying factor is the rules. The rules are a big thing, making sure that we\'re displaying things to people at appropriate times and not overwhelming them. That will make that field less annoying. I know often when I go to a site I look for them now because if I\'m going to go and I\'m already set on making a purchase, then I want my discount.

Matt Helbig: Exactly. Justuno put together this awesome resource called popupexamples.com, featuring a lot of the pop-ups. I think we talked about some of the more common examples like capturing an email address and giving someone an offer. Are there any other unique ways people might be using these? 

Olivia Stapp: There are so many unique ways. We have people using promotions on mobile devices to mimic a mobile menu, which is just a bottom promotion bar with some icons on it. It makes things a little bit easier to navigate in the mobile format. 

One of the fun things I\'m seeing a lot of clients do now is a post-purchase SMS capture. They’re having really good luck with expanding capture from just the standard, fire it when somebody is new, and just landing on the site, situation.

Matt Helbig: Yeah, it seems like there are a lot of little variables you can play around with when you\'re asking them and when you\'re showing them. Plus, there are also opportunities to A/B test these forms and ask where in that sales-customer cycle you want to ask for some of that information.

Olivia Stapp: Exactly and A/B testing is one of the powerhouses of Justuno. Nobody knows your audience like you know your audience, and so the best thing is testing things that have worked. Everything from testing imagery, to a lifestyle image on the promotion, to different copy, to different offers; it\'s all about finding what works best for your audience.

Matt Helbig: There are a couple of different brands that we saw that had pop-ups in the wild and I thought we could feature them and talk through some of the good and bad parts of them.

Olivia Stapp: Yeah, that sounds great. 

This specific promotion is very, very unique, but it works in a lot of ways because of its uniqueness. With welcome captures people often, and I know we just touched on it, but people can think they\'re annoying.

For a lot of brands that have a very clean, upscale aesthetic, like the one we\'re seeing here, a full-page center promotion may not be the best bet. However, we always do want to know in circumstances like this, that, with a lead capture being this bottom bar instead of a center main promotion, there is a very strong chance of seeing a reduction in engagement rate. So, in that lead capture, you will sacrifice a little bit there, but that\'s always something worth testing. 

You can A/B test a banner capture versus a full-size capture to see which one your audience is responding to best. Sometimes people find the quality of leads, when they do something a little bit more like this, tends to be a little bit better because it\'s attracting people that want to engage.

Matt Helbig: Yeah, I like this one. I picked this one out because it seemed like less in your face while still using a lot of the colors from the brand. It seemed pretty straightforward. I do agree that if you would have put it front and center, you might get more engagement, but I think this is a good placement for a brand that wants to let you know that they have an email list you can sign up for, but isn\'t overly aggressive with it, or right in the front.

Olivia Stapp: Yeah, I love this. This is a great way to, as I said, be cautious of being too overwhelming, but also still making sure it\'s kind of out there. 

This is a great example of something that stands out, that\'s fun looking, it\'s unique, but it doesn\'t have an offer. They are not offering you a discount percentage or anything. They\'re just saying, if you love us, you want to get to know us, then sign up for us.

Some feedback that I would give them on this is, collecting and asking for your name. This is another one where a lot of people use customization in emails, and so they do want to have that name in there as well. However, once again, for every additional field, you\'re asking for, you\'re going to reduce your engagement rate. You think about people and people very often will think that it’s a little bit too much effort. 

There are always other things you can offer in your copy and I think that this brand has a lot of opportunities to test copy. They could make it a little bit more of an exclusive discount. For example, they have discounts and could send, “know when our sales are coming”. Having that exciting language to get on the newsletter when you\'re not offering a discount is helpful. 

Matt Helbig: Yeah I agree. I think with email captures, I like to set expectations clearly when you offer a form like this so people know what they\'re signing up for. I think a lot of people are used to signing up just to get a discount, but if it is something like a newsletter, even letting them know what day they can expect it or if it’s going to be a daily email. It\'s good to have some of that stuff be a little bit more upfront.

Olivia Stapp: That brings up a good point as well; being really, really clear and honest with your audience about what you\'re offering. Making your language as clear to read and as simple as possible, is a definite best practice and one that they accomplish well on this promotion.

Matt Helbig: Pushing some of these additional fields out maybe until the next page or even, I think what we do is sometimes we\'ll do a follow-up email and say like, “could you let us know some more information about you”, after opt-in. Especially, when some of these brands aren\'t even going to use your name all the time, sometimes you capture fields just to capture them, and your marketing team doesn\'t end up using them anyway so you might as well reduce the number of fields that you\'re including.

Olivia Stapp: Let\'s take a look at some exit offers. I want to make sure we can get through all our different fun ones here. This one is super simple, but it fits with the website. It\'s not too jarring because it\'s not out of place. It\'s very, very simple, “there\'s still enough time for 15% off”. The 15% off is just an overall sitewide event, as you can see from the banner up top, so we can get that context. Reminding somebody of that big sale like, “Hey don\'t forget”, we already gave you this in the banner, but here\'s that second reminder. Also, that countdown timer that they have in the banner, it is awesome to see those.

Matt Helbig: I like the design of this, it matches the website style, having rounded corners on this pop-up. Yeah, this caught my eye when I was exiting the site. It brought me back in to say, “okay, well I can finish this purchase”. It almost creates this FOMO thing of like well, I have this discount, I almost have to use it. 

Olivia Stapp: Yeah it\'s like, well what if I don\'t have that later?

Matt Helbig: Exactly, I think they do a great job adding some urgency and adding a little bit of FOMO there to get you to keep browsing or make that sale.

Olivia Stapp: I usually very much tend to veer and veer my clients away from a lead capture and an exit promotion. The person is already on their way out the door, we are adding in an additional step, so we see a lot lower engagement rates with those, where the purpose of these promotions is to retain them there. Then, instead of doing the “Leaving so soon? $15 off your first order of $150”, doing something of “Leaving so soon? Here\'s $15 off when you purchase $150”. We\'re just giving it to them because with the purchase, we have another opportunity of obtaining the email address. The extra step of entering the email could potentially detract people from taking the offer up.

Matt Helbig: Yeah, did you have any insights on making someone go to the welcome email to get that coupon code, or would you recommend showing it right away on the site?

Olivia Stapp: Right away on the site. We want to make it as easy as possible for those people. When we use the version of, not displaying it on-site and using it for email, that\'s for people who are getting a lot of spam or throwaway emails. You can use things like BriteVerify and different things like that to validate emails on the site as well. 

Oh, I love this.

Matt Helbig: I thought it was interesting where they really weren\'t asking for anything and maybe that\'s because they know that I already opt into these emails, but I just thought some fun CTA copy like “wow, thanks” and letting you know that you might get something added to your order, plus a discount, is a cool way to give a very time-sensitive offer on the page rather than something more generic. 

Olivia Stapp: Yeah, this is definitely something that you could almost use as an exit promotion. When somebody doesn\'t have anything in their cart yet, this is that extra, “Hey, how about these additional things and this additional discount”, and it fits. It is so on brand. I cannot get over how on-brand this is and I love it. 

This is a really good example of an alternative to a discount, doing a raffle win situation or entering to win something. It\'s a really good incentive for people to sign up. You get engaged audiences from it. A really large client I\'ve worked with for a while, Pendleton, actually the blanket company, was regularly doing giveaways and had massive success with their lead captures.

Yes, gamification is phenomenal. It is very good for upping that email lead list size. It’s one of those situations where you do have to be careful of people who are putting in emails to spin the wheel, but it does increase your lead capture rate, typically by multiple percent. 

This is really simple, it\'s from the side. One thing I would recommend on this promotion design-wise, and every promotion actually, is adding an additional close button underneath the spin button, only because we don\'t want to interfere with the experience. We\'ve decided to play something in the way and we want to make sure it\'s as easy as possible so it doesn\'t interfere if they are on a conversion pathway essentially. It’s really simple. It\'s on-brand and I enjoy the copy on this. I really love when people have fun to brand copy, making things look on brand and making your language speak to your audience is so important.

Matt Helbig: I\'ve never used one of these, but I\'ve heard a lot of people talk about them and I’ve seen them on other sites. It’s definitely something to test and you see that lift, but I think this brings a fun and interactive element towards just a regular opt-in. It makes you feel like, again, maybe some FOMO that you won something or something like that. It brings that interaction of opting in a little bit more exciting. 

I found this one to be cool and I haven\'t seen anything like it before.

Olivia Stapp: This is what we would call pick a prize. It\'s a template we offer now, it\'s a plugin we offer now that we just built out. You can do something similar where you can upload images, and one of them will be the winner. With these, always, it\'s making sure we\'re getting them in front of people at the correct timing, not just putting something like this on landing. We suggest delaying it a bit so people have a chance to settle into your site before. This also assures that anybody who accidentally closes that out doesn\'t do that as well. 

This has a lot of opportunities for testing. For some brands, when you look at things like this, it is really simple, and for some brands that works well. For some brands simple is the best option, especially depending on your audience. They have a lot of opportunities to test, and even testing a welcome screen, that would be adding in a screen ahead of it that just says, “Hey, would you like a discount today?”, a yes or no, or “how about opting-in”, something like that. That leading language has a really good impact on positive engagements.

Matt Helbig: This is very simple, you don’t have to read too much on what you need to do, but I think there might be opportunities too, after you receive that email, on that confirmation slide on this page. I would be interested to see what that looks like if they give you your code here, or say, “share this”, or a referral or something. I feel like that confirmation is a second chance, there\'s a lot of opportunities to try out new things. I know we\'ve tried out a social share. 

Olivia Stapp: Yeah, we just had a request for that and I have a client who\'s now asking for Facebook likes via their thank you page as well. I think there\'s a lot of opportunities for those thank you pages and they\'re now starting to be a little bit more utilized rather than being an afterthought like you just said.

Matt Helbig: Alright, for this last example, they\'re asking for the double opt-in, both email and phone number.

Olivia Stapp: Love it, I’m glad we finally pulled one of these up. I would recommend testing, doing the capture on one page versus splitting out that capture. 

Matt Helbig: I agree. I feel like there\'s some hesitancy when people ask me my phone number right away. I think we\'ve said in a previous episode when you get someone\'s phone number, it\'s like they’re a super fan. So, sometimes, asking for that right up front when I don\'t know a lot about your brand is a lot for me to give you my phone number, just to get 10% off something. I know some people only have an SMS strategy and they don\'t even use email in the same way. I mean if you had to recommend email versus phone number if you only could pick one, which one would you pick?

Olivia Stapp: I would say email on desktop and mobile on mobile. 

Matt Helbig: Oh, interesting, I like that strategy.

Olivia Stapp: Yeah that\'s usually my strategy, it\'s worked out well for a lot of my clients. They\'re not sacrificing anything it feels like because they have a very valuable email.

Matt Helbig: I\'m sure we gave people a lot of examples to walk through and I\'m excited to see what people try out. I see pop-ups sticking around on the web for a minute because they continue to work pretty well.

Olivia Stapp: They are not going away anytime soon and they’re really helpful in a lot of ways. Justuno is a super powerful tool and there are a lot of really unique and fun ways to utilize the tool as well. 

Matt Helbig: Great, well thanks so much for taking the time. I appreciate you jumping on here and Justuno has a lot of good resources as well so check them out.

Olivia Stapp: Have a good one.

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What do you do when you are in front of hundreds of email geeks on an unsuspecting weekend in the South? Pee your pants? Cuss like a sailor? Show off some kick-a** designs and code that will make grown men and women cry with joy?

You will definitely see that last option in this week’s Feedback Friday, coming at you from the UNSPAM stage in Greenville, South Carolina. Get ready for hover states and interactive emails.

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Matt: Hey Email Geeks! This week we got a special episode from our UNSPAM conference. We were lucky enough to get Alice Lee from Litmus for our first live recording. Big thanks to Litmus for making this episode possible. Check out Litmus Builder. It’s a great tool to help streamline your email design and development workflow.

Alice: Hi everyone! My name is Alice Lee and I’m the Principle Email Engineer over at Litmus. I just started in December and I’ve been coding almost every email since. Before that I was at Shutterstock and then before that Oracle Responsys and then before that was Epsilon. So I’ve been in the email game for quite some time. Since 2007.

Matt: I think you are the OG email person. So you actually gave me a few emails to look at this week and I’m really excited to go through them with you.

Alice: Awesome.

Matt: Can you tell me a little bit about this first one?

Alice: This was created back in 2015, so if you are looking at it and you’re like “Oh no… It’s white text on top of a photograph. That’s something not to do.” That would explain why. It is like 4 years old. This is based on the first ever kinetic interactive emails that I coded for Oracle. Which was for the Lego Bionicle email back in the day.

It’s based on old school hover interactivity (using hovers that activate sibling selectors in CSS). So this is not quite checkbox yet. I like to look at it in terms of beta interactive email. There is definitely room for improvement. You can see we have to have a call out: “Tap buttons to see what happens!”. Just to tell people, “Hey! You can actually interact with this email. It’s not a click-through. It’s a carousel.”

And it is mobile responsive. So if you hover over you can see all the different slides going past. It is a background image with CSS-animated transparent PNGs that float on top.

Matt: Ooooh aaaahh fanncccyyyy

Alice: The reason we did that instead of animated PNGs is because animated PNGs aren’t very well supported (still). Animated GIFs don’t support translucency, so you end up with jagged edges. So this was the best way that I was able to come up with to retain the background image and have animation.

Matt: So how does this sorta process work? Does Shutterstock come to you and say, “Hey we want and interactive email.”?

Alice: When they hired me they knew I was all about interactivity. I showed the Lego Bionicle email during my interview. As soon as I got hired I was like, “Let’s go on this! We should do it!”. Finally they found a good excuse for me to do it.

Matt: So were there any unique challenges for this one? Outside of what you covered?

Alice: Just the amount of code time involved really and all the testing to make sure it worked. And actually the interactive code that I tested first on Lego postion:absolute stopped working on Android between then and this email so I had to refactor all of the dimensions and all the positioning to work with postion:relative instead.

Matt: Does this have a fallback on different email clients then?

Alice: Yeah absolutely it does. It works on a similar fallback principle to what I will be presenting next. Which is just a normal animated GIF layout.

Matt: That’s actually a good transition to the next email. Is this another Shutterstock one?

Alice: This is for Offset, which is Shutterstock’s more premium brand. This does use a punched card carousel technique to control the slides forward and backward. You can click on either of the arrows. Which are animated with CSS or if you can click on the little rectangle above to activate the carousel.

Matt: Does this go by itself at all? Is that a possibility in email?

Alice: You could add a CSS animation to it, but it wouldn’t be as well supported. That is why we only use CSS animations sparingly on the arrows.

Matt: I notice that we’ve seen a lot of hover effects. Should we all just be adding hover effects to our buttons? Or when is it not a good choice to do animations?

Alice: I say yes. I am biased, but hover effects have a pretty good fallback. If it doesn’t hover it doesn’t break the entire email. Also hover effects are becoming integral for accessibility reasons. If you want your audience to interact with your email then a lot of times hover over a link and there’s no over effect the only thing that’s changing on the screen is your mouse cursor and often times it’s so subtle that you can’t tell. So I would definitely recommend adding hover effects just to make sure everyone knows where and when to click through.

Matt: I did notice this is white text on an image once again. \uD83D\uDE00

What does the fallback on this one look like?

Alice: So this is the fallback that is in the HTML body by default. This one uses an external stylesheet to pull in all the interactive CSS. The reason for that is because usually there is a lot of overlap between whatever supports external CSS and whatever supports interactive CSS. So it’s just a way that I like to keep my code pretty clean.

Also sometimes if you have your interactive CSS in the embedded <style> tag it may conflict with any progressive enhancements. We don’t want to deal with that.

Matt: What is business ask for this one? Why would you use a carousel for this? Is there a specific value add that you wanted to communicate?

Alice: Shutterstock really wants to put a lot of focus on its stock imagery. We were always looking for better ways to display our product.

Matt: Now that you are at Litmus, we can look at your own emails. So is this one that you coded as well?

Alice: Well this is based on code that already existed that Kevin Mandeville came up with, but I ended up refactoring it because this newsletter was originally done in table-less style.

This is another way that we learn from our practices and see what doesn’t work. Unfortunately table-less emails don’t necessarily work that well if you are trying to sustain it as a developer. What was going on in this table-less was that there’s still ghost tables in the email for Outlook so whenever you wanted to make updates, you had to update it both in the <div> and the ghost table. So in that sense is it really table-less? Is it really that sustainable?

The answer we came to is that eventually not really. So I refactored it to do away with that and try to have minimal tables but also retain a lot of those semantic HTML tags involved (like <h> tags).

Matt: This top section is definitely the standout part of the email for me. This rollover effect to the video. How difficult is it for something like this to be implemented?

Alice: Not very difficult at all. This is just a hover effect that turns the opacity for the cover image from 100% to 0%. And it reveals the animated GIF as background image behind it.

Matt: I know that we talked before that there may be a few different ways to do this. Why is this the way that you chose?

Alice: I explored doing display:none instead of opacity:0 or visibly:hidden instead but the problem with those is that it reduced the image completely from the document flow. So if your mouse hovers over it just rapidly flickers on and off because it’s being removed and then coming back. You don’t want to deal with that jittery hover.

Matt: This transition is very smooth. I imagine the fallback for this is that the hover effect just doesn’t work. Right?

Alice: Yea. Then you can just click through and see where it goes.

Matt: I love that effect. It seems like an easy way to really spice up the email and get people to click on that section. So what would be the support for something like this?

Alice: This is actually pretty well supported across most email clients including Apple Mail and Gmail. Those are our two most popular.

Matt: Now we can judge some other people’s emails. We put you in the hot seat for the first few. We have some brands that we really like. I’m a big fan of this one. I’m always scared to use gradients in email.

Alice: What I loved about this is that it is a CSS linear gradient background and it’s combined with these CSS box-shadows and when they are both not supported it falls back to this flat dark-blue background. I feel like the top dark blue background compensates for the lack of the drop shadow. It gets lighter later on. It really doesn’t detract from the experience that much.

Matt: We where playing around with Litmus Builder earlier and there are a bunch of different views. For example, you can turn off images and see how the email will look. As you can see here, this is a good example of how important live text is. This email is still pretty readable. I can get all the information from it. I can still see CTAs.

Alice: …and those CTAs have a great hover effect with a slight transition. Inverting the background and text colors is an easy way to help retain the contrast ratio.

Matt: I’m a big fan of what they do. Every time I get one of their emails I’m excited to see what they’ve done.

Alice: Let’s take a look on mobile.

Matt: I’m really into brands that take time to style that mobile stylesheet. Really think about how it is going to look. When a desktop email is laid out in a PSD the mobile optimization part might be the last part. Spending a bit more time on that really makes it stand out.

Alice: This is kinda weird, but I really like the fact that horizontal line at the top of the email goes from being on the side margin to being full size on mobile. Something like that is just really special to me. When the email resizes to mobile, the side margins disappear to give more horizontal real estate.

Matt: Are these web-fonts?

Alice: Yea! They are a custom web font “Lato” via @import.

Matt: I’m assuming just a fallback to a web-safe font.

One of my favorites is this one from Invision. We’ve actually talked about them before on Feedback Friday. You showed me this and I really got into this animation right here.

Alice: OMG. I love that. When you hover over the entire module changes. I took this apart the other night so all images are wrapped in a SPAN, and all of that is wrapped in an A tag with a hover effect. Activating the hover on the A tag causes the SPAN tag to use a CSS transition to change the background position of a transparent PNG corner image from being behind the image to being display:block on top of the image. The position pulls it from the bottom corner into the image to reproduce this page-curling look.

Matt: I am impressed.

Alice: Only negative — I wish the hover effect on the link list below was more obvious and less subtle. It just makes it a bit darker. For people who have challenges with vision — like myself even — it’s hard to tell when you’ve actually hovered over or tabbed over one of those text links. Even doing something like removing the underline on hover would help a lot.

Matt: So this is done with a CSS animation right?

Alice: No. It’s actually a CSS transition. There is a difference. Transition is more supported across more email clients.

Matt: This also looks like a custom web-font.

Alice: Yea. This one is “Poppins”, pulled in with an external stylesheet straight from the Google Fonts API.

Matt: This is just a newsletter. It is impressive to me that they take the time to do this sort of stuff. Investing in templates like this and reusing them with different content is really fantastic.

Alice: Absolutely. I’m subscribed to this newsletter and every time they send it out, I’m like “Ohh! They are doing three columns this time instead of two columns.” Just subtle changes they make really impress me.

Matt: We have a few more to look at. This one has a really fantastic GIF.

Alice: This one I really like. This is a digital marketing agency in the Netherlands. They seem to be really proud of their newsletters to the point that they actually put it on the front page of their website.

Scroll all the way to the bottom and read all their newsletters. They all fit into this same format so you can tell that it’s part of the same series.

Matt: It’s a long one.

Alice: It’s pretty long. These templates by DPDK serve as this really well-designed container for all the different themes they do. This one is promoting a glitch themed newsletter. It’s very glitchy. In a good way.

Matt: This big button GIF trend really stood out to me when I first opened this. What do you think of that?

Alice: It’s like a love hate thing. I hate it that it is mostly images, but I also love that it is animated. It is unfortunate. If I were to do this, I would try to put at least some live system text on top of a live animated background GIF.

I suppose that GIFs are the way that works for their newsletter. I like the fact that the largeness and the boldness of the animation makes it stand out in a unique way from all the other competing graphical elements.

Matt: This use of images may be to support layouts that could be difficult to code in email. I understand in order to do these types of layouts relying on images is an option. I do like that the content doesn’t really seem repetitive. When scrolling down the email each section stands out. That flow GIF grabs your attention right away when you open the email. It totally pulls me in.

We have one more from them too.

Alice: This is just another example how they are using the similar newsletter layout with a completely different theme. This incorporates a lot of the themes that Meghan from Emma spoke about in her session. The illustrative style as well as the diagonals to bring your eye down.

The animated GIF is awesome, and it looks so smooth because the very graphic look of this with solid colors instead of gradients and shadows means that each color is encoded smoothly into the GIF format.

Matt: So when you are designing emails at Litmus now what kind of new ideas are trying to bring in? Are you getting your inspiration from different emails you see? How are you coming up with new things?

Alice: Absolutely. We just hired an email designer that is fantastic, Lily Worth. She wrote a great blog post about the rise of illustrations in email. She’s pretty passionate about and she’s going to try to incorporate more of that as well.

Matt: We did mention that a few of these are mostly images. How important is accessibility when you are designing these emails?

Alice: We are also trying to put more focus on accessibility. Of course because some of these examples are mostly imagery, it’s not super accessibility friendly. Another great thing that we’ll be doing, is that we are really trying to make sure and test every background color and text color combo to make sure it’s AA certified.

I’ll be refactoring all of our old emails to be more accessibility friendly. Checking for missing ALT tags, making sure that tables have role=“presentation” on them. There is like a whole checklist that I go through.

Matt: What really interests me was when you talked about that original Lego Bionicle email. What drove you to even try to make that happen? What motivated you? Why do you keep trying new things with interactive email?

Alice: Our client at the time, Lego, was relaunching their Bionicle brand. They really wanted to display something truly innovative in their email. We had just started experimenting with interactive CSS for B&H. The problem with that email is that their CSS wasn’t super reusable or templatable. So I did a new version of that where we could re-use it, insert new images and try new layouts with it.

Matt: Is there anything coming up next that you are really interested in? Do you believe the hype around the whole AMP thing?

Alice: It sounds like a lot of people are in the wait and see boat. While I am really excited to try it out, it’s difficult to find ways to actually send it out right now.

Matt: Any other CSS or email client support things that you think will come soon?

Alice: I do think that we are making strides with accessibility specifically. So the more people adopt that, there can be new sources available for that.

Matt: Last question. So all this stuff looks great, but how do I tell my boss that I want to make and email like this? How do you get buy-in to try interactive email?

Alice: Interactive email has performed well for the clients that I’ve worked with before. Your milage may vary, but for the emails that I’ve produced we’ve seen at least a 10% increase in click-through-rate (CTR) and a 11% ROI. For Offset when we introduced interactivity our first time conversions where 123% increase. That’s pretty good. I could take those numbers and told my boss, “Hey look! We had this success with it before. Why not try redo it?”.

Matt: That’s about it! Thanks for taking the time!

Subscribe to the youtube.com/reallygoodemails channel to see the new episode published each week.

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This week we look at Litmus\'s interactive email at UNSPAM 2019.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Designing separate layouts for mobile and desktop and using different images in each format can give you more control with the email design. This helps you serve up a better experience for your audience.

2. Using a grid system for product and fashion emails allows you to show items in a different size on different devices. This can help balance the layout of an email that contains a lot of different items in it.

3. An email is not a static canvas. Keep this in mind when before designing emails in a program that’s mainly used to create assets for a static canvas.

*BONUS* Stay away from using a background image for products, especially in the hero image. Let the hero image breathe so your audience can see all the product details and drive them to make a purchase.


Matt: What\'s up, email geeks! We\'re back with another Feedback Friday with the email fixer herself, Annett.

Annett: Hi, Matt, how are you?

Matt: How\'s it going? Tell everyone a little bit about yourself.

Annett: I am Annett Forcier. I\'m an email designer and developer. Formerly front end designer, formerly pastry chef. And so now I do emails only and only bake sometimes cookies.

I founded EmailBoutique Digital Inc. in May of this year. I have been freelancing for about six years together. The last two in total were full time. And before that I\'ve worked for multiple companies, tech startups and agencies as well, Pretty much every job I left, the company had a hard time replacing me or filling my position and at some point I had no time anymore for holding a full time position and that\'s how I became a freelancer.

Matt: You have your hands in a lot of different stuff. Name some of the brands that you\'ve worked for in the past.

Annett: Let me start from the latest run. I just finished a master template for Tupperware America. I have worked for Hootsuite. I\'ve worked for Cossette, which is a local agency in Vancouver. They did emails for Telus, which is a telecommunication company in Canada.

And what else? Grand & Toy. It\'s a big office of supply company similar to Staples in the States. So it\'s going from larger to small, and most of it is word of mouth.

Matt: Fantastic. So this is a template that you built—this Lulu lemon one.

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Annet: That was a fascinating one because we turned the workflow around for this one because the ask was to create an entirely new template. But with a similar look of previous emails.

So I basically got all their previous emails out to put them on the wall and be checked out. We made inventory basically what kind of modules we need, which ones we keep, which ones do we no longer need, and then I coded everything with placeholder imagery and placeholder copy, which is actually Yoga Ipsum if you take a close look at it.

Matt: I like that. Good touch.

Annett: It was also about how this can all render across all the platforms, and I needed to know that the rendering will work with the modules I built before the designer starts designing. So that\'s what that prototype was for.

I could also get the stakeholders to focus on the layout first before getting distracted with colors and imagery and copy. I had their eyes on the design, and I got pretty quick approval because everyone was looking at the same thing and was focused, which was great. After this was done, I worked with the designers to create a design system, and I think they did this in Sketch. I convinced them not to use Photoshop.

I want them to move away from Photoshop because, if you think about it, Photoshop is a graphic design tool where you create assets in a static canvas. Well, the email is not a fixed canvas. Any device where we are looking at emails is not a fixed canvas. You know what bothered me a lot was when I heard the word pixel perfect.

It\'s like, yeah, great. If you want something pixel perfect, turn on your printer and print it out, but it\'s not an email. So we need some flexibility here and there, and sometimes I have more success with it if I show it on a device. Like, see it won\'t work.

Matt: So this is what it looks like with content in it.

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The product grid is quite interesting.

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So you had that layout, and then once the content gets into the grid, it re-stacks and takes advantage of the grid system to look good on mobile.

Annett: There is a couple of things happening. The hero image is two different images.

Matt: I like it when brands optimize a bit more for mobile. It does take a little bit of extra work, but it pays off. You can tell the difference between these two.

Annett: It\'s, of course, only working on any device that supports media queries because the mobile version is a background image that is always lying behind the desktop.

The container that is holding this background image is optimized for the actual image. So on iOS or everywhere else where media queries are supported, the desktop image would be hidden.

Matt: Looking at that original template where there was a little more live text, why did they decide to lock up this text in images. I guess it makes sense to lay it out in a specific way and use some of these brand fonts.

Annett: They were focused on brand fonts, of course. And then it also depends on the object itself. I mean, these are leggings, so this is a vertical image, so some people might think we could use a background image, but I\'m hesitant if it\'s a hero. If it\'s a pattern, we can live without, because some Samsung native apps don\'t support background images.

If it\'s a hero, that is important. I would not like to miss that picture. If it\'s a background pattern that I could replace with a background color, then okay, that\'s fine. But that\'s the reason why I don\'t suggest background images on a hero. In retail or fashion, we see that brands style guides are essential.

If this is the number one goal for the client, I will have to live with it. I want more text myself. In some emails, we do it, and in others, we don\'t.

Matt: It does look like this one does sort of mix in some live text when possible. So that looks great. But you\'re right. I think having a separate layout for mobile and desktop gives you a lot more control. The tradeoffs are that it\'s a lot harder to know how something might scale 100% of the time on some of those older clients.

I think you\'re right in this case where the better experience, honestly, is just having this laid out in an image. So scrolling down, I\'m interested in the difference between these two images.

It\'s an interesting switch up from desktop to mobile. So how difficult is some of this stuff? Is it just showing a specific image on desktop and then hiding it and showing this one on mobile?

Annett: It\'s the same as the hero. The background image is always behind. So the mobile version is the background image in this case. And because I can use a background image on mobile because it will only work where media queries are supported. And this is where background image rules show. So I\'m not concerned about a background image in this case. The designers prepare a mockup for the desktop version and a mockup for the mobile version..

And then we have two images. They are sitting in the same table cell, but sitting on top of each other. So the desktop is on a higher level, and right below is the mobile version.

Matt: I think I\'ve never really seen it done like that. I\'ve always seen sort of hiding an entire table row or something and then showing one on desktop or mobile, but I like that approach.

Annett: The only thing that you have to watch out for that the images are optimized because you\'re loading both. Like if you do this in an email, then will basically, you\'re asking for a lot of download data.

Matt: This is almost two emails in one

Annett: So I would be cautious about it.

Matt: This one does feel very mobile-first, and this one feels excellent on desktop. I know many people are moving towards the mobile-first design, but having this desktop, especially with the number of people I assume they might have opening in Gmail or something, makes sense to focus on this layout.

So scrolling down, I liked this grid system. Each of these are individual images, which I enjoyed. And this mobile section looks great. Can you talk about maybe how that stacks or moves around?

Annett: Yeah. So this is just a switch up. Maybe we want to emphasize certain products more than others.

In this case, I would suggest using the first image in the first row, and the last image in the last row to put the item in that needs more attention. So it looks like this first row is a three-column. But it\'s not. It\'s two columns.

The first image, the gray leggings, is one column, and the other two images are in the same cell, but nested in another table.

Matt: That\'s a genius move.

Annett: The first image will scale up 100%. As soon as the screen size becomes smaller. And the other two images will scale and stay the same size.

Matt: So is that something that a designer might have asked for, and then you\'re trying to find a fix? Or is this something that you know you can do, and then you kind of relay that to the design team?

Annett: In this case, they had that in one version, in their older templates, but it didn\'t work correctly. And then I worked on it as long as I got it to work. That took me a little bit.

But, it worked out in the end, and I was very proud of myself after I managed that, and then I couldn\'t stop playing. So I made a whole set of different grid systems, like, how could I change this and make this completely different? So I went little nuts with that.

And now, I have a massive library of wireless grid systems. I suggested a few different ones because sometimes, one of my clients is Article right now. It\'s a cool furniture company based in Vancouver, and they have a lovely Scandinavian look.

Matt: We love their emails too.

Annett: Yeah, I\'m on that too. So, there\'s going to be some new emails coming, but they have so many different items on the website. They have different sizes. Like a chair can never be the same size as a couch. The same thing I had a Grand & Toy. They\'re selling office supplies. It goes from a razor to a chair.

So the dimensions of certain items can vary so much. So if you have a grid system that allows you to show items in a different size and still make it look good, you will have to have a little closer eye on it. What item you put in, what position, of course. So it\'s not ideal for if you were loading your images dynamically.

You do need a little bit of a control over this. But it could help to balance the layout out of an email that has a lot of different items in it. So I think therefore, this was a really fun thing to do.

Matt: I liked this solution because having that three columns scaled down would be too small on mobile, and then stacking them one on top of each other might make this email too long. So I think this is a really good middle ground for letting the grid live and only having to load in one set of images. So that\'s nice. And then when this bottom section, I was surprised just how different they look, but I guess they\'re different images.

Annett: It\'s the same thing as the hero. They did use this in this email they use three times. So it\'s a bit on the heavy end. But, it does look stunning.

Matt: I liked just how consistent the CTA sizing is. And I feel like a lot of brands scale stuff, and then everything kind of looks different sizes and the buttons kind of feel all over the place.

But overall, these CTAs feel close to the same sizing on both desktop and mobile. And when you\'re moving around all that content and scaling stuff, it just is nice to see that.

Annett: This is the result of designers and copywriters and developers working very closely together. So we had looked at each other\'s work and understood what everyone\'s priorities were.

You come to really good results in the end, if everybody cares about what limitations are and what possibilities are and what the priority of the brand is.

Matt: If you can have that design consistency be a big goal, it pays off when people spend that extra time caring about stuff like that.

It makes the whole experience feel a lot better. And then when you hit the website, and everything looks the same as the email, it\'s just a really good experience throughout.

Annett: I agree. All right, so the super footer. It\'s a bit big, I know. It\'s just the information was required. So then the menu itself, we wanted to have these items as large as possible.

It\'s clickable. It\'s click friendly on mobile because mobile is where the open rates are the highest. Higher than desktop. So I created these buttons for these four categories. This section is for anybody who hasn\'t found an item inside the email they want to buy.

There\'s extra information about shipping and what the return rules are, a bit more convincing that this is a good brand to shop with. So I believe these button radiuses even work on Outlook because it\'s a static button.

The buttons you see above with the rounded corners. I don\'t think that works on Outlook because it has padding, so it grows with the copy in it because, in this case, the copywriter needed to freedom to make copy that they\'d come up with, and the button should work out for that. But in the menu, on the footer, the words don\'t change. They stay.

I can create a fixed button size, and I needed that because I\'m stacking them again. It looks like a faux column, but it\'s not. It\'s a two-column with two separate nested tables in it. That\'s why they stay nice and flush. It\'s the same module underneath where the icons are with the app, the store finder, and free shipping.

This is the same module only that there\'s an image in it and a text link, and both are clickable, I think. Yeah, so the icons as well as the billings.

Matt: I liked this approach because I feel like in that hero section, you have this little mini navigation, but you get out of the way quickly.

I think these links are still useful. Having everything kind of that catchall footer in the bottom is probably the best way, as you said, definitely a mandatory thing. So I still think all these links sort of make sense to me. I think the only thing I might change is because these are live text, there might be like an opportunity to add some hover effects here or use this red in the logo somewhere else in the email. I feel like this pops, and I almost would want it to be incorporated into one of these potentially. I think that might be fun.

Annett: That\'s a design decision though usually so I don\'t.

Matt: True. You just set up the template and walk away. I think this base is very good, and the modules that you\'ve built provides them a lot of freedom throughout these templates. So is there any other changes, or are you still working with them? Do you want to make any other updates? Like how hard is it for you to make new modules and things like that?

Annett: I have pretty good frameworks by now with the modules that I have.

So I always start with a base master template that I regularly maintain and test. I think they\'re pretty happy. They have tested this template for a long time. I was waiting cause like when would you finally use it? And finally when it came in, I was like, Oh my God, it is a winner.

Because they wouldn\'t have implemented it if it wasn\'t giving better results than the previous one. That\'s the moment when I\'m most happy. That\'s actually the template is a winner and writes the numbers that the brand was hoping for. So I\'m always happy then.

Usually, brands come back to me when some email client changes something and something breaks. Or they lose some staff or staff changes, and they need a new intro, because we have documented everything as well, that I tried to help with that as well. I\'m making everything scalable and making everything or thinking of the next employee who needs an onboarding and needs to know how to code, handle the code, how it\'s done, and where it\'s stored. And what to do, what not to do.

That\'s becoming a workflow for me because jobs are sometimes repeating, especially when my template jobs come in.

Matt: You\'re very popular, high demand.

Annett: But usually when I do templates, I don\'t see a brand in a very long time.

Matt: Maybe that\'s a good thing.

Annett: I think so too.

Matt: You figure everything out and they have the tools to go out there and start testing things. Well, thanks so much for taking the time to look at this email. I really liked this, and I think there\'s some really smart design things that are done with some smart coding.

Annett: Thank you! Thank you for having me.

Matt: Where can we find you online? EmailBoutique still to be announced or coming soon?

Annett: There\'s an email form on, you can sign up if you wish. I\'m on Slack EmailGeeks. Women of Email. Of course, and Facebook and I most of the time I\'m online. If I go on vacation, I never go anywhere where there\'s no internet.

Matt: You have the best out of office email ever too.

Annett: I should get back to this. Yeah!

Matt: You need to take more vacations, I think.

Annett: I don\'t, I don\'t take any.

Matt: Okay. Well, have a fantastic weekend!

Annett: Thank you. You too, Matt.

Matt: See ya! ✌️

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lululemon is an innovative athletic apparel retailer creating experiences and products inspired by healthy lifestyles.

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Magic Spoon is a keto-friendly cereal company based in the U.S., creating sweet and healthy breakfasts for champs.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Product photography and animations can help images stand out with a 3D effect.

2. Grab your audience’s attention with a theme and stick to it throughout your design.

3. Social media showcases - with images from social media users - can be a creative way to show your audience what people are saying and how they’re using your products.


Matt Helbig: What\'s up, email geeks? Welcome back to another Feedback Friday this week with our amazing guests, Lily from Litmus. How\'s it going, Lily? How are you? 

Lily Worth: Thanks. How are you?

Matt Helbig: Very good. Could you tell us a little bit about yourself? 

Lily Worth: Yeah, yeah, of course. So I work for Litmus as an email design and production specialist, which means that I design many of the emails that we send out to our customers and prospects based in the UK, in Nottingham.

And I\'m happy to be here on this sunny, your side Friday. 

Matt Helbig: Yeah. Yeah. I\'m excited to look at these Magic Spoon emails.

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So you sent over a few Magic Spoon examples at the site, and they inspired me. Could you talk maybe a little bit about the brand and maybe why you liked their email? 

Lily Worth: I\'m not sure how it came into contact with Magic Spoon because they\'re based in the US. I\'m not entirely sure whether there are UK suppliers, but definitely came across one of the emails and just loved the creativity.

They have this great way of using color and things that just really stood out to me. I had to have a look and see who they are, and it turns out that they are a cereal brand and they create cereals that are keto-friendly and much healthier, but have that real kind of childhood feel about them, all those exciting cereals that we loved as children then, but they were just really packed with sugar and not very good for us. 

Matt Helbig: Keto cereal. I feel like it was a trending search term. I have seen many of their ads on Instagram and then signing up for their emails, they bring that same sort of branding and feel into these messages. But I agree.

It\'s that fun, childlike, delightful illustrations, bright colors. It catches your eye when you\'re looking for a fun cereal.

Lily Worth: Yes. Absolutely. 

Matt Helbig: Sweet. This first one looks like a welcome email. So I think I got this when I signed up for their emails, and I think it does a pretty good job.

It gives you a little bit of information. Thanks you for signing up. They show some of their trending products. It gives you that free shipping on your first order. Then they plug their Instagram, and that\'s pretty much it. They have like a little rotating GIF here. Overall. I think this one\'s pretty good.

Is there anything that stands out to you on this welcome email?

Lily Worth: I love the mix of things that they have here in terms of visual assets. I mean, they\'re using the bold colors. You can\'t miss those and gradients as well, but they\'ve got illustration, and they got product photography, and then further down, they\'ve got some stylized photography that has got a bit of a retro feel, which I like with that bright pink cereal that when you look at it, you think you probably shouldn\'t eat because it\'s packed with sugar, but no, that\'s the difference with Magic Spoon.

Matt Helbig: Yeah. I like this little navigation up here. These quick links up here are a fun play on a more navigation bar. I\'m not sure how many people would click these, but I think it adds to the design.

Lily Worth: It makes a bit of a cohesive experience with the website because I think it\'s very similar when you land on their web page, there are limited links. So I think that\'s probably very much in line with what they have on their site. 

Matt Helbig: I liked that the \\"Try now\\" versus \\"Buy now\\" or something like that. I think that\'s kind of an interesting choice to maybe try something like that with a CTA. This perhaps is a little low. On your first order, you might miss that code, but I think they at least bold it and maybe make it a little bit larger in all caps to make it stand out.

So maybe you\'ll use that on your first order. I think this is an image, and it is a little blurry on my end. So perhaps they could try to slice it a little bit differently so that this quality image matches the rest of the live text that they\'re using in the email. But overall, I think it\'s a cohesive email bringing everything together. 

Lily Worth: Do you know when you received this? Was it this year? Last year?

Matt Helbig: Earlier this year, so maybe they have made some strides to try to have some more live text or clean up some of those issues. We\'ll have to sign up and see if they send a different welcome email. It could have changed since then. 

So this next one is a trendy one on the site. I think it catches people\'s eyes when they see something like this graphic. 

Lily Worth: Yeah. It\'s enjoyable. The fact that she\'s looking through a couple of cereal hoops and I love the way that the animation over the headline pulls you in and makes you want to read it.

Matt Helbig: I like this little thing that they\'re doing. This is only five frames rotating with the different colors, but I think the timing and everything else brings your eyes in. This subtle animation adds a little bit of something to the email. 

Lily Worth: Yeah. They\'re good at using subtle animation. That is great for keeping down the email\'s weight if it\'s only really using five frames, but it still has an impactful way. 

Matt Helbig: I was surprised by this use of live text here for this little subhead copy, and it\'s nice to see. They\'re bringing it together with that inverse pyramid, bringing your eye right into that CTA to \\"Try now.\\" 

Lily Worth: They\'re great with their typography. In some cases, I know that to get some of the typographical effects, they have to use images, but I think typography can be very creative. 

Matt Helbig: That\'s great to see when they can, they use that live text, but for some of these more advanced brand fonts, they use an image. Overall, they do an excellent job on desktop and mobile, making them feel like the fonts sort of match. It makes sense going down throughout this. I think they try some new exciting ways to layout product information that feels slightly different, but I still think it is easy to scan and maybe consume if you\'re looking for more information.

Lily Worth: Sure. They want to push their ingredients. They\'re showing that it\'s healthy stuff. 

Matt Helbig: I think this is potentially boring information to show, but they do this with the gradient in it. It makes it stand out. So maybe a little bit more interesting than just seeing individual ingredients.

This goes down to more of like an e-commerce sort of layout right here with the different product shots. Is there anything you think that maybe you\'d want to see in this email that isn\'t there? 

Lily Worth: I think on occasion there are issues with colors, not in every instance, but I\'ve noticed in some of their emails, perhaps the contrast isn\'t quite there.

In terms of content, I think it\'s pretty packed full, maybe a bit heavier on the copy in this email than I\'ve seen in many of their emails. I sometimes think they kind of cut back on the amount of copy and give you more of a scrolling experience where you\'ve got more imagery to tell the story.

But I think overall it\'s, it\'s an excellent design. 

Matt Helbig: They could add some interactivity in this section to make it bounce a little bit. Maybe if they add some hover effects, it might bring a little bit more attention once you hit the bottom of these individual products. 

Lily Worth: Not sure if this is a conscious decision, but those products at the bottom, that kind of eCommerce section doesn\'t tell you what any of those are.

I mean, if you\'ve got to look closely and tell what they are and what flavors they are, I wonder if that\'s conscious and they want you to explore to know more about it. 

Matt Helbig: Yeah. I guess some product details and information or something like here, just providing you a little more context about some of these flavors. They lay it out a little differently on mobile, but it might be hard to find out exactly what kind of flavor these are.

This is another fun, cool design bringing in a lot of that color and a little bit of that animation. 

Lily Worth: Yeah, this is great. This is something that they sent out reasonably recently over the summertime. They do a lot with this one. They\'re bringing in subtle animation. I love the way that they\'re not using hard edges between sections.

The typography is excellent. It\'s appealing. I think the way they use the product photography gives it that little bit of 3D. It makes it kind of standoff the screen. 

Matt Helbig: The imagery is an eye-catcher for me. This 3D effect it feels like everything\'s sort of floaty. To pull in some of this animation, they have to 

make this one mostly images.

I liked this line separating the sections. It\'s not just a solid line.

Lily Worth: Something that they\'re doing more now, and I can see it further down. I think there is the use of the emojis. I\'m assuming there are emojis. It could be just an image.

Matt Helbig: I think these are images. Some of the emails that we\'ve seen where we\'re highlighting social proof like this with quotes feel sort of static or something. Adding these emojis is a brilliant idea. Adding some of these annotations almost with the GIFs makes it pop and highlights what they want you to see in these social proof testimonials.

Lily Worth: Absolutely. I love the circling of real fruit and striking on the words they want you to catch. 

Matt Helbig: It is nice to see that they are using as much live text as possible while still adding some of this animation. This is almost a similar email to the last one, in my opinion, where they\'re pulling in some more social proof. I liked this one a little bit more. 

Lily Worth: It\'s got a bit of a theme to it, and it\'s kind of circus theme, which I like. Again, it just feels like it\'s taking you back to sort of childhood things that were fun and exciting. Yeah. I think that\'s kind of what caught my eye with this one.

They are bringing in some great styles. It\'s got an off-grid feel on this one. It\'s light on the copy. It\'s very easy to get the message. You get a nice visual experience as well. 

Matt Helbig: So this is the section I like with pulling in the user handles. Then there\'s a social media showcase. This is a very effective way of bringing in some of that social proof and talking about how people are talking about your new product launch. Like the other ones, some bright colors, these repeating CTAs bringing your eye down.

I think this one\'s a pretty complete one when it comes to showing you this new product. It\'s focusing on this product launch, offering social proof and ends very cleanly, and just allowing you to click into the CTA to get a little more information.

Lily Worth: Yeah, absolutely. 

Matt Helbig: We have one last one. It\'s a text email.

This is a fascinating use where they\'re mixing some of their marketing emails and having emails like this that are more personal one-to-one. 

Lily Worth: I like how they\'re bringing in plain text for specific kinds of direct messaging. They want you to take action here.

So they\'re taking away any of their distractions that you might get with the lovely designs. They\'re pushing you towards making that purchase. They use it for other kinds of more personal messaging. They\'ve sent this from the founder of Magic Spoon, and I think when they really want to get a message over, this is the approach they adopt.

Matt Helbig: They\'re using the polished marketing emails to showcase their product and their imagery and using those bold colors, but then they\'re also using the power live text to make it feel more personal and direct. In some ways, those two messages that we just saw are the same.

They\'re bringing in some testimonials showing those handles, but in this one, it feels a little bit different, and it\'s just an excellent way of contrasting to try them more product marketing focused email, and then something like this. It\'s a bit more pared down and direct. I think it\'s a nice balance between those two types of emails that it shows that they are knowledgeable that they can use those two different tools in different ways to get a message across.

Lily Worth: They do influence me in the work that I do. I love it. I\'ve just got to find out whether I can get them here in the UK. 

Matt Helbig: Well, we\'ll have to order some boxes, and they have nice looking bowls too. So we\'ll have to get some of those. Great. Well, thanks so much for taking the time to record this episode. 

Lily Worth: Sure. Any time.

Matt Helbig: Can we find you online? 

Lily Worth: I\'m on Twitter. You could find me on Really Good Emails. I\'ve got quite a lot of stuff saved in there if you want to take a look at what I enjoy seeing on the site, but yeah, otherwise, Twitter. 

Matt Helbig: Thanks so much. Have a great Friday.

Lily Worth: Thank you. You too.

"}],"title":"Diving into a bowl of inverted pyramids and striking 3D imagery with Magic Spoon","publish_date":1601620712050,"originalHeight":920,"primaryAuthorText":"Author","isDraft":false,"partnerSlugText":"With partnership from","originalWidth":1496,"hasPrimaryImage":true,"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},18772:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"whale","type":"feedback-friday","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"originalHeight":1200,"partnerSlugText":"With partnership from","title":"Understanding what makes a clean, refined design with MIRROR","created_date":1586825505443,"publish_date":1586825110276,"description":"

MIRROR offers a nearly invisible, interactive home gym with personalized live and on-demand fitness classes on a full-length mirror.

","secondaryAuthorText":"Host","content":[{"type":"text","content":"

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Maintain readability. Centered text and gray text can be difficult to read. Darker, left-aligned text will provide a better reader experience.

2. Keep paragraphs at a consistent length so the content remains clean and refined from top to bottom.

3. Give the reader an idea of what they\'re getting. Show them with images, and guide them to learn more with links to the website, “take a sample class,” give them the option to ask questions or contact support.


Matthew Smith: Hey everybody! It\'s Feedback Friday! I hope you all are doing great. It\'s another episode of Feedback Friday. Whale here from Really Good Emails. Matthew Smith represent. It\'s fantastic to be here today. I am going to walk us through some MIRROR emails. My buddy Kevin actually did the user interface for this app and pretty interesting tool.

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I am not in the space to spend that kind of money on this type of tool. But that\'s cool, but I do think their emails are kicking. They\'ve done a nice job, so some interesting things here to walk through. Again, reduced palette. Notice that they use photography in a nice way. They get the black and white and gray working simply.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/last-chance-for-free-delivery-installation-467-value/

","slug":"last-chance-for-free-delivery-installation-467-value","email":{"litmusApiData":true,"hasPrimaryImage":true,"submitter":{"role":"None","slug":"whale"},"originalWidth":680,"companies":[{"slug":"mirror","name":"MIRROR"}],"tags":[],"author":{"name":"Matthew Smith","slug":"whale"},"content":"","screenshots":{"OL2019":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONE8":true},"publish_date":1586982450329,"title":"Last Chance For Free Delivery & Installation ($467 value)! ","hasHtml":true,"popularityScore":0,"litmusApiDate":1586982492463,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-htmllang":true},"slug":"last-chance-for-free-delivery-installation-467-value","submittedEmailId":"k9j4F5VmCpvBh1NZ4Urd","originalHeight":1270,"categories":[{"slug":"exercise-and-fitness","name":"Exercise and Fitness"},{"name":"App","slug":"app"}]}},{"type":"text","content":"

I will say this type. Two or three things I would do a little differently here. One, when you\'re doing centered text. This is the absolute longest. You should have your centered text. They\'re very specific typographic rules. You can read about them in The Elements of Typographic Style by Robert Bringhurst or Web Typography by Richard Rutter.

Center text is harder to read. The other thing is that be careful of your gray text. I\'m not sure if this follows or meets ADA standards, but you want to, you want to check into that. So I think this probably maybe squeaks in, but it\'s pretty light. So it is nice because you get good hierarchy. You see this first and then this feels secondary, this subtext. 

But keep in mind, you want to be able to maintain readability. Those two issues aside though I think it\'s working really well. Their CTA is nice and big and clear. No questions there. And then this email down here also that dark color. One thing about upper case text here too is be careful about how much you use it.

It\'s working here. Okay. I prefer to only use it for small labels. It\'s harder to read than your traditional sentence case. Just keep that in mind, but let\'s jump over to some other examples from MIRROR. 

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https://reallygoodemails.com/emails/your-favorite-workout-your-home/

","slug":"your-favorite-workout-your-home","email":{"hasHtml":true,"submittedEmailId":"kJAZSrZ5lYqKtPadgiC2","popularityScore":0,"originalHeight":2742,"companies":[{"name":"MIRROR","slug":"mirror"}],"title":"Your Favorite Workout. Your Home.","tags":[],"categories":[{"slug":"exercise-and-fitness","name":"Exercise and Fitness"}],"submitter":{"role":"none","slug":"whale"},"hasPrimaryImage":true,"publish_date":1586982456073,"screenshots":{"IPHONE8":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"OL2019":true,"OUTLOOKCOM":true},"litmusApiDate":1586982501735,"originalWidth":680,"accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true,"accessibility-htmllang":true},"author":{"name":"Matthew Smith","slug":"whale"},"litmusApiData":true,"slug":"your-favorite-workout-your-home","content":""}},{"type":"text","content":"

Same cool aesthetic, but a bit different lockup here. I just think this is gorgeous, and they\'re doing a great job of pulling these out.

One thing though, this is a neat lockup. I like seeing these visuals about how people are using mirror. Look, how difficult to read and scan this centered text is. So me, I would have put these images not into with white backgrounds. Or they could be, but I would actually create a boundary around them and then left aligned, you know, Cardio, Pilates, Strength, Stretch, and all the paragraphs that go with them.

I also would have done a little more content curation to try to make the paragraphs more consistent so that they\'re about the same length. This gets the job done, but I just think it looks messy. Nothing about this aesthetic feels messy. It feels refined. So then why would we do this here? Also, note in mobile over here.

This works fine. But notice that like oftentimes you want to double check and see if you can avoid what are called orphans or widows here. There\'s different ways of referring to orphans and widows, but more or less in web typography, it\'s not really pages, but in web typography we\'re referring to a word that gets orphaned down here by itself.

In print topography, it\'s a little different where it\'s a line that\'s on a separate page, but anyway, you get the idea. Small things that can be changed, but look how refined and simple these emails are, and they get the job done right. They\'d call out right up top what\'s about to happen. You get the idea of what MIRROR is.

They show you the classes that are available, so I know what\'s available in the app. And then I can play a sample class or I can dig in with more questions. So from a strategy point of view, I think they\'re hitting all the boxes. One thing I would probably do is put a CTA up top or test that to see if adding it a little higher.

You know, might be something to try there. Or if I want to go do a bar class or see a bar class, give me a CTA there to see more about what that looks like. All right. I think we\'ve got one more.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/your-favorite-workout-is-now-at-your-place/

","slug":"your-favorite-workout-is-now-at-your-place","email":{"slug":"your-favorite-workout-is-now-at-your-place","originalWidth":680,"title":"Your Favorite Workout is Now At Your Place","author":{"slug":"whale","name":"Matthew Smith"},"submitter":{"role":"none","slug":"whale"},"hasHtml":true,"litmusApiData":true,"hasPrimaryImage":true,"content":"","screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONE8":true,"IPHONEX":true},"categories":[{"slug":"exercise-and-fitness","name":"Exercise and Fitness"}],"popularityScore":0,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"tags":[],"submittedEmailId":"Ti2i7LSez7Q83owFVAXX","originalHeight":2923,"litmusApiDate":1586982511743,"publish_date":1586982462239,"companies":[{"name":"MIRROR","slug":"mirror"}]}},{"type":"text","content":"

So again, a different lockup here, but you can again see in the imagery, you\'re starting to get a sense of like what\'s happening and how to use the app, which is cool.

Home workout. And then, wow, I see the MIRROR and it looks beautiful, so I\'m getting the idea, Oh wow. It\'s not just a big black screen all day long, but it can be a mirror like this, which is pretty rad. I can learn more about it. I can figure out more about the workouts.

These are nice little modules. I can see a bit about the experience and see a sample class. I think that\'s pretty cool. Again, like you can see the simplicity of the design. I think that these are too long to do centered. You probably are like, Matthew, you\'re crazy. It\'s no big deal, but I just find that if you can left align line some of these kinds of things, you\'re going to have a better overall experience, but I\'m being picky. I think it\'s working great. 

I would love to hear your feedback and see if there\'s anything that you would change and as always, keep those emails coming. We appreciate it. I hope everybody\'s doing okay out there in pandemic land and staying healthy, staying safe, staying home, and just know that I really appreciate you.

We have such an amazing community. Me this weekend, I\'m going to be doing a meditation with my mom and sister from a distance and doing that online and through a different organization. Looking forward to that and might go on a hike or just get outside. That\'s a real way for me to stay sane.

So hope everybody is doing okay out there. Never hesitate to reach out to me @whale on Twitter or @reallygoodemail on Twitter or Instagram. Those kinds of things. All right, friends, be well. Stay well, be really good. Love you. Bye. 

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Established in 1925, the New Yorker is a weekly magazine reporting on a variety of national and international politics and culture, fiction, poetry, and humor.

","authorSlug":"mtthlbg","partnerSlugText":"With partnership from","slug":"feedback-friday-not-a-newsletter","content":[{"type":"text","content":"

Schedule a personalized demo to see how Iterable enables brands to create, execute and optimize campaigns across email, push, SMS, in-app and more with unparalleled data flexibility.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Be mindful of your first message to subscribers. A positive, Hallmark sort of welcome email helps you build a relationship with your audience.

2. Sending a welcome message can help build a habit from day 1, especially with a news outlet. It gets people excited to receive your emails, and introduces what type of emails they can expect.

3. Educate subscribers on how to get the most out of your emails. What\'s the format? How often are you going to send those emails? What do those emails look like? Help people understand what the value is.

BONUS: Think about the messages in the series of emails you’re sending. How can you get subscribers to do one more thing after they subscribe?


Matt Helbig: What\'s up, email geeks. Welcome back to another Feedback Friday this week with a very special guest that doesn\'t run a newsletter at all. 

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Dan Oshinsky: No, that\'s not true. I technically kind of run a newsletter . I\'m Dan Oshinsky. I run Inbox Collective. A little consulting firm that works with news organizations, nonprofits, and brands, and helping them grow their email presence.

But I also run Not a Newsletter, which is quite literally a Google doc where I write a couple thousand words every month around what\'s happening in the email space and how to get the most out of email, but there is an email alert tied to it. Also, the other thing, even though it\'s called Not a Newsletter and I send it out as a Google doc. I still get daily emails from people telling me how much they love my newsletter. So no matter how much I try to distance myself from newsletters, I can\'t go too far. 

Matt Helbig: I do have a secret suspicion that it actually might be a newsletter. 

Dan Oshinsky: I am tied to this forever. No matter what I call it, no matter where I go, if I produce this as a Shakespeare in the park. People still tell me how much they loved my newsletter. 

Matt Helbig: Well, you do a fantastic job. So it\'s well appreciated. Tell me a little bit about your background though. Like what makes you an expert to not have a newsletter? 

Dan Oshinsky: Oh, good question. So I started and built the email team at Buzzfeed, and then later went on and was the director of newsletters at the New Yorker.

So have worked in some pretty interesting editorial spaces launching all sorts of products and now through inbox collective work with two dozen different news organizations, nonprofits and brands, on their email strategy, how they\'re going to grow their lists, get more readers. Build the right products for emails, and then turn those readers into customers, fans subscribers, donors, members, whatever it is they\'re trying to do.

Matt Helbig: Well, you had a list of some different emails, around a welcome series. So I think we could walk through a few of those. Now that you say that you\'ve been on the New Yorker, is this one of the emails that you\'ve made before? 

Dan Oshinsky: This was one that we worked on when I got to The New Yorker. The New Yorker was a fascinating brand because obviously established incredible, incredible history. And they had a lot of success with email but hadn\'t had any sort of email strategy. They had just launched a couple of different newsletters. I worked with our amazing consumer revenue team there and that\'s the team that helps you actually buy subscription to The New Yorker and we built out a series of onboarding emails. 

The first is, this is what I call the hallmark email. Cause usually the subject line is something that feels like you\'d get in the hallmark section of the greeting card aisle. Thanks. Congrats. Welcome. Hello. Some sort of really positive message, and this is the email that goes out right after you subscribe.

You just signed up, and we\'re going to tell you what you can get in your inbox and then maybe give you a couple of different ways to go a little bit deeper with a brand like The New Yorker. So if you\'re just getting started, you learn a little bit, you know what you can expect from us, and then we want to give you some other ways to engage more deeply.

Matt Helbig: I really liked this one. It definitely stood out to me as a welcome email. The use of live text . Really using those couple of primary colors of the brand throughout the send. Yeah, definitely a successful email. 

Dan Oshinsky: This is one too, where with live text, with very clear buttons, we didn\'t go over the top.

We just wanted to keep the asks pretty clear and make sure that, especially if you\'re on your phone, this is an email that looks good and renders really nicely. We also really want it to tie in some of the art that The New Yorker is known for too, which is fun and give it a playful kind of different feel.

Matt Helbig: It looks fantastic. So why are welcome emails so important to you? Why do you think they\'re a good. first impression for a lot of brands?

Dan Oshinsky: One is it makes a first impression. I want to come out really strong in those first couple of emails, the first 30 60 days and make sure that I introduced you to who I am, what I\'m all about, the people on my team, and start to build a relationship.

And for me, especially if you\'re a news organization, you\'re a nonprofit, you\'re a brand, you\'re sending regular emails. If I sign up for your email, especially if you\'re a news organization. I sign up for your daily newsletter. Well, I don\'t really know what that means. Am I getting headlines? Am I getting something curated in my inbox?

When is it going to show up? Who is going to be writing it? Just trying to set, you know, using these types of emails, the hallmark email to set the tone for the relationship going forward, and also try to build the habit from day one. So if I know that maybe I\'m going to get, you know, an email, when does it show up in the inbox?

Who\'s going to be writing it? Trying to build these in from the start so people can build a habit with us and get excited to get their first email in the inbox. 

Matt Helbig:  I think for some publications that we\'ve looked at before, this sort of a welcome email is sort of missing. 

Dan Oshinsky:  It\'s something that all brands should be doing. There was some research the Iterable team did last year where they found that in the news space 70%. of brands where not sending any welcome email, and just anecdotally, that really echoes what I\'ve seen in the work that I\'ve done. So many news organizations, including ones that are pretty big and pretty powerful. You\'d be surprised at some of the ones out there that send absolutely no welcome message.

You sign up for a newsletter and then suddenly something just starts appearing in your inbox. You don\'t really know what it is or how to get the most out of it. So this is just a huge, huge opportunity for, certainly for news organizations, but I think any sort of brand that\'s doing something with email. Set the tone early on, start building a little bit relationship, make sure people know how they\'re going to get the most out of what you\'re going to be sending them.

Matt Helbig: This one is from Vancouver is Awesome. 

Dan Oshinsky: Yeah. So these are from some guys that I\'ve worked with through Inbox Collective. They have a really amazing and daily newsletter. And so we did a couple of things with this. One is they\'re a really small team, but they have just amazing personalities. We really wanted to have a positive, fun, upbeat kind of tone, as you would expect for a site called Vancouver is Awesome.

They are not shy about being enthusiastic about how incredible their city is. And so that first sentence, \\"Welcome. We\'re thrilled that you\'ve signed up and so excited to be part of your morning routine.\\" We set a really specific. thing from the start in terms of telling them Monday through Friday, it\'s not a weekend newsletter, it\'s Monday to Friday. What time it\'s going to show up in their inbox so they can look forward to it . We give them kind of an outline of what\'s going to be in the newsletter and kind of the value proposition. They\'ve already signed up, but we\'re just reinforcing what\'s going to be there. And then the habit thing that you just highlighted, look for your next email at 7:00 AM tomorrow.

So that way. From the start. They know, okay, this is one I should come back tomorrow. I know if I opened my email at seven there\'s going to be the next email right there. The other thing that we tried to do too that\'s been really fun is we added kind of a little bit of a relationship builder, sort of ask at the end.

One last thing. We think Vancouver\'s awesome, but we\'d love to know what you think. Reply to this email and tell us, and they actually do get really interesting replies from their readers who sign up and go, Oh, you know what? I really like this restaurant is event. This is being something that they love about Vancouver.

Those sometimes turn into story ideas. They go out and report. It\'s pretty amazing. 

Matt Helbig: I really liked how personal this one feels. I think coming from the other one, it\'s very polished, but this one feels very one to one, a little bit more personal and just kind of paired down and simple. I think it works for this brand especially.

Dan Oshinsky: Something I want to ask you too. I\'m curious for your take on this. I typically advise folks to do something like mentioning the, \\"Hey, you can always add us to your address book kind of thing that help reduce the chance that you might go to the spam folder. Some folks like to add the additional message, drag this over to the primary sort of tab.

I\'m curious what your take is. Where does that fit into a welcome message like this? 

Matt Helbig: People have asked us for white listing instructions or examples or something like that. I think this is the right place to put it. Maybe a little bit lower in the email or kind of like the last thing.

I feel like depending on the size of the brand, you might not need to do it. If you have a very good delivery rate already. But if you are seeing that, that might be something, like you said, you want to add to a welcome email or something to get people to whitelist you if you\'re having those delivery issues.

Dan Oshinsky: It\'s something I usually advise too, is I tell folks, you can tell them to drag it over to the primary inbox, but if you\'re not then sending great emails that engage your readers. Gmail and these other inboxes are pretty smart. They will just kick your email back to the folder they think it belongs in if you\'re not actually driving the engagement you need.

So it\'s not just a one line kind of thing there. It\'s actually about building a relationship and sending great emails every time. More folks should actually ask in these welcome types of emails to get people to reply, to get people to engage, because that sort of thing does, we know send a positive signal to g-mail and the other inboxes that these emails are great, and from the start, builds in that relationship.

Matt Helbig: To your point too, setting these expectations about when you should receive it as definitely going to build that as well. So, yeah, great example. I think we have another one from Civil Beat, which I don\'t actually know a lot about, so if you want to enlighten me, that\'d be great. 

Dan Oshinsky: They are a fabulous organization based out in Honolulu.

They do all sorts of amazing reporting around politics. They have a reporter actually based in DC that covers Hawaii. They cover the environment, they cover politics and news in Honolulu, and just do a lot of really amazing investigative stories. If you\'re familiar with something like a ProPublica, they have a lot of that in their DNA.

And what\'s amazing is from the start, this is an email from Patty who\'s their GM. She personally, thanks you for subscribing and then in this initial ask their goal is what I call like a plus one sorta ask. So you\'ve subscribed. How can we get you right now to do one more thing in your inbox?

So you just subscribe and we\'re going to tell you about events that we have that we think are great. How you can actually contribute and write for Civil Beat. They basically have an op ed type of page that\'s digital where anyone can contribute and write columns for Civil Beat. They tell you about that.

They also want to mention, because they are member supported from the start, early on, they\'re not going to see a ton of donations from this sort of email, but why not mention it right now that you can support Civil Beat. Give a gift and help fund an organization like this. 

The other thing that\'s just phenomenal that I love about this email is that you actually get to see who Patty is and who the team is. So for a small organization like this, they\'re a newsroom of about 25 people. And so for them, you see at the top of the email, a photo of the whole team, you see a photo of Patty at the bottom. You get a sense that in this news environment too, and people aren\'t always sure about where their news is coming from.

Who\'s reporting it, you actually get to see the whole team right there and see the faces, which I think is super, super powerful. It creates an unusually strong personal connection from that first email, and then they go out and do a series of emails over the course of the first 60 days to continue to introduce you to all the different voices on their team.

So you really get to build that relationship. 

Matt Helbig: Another one that where they\'re very personal and thanking you for being a subscriber. Very informational email. I think it definitely fits with this brand. So is there anything that you might want to improve on this one or test anything? 

Dan Oshinsky: So I worked with their team on this email and on this series of emails.

What I\'ll say for something like this is for other brands that are thinking about this sort of ask, you might want to think about if you\'re going to give some sort of plus one message and we want you to go and do now that you subscribed, here\'s the next step in the journey. Be really, really mindful about what that positive engagement is.

For Civil Beat, something that\'s a differentiator is they have these amazing events that was a really something they wanted to focus on. They also have a shout out about, you know, Facebook, Twitter, Instagram, that sort of thing too. A lot of brands kind of stop there. Oh, we\'re on this other channel.

I would really encourage a lot of folks out there who are thinking about saying, you subscribed to our newsletter, you can also follow us on Facebook. I\'d say is think about telling someone why they should subscribe to you on another channel. You already have them in their inbox. You have a personal connection.

If you do something special or unique on a channel like a Facebook or an Instagram, you should tell them why they might get a little extra value out of this sort of thing. Say somebody signs up for a weekly newsletter telling them, if you follow us on Twitter, you\'re going to get hour by hour sorts of updates on what\'s happening in the news, where that\'s your source for breaking news, that sort of thing.

Okay, well there\'s value in that for me. If you are doing something special on Instagram. Tell me. But really be mindful of what you\'re asking and making sure people understand here what the value is for them if they\'re going to do one additional thing for you.

Matt Helbig:  And then as you said too, this is from the editor. Do you find that that first email contact maybe from like a person is more successful than a brand name?

Dan Oshinsky: I think it\'s worth testing and seeing what actually works best for you.So we just showed The New Yorker one that\'s from a generic New Yorker voice. The Vancouver\'s Awesome one is just from a generic voice, although many of the other emails in their welcome series pretty much all are from a person after that initial message.

This. Patty and their team. Each one of these welcome emails from a specific person. It\'s something they\'ve tested and seen good results from. To be honest, there isn\'t a best practice here. I would test and try and see what works best for you. I personally really like the emails that come from a person, from the start. In particular, someone like this, like a Patty, because you get someone\'s high level perspective on the organization and it feels nice to be personally thanked, I think, as a reader from somebody who represents the entire organization institution.

But I think it\'s worth testing and trying and seeing what actually drives results for you. 

Matt Helbig: Yeah. I totally agree. This last one is kind of like a post welcome email a little later in the process, right?

Dan Oshinsky: So this is one with the WBUR. This is just a straight plus one message.

This one goes out about two weeks after somebody has subscribed. So something to say, having this sort of hallmark message is essential for any brand, no matter who you are. You should also think about what the other emails are that go out in the series. What else happens? Cause it\'s not just a single one off kind of message.

It\'s a series of emails that you\'re using to actually onboard someone and build the relationship. This is one that comes out of this for Megan, who\'s the newsletter editor WBUR, goes out about two weeks after you subscribe and depending on which newsletter you subscribe to, this one goes out to people on their daily list, which is called WBUR Today.

You\'re on our daily lists. You love it. Here\'s some other products that are going to compliment your daily newsletter and help you engage even more deeply with WBUR. So in this case, they have an amazing politics newsletter. They have a commentary and opinions newsletter, and they have one around arts and culture in Boston that goes out at the start of the weekend. All products that really compliment the daily. And so here the goal is, let\'s take you from one newsletter and see if we can get you on two or three and engage even more deeply.

What they and a lot of other organizations I\'ve seen is the more engagement you have, the more likely you are to convert that reader in to, in this case, a donor or sustaining member. Something like WBUR. So driving that engagement. We have you, you\'re engaged. Let\'s even get you on one additional email to really, really build that relationship and make WBUR an essential part of your morning routine. 

Matt Helbig: Yeah, I really like that this is a separate send cause I do feel like some brands try to put so much information and content and CTAs in that first welcome email. I think breaking it up over a couple of different sends is definitely smart. 

This one feels like it\'s very personalized or they recognize that your reader, maybe you\'ve hit the site a few times, you\'ve been getting the newsletter. Now is a good time to ask for these additional signups. Maybe not right away, but now that you\'ve been on the list for a little bit.

Dan Oshinsky: These secondary sorts of emails too as part of the onboarding series, I typically advise folks to think about just making a single ask. So the goal here is, it\'s been a couple of weeks you subscribed, you\'ve engaged.

The goal here is just get people to sign up for one more newsletter. That\'s all we\'re focused on. There\'s other variations on this email. Certainly organization like that\'d be WBUR, which is an NPR station in Boston, they have lots of amazing podcasts. They\'re responsible for amazing podcasts like On Point and Modern Love.

They could send emails here as part of this series to encourage you to download a podcast too. That\'s probably a separate sort of thing. If you are a brand, you might be thinking about if you\'ve tried, one feature of something that we have, can we get you to engage a little bit more deeply on a secondary sort of thing. Upgrade to a pro account or test out something that you have. 

Just be thinking about being super, super direct with the ask here because like you said, the more that you try to weave in and cram into a single email, the more that the message gets a little bit muddied. And here it\'s just a very clear ask. The subject line here is, \\"Want Even More WBUR Newsletters In Your Inbox?\\", and they\'re just really, really clear that the goal of this specific onboarding email is to get you to sign up for more emails.

So all of these came out of a checklist that I built for Not a Newsletter readers. You can go to 2020newsletterchecklist.com and sign up there. While you\'re there, you can also sign up for Not a Newsletter if you\'d like monthly updates from me as well, and I\'ll share some of my best practices in terms of onboarding, but also other best practices for authentication, testing, all sorts of good things. I built it. It\'s free to anybody. I remember seeing that Iterable report about 70% of news organizations not having an onboarding series and thought there\'s an opportunity to teach and learn and share some of this.

My goal is at the end of this year, I don\'t run into any more news organizations, I don\'t run into any more brands who say, Oh no, we don\'t send a welcome email. That\'s not important to somebody like us. I want, the next time there\'s one of these reports, I want to see 100% onboarding penetration across the marketplace.

So 2020newsletterchecklist.com sign up and I\'ll send you some resources to help get started on onboarding authentication and a couple other great things for you in 2020. 

Matt Helbig: I think there\'s a lot of actionable little tips and tricks in there, so definitely give it a download. Another plug for your email newsletter. It\'s like the secret sauce. Everybody, it seems, loves it so much. So definitely give that a follow. That one just comes out monthly, right? 

Dan Oshinsky: It comes out once a month, usually the middle of the month. And if you go to notanewsletter.com it\'ll redirect you towards the Google doc. So you can go and read it and be one of the many anonymous quokkas and rabbits and all sorts of weird Google doc animals that appear on the top right corner when people are reading it. 

Also, I will make a plug just to make sure that we go full circle with this. When you sign up for Not a Newsletter, you get my onboarding series and in one of those emails, one of the resources that I say is, Not a Newsletter isn\'t enough. What you really should be doing is subscribing also to the Really Good Emails email, because they send really good email too. So we can send people full circle. 

Matt Helbig: Okay. Yes, definitely. Awesome. Well, thanks so much for taking the time today. It was a lot of fun.

Dan Oshinsky: Thanks for having me. See ya.

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This week we look at a product email from On.

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Matt Helbig: What\'s up email geeks? Welcome back to another Feedback Friday this week with an amazing guest. 

Sam Sexton: Hi, I\'m Sam Sexton. I\'ve been in email for about eight years. Worked for Moo before and now working for a tutoring company, online tutoring at my tutor and yeah, I love email. 

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Matt Helbig: So you are an email developer at my tutor?

Sam Sexton: CRM manager. We are a small team, so that means doing everything from the sending and planning of campaigns all the way through to managing all of our transactional emails. Because we\'re quite a small team, there\'s some interesting challenges, let\'s say, that can arise from wanting to do so much and so many wonderful ideas that I have, but sometimes a little limited on how much we can achieve in a short space of time. 

Matt Helbig: Yeah, I feel that. I\'ve pulled together some emails to look at this week from On. It\'s a running shoe brand. They do a few different emails. So this first one, I liked the use of color taking over the entire email with the product shot. 

Sam Sexton: You can do a lot of things with products. As long as you\'re learning a lot about what your customers are into what they want to buy, then it\'s just a case of sort of showing them what you have. I wonder if the headlines are performing as well as they could do at selling what the intent of the email is? Does that make sense?

Matt Helbig: I do agree that they are sort of vague. This line of copy is kind of interesting. To me, the main focus is this product shot and then these CTAs kind of pulling you in. But I do think they do a good job on this top section between desktop and mobile.

I think it feels pretty balanced and especially on a mobile device, something like this, taking over your entire viewport, I really like, and I feel like it brings me into the email with this use of color. 

Sam Sexton: Yeah, I love the color scheme as well. 

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Matt Helbig: I think in some of their other emails they have some nice little hover effects. So I even think something like this where if you could add like a little zoom transition or something on these, they can maybe pop out a bit more. That might be fun. 

I like the layout from desktop to mobile. I think the stacking is pretty nice and then using the same kind of color throughout. Down here transitioning the section a bit into some different products. 

Sam Sexton: I think these icons at the bottom here are really good. Store locator. Great if people are trying to look for the in-store experience. 60 days to decide. I\'m not sure what that is referring to. Does that make sense in the context of other emails?

Matt Helbig:  I think it means that you get to keep your shoes for 60 days and if you don\'t like them, I guess you can return them or exchange. 

Sam Sexton: Right. Okay. I love having stuff at the bottom. 

Matt Helbig: This is a busier footer, but I think them sort of paring it down on mobile makes a lot of sense. I\'m interested in why they hid the social icons here. 

Sam Sexton: From my experience, social icons don\'t tend to get a huge amount of traction, so it kind of makes sense why they would hide them a little. Surprised that they\'ve got \\"Forward this email\\", because in my experience it seems to be we\'re sort of moving away from the forward to a friend.

Matt Helbig: You\'re not forwarding emails to all your friends, Sam?

Sam Sexton: I can\'t remember the last time I forwarded a personal email. 

Matt Helbig: I guess \\"view in browser\\" is useful if you want to share that link. But, \\"forward this email\\", I feel like people just end up forwarding it and it being so low on the bottom. This could be a customer support email instead rather than a \\"forward this email\\".

Sam Sexton: One other thing I would say is that I think it\'s clear that they\'ve put a lot of work into the design of their emails to make the template modular. So I think a lot of the things we\'re seeing here will be replicated on other emails. 

Matt Helbig: I agree. It feels like they have some sort of design system in place. They just kind of pick and choose which product shot and headline they want to use for each. 

So moving into another email. I enjoyed this GIF. It looks a little pixelated on desktop, but I think on mobile it\'s pretty good. We\'re seeing a lot of the same sort of modules down here. Pulling in those different sections, but having different product shots in here. 

Sam Sexton: I love that they put a lot of effort into using these, what I would call sort of power phrases like \\"eyes on the prize\\". We\'ll see a couple more of these, but they\'re focused around these powerful phrases that are strong at selling the brand.

Matt Helbig: Maybe this CTA could be a different color or stand out a bit more. I think leading into this, you expect this to be the CTA and this one kind of right next to it. I think this maybe is a shortcoming of their design system now where they don\'t have a focused CTA. 

Sam Sexton: I mean, I think that it feels to me like the focus of the email is to read the article. So I would like to see that that CTA may be in a different color. I can understand there\'s a lot of business influence happening here that is compromising the focus a bit. But I think it\'s still a strong email.

Matt Helbig: Something like best-sellers always stands out to me in an email. All I care about half the time is looking at what shoes that are selling the most or what\'s the most popular option. So I\'m glad that they mention something like that and then give you options depending on which category you\'re in.

You\'re right that this is a little light on content. Instead of \\"see marathon shoes\\" as a CTA, that could be a whole other section of the email.

Sam Sexton: There\'s a whole opportunity here. Using your data to inform what those suggestions will be. Maybe you\'re not into marathon shoes, maybe you\'re into a different type of shoe. Slippers.

Matt Helbig: Here\'s a great GIF on this one. So what do you think about kind of leading in with this GIF? 

Sam Sexton: Well I think GIFs can be a bit of a double edge sword. Because on the one hand, they look amazing, especially in this case that is brilliant GIF. But I do wonder if it does distract the eye a bit from the CTA. When I first read this, it wasn\'t directly clear to me that it was a video. The subject line was mentioning the video, so it\'s not so bad, but again, with the two CTAs.

Matt Helbig: I kind of like leading in with a GIF just because that\'s like the first thing you see and grabs your attention.

But. I agree. If this is a video, having it lower with a play button here might be more effective. And then having a different product shot up here would make you more likely to click it. But if your main goal is to watch the video, I\'m not going to be clicking on the CTA.

I\'m more interested in seeing the shoe or something like that. So this could be done in a different way, but I think it brings like a nice aesthetic to the email and grabs your attention right up front. 

Sam Sexton: I agree with the idea of putting a play button on the video, because I\'ve seen those perform well.

It\'s like an open loop, isn\'t it? You feel like you have to close the loop by clicking on the video. So things like that can just add a bit of extra help to emails like this. 

Matt Helbig: Having the play button with these few couple of frames. I think you\'re right. It makes you want to click and watch it. You just want to see what\'s next.

Using this similar color. Again, taking over the email, I think was pretty effective. It almost seems like an x-ray effect with how this is kind of popping out. A different approach to a dark mode, but I\'m glad that this is not just straight white.

It\'s this gray color from the shoes. It makes it stand out from some of their other sends when they\'re using a lot of bright colors. Some of the CTAs could maybe get repetitive. 

Sam Sexton: It\'s all around this one shoe and watching the video. Where you\'ve got this section \\"All Weather Apparel\\" for him, for her. So I wonder if they\'re gaining some data from that, which will then inform your future emails. 

Matt Helbig: I could see myself only doing one CTA, just like a \\"see show\\" or something. But maybe having those link specific CTAs could give you more data about who\'s clicking on the email, who\'s selecting it. So that is smart. 

I am interested if even something like having two CTAs might affect the click through rate, but I think in this, it might increase it just because people are more interested in seeing their specific style or specific shoe. 

Sam Sexton: I expect that the majority of people will only click once and so I try to optimize the emails for those people. And here I would watch the video. 

Matt Helbig: I\'m interested to see another template when they only have one CTA. Cause I think again, in some of these examples we\'ve always seen two CTAs. So I feel like this one is less important potentially, and they are just sort of using it because it matches the rest of the email.

I liked the rating on this one. 

Sam Sexton: It\'s interesting to see how they do a lot with the colors of their emails. The last one was black and white. This is a little gray scale, but more present with the white. And the first email we looked at was very pink. So they\'re doing a lot to differentiate each email. And I really like the stars here and the product recommendations from customers here too. 

Matt Helbig: They have that different, solid CTA that\'s centered. So I like that. Kind of brings your eye right down into it. I liked that they\'re using sort of a gradient here too, to bring your eye in to these product shots.

I feel like some of these lines and shapes sort of bring me down the email as well. 

So this last one with a specific size picker that they have down here. Do you think this is something that would work in an email or do you think it\'s a little much?

Sam Sexton: There\'s a lot going on here, isn\'t there? Because you\'ve got the sizes, female and male, and then you\'ve got the different colors there. Assuming that people would only click once, they\'re either to click on a size or a color. It\'s good from a data perspective because you gain a lot of knowledge about what colors the customer prefers, but there is a lot going on there.

Matt Helbig: There is like a lot of information in CTAs, there\'s lots of different product shots. Picking a size or color took me a few seconds to sort of figure out. I thought this was going to be like interactive module where it would show me some options or something. I wish you could pick two, like I want medium and blue and then I\'ll check out.

I like the idea of this, but I think it is complicated, so maybe it works for them. Just a fascinating section of an email that I haven\'t seen before. Do you have anything to add on any of these On emails?

Sam Sexton: They\'re all uniform in a lot of ways. Like the same sort of modules we\'re seeing again and again, which is good from a design perspective.

Good at sort of drawing the eyes down in general. They\'re clearly doing some interesting things with getting people to the site via size, selection, color selection and that sort of thing. So I think they\'re strong. My only sort of criticism in general with them would be the headers and not leading into the CTA as well as they could.

Matt Helbig: They are pretty emails, but hopefully they are capturing a lot of data and learning a little, Maybe that will change their design system a bit. I feel like they are using their design system pretty effectively, but there are some cases where it\'s falling a little flat. They could push more traffic or more eyes to a specific CTA or section.

Sam Sexton: Generally I always say the value of an email is what\'s left once you take out the promotion. So I always look at emails like this, and I think to myself, well, if I take out the promotional aspects, what am I left with? Well, in a lot of cases with this, I\'m left with some really good visual design, but I\'m not sure how much else I\'m left with.

Matt Helbig: They\'re just selling you a new product, and they\'re not providing much value outside of showing you some nice images and telling you their latest release. So some things like the customer testimonial will build up their brand a bit more, or letting you know that they have a pretty good extended return policy. That sort of stuff is great to include, but they could add some more information like that or show some videos of customers using the shoes or something like that. 

Sam Sexton: Yeah. Or even something like a blog or some sort of content to keep up or engaged with. That\'s maybe out of the scope of these emails because these are sort of pure marketing emails, I think.

Matt Helbig: Awesome. Well, thank you so much for taking the time today. I really appreciate it. 

Sam Sexton: Well, thank you, Matt. It was a lot of fun. 

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Email is the best way to talk one-on-one with anyone in the world. Well, maybe second to carrier pigeons and owls. As you grow the numbers of those you talk with, there will ultimately be more people who care about what you have to say. We sat down with Chase Dimond to chat about how email can be so much more than just a communication medium - it's your marketing platform.

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This FF episode was sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Matt Helbig: What's up email geeks. Welcome back to another Feedback Friday, this week with an amazing guest. What's up, Chase? How's it going?

Chase Dimond: What’s going on, man? How are you?

Matt Helbig: Very good. Thanks for jumping on. Everyone should follow you on Twitter. It's a must-follow. So tell me a little bit about yourself. Awesome.

Chase Dimond: Awesome, I appreciate that. I’m happy to be here. I've been doing email now for about five and a half or six years.

I actually started my first three years in terms of building community and building newsletters and whatnot. And the most recent three years have been specifically focused on working with e-commerce brands. I run an agency where we've got about 55 to 60 e-commerce brands as clients.

We love email. We're obsessed with email. We've gotten pretty good at it. I'm pumped to be here. Big fan of what you guys are building.

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Matt Helbig: You sent over these examples. I believe it's pronounced “way” (OUAI) and maxbone. So I thought we could walk through this with your amazing expertise. Hopefully we can add a little feedback on this Feedback Friday episode.

Chase Dimond: Awesome. I will follow your lead or if you want me to lead, let me know.

Matt Helbig: Yeah, I can jump right in. We don't usually cover signup forms on the series, but I thought, this one popped up and I think you have some expertise on how to make them really good. So what are your thoughts on this initial pop-up?

Chase Dimond: For me, it loaded right away. I think that's a little bit too soon.

Typically we're messing with time delays of, let's say like four to six seconds or like a 25 to 30% page scroll. So I think one in terms of the behavior. Giving people the opportunity and the chance to look at what's on the website, I think is important.

What are your thoughts on the timing?

Matt Helbig: Usually we try to gauge how long people scroll or maybe pushing that sign up to a product page versus the initial signup. But I do think it is pretty simple and clean making you sign up for email and text. It was an interesting feature to actually get that coupon code.

But I think this 15% off is a pretty good way to grab people's attention, at least before they sign up.

Chase Dimond: I agree. I think 15% is a little bit on the high side, but higher than we're typically using at least with our clients. Most of the time we're rolling a 10%. So I think a 15%, because you have to do the email and the SMS, I think that's attractive.

And I think that will get people to actually enter their email. The design, right? Clean, minimalistic, whatnot. That's important. The copy is obviously important. We talked about the time delay, but the incentive itself really does, in my opinion, have a big weight on whether someone gives you their email or not.

We have some data internally. We also have been looking at data from Privy, people just saying, Hey, enter your email for updates. That's really not that exciting, right? Typically we're seeing a one to 2% conversion on traffic to that. Whereas with some kind of offer, whether it's a dollar off or a percentage off or free shipping, we're seeing in the ballpark of about five to 10% of people actually giving us their email.

And then the most recent one that we've been testing is more of an enter to win. So, enter to win our weekly or monthly drawing or giveaway, that's actually converting in the low teens. So I think them going with a standard 15% off for text and email is a good one. Also, one other thing is we've noticed that the order of what you asked for email or phone number matters.

When you asked for the email first and then SMS second, we found that to be more successful than asking for a phone number first, email second. Do you have any thoughts or data on any of that?

Matt Helbig: I think with e-commerce, it's a little bit different because people just want to really get that offer and move on with their day versus a newsletter where you're potentially setting expectations, or giving a teaser about what your content is going to be about. I think that's more of the focus that we've been on, but it's always interesting to see people A/B test.

We can move right on to this first welcome email. Did you have any initial thoughts on this one?

Chase Dimond: In this email, and I haven't gone through the actual phone number parts since I've given my phone number off to so many companies, my phone has kind of blown up at this point, but I think for me, it's like, where is the offer here?

Maybe it was because I didn't enter my phone number that I didn't get one either, but I missed the offer at least from what I saw in this email. So I think a lot of times people enter their email into the pop-up, with the intention of going to their email to actually be able to redeem and use it.

I think from a conversion standpoint, that's probably a big missed opportunity. 

Matt Helbig: Yeah. I agree. I feel like the goal of this welcome email is to drive traffic towards the site, or like you're saying, highlight that offer that you just opted into, and it kind of feels like it's leaving some money on the table where they're introducing you to the brand, but the next steps are a little bit unclear to me.

It's a pretty long scroll. We have an all image email, which is kind of a bummer. You know, each section is clickable, but it's not super clear exactly where this is going to go. They have this sort of social proof company endorsement area, but these are actually linking to these individual products.

And that wasn't super clear to me initially when I looked at this. 

Chase Dimond: Yeah, I think aesthetically, it looks nice, but I think it really does look nice from a brand. But I think even some of the texts, having them actually be a text block and having the text actually be alive and not just an image, I think would be a huge win.

I think that is a missed opportunity as you pointed out. Other than this CTA at the bottom, while those images are hyperlinked, I think people might exit out because it's not really clear, obvious. I think having some kind of call to action above the fold, in this case, would be kind of nice.

Matt Helbig: One tip that I've heard you talk about was the re-mail on the welcome series.

 

Chase Dimond: Yes, so to elaborate on that. For everything that we've seen, the first welcome email always drives the most engagement and also the most revenue out of the entire welcome series. So we typically have four emails. 

Email one, which is this email that we're looking at typically will drive the most amount of revenue. And because it typically has the offer and some of this important information and whatnot, what we'll always do is we'll set a 24-hour timer up that basically says if someone's opening, great, push them down to email two. However, if someone has not opened this email, change the subject line and send the exact same email to anyone that has not opened it.

And we kind of see the conversion, the performance on that resend, somewhere in between email one and email two in terms of, you know, engagement in revenue. So the resend is not going to do nearly as well as the first session, but performs in between and are more in line with what you'd expect the second email to perform.

Matt Helbig: I feel like this, even if I resent this welcome email, it might not be super actionable. I like to maybe highlight some best sellers in this initial email or mention that discount, or even play with the from name to make it feel a little bit more personal.

This just kind of feels like a promotional blast and it doesn't really feel like I'm being welcomed to this new brand and learning a lot.

Chase Dimond: Yeah, completely agree. And building up what you just said. So if we wanted to change the from name from, let's say the founder or some kind of spokesperson, whether it's the community manager, support manager, we might even want to try a plain text version for the reset.

Make it feel really personal, to be pretty short and sweet. You know, Hey Matt, thanks so much for signing up for our list yesterday. You know, I wanted to take a quick second to welcome you. Introduce our brand highlights, some new products. I'm in, by the way, here's the 15% off code that we promised you, you know, let us know if you have any questions, whoever's going to sign off.

So I think the ability to have some resend be like a plain text, or even just a shorter version of this with some live text, I think that's a really great way to untraditional A/B test it. It's not a true A/B test ‘cause it's not going to be on the same first email, but I think it gives you an opportunity to see how something like that could perform.

Matt Helbig: Yeah. I agree. Keep testing your welcome email, because like you said, there's a lot of traffic going to that first send and it's really the first communication you have with the customer and sort of sets the stage for the rest of the communications. 

Well, we can move right along to this more promotional-style email.

This is kind of a product announcement. And I thought this one was interesting because it is sort of like this waitlist, almost like a teaser release email, and it kind of stood out to me just because I don't see a lot of brands doing something like this. 

Chase Dimond: So I think this email, in terms of some of the copy and the imagery, is really well done. That image we're looking at right under the fetch me the waitlist, that's a really cool, fun, cute image.  So, I mean, that's something that if this is a cool email, it's relevant, I might talk to my friend about or share it.

I think the imagery and the assets they've used in the design and some of those things are really strong. But again, on the negative side, the all images, making it a little bit more, I don't want to say pop because it does pop, but leveraging GIFs or things like that, making it a little bit more enticing. I think it would be cool. 

Matt Helbig: I haven't really done a lot of the whole waitlist thing, but it would be interesting to see if you join this waitlist, maybe they send you a special version of the next email for this one. Maybe if you don't have a pet, I'm not sure if they don't send any additional promotional emails about this product, if they're sending it to their whole list or if the waitlist is just a way to build hype, but it's interesting to see.

Chase Dimond: The waitlist is definitely interesting. One thing that we've had a lot of success with brands that we've tried before, a product drops we'll typically do like, Hey, just a heads-up, product dropping tomorrow, you know, in three days, in a week, whatever it is. And we'll actually allow people to add it to their calendar.

So there are a couple of apps out there. There's one called Calendar Snack. There are a couple of tools out there that I think are free, where you can actually have a link that allows people to add an event to their calendar. 

Not only are they going to get an email on when items are available for purchase or when the collection drops, but if they add it to their calendar and they opt in, and you can actually see the metrics in some of these apps of people that have received it, people that have opted in, people that have confirmed saying yes, that they're going to attend. 

There's some really cool stuff that you could do there as well if you didn't want to do this whole sign up for a waitlist type thing. 

Matt Helbig: And this is the product launch email tied to that initial signup. So they’re launching this product, and like you said, the copy is pretty interesting before, as a positive. But I think on mobile, especially, things start to get pretty small, which is why having that live text or a more designed out template would be a benefit to this brand. 

Chase Dimond: Hundred percent agree.

Matt Helbig: Not too much else. But I think like you also said some animation, I think would be very nice in this brand. Some down here where we might lose interest, maybe bringing in some animation would catch your eye and bring you in a little bit more to this product announcement.

Chase Dimond: Yeah. One thing that I wanted to share, that's kind of related to the previous emails and any emails in general is, our head of design at our company, she put together this really cool, almost audience kind of archetype. Depending on whether someone's Gen Z or millennial or kind of a boomer, she has this way then which she teaches our team to design for emails.

I think it's really important to know your audience. So this brand OUAI, I'm guessing they're probably targeting women or girls that are probably between 18 to maybe their early to mid-thirties. So, designing for Gen Z and for millennials - For Gen Z, she talks a lot about having mobile-first design. A lot of us are opening it on our phone, having the messaging being really direct. Making sure that the images are highly curated and really on point, playing to the fact that these audiences for Gen Z have a really short attention span. 

So making sure that the emails are concise and very clear, and not too busy, having some kind of creative call to action and styles that prompt them to want to have that intrigue and want to click through. That's typically how we design at our company for Gen Z based on how she's built it, and then millennials. But I think it's also relevant and similar for this company that we're looking at, again, mobile-first design is huge.

A lot of the content, whether it's the copy and the design, making sure that it's both aspirational as well as educational. So think about companies, like Away, very aspirational, then pairing it with companies that also teach you something and educate you on something, whether it's about their specific product, whether it's about the environment, whether it's got a category, and really kind of curating the experience and having creative styles for the CTA.

Matt Helbig: It’s an interesting way of segmentation and maybe it's something you can even try to capture at signup or maybe a survey later on, but it is cool to see that designing for those specific audiences, checking in and seeing who makes up your brand when it comes to the age groups.

Chase Dimond: Exactly. I think through your point, when you mentioned the pop-up, you're looking at the analytics within Google Analytics or whatever your analytics platform is. You're looking at how people engage with your website, how much time they scroll on your homepage, what they do. 

To your point, if you want to send a survey out or even within certain ESPs, and that's just email service providers, so it's like, Klaviyo, Omnisend, MailChimp, so on and so forth, there are ways to survey and poll people within an email by clicking a single button.

You could ask people for gender or interest on a pop-up and those are typically called like a radio button. So there are many ways that you can collect data on who people are, in certain ESPs. At Klaviyo, for example, they also even have predictive analytics around gender.

So I think the more that you can understand the group of people on your list, but also this specific person on your list, you can design and curate content for the things that they care about. I mean, that's the goal, right? That's what brands are going to have to do in 2021 and beyond to win.

Matt Helbig: Moving along, this is a cart abandoned email based on that product launch. So I know you've done a lot of work with abandoned cart, some experimenting, how long you should wait before you send that retention email, that abandoned cart email. Experimenting with adding discounts further along if people are still not engaging.

So what kind of tips do you have for abandoned cart emails, and any feedback on this one?

Chase Dimond: The first one kind of talking about this in general is, I want people to make sure that they understand, in most cases on those ESPs, there's a difference between the abandoned cart and the abandoned checkout, right?

Most people, by default, have what's called an abandoned cart if they're on Klaviyo and Shopify. But if you look at the trigger for it, it's actually “started checkout.” So I think making sure that people understand that there's a difference between an abandoned cart, which takes the trigger of added to cart, and then abandoned checkout people actually got through the entire process. They just left the checkout.  And why do people do it? They get distracted. They're waiting to see if you are going to send them the offer. Maybe you didn't have free shipping, those types of things. 

So I think it's really important to preface the fact that there are differences between the two. In terms of a time delay, we're testing anywhere from about 30 minutes, kind of on the early side, which is a little bit more aggressive.

30 minutes after someone adds to cart, and then abandons it. Or 30 minutes after someone starts to check out and then leaves, we're having success with that. And then with other brands, more around like the two to four-hour mark is working.

We'll typically run an A/B test where it's 50% of traffic are gonna receive a 30-minute time delay. And then the other 50% are gonna receive a two-hour time delay. Everything else is going to be the same. It's gonna be the exact same subject line, the exact same copy. The only difference that we're testing is the time delay. 

I think it's really important to test those types of things, different users, different companies, depending on what you're sending, will see a different result. But typically between that 30 to four-hour period is kind of work we're testing and where we're seeing success, and then in terms of the content, yeah. Typically like email one is kind of just a simple reminder of here's what you've left at your cart, or here's what you left behind.

And we are linking people to where they dropped off. So if they dropped off at the cart, there's no special link. You just have to have company name, backslash cart. That's where you typically take people for where it shows finished shopping. Whereas if people abandoned checkout, you can drop them back out on the checkout window that shows their item or all their items.

Email one could be something like this. Email two could be something similar, maybe some different images, maybe some different text and whatnot. And then typically email three, if they don't convert, we'll go with a plain text email from the founder or community person saying, Hey Matt, I noticed my team sent you a few emails over the past couple of days, wanted to see if you had any questions, here's a 10% off discount code. If you need anything, also hit reply. I check and respond to all my emails, and let me know if I could help you. 

What we'll do is just kind of a simple reminder. And then as time goes on, if people aren't converting, we'll try an offer and a plain text email to try to really loop them back in and take them from consideration into conversion.

Matt Helbig: I feel like a lot of people actually expect these kinds of emails and maybe will postpone a purchase just waiting to see what a brand might send them. It's always cool to see brands sort of experimenting with those touchpoints and what it takes to actually make that sale. 

Connected to this brand is maxbone, which did a collaboration with OUAI. What do you think of this pop-up compared to the one that we previously saw?

Chase Dimond: That one on mobile, I think it's kind of a cool and unique experience. To some degree, some people might say it's annoying ‘cause it takes over the entire window. But I think it's pretty cool.

I liked the fact that they're trying a dollar off. I think most people typically do a percentage off, so I'd be curious to know, have they tested a percentage off and found more success with the dollar off. I think dollars off, depending on the price point of a product might make sense and it might seem like more, versus a discount.

So I think it's pretty clean. I liked the text. I liked the background color. I liked the image asset that they used. So I think it's pretty interesting and well done. 

What are your thoughts?

Matt Helbig:  Yeah, I think it caught my eye a little bit more. I think that $10 off is definitely a good attention-grabber.

As you're seeing here, they're also using text and email signup. The more people getting an SMS, wanting to be on channels that people are interested in opting into if they want to receive communications on something like SMS, where they want to be like a really true fan and learn about your products.

Chase Dimond:  I think you nailed the sentiment of how we're describing SMS to our clients. So we've started offering SMS as a service maybe two months ago, just because clients kept asking about it. And we were like, Hey, we do retention, but we're only focused on emails. So we kind of offered it now. 

The way that we are positioning it with our clients is that it really is like a VIP exclusive club for people that want that personal connection and want to know things first.  It really is for the VIPs that want to know when something's dropping and they want to know about the current events.  And we are still trying to truthfully find out the right cadence. 

You could send two, three, four, five emails a week, and it's pretty normal as long as the expectation was there. But you can't really send two, three, four, five texts a week. That's pretty intrusive. So we're kind of thinking right now along the lines of, yeah, one text a week, maybe three texts a month is kind of the sweet spot.

We're using it as a complementary channel where the verbiage and the copy and the text is very similar to the emails. We're setting up the welcome series, the abandoned cart, some of those same types of things. It's for those customers that really want to go one step further.

If a brand can support actually allowing people to respond, having that one-to-one communication, those one-to-one texts with the consumer, has actually been really huge for trying to get that sale for building that bond and whatnot.

Matt Helbig: Moving on to their welcome email, I really liked this one. If you know, I like the use of big, broad text. In the beginning, it does feel a bit more welcoming, thanking you for signing up. It's always great to thank your customers. And yeah, this one felt a little bit more clear to me.

I kind of felt like this highlighted more of the offer side and let you get to know the brand a little bit more and kind of set the stage for what emails you might get next.

Chase Dimond: Yeah, I agree. I mean, I liked, as you mentioned, the text kind of overlay over the images.

I like the fact that they both have a product shot as well as kind of more of a fun, lifestyle shot, let's call it. They delivered the code that they promised. I think they could maybe bold the code within the email to make it stand out a little bit more. Maybe even change the font size slightly up.

But I liked the fact that it feels fun. It feels inviting. It feels warm. To me, this email feels one step further than the last one we looked at from OUAI.

Matt Helbig: Jumping into some of their product release emails, this is the collaboration email they did. I think this one does a pretty good job on building hype.

Some of this white space feels like a little bit too much to me. It kind of feels like it's a little bit spacey. But I think a good callout is thinking that most of their audience is on mobile and that's maybe why they're designing it. This one needs a little design help to really make it pop off.

I feel like this could definitely be a GIF showing these two images. So I think there are some small things that would make this one just slightly better. 

Chase Dimond: I agree. I don't have a whole lot to add on the design side. By the way, I should clarify. I don't work with these brands. I have no biases towards these brands. I really liked this collaboration and collaborations in general. 

I think these types of brand partnerships, collaboration, or what I'm calling giveaways 2.0, it's traditionally a giveaway for these two brands that would be, Hey, you know, enter to win our products, wait a week or a month to find out. You end up with a lot of fluffy kind of people on your list, people that just want the free thing. And they don't really care about actually buying. So I think when you do something like this, and it's more of a cross-promotion and a partnership, this is a lot more conversion and sales-oriented.

So I like this a lot more than the, Hey, we'll just do a giveaway. That’s more the point I want to comment on, ‘cause I definitely agree with your design comments.

Matt Helbig: It's cool to see the overlap between these different brands and maybe them borrowing other parts of their audience. I think these partnership emails are really cool to see, and we try to add some more to Really Good Emails whenever we see them just because I think they are kind of a newer thing, and doing them right, maybe not making them feel like you just sold your list to someone else and they're sort of doing an ad placement within your list. So I think these collaboration ones are a cool way to do that.

This is the abandoned cart email for maxbone, and I kind of liked this one too.

I liked the language pulling in that dynamic image with the price, adding some don't miss out, urgency around that. I think this one is pretty good. Any comments on this one? 

Chase Dimond: Yeah, I like this too. I think in some of the times, a lot of people try to over-engineer some of these emails, I think sometimes like this, this is really simple and this is really planned, but I think it's effective.

It keeps people focused on returning to the cart. It clearly shows people what they've left behind, and it has a little bit of urgency, to what you meant. So I think a lot of people might look at this and think it's kind of boring, but I think that's actually why it's really good. ‘Cause it's just basic and simple, and it should get the job done.

Matt Helbig: Yeah. I liked the little call out here to talk to someone on the support team. That's nice. They could also potentially try to show some related items if they want to make that purchase a little bit larger, if you're not interested in this specific product, but this one is a pretty cool one that gets people back into the site, especially if they missed that purchase.

And then this last one, I thought it was a cool creative one. It's actually one of my favorites out of all the emails that we looked at. I thought this one looked really polished and I thought I would include it. It's more of a promotional one, but they're kind of grouping these items into these sets.

And I think that's kind of a clever way to sell products.

Chase Dimond: Yeah. I like how they've grouped it. And I also think the call to action is really clean. It's so simple. Just like with the underline, I don't see a lot of that happening. Most people are just using a button or using pretty plain text that looks blue.

I think the call to action is actually kind of unique and clever with how it is, and it fits kind of perfectly. I like how the format repeats.

Matt Helbig: They have limited stock here, which is cool to see adding some urgency there. And I think with some of these emails, there's an opportunity for customer testimonials in these products.

I'm sure they have some other emails that are going with that. I liked this one. I thought it was pretty clean and the design and palette overall was pretty nice to look at.

Chase Dimond: Yeah, this is awesome.

Matt Helbig: So, do you have any other tips for e-commerce emails when we're wrapping this up?

Chase Dimond: I think really the last thing I'll leave people with is, from a design standpoint, really designing with intention I think is the buzzword. And the thing that we talk a lot about at our agency is just because an email is beautiful doesn't necessarily mean it's going to convert.

So, at the end of the day, the goal is to build awareness. The goal is to build engagement in the bond, but it's also to generate revenue, right? So I think a lot of brands over-index on revenue. I think a lot of brands over-index on design. I think making sure that your hero communicates a purpose, that there is some kind of narrative that the calls to action are effective.

Those are some of the things that we talk a lot about that I think are probably the last things I'd leave with here.

Matt Helbig: Yeah. We get a lot of feedback on Really Good Emails. You know, why is this really good? Is it high-converting or does it look nice? And I think we try to find a balance between that, but you'll never know until you go and test them with your list and test all these different things.

And I think across this episode, there is so much stuff to optimize with. It's email, and there's always an opportunity to try something new and learn something.

Where can people find you online?

Chase Dimond: Twitter will be fantastic. My handle's @ecomchasedimond and there's no A in dimond. Really appreciate you having me.

Matt Helbig: Well, have a great rest of your week.

Chase Dimond: You too. Cheers.

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Hey, what\'s up, Matt Helbig from Really Good Emails here. We\'ve brought Feedback Friday back from the dead for a spooky Halloween episode. There are no Halloween emails this week, but there is a new brand that we\'ve been featuring on the site that I\'ve been digging. So I thought it would be fun to take a look at these emails.

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I have these Output emails uploaded into my private library on Really Good Emails. Output is a software service for musicians and their emails just really caught my eye. So let us walk through a couple of examples. 

So in this example, great use of live text here. Very simplistic email. I enjoy this inverted pyramid driving into that \\"Check it out\\" call to action button and keeping the center text short. This color combination of the background and the text is making it almost pop out to me.

It\'s a perfect fit for keeping your header a particular color and then switching it up in the body. That CTA is super clear and bulletproof. It would have been nice to see a little hover effect on that. Very techie imagery showing off some of their software. Rounded corners on the imagery leading down into a very clean footer down here.

The footer shows some of these additional links, a little grayed-out privacy and terms and conditions, taking your focus away from them, which is fantastic—then leading down into this bottom social section right here. Nice branded colors to match the rest of the email. Very clean email, very simplistic. A lot of these follow the same layout but switch up the background color. Sometimes really using color like this yellow, but I think some of this all-black sort of dark theme are some of my favorites. 

So I know this one has a GIF. They cycle between these different sections. It looks like they locked it up into an image just because of this gradient that they wanted to try out. I know gradients can be hard to do with code, especially to have that support everywhere. So they locked it up on an image, which isn\'t the best, but I think it works out pretty well for this use case.

They do have this GIF to catch your attention. It looks this all goes to the same place. I guess it\'s a fun way to catch your eye and show you some different examples of what the software does. A clean image here using those rounded corners, again, really makes this stand out to me. They have that same footer on this all-black template, and it looks super clean. I\'m a fan of this shorter style of email. 

Let\'s look at one more example here. I think we\'re going to try this yellow one to see how Output handles that. So for this one, they didn\'t do live text again, which is a bummer. I\'m guessing they had some difficulty doing the 50/50 layout. But this could easily be live text like they had before.

You might have to figure out, within your template, how to split these two sections. Excellent use of drop shadow here with the rounded corners. Again, I liked this inverted pyramid to the \\"Buy it now\\" CTA. Pretty solid CTA copy. 

Unique play button. We do say to try out a play button on videos. It gives you an indicator to click on something, a little different here with this unique shape for this video, but it stands out to me. I think it would be cool if this had a few seconds of the video playing as a GIF. Unique style of play button here. A good idea to add both the \\"Check it out\\" button and this play button if your goal is for your subscriber to watch a video.

Overall an excellent brand to check out. Take a look at their emails and if it matches your brand, try some of these layouts and use colored backgrounds. I\'m a big fan of this brand.

If you\'re interested in getting more email examples to inspire you for your next campaign or adding some of your own, subscribe to the pro account on Really Good Emails. Create an account, and start collecting different email examples, like this Output one. You can save this one right into a collection, and it will be ready to go once you start your next email campaign. 

All right. That\'s it for this week. Thank you all for joining this special Halloween edition of Feedback Friday. Not very spooky, but I hope you all have a great weekend full of haunts. See you. Bye.

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This week we look at Output\'s SaaS emails for musicians.

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If an email is sent and no one added alt text, does it reach the inbox? Descriptive alt text is just one thing to keep in mind to serve up accessible emails. We talk mixtapes and Macintosh with Avi Goldman, founder of Parcel and curator of Email Resources, putting these e-commerce emails to the accessibility test in Parcel’s interface.

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This FF episode was sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Matt Helbig: What\'s up Email Geeks? Welcome back to another episode of Feedback Friday, this week with a special guest. How\'s it going? 

Avi Goldman: I\'m doing alright. How are you doing? 

Matt Helbig: Good. We\'ve been a big fan of Parcel, so I was interested a little bit about this tool and your background Avi.

Avi Goldman: For sure. I’m an Email Geek, first and foremost, that\'s kind of where I\'ve been for the past five years. I\'ve done some software engineering, marketing, product management, and everything that I do, I love to tie back into email. That\'s kind of who I am at this point. 

Matt Helbig: We have some Poolside FM emails today, a very nice chill vacation vibe for the summer. I\'m excited to walk through these and get your opinions on them. 

Avi Goldman: These are gorgeous. 

Matt Helbig: We\'re actually in Parcel right now. It\'s a pretty interesting, cool text editor for HTML, email development. I’m digging the scalable windows here and the different viewports. I think we can go to the desktop view, and we can walk through this one. 

Avi Goldman: Let\'s do it. 

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Matt Helbig: Sweet. What stood out to you on some of these?

Avi Goldman: The thing that first struck me was just the colors, they fit so well with what I expect from the brand. They feel calming, that blue, and think about the colors, we\'ll see, they just feel like a vacation to me. That was the biggest thing for me, was just that it covers the entire screen, they don\'t have any width of 600, they filled up the entire email. They still have a really good text width, which is really important since they’re using that monospace. It creates a gorgeous feeling when I open the email, that was the biggest thing for me. 

Matt Helbig: I\'m liking how the colors are working together with this nice, big sort of eye-catching GIF. It’s sort of a one-column email using some live text here, with that custom font for the intro. I like the reverse-pyramid right down into this copy. Yeah, we don\'t see a lot of mono type space like this.

(Monospace font is a font whose letters and characters each occupy the same amount of horizontal space.)

Matt Helbig: It fits their brand, more like a code-y developer sort of vibe. I\'m a fan. 

Avi Goldman: Me too. Also, it\'s the 80’s feel too. The graphic at the top of the 80’s typeface too, like a no-text terminal kind of computer. 

Matt Helbig: Yeah, and then right into that “Reserve Yours” CTA. I\'m also a fan of how these colors are working together. Scrolling down to the second section, there is a fun little GIF talking about an honorary position at “Vacation Inc.”

Avi Goldman: Amazing. It\'s fun. They\'ve put a little bit of a game inside the email to engage you. It catches your eye. 

Matt Helbig: Going down into this bottom section with the social, I think this is something that we call out a lot, sort of having a preview of these Instagram posts. I think it works pretty well here, just giving you a little teaser about content that they\'re sharing on Instagram. Then, there are some simple icons on the bottom. I was interested actually in some of these accessibility tools that you\'ve built into Parcel here like we had blurred vision.

Avi Goldman: The goal was to cover a wide range of accessibility issues. The first one that I wanted to tackle was visual impairments. My dad and my brother are both colorblind, I have really bad vision, and my apartment has windows that get glare all the time. There\'s both the situational disability as well as one that you just have. It\'s really important to keep that sort of thing in mind and that\'s kind of what I want to cover here. 

My vision tends to be almost black and white, especially when I have a glare on my laptop, so that one was important to me, even though it is probably the least common visual accessibility issue. Personally, the blurred screens, without my glasses, tend to be like that as well. I wanted to make it easy to see what that was like. Then, we can kind of see what that looks like here with blurred vision, that monospace font and at that 14 point font, it does make it difficult to see. Definitely, without my glasses, I wouldn\'t be reading this email.

Matt Helbig: I know there are some tools out there that simulate this for you, for the web, but it\'s nice to have something like this built-in with that accessibility in mind.

This is an ad for a mixtape. I like this throwback window here, and again, with that monotype, some interesting background colors, and just being consistent. I guess these GIFs specifically stand out to me. 

Avi Goldman: The thing that stood out for me in this email was their brand voice. It fits so well with their website, and with the design of it, it\'s a very fun, free flow, kind of human voice. It\'s easy to connect with it, it\'s easy to see that. If you\'re listening through to the mixtape, you will probably relate to the way they’re talking to you. They’ve tailored their brand voice to their audience well. 

Matt Helbig: I think some of these headlines could be a little larger to break up these sections. I think the bold is an indicator of that, maybe on mobile, it\'s a little clearer. Overall, I think they could make that a tad bit bigger here to break up these sections. I’m a fan of how this one goes through, and it\'s a rare strike through which I always like. It\'s a weird thing to include in email. With the all caps too, they\'re bringing in that fun tone voice as you said.

I think this one\'s a pretty fun little newsletter. I guess I might have a problem with all this stuff being centered text, especially on some of these longer sections, it might get a little bit hard to read. I\'d be interested in seeing this left-aligned, just on the accessibility side. 

Avi Goldman: Actually, can we try toggling the images off to see what their alt text looks like? 

Matt Helbig: Sure. Not the best, or at all.

Avi Goldman: Yeah, I think that was something that jumped out at me when I was looking at these emails earlier. A lot of their headings are well designed with the typography, and they’ve used images to keep that, which is a totally valid thing to do, but when you have images off, when you\'re using a screen reader, and there\'s nothing there, that makes it hard to use for some folks. I think it\'s a really important, and pretty straightforward, step especially when the entire image is just a piece of text.

Matt Helbig: Having this text be alt tags, you could even do a fun-styled alt text. You could probably create something a little bit similar to this in the email so that if those images are turned off, or are loading a little slow, you can get something with this before everything loads. 

Avi Goldman: I think mixing both an image CTA with a completely coated live text CTA at the bottom there. If you use the second item, over the little crosshairs, and go ahead and click on that, it makes it easy to see that, and the beauty of live text makes it easy to change. It’s really easy to jump in and pull that over. There are a few other tools up there on the right that make it easy to just go ahead and make the changes to your email right there. 

Matt Helbig: Even this hover is impressive and useful. 

Avi Goldman: Another nice thing that we could do with this email, is this one is most definitely going to get clipped in Gmail with the current size of it. However, there\'s a lot of whitespace in this email, a lot of bad formatting. If you click on the “zero transformers” at the bottom left, head over to formatting, and go ahead and minify it, then, we can see in the bottom left now that it dropped 38%, from 122 kilobytes to 76.

Now, this email is almost definitely not going to get clipped down. By turning that on, we can save ourselves from potentially not letting our subscribers see our full message. If you want to see the minified version, you can click on “source” next to “preview”. There is all the spacing, any unnecessary new lines, any HTML comments that aren’t MSO comments, all get stripped out. You\'re good to grab this code and send it off. This email is now safe, and it\'s going to fall under that Gmail limit.

Matt Helbig: Another 80’s themed image here.

Avi Goldman: Again with that consistency.

Matt Helbig: Nice, they\'re just going again with these really large headlines with that type. I like how big this App Store button is. Usually, you see it sort of tucked away at the bottom, but I like that being the main CTA. For some reason, it\'s more fun or on-brand for me, than just a “download now” CTA.

Avi Goldman: It feels integrated with the Apple system, it’s using their CTA as your CTA. 

Matt Helbig: Again, a fun little GIF driving into that “App Store” CTA.

Avi Goldman: A small thing that I liked that they did here is near the bottom, when they say, “Follow us on Insta”, they\'ve got the link bolded, there’s a color change, and it’s underlined so it’s really clear that that\'s a link. We as the industry will sometimes hide links, the unsubscribe link, or something like that, and that can sometimes bleed over into link fatality. Having that small, that secondary CTA, of following them on Instagram, but still making it clear that you can click there, I think is nice. 

Matt Helbig: When I try to create links, I always think about if someone clicks this, will they be surprised? When I land on a page, I don\'t like being surprised. This is very clear that this is a link, it’s going to their Instagram, and this is their handle. Even though it\'s a small thing, I think it does help you eliminate that confusion of knowing when you click on something exactly where you\'re going to land. Tell me why I\'m clicking this link and where I\'m going to go. 

Then, you\'ve also launched Email Resources, which is a very comprehensive list of email resources. What made you want to put all this together? 

Avi Goldman: With Email Resources, the name kind of explains what it is, right? It\'s a list of resources focused on email. What it was, is that I had a big spreadsheet myself of email resources that I’ve collected, it was probably 100+ resources, and I have people asking me for recommendations and suggestions all the time. I figured why not share the list directly? I figured it would be a great place for adult people to find the tools that will do the job that they have, and also learn about categories of tools that they might not have known existed. If you don\'t know that there are minifiers, discovery is a big thing. 

Matt Helbig: This is my favorite one right here, I think.

Avi Goldman: I agree that\'s marked as a favorite. Definitely top three. 

Matt Helbig: I know we\'re always looking to send someone a link with all the resources that we\'ve collected or looked at over the years. This is a lot of work and thank you for putting this together because it\'s a very comprehensive guide, especially for someone starting with email development or design or copywriting, or marketing. Even when I go through, I\'m still finding out cool new things to try out and learn from. Thanks for putting this together. 

Avi Goldman: My absolute pleasure. 

Matt Helbig: Where can we find you online? 

Avi Goldman: You can find me on Twitter at @theavigoldman. You can also check out the Parcel account, which is @useparcel. I\'m in the Email Geeks Slack as AGoldman so if you\'ve got any questions or you want to just chat, hit me up on any of those platforms. 

Matt Helbig: Thanks for joining us this week. A big fan of these emails and a big fan of this tool.

Avi Goldman: Thanks, Matt.

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This FF episode was sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday, this week with a special guest, Emily Ryan. How\'s it going?

Emily Ryan: Hey, it\'s going awesome.

Matt Helbig: So, tell me a little bit about yourself.

Emily Ryan: Yes. I\'m a Mailchimp Pro Partner. We manage a lot of e-commerce clients and do pretty much only Mailchimp emails for clients and happened to stumble upon one of my favorite companies, Postable, and didn\'t even realize, but they\'re using Mailchimp. So I\'m really excited about this.

We\'re kind of obsessed with Freddy and all things that this platform can do.

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Matt Helbig: Very cool. Could you tell me what a Pro Partner is?

Emily Ryan: That\'s a really good question. It means we have a lot of Mailchimp clients. Anyone can actually join.

It\'s called Mailchimp & Co if you Google that. And then I think you have to have a certain number of paying Mailchimp clients to become a partner. And then the highest level is called a Pro Partner, and you also have to have a number of Mailchimp certifications. So I\'ve done three Mailchimp certifications on email marketing automations, and the basic Mailchimp one. And then you\'re one of the Pro Partners. It\'s pretty cool.

Matt Helbig: Cool. Well, this episode isn\'t sponsored by Mailchimp, but we are fans at Really Good Emails. I think it\'s a great tool too. For new email people just getting into email, especially small businesses to spin up some sort of email program.

I do feel like every small business company feels like they should be doing email, but they might not have enough time or resources to do it. And so I think Mailchimp makes it a little easier for you, especially people just starting out, trying to see what email can actually do. And then I think it\'s a good starting place for someone\'s email journey.

Emily Ryan: Yeah, and for many years we focused on small businesses ‘cause there\'s a huge, huge need for Mailchimp help there. But a lot of our clients now are actually medium-sized e-commerce brands. You would be surprised at the people using Mailchimp, a lot of well-known brands and personalities and such.

Matt Helbig: Very cool. Well, Postable is an email brand that we\'ve paid attention to for a good amount of time. At this point, I think they bring a really fun brand voice to all their emails and try not to over-complicate stuff within their emails. And I think it\'s just a bonus that they\'re actually using Mailchimp to get a lot of these emails out.

Emily Ryan: Totally. And I think that Postable is such a great example of a brand really using email to showcase what their brand is. I mean, you look at this and you instantly see we\'re friendly and we\'re enjoyable and easy. I actually use Postable a ton for my own cards, just ‘cause it\'s the easiest platform to use, and their emails really match what their platform does there. They\'re very simple. They\'re very easy. They\'re quick. The platform\'s quick. So that\'s one of the things I love about their emails. So yeah, so excited to talk through these.

Matt Helbig: Very cool. So this first one just looks like a summer sale, very simple, just a few lines of text, right to that CTA, and then a fun engaging GIF.

Emily Ryan: They use a lot of GIFs and animations, which is something I love. And they\'re really well-done animations. If you look at this, everything moves. Sometimes you\'ll create a GIF and it\'s choppy, you know, it\'s choppy and whatever, but these all work smoothly. The clouds are smooth.

Even the tongue moves a little bit. I just think it\'s so brilliantly created. I love their use of animation and they use it in their transactional emails quite a bit as well, which I love. But one thing that always sticks out to me about Postable, they really have a kind of set template, if you get any of their emails, and they always put the button, the CTA up top before the image, which I just love. You don\'t see that often.

You see headline, maybe some subtext and then the image, and then usually the buttons, either in the image or below, but I love that they always put it up top. It\'s just super simple to see what you\'re getting, see the discount right away. And of course, it\'s above the fold on mobile. So I love that.

Matt Helbig: Yeah. I think they do a really good job of just paring down the content. And I think something like Mailchimp with their WYSIWYG template builder, it\'s pretty easy to pull in some nice use of live text and have a bulletproof button. That\'s actually live text as well and incorporate a GIF to include that color as the background. So it\'s not too many elements, but it can be delivered really simply. And it communicates the message really effectively.

Emily Ryan: I think a lot of their emails have this full background color, which a lot of email designers forget to do.

Let\'s make the whole email one big background color. And then the footer is white, which is interesting ‘cause I tend to do a colorful footer and then a white body. So I love how they do that. And then, of course, the GIF is placed with a transparent background on this nice color, which is great. This is such a simple email, but it really just works so well.

I read something about the founder that when they were first starting to create these emails, that she was getting glasses or something. And she was like, I can\'t, I need to be able to read the text really big. And so all their headers are pretty large. You\'ll see some other examples that are a little bit bigger, but I love how they\'re not scared to use a 24 point font or whatever it is. I\'m a huge fan of using larger font sizes. I mean the subtext is a little small here.

I would maybe even pop that up one or two points, especially ‘cause it has the coupon code, but I love how they do these bigger headlines.

Matt Helbig: Yep. Totally agree.

Moving on to another one of their emails, this one is for Cyber Monday. It\'s pretty similar to the previous one using a sort of a similar layout and a nice GIF here as well.

Emily Ryan: Same template. That\'s why I\'m such a fan. I just love that. I know what to expect when I see Postable in my inbox. I know exactly what I\'m going to get. And I know that it\'s going to be enjoyable and cute and fun. But I know it\'s just going to be an easy email to read.

It doesn\'t feel spammy. It\'s just super simple. The GIFs are always clever. They\'re always super clever. The one thing I find a little strange, I will say is that the logo and maybe this is just where it\'s cropped for, but the logo seems really at the top. I would put a teeny bit more padding at the very top of the email. Bring down that logo a teeny bit and then a little bit more space right under the logo before the text. It just seems like there\'s a lot at the top.

Matt Helbig: Yeah. What are your thoughts on having a big logo at the top? I feel like sometimes it\'s important in the from name that people know your brand, but once you open up the email, I feel like some people can have too large of a logo taking up the whole hero section.

Emily Ryan: I do think the logo is a teeny bit big here. I don\'t think it\'s a huge problem, but I think it could come down just a little bit. It does cut into the headline Cyber Monday madness. So I would downsize that.

Matt Helbig: There are lots of things like bolding the coupon promo.

I really like that text formatting and fun CTAs rather than just, learn more something, or buy now. It brings some really cool personality to their emails.

Emily Ryan: It’s just easy. And one thing I noticed in the footer, they do use a lot of navy blue and throughout all their emails, a lot of blues, but then you have these social icons that are black and it just threw me off.

I\'ve seen that in quite a few of their emails, but I would love to see those icons match their branding a little bit more.

Matt Helbig: Unlike when brands might put a piece of text here, some creative copywriting, follow us somewhere.

Emily Ryan: Or something like you can find us quickest on these platforms.

Matt Helbig: Yeah. I think these are sort of necessary in some ways, but I think there\'s an argument that these don\'t get a lot of clicks sometimes, or maybe you should focus on one channel or something. I think these are pretty standard, but there might be a way for them to experiment with these a little bit better.

Especially if you\'re spending a lot of time on just Instagram or just Twitter or something like that.

Emily Ryan: Yeah, for myself, I used to have Facebook, Twitter, Instagram. I said, you know what? No. I am mostly on Instagram and Twitter. I\'m only going to have two icons. And I really think I\'ve seen people do just one icon and I love that. I would be more likely to click if I saw that they were just on Twitter.

Matt Helbig: And so what happens if this was all one image here? Why do you think live text might be important for brands?

Emily Ryan: I am happy to see that. We talk a lot about all-image emails not being a smart thing in email. Live text is super important because obviously if we have wifi issues, issues with our connection, that\'s going to load and that\'s the most important part of the email. I think it\'s awesome and it makes it easy for Postable to create their emails.

They can just pop into Mailchimp, change up the text. They probably have the style set, and then they\'d throw in their animation right below. I think you have to have live text in your email somewhere throughout your email.

Matt Helbig: I\'m glad you\'re making a stand.

Emily Ryan: Yes. It\'s a must.

Matt Helbig: Okay. Well, this one is almost like a reactivation email. It\'s a reminder to prep their audience for the holidays coming up, asking them to go into some account settings, to make sure that the information is up to date.

Emily Ryan: Yeah. You see here, this is a little bit of a departure from their fun, colorful emails.

It\'s obviously an important one, and a big part of Postable is their address book. They have this amazing address book where you can share a link with people, and they can go in and update their address. That\'s why I love the program. I think they\'re using that big headline, asking a question.

The spacing is interesting ‘cause below the button, you have that good amount of space. I would like to see that same amount of space under the logo as well, equal spacing maybe.

Matt Helbig: Yeah. I agree with that. It is interesting to see that they\'re using almost the exact same template that they did previously promotional emails to do some more account-based triggers.

I was actually hoping this might be a GIF or something, just because of all the other previous examples we\'ve seen. I think this is a way to remind someone, get them back into the product without really over-complicating it. I think time is such an aspect for small business owners. If you want to get the message across, this is an effective way to do that versus, oh, well we can\'t send this because we have to redesign it or something. I think a lot of times you just want to try to get the message across and get people back to the site.

Emily Ryan: Right. And I think it is a great example of showing how email marketing can be so simple for a small business. You create this very simple template. I mean, we\'re talking logo, headline, buttons, and an image. So easy and they\'ve been using it for years and it\'s super effective. I always tell people your emails don\'t need to be complicated.

I think you said once, where can you clean the clutter in your email? And I think this is a great example of cleaning out the clutter.

Matt Helbig: Exactly. So why do you think a message like this might not work as well on social? I mean, do you feel like emails can be a little bit more personal?

Emily Ryan: Yeah, you\'re coming right into someone\'s inbox. It\'s going to be super effective. Who knows if you\'re going to reach someone through an algorithm on Facebook or Instagram, this is a great way to get right in the inbox before the holidays say, listen, let\'s make sure things are up to date.

There are all kinds of stats showing how email is five times more effective than social, or I don\'t know the exact stat, but it\'s just incredibly powerful to be able to come into an inbox.

Matt Helbig: Yeah. And I think one other thing about Postable that I really like is I feel like they don\'t message you a lot. So when they come into your inbox, it feels like they have really something important to say. Everything feels focused and they\'re not always just trying to let you know the latest things.

They\'re really thinking of you and serving you as a customer saying, okay, don\'t miss this holiday. Make sure that you\'re sending this rather than the latest car designs, which might be interesting for some people. But I think they\'re setting up these emails to solve a problem, which is okay. Holidays are coming up. We don\'t want you to miss out.

Emily Ryan: They will send emails once you create a card or send cards. I think they really save a lot of their email marketing for when they\'re using their product. Do you have any of those great order confirms?

My favorite part of Postable is getting this order confirmation. Oh, my gosh, look at that. Look at the GIF here. It\'s so great. I use Postable all the time and you get this each time and it\'s a fun little add-on once you\'ve ordered your card.

My only complaint about this email, and it\'s so silly, I tend to create four or five postal cards at a time, and I\'ll get these. And I have no idea which order this is for it. It doesn\'t give a name or address. I would love to see some merge tags used for this order so I can know this person\'s card is confirmed.

Matt Helbig: Yeah, I feel like they could maybe add in some more details or if they really want to take it to the next level, maybe even personalize this GIF with your card being made or something wild.

Emily Ryan: Yeah, a Nifty Images type That would be amazing.

Matt Helbig: It’s really cool to see that brand voice and copywriting and design kind of come into these transactional emails.

Cause I feel like a lot of brands, once they make that sale, they sorta just send you the very default plain text order confirmed sort of email. Kudos to Postable for taking that extra time and really keeping that communication throughout that process, feeling really on brand.

Emily Ryan: Exactly.

You can tell, they put a little bit of work into these. They have this order confirmation and then they have your cards being sent and both of those are wonderful, lovely emails. So yeah, major kudos.

Matt Helbig: Yeah. I liked the call-out to customer support too. That\'s always nice to see.

Emily Ryan: It\'s nice to have that little touch of a light blue background there to kind of set that off. And then, they put follow us below that. They did great. I thought I saw a merge tag down at the bottom, but, nope, it looks great.

Matt Helbig: Perfect. And this last one is another update to let you know that your card was mailed. Pretty cool.

Emily Ryan: It\'s adorable.

Matt Helbig: Yeah, I think they\'re just a very fun brand. Adding some fun touches to this whole experience. Making it feel like a process that might be kind of boring or not that exciting, putting together all these addresses and sending out cards.

I think they do really well with their email communications.

Emily Ryan: Yeah, and it\'s in here, they do say that your card was sent to whichever person. But I love how the truck has the logo on it, and it rounds out your kind of experience of sending a card, very much like your order has shipped.

 It\'s nice and I love the color. I love when they use color in their emails and they do have a lot of emails that use that cream. I think they\'re a fun kind of cheerful brand. So I love seeing the yellow.

Matt Helbig: I\'m really curious too, maybe they send some additional emails after this if it gets delivered or asking you, how was that experience?

Emily Ryan: I don\'t think there is a delivery, like your card was delivered. I could be wrong, but that would be really nice because I often don\'t know.

Matt Helbig: Cool. So anything else that you might change with Postable’s emails?

Emily Ryan: No. I mean, I think they\'re wonderful.

I love how they have the CTA up top. I think sometimes the spacing is kind of strange in between sections. This one looks really good. This one, when you talk about the, I think you call it measure, how the lines or the text is measured across.

I would add a return before happy summer everybody, and just really space out that text a little better. Is that called measure in typography?

Matt Helbig: I think Matthew has a little bit of a better grasp on that, but I agree that adding a break tag after summer would make it read a little bit better.

Emily Ryan: Condense that long line, and then after that coupon code, I would hard return there as well. That kind of drives me a little crazy there that there\'s one long line of text, but otherwise, I think it\'s great.

And then making those social buttons match the branding, everything else. Oh, there\'s the merge tag at the bottom. Somehow that didn\'t. And that could be done on this version. Got to check those texts for sure.

Matt Helbig: Well, great job, Postable. I know we are fans. Definitely subscribe, maybe order someone a card and say thank you.

Emily Ryan: Yeah, their Mother\'s Day cards are so good.

Matt Helbig: Very true. Great. Well, where can we find you online? I know you were posting some great tips over on Instagram. It\'s a new favorite account to follow, but anywhere else?

Emily Ryan: Oh, that\'s so nice. Yeah, I\'m mostly on Instagram, @EmilyRyanLikes. My company is westfield-creative.com, and I\'m on Twitter as well, @EmilyRyanTweets. I\'m always around.

Matt Helbig: Fantastic. What kind of clients are you looking for right now? Is there a certain group of people?

Emily Ryan: Oh, that\'s such a great question. We really love e-commerce brands because I love working with someone that has a great product. It makes email marketing so much easier. We have in the past worked with everyone from lawyers and coffee shops and realtors. But we really love brands trying to launch new brands as well.

I love working with business owners that are just super busy and they really want someone they can trust to just kind of be there as their email marketing team. We do that weekly management of your emails, so always looking for that “we\'re just too busy and we need some help” kind of client.

Matt Helbig: Perfect. Well, thanks again for jumping on. I really enjoyed talking to you.

Emily Ryan: Thank you so much. This was so fun.

Matt Helbig: Great. Happy Friday.

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Do you remember your first letter? Maybe you found a pen pal across the world. Or you just got a letter from some guy in a green striped shirt with a bowl cut and wondered who it was from. We chatted about promotional emails from Postable with Emily Ryan, a Mailchimp Pro Partner, owner of the agency Westfield Creative, and taco lover.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


Matthew Smith: Hey, it\'s Feedback Friday. What\'s up, Matt Helbig? What\'s up, Email Geeks?

Matt Helbig: What\'s up, Email Geeks. Welcome back to another episode of Feedback Friday. Matthew and Matt, back together at last.

Matthew Smith: The reunion tour. Awesome. Yeah, I\'ve been neck-deep in working on Really Good Emails’ new product that we’re working hard on. Can\'t wait to show everybody. 

But in the meantime, Postmates got acquired by Uber, and some shift up in their emails.

Should we talk about it?

Matt Helbig: Yeah, I was really excited. I feel like they\'ve brought a whole brand-new voice to their emails. We were a fan of their emails in the past, but someone had a meeting somewhere and these emails are looking pretty good.

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Matthew Smith: I think you\'re right, Matt Helbig, that somebody had a meeting and there\'s a lot more entertainment. 

This photography - I\'m going to be a dad here - it\'s out of this world. It\'s just really interesting to see what\'s happening. There\'s a lot of art direction in each of these emails that is really unique.

The last time I\'ve seen something at this level was in MailChimp. They were doing some really sick stuff with photography and product photography that I think takes things to a whole new level and just makes it really interesting. This is just fun, some kind of wild, mesmerizing GIF. They also have this very different…it leans on what\'s almost a brutalist style.

There\'s this thing that brutalism did recently in the last, I dunno, let\'s call it three or four years that brought up big, bold colors, flashy content. This is not brutalist design, but I\'d say it\'s influenced by that. It\'s pretty interesting. So you can see overall it’s a completely different aesthetic with different sort of ideas happening here. 

What do you think? What\'s their motivation behind it? 

Matt Helbig: I think it\'s maybe trying to do something new. Food delivery is pretty competitive. I think Postmates is on the lower end. I\'m actually a Caviar user. I\'m not trying to be a food delivery elitist, but I think they’re trying to make it more like a fun experience.

You know, food delivery is an automatic sort of thing. And I think this may add some fun and gamification to this, to let you discover new foods and things like that. So other than the push notifications that they send you probably every day around a specific time letting you know you should place an order, I think they\'re using email to bring you back into the product or open up the app again. And I think that it\'s just a successful way to do that. 

I really think they\'re focusing on that mobile user having really big CTAs on some of these, and it\'s trying to drive people back into the app and make it a fun experience of ordering food rather than just a horrible waiting delivery.

Matthew Smith: I think you\'re probably right. I like all your comments. One of the thoughts for me is just that their previous brand was pretty utilitarian, really easy to understand. And they\'ve maintained some of that with really clear hierarchy. 

This is one of the things that most of the people that submit emails to Really Good Emails I think get wrong, which is not clear enough hierarchy. Hierarchy being really clear, bold headings, nice subheadings that are easy to read, clear CTA, and then more information again, really big, bold heading, and then a nice, easy-to-read paragraph and a CTA. 

Just let your email get done quickly. And you can see in each of these, they\'re doing the same thing over and over, and that kind of consistent experience throughout these, I\'m pretty impressed by it.

I am really into this little lockup here. You know, it\'s a bummer. These are mostly image emails. They\'re not entire image, but they\'re mostly image emails, which is a bummer for all the reasons I\'ve ever talked about before. But it is interesting to engage somebody in something like this, which is sort of a decision matrix tree.

I would say most people can probably relate to pizza, tacos, and burgers being kind of a strong American delivery food, but it\'s fun. This is a fun way to go about it. Fun way to think through it. 

One of the things I think is interesting is that they\'re doing different typography for several of these emails. This is a unique piece of typography compared to this one. Is that the same? It might be of the same family, but this is a condensed version. And that is probably the same version, but they\'ve really done something unique here, but it still feels within the family.

And they\'ve just done a nice job with their content, getting people excited. It\'s pretty interesting too, leading with these coupons on getting people into that order now fast, instead of putting it down here, which is what most people would do. 

What do you think about that as a strategy?

Matt Helbig: Yeah. I wonder if that\'s dynamic based on if you\'ve shared recently or haven\'t shared recently, but I think referral is a great lead-in to a lot of these emails and a reminder that you can share this product. It’s almost a better way than something like a social share.

But I think a lot of these ideas are not super new. It\'s just really cool to see them all put together in a nice consumable package and then really throwing a lot of different types of content and colors and ideas at you and not really repeating a lot of stuff. So that\'s cool to see.

And I think it was a really interesting shift. I think this newsletter is a little bit of a new one. I\'ve seen a lot of brands trying to have a more curated newsletter feel that brings a unique personality to the brand, other than just having a promotional email once a week.

Matthew Smith: One of the ways that I think that people can do that, and they\'re doing it here, that I just think is brilliant…my friend, Tina from Tattly, she does this really well. She curates links. You think about curation as a service, right? That\'s what they\'re doing here is they\'re curating these things that are not necessarily all about food, right? It actually covers a lot of ground. It\'s a service people get to enjoy. Oh man, actually, the Postmates links are pretty sick.

You know, it\'s a fun thing to go check out new stuff. All of this just feels like a brand I want to be a part of. It\'s interesting. It\'s fun. It involves food. I can even get into a food cookbook. I\'m assuming something about this is ways to put to-go orders or takeout orders with maybe stuff you have at home. 

I don\'t know exactly, but I like the idea of don\'t cook. They\'re really going after it. They were just making it work. I think one of these things that I get kind of funny about is this sort of legal text. They\'ve done an interesting thing here where they\'re bringing their legal text up in the email further.

It\'s not quite hardcore legal, but you can see on several of these emails, they\'re doing that. Most people would put it down here below the footer or in the footer in really low contrast. And they\'ve not done that here. 

What do you think that\'s about? Do you have any thoughts about it?

Matt Helbig: I think I liked that placement. I kind of like the universal footer. It\'s a pretty clean well-thought-out outfitter. I think it\'s similar to almost an Uber footer, in my opinion, where they\'re putting some of these helpful links. These aren\'t a navigation bar, but they kind of have this group of links at the bottom that could help you, be a referral link or upsell, or unsubscribe in this group of text.

And I think putting illegal under that would kind of break the flow of people wanting to click those bottom links if they need to. So I think this placement is right. I think maybe we would hope that they could link out to some sort of page and it was maybe a few lines that are right underneath the CTA potentially. 

But I think these are enough out of their way to let you know that they have to be there, and they\'re not the best, but I think the placement is alright. I kind of liked that they had this bottom footer that\'s universal across every email and is really out of the way and clean.

Matthew Smith: I think if this text got to be too much longer, it would be pretty weird. But the fact that it\'s not absurd, it probably works. I always feel like a lot of this stuff can be pushed further down the line, like put into a webpage or things like that. But it sounds like something about their legal, they felt that it needed to be up here.

So if you have to show legal, get a copywriter to work on stuff and try and make it as readable as possible, which I think they\'ve done. I\'m pretty impressed with these. It wouldn\'t be too much of a stretch to get these to be live text, and I think that\'s definitely something that they could look at.

You can see in some of these that the text gets quite small. I think this is live text, and they haven\'t done anything with mobile styles down here, at least that we\'re seeing. Some of those kinds of things would be good to update and make it a really good email. 

But overall, this is killer. And I think this photography shows that if you\'re willing to invest in it at a brand level, it can just really stick out and make something special. It\'s cool. 

Anything you would change about these? 

Matt Helbig: Maybe they could take a note from Uber or even Lyft and try to pull in some more personalization when it comes to what your previous orders are or where you live.

I think including city in the subject line is a really cool way to do some level of personalization that\'s beyond just first name and it really brings you in. I think even Yelp has done a lot where it\'s like, here are some trending restaurants in your city. And I think that personalization really grabs people\'s attention and wants to click in.

So if they could try to create some one-off emails like that and experiment and see if those are a little bit better than these overall promotional ones. I think that’d be a cool thing to see.

Matthew Smith: I think that it\'s hard to know if we\'re just not in this funnel or in this grouping, but it sure would be cool to also say, Oh, it looks like you ordered pizza from Geraldi\'s this last time. Have you tried Sidewall? They\'ve got a 10% sale. Or some of those kinds of things where it looks like you might be a pizza person, and giving me a little bit of opportunity to say, not pizza tonight, taco…give me some sushi, and be able to change it up and begin to identify my food tastes or things like that.

And the other thing too would be being able to start to specify. I want to see if I\'m a vegan, this kind of email is going to come across as no bueno. With something as sensitive as food, I think sometimes food is as sensitive as religion or politics to some people, and so you gotta be careful.

It could be interesting to get a little bit more personalized there. I think that\'s a good call, man. But overall, these are killer. So, hey Postmates team, good work. Reach out and let us know what you\'re learning about it. We would love to hear from you. 

If you have emails like this, that you want to celebrate with us and push toward us, we would love to see them. You can upload your own emails for submission to Really Good Emails or upload submissions of other people\'s and rock and roll on the site. So let us know how we can help. 

Good week ahead for everybody. Matt Helbig, you doing anything fun this weekend?

Matt Helbig: I\'m going to order something from Postmates, have a little staycation. I think tacos are sounding pretty good.

Matthew Smith: I\'m looking forward to some dim sum. We\'ve got them some coming into Greenville and I\'m thinking, that\'s what I\'m talking about.

Matt Helbig: Nice. Have a great Friday, Matthew. 

Matthew Smith: Yeah. You too. Ciao, ciao, ciao! 

Matt Helbig: See ya!

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Postmates is turning up the heat with gamification in its promotional emails. From Pac-Man spinoff GIFs to mysterious blurry images, we\'re covering some really good Postmates emails on this episode of Feedback Friday. Order something good for yourself while you\'re watching. (If you can\'t finish the food, we can help with that.)

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Postscript is an SMS marketing platform for Shopify stores, making it easy to send campaigns, create automations, and personalize SMS messages with dynamic content.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Take an SMS-first approach and engage with your audience. Use SMS messages as a two-way communication channel for higher ROI and lower unsubscribes.

2. A cell phone is a personal space. Don’t over-market. Offer surprise and delight in the text message inbox to encourage customer engagement and sentiment. Segment your audience to personalize your messaging.

3. Leave corporate marketing speak at the door. Think of SMS messages like texting your friend. Use a personal voice to create a connection and serve the person you’re sending a message to.

BONUS: Opt-ins are a reflection of the brands and how they merchandise. Provide an incentive for opting in, such as getting on the VIP list, gaining access to first-looks for new products, receiving premium support, and product discounts.


Matthew Smith: Welcome to Feedback Friday, everybody. It is a great Friday to be alive. We are going through some exciting stuff in the United States. Thankfully not everybody who listens to these is in the United States, so that we can keep a worldwide perspective. We need you people. Thank you for showing up in my inbox and my life.

But in the meantime, I\'m here with Alex Beller, who is the co-founder at Postscript. They are doing some sick stuff. One of the things that I got keyed up on recently was their new site, FantasticTexts.com.

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Just like Really Good Emails, we\'re showing off the email space, they\'re showing off the tech space.

Super excited to be here with you. I have enjoyed getting to know you recently and feel like we are like good buddies. Why don\'t you give everybody a little bit of background on how you got into this?

Alex Beller: Thanks for having me. It\'s a pleasure to be here. I think of us as simpatico. How did I end up here? What Postscript does is a little bit more narrow than your typical approach or topic. Postscript only does one thing. We work with brands that run on Shopify, so e-commerce businesses, to roll out and manage an SMS marketing strategy. We aren\'t SMS for any online business. We\'re not SMS for any retailer. We\'re SMS very specifically for e-commerce businesses and for ones that run on Shopify. 

As we\'ve been learning about this space, what we\'ve seen and how I ended up here today is just a reflection that, like, because texting is so new as like a B2B marketing channel. It\'s so new. No one knows how to do well. The use cases that we see as being average are bad. People are thinking, Oh, this is the same thing as email, but it\'s not. It\'s fundamentally different. You probably know this, we all communicate differently with our friends over email than we do over text.

It\'s a very different channel. It\'s two way. People are more sensitive to it. As more and more companies started adopting SMS as a marketing and communication channel, we saw that the ones who took an SMS first approach and the ones who treated their audience with a little bit more respect and engaged with it as a two-way channel versus just viewing it as like, Ooh, a new marketing channel that gets high opens.

Let\'s send as many texts as we can through there. The ones who took the former approach. They\'re the ones doing way better. They\'re the ones seeing higher ROI, lower unsubscribes, just across the board.

Matthew Smith: That\'s fascinating, man. I love that kind of insight. Do you all work with these companies, and do they allow you to manage it? And then you get to know some of that data. Is that how you hear some of this? 

Alex Beller: We work with a couple of thousand e-commerce brands. We\'re going to look at a few examples. They use Postscript to send out their texts. We do not manage it for them. We provide the tech platform. But the reason we built Fantastic Texts was a couple of reasons.

We\'ve seen in the space that Really Good Emails provides this great anchoring and inspiration point for email best practices and design inspiration. Because SMS is a new channel, we felt like something like that was needed because, as I was saying, it\'s new.

Most brands and most marketers aren\'t sure what good looks like yet. We were always hearing from our customers, like what types of messages are working elsewhere? Like what\'s good creative look like? So we wanted to create a repository to help solve that. 

Matthew Smith: What\'s this first brand?

Alex Beller: Blume. This is one of my favorite all-time examples. As you might imagine, having started this company, I get many texts. I\'m on a lot of lists. Blume is one of my all-time favorites. Blume is a women\'s healthcare brand. They make a few different feminine care products. Some are offered via subscription. Some aren\'t.

You all should check them out because their website is beautiful, and they care a lot about design. What stands out about this and why I wanted to share it is that if you look at this text that they\'re sending out to their subscribers, it is not a marketing message. If you sign up for texts from Blume, you\'re probably thinking, you\'re going to hear about new product drops, you\'re going to get an abandoned cart text, or maybe you\'re going to get a tracking link when you order something in this text, they\'re just giving their subscribers something they\'re saying, Hey, here\'s a Starbucks gift card, take this into your local store, scan it, and you\'ll get a free drink on Blume.

They\'ve done this a handful of times. It\'s just a surprise and delight engagement maneuver to keep their SMS list warm. It\'s so easy to wear people out via text. You have to be sensitive. You can\'t just market to them all the time. This is just a pure customer engagement play. 

The response to it and the sentiment from it was just profound and off the charts, as you would imagine, the replies that come back to Blume when they send these out, which they do maybe every other month or like, Oh man, you guys are the best. So cool. Like thanks so much. Getting that sort of response to like a marketing channel is really powerful.

This is just a cool outside the box, not a traditional use case that we\'ve seen work well.

Matthew Smith: In the SMS space, is it similar to email where like if we send out an email like I sent out one this last week that was more personal and people reply to it, and I reply. Are there tricks like that? Like that\'s good for our list. As long as I CC hello@reallygoodemails.com, like it keeps the list in positive light in terms of the list management. Does SMS work that way? Are there now bodies that are governing some of this and keeping track of it?

Alex Beller: Halfway between yes and no. The yes part is that it is a heavily regulated space.

You have to get opt-ins the right way. Otherwise, you\'re liable for gigantic huge penalties, much bigger than email—$ 500 per message. At the same time, if you\'re following all those compliance rules, even if you\'re marketing to people, if you\'re sending out the same thing to your whole list, two or three times a week, you\'re going to get tons of unsubscribes.

It doesn\'t help with deliverability a tactic like this like you\'re asking, but what it does help with is keeping a healthy list and keeping people engaged by not over-marketing to it. Our cell phone is a personal space, and our SMS inbox is an intimate space. We don\'t want to be over-marketed to there.

Matthew Smith: Tell me about this brand. What\'s going on here?

Alex Beller: One of my favorites, a creative use case, Outer Aisle, they make cauliflower infused bread products, and they\'re blowing up big. So it\'s replacing traditional gluten and carbohydrates and things like that.

Instead of showing you marketing campaigns or abandoned cart messages, they just figured out that there are a couple of different, weird, or use cases. They were like, Hey, let\'s abuse the fact that SMS is a two-way channel, and let\'s play a game with our subscriber base. This is a fun or informational message they sent out. It\'s saying, Hey, let\'s play Wheel of Fortune. Reply with the right answer and get a prize.

Users could reply, guessing to solve the puzzle up top. If they got it right, the Outer Aisle support team was replying again via text with a discount code for the product. That\'s another, just so high engagement. It\'s not getting a text that says, click here to get 10% off. This is fun, and it\'s unique, and it\'s creative.

Matthew Smith: It\'s so interesting. The psychology behind some of this stuff is really important to engage your users in a much more relational way. This is a big message for me that I\'m always hammering is get out of your narcissistic. Here\'s about us. Here\'s about us. Instead, start saying, Hey, I want to be in a relationship with you. I want to create a connection with you. I want to serve you. I want to help you enjoy something. I\'m a bread company. I\'m here to add a little bit of like a smile to your day. That\'s unique. I love it. 

Alex Beller: It\'s not taking themselves too seriously at all. That\'s like the core of a good SMS strategy. You got to lose all the corporate marketing speak at the door. You got to think of this as like texting your friend.

Matthew Smith: How about this guy?

Alex Beller: This is the perfect third example of the theme we just hit on. So OLIPOP, they\'re a fantastic natural soda brand. My favorite flavor is strawberry vanilla, and they\'re delicious. So what they did here, this is a product drop text. It\'s written from the voice of Ben, one of their co-founders.

If you\'re a subscriber to OLIPOP, you\'re probably like they have a cult following. You\'re probably in on the cult if you\'re subscribed to their SMS channel. This is getting a personal text from their founder, announcing a new flavor, and they only have like four flavors. So it\'s a big deal. It\'s worthy of a text.

Because it\'s written in the first person, that\'s also like a pretty personal message to get that fits how SMS should be used. If you reply, you\'re going to connect with their team, and you\'re going to be able to converse. So this is treating SMS is like a personal channel. It\'s two way. Great use of emojis nice-looking can in that picture and unique first-person voice. 

Matthew Smith: The photo here is not; nobody stood in the studio. This guy is like just a regular guy, and that feels cool in the sense of it\'s a lot closer to something that, again, it\'s very personal. Not every brand is that going to be right for it, but that\'s pretty interesting here. This is a reasonably long message for something like this. I think it\'s interesting to know that it performed well. When you\'re in this personal voice, what\'s available in SMS in terms of personalization or segmenting and things like that?

Alex Beller: It\'ll vary by platform, but in our use case for Postscript, e-commerce, there\'s a lot there. You can pull in dynamic tags, just like an email. So you could personalize the message with the user\'s first or last name, previous products they\'ve bought, any piece of data that you have with a merge tag that could be placed into a message. 

At the same time, this message probably didn\'t go out to their entire marketing list. It probably went out to like a relevant segment. So maybe it\'s folks who bought more than one flavor, or perhaps it\'s folks who\'ve signed up to get notifications when they drop new flavors. There\'s a ton of segmentation available, and that is the right strategy.

You should not be hitting send all the same message to everyone because it\'s impersonal. Instead, it should be based on what they\'ve bought previously, what actions they\'ve taken on-site, how much correspondence they\'ve done, all kinds of stuff like that. Where do they live, et cetera.

Matthew Smith: You\'ve helped us think through a lot of this stuff. I\'m going to try and summarize what I\'m learning. Remember that SMS is a much more personal channel than an email. Email\'s already more personal than something like social and more personal than something like just the generic web. SMS is that much more. SMS is the same environment that we\'re texting our friends and family. Maintain that personal note.

You will have the most significant effect and the least number of unsubscribes when you are not just writing personally, but your message is segmented to people for whom that message serves them more because of an action they took. 

In terms of strategy, if you can surprise and delight, we saw real success there. We saw using a personal tone and being able to reveal something that feels special to somebody. There\'s almost like a specialness, a sacredness, an \\"on the inside\\" track feeling that seems to do well in some of these messages. Is that right? 

Alex Beller: Right. The way I phrase that dynamic is I encourage new folks approaching SMS to think of it as their VIP channel. Have respect for the users. They\'re your biggest fans if they\'re signing up here because it is so personal. People will probably only opt into a handful of maybe at most like eight brands on SMS. It\'s going to be a lower threshold than on email. So if you\'re one of theirs, it\'s a pretty big deal. 

Matthew Smith: I can imagine that when you\'re asking people if they want to opt-in that there\'s some messaging there that is critical about, Hey, be a VIP, get in on the stuff that not everybody else does. What else seems to track well when getting those opt-ins for SMS specifically?

Alex Beller: The best performance that I\'ve seen in gathering opt-ins reflects the brand and actually how they merchandise. If it\'s someone like OLIPOP, who has a cult following, and they have four flavors, and they probably come out with a new flavor, like once a quarter, A great way to get people on the list is probably like, be the first to know when our next flavor drops. That\'s an excellent lever for them. 

If you\'re Brooklinen, you\'re a retailer that has inventory regularly available. Maybe it\'s just the traditional like, Hey, grab 10% off your first purchase by signing up here. The last one that I see success with is just the incentive of like a generic VIP list. Join our VIP list. Get access to first, look at new products, get access to like discounts, get access to like premium support, things like that. Those tend to be the three biggest signup levers.

Matthew Smith: Thank you for being here and sharing this insight with us. Where can people get more of these fantastic texts?

Alex Beller: FantasticTexts.com. Nice and easy. It\'s sitting there waiting for them.

Matthew Smith: Appreciate you. Thanks for being here. 

Alex Beller: Thanks for having me.

Matthew Smith: All right, everybody out there, email geeks, have a wonderful, wonderful weekend. Be well to each other. Be really good. Ciao.

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Public Rec makes high-quality, technical leisure apparel that helps people focus on what they’re doing, not what they’re wearing.

","isDraft":false,"created_date":1607020624666,"primaryAuthorText":"Author","originalWidth":1496,"publish_date":1607061600000,"title":"Adding value in e-commerce fashion emails with Public Rec","content":[{"type":"text","content":"

This FF episode was sponsored by Knak. Schedule a demo to build your own really good emails and get them to market in minutes.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Show real photos of people using the products so your audience can connect with your message and what you’re selling.

2. Use live text instead of all-images to make text easy to read and accessible across devices

3. Make sure the hero image adds value. What’s the problem you\'re solving? Make the design feel unique, less blocky, so the images pop out and bring life to the email\'s visual aspects.

BONUS: If you’re thinking about adding a CTA to the hero image, test it to see what works best for your brand and your product. If you add a CTA too early, people might miss the rest of the email.


Matthew Smith: Happy happy Friday. Feedback Friday, everybody. It\'s good to be here. What\'s up, Matt Helbig?

Matt Helbig: What\'s up, Matthew Smith? I\'m ready to look at some fantastic email examples.

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Matthew Smith: Hey, everybody. We\'re going to look at Public Rec. I\'m super psyched about this brand. They\'re doing cool stuff. Look at it. Does everybody see that? That\'s live text. What\'s up, live text?

Look how simple this is. Look at this typographic hierarchy. Look at how good it looks on mobile. Oh, my God. They\'re killing it. I\'m like super, super stoked on this. Look at that green, clear CTA all the way through. They make this black, white, green plus photograph so, so hot. And then look at this nice footer down here.

Everything\'s very clear. It just gets it done. I am psyched about that. In this one, they\'re showing off some of their products. I\'m signed up for Public Rec. I get to see some comfort meeting style, some of these different things that they\'re offering, and I can jump in.

Now, let\'s look at the other kinds of emails that they\'re serving up. All right. So what are we wearing? Look at the layout differences here. So we went from an all-white background email with a zigzag pattern. It keeps me going. To keep things fresh, to keep things a little different, they went to a card layout. So now they\'ve got this hero image, then a centered set of text here.

This is not live text, by the way, I\'m noticing, but they get this nice lockup going to show me more about this Politan hoodie, which by the way, I think I need to get one of those. I love some sweater hoodies. They\'re doing a great job of showing people actually wearing the gear. I like this too.

These are like normal feeling, normal-looking people, not like model-oriented folks. So it\'s like photos for the rest of us. Then they get these quotes going with them, and I can then shop. I think that\'s a cool way to show off a fashion brand or show off a product. Show people using it.

We did an episode; I think it was Supergoop! That was where people were using the sunscreen product, and it was a real woman, and it was like a GIF of her putting it on her body or a face or something and some quotes, and I was very connected to it. So I thought that worked well.

 I think this looks super tight. I\'m interested in it. Who\'s not been in that situation where you\'re sitting in a yurt or some shit you can go on your computer with a sweater? They did four of these. I think they work well. 

Let\'s jump over and see a few more. So this is the same sort of basic lockup, but now look, they\'ve changed it up. So they have this Tetris set up of these different visualizations of these shorts, and those look comfortable. They\'re able to finish it all off with a \\"shop all shorts.\\"

Finally, I thought this was just a good, smart, transactional email on the e-commerce side. I also got an email to know when these shorts were back in stock. I always love to have that brand interaction and not have to rethink it. I don\'t understand why every brand doesn\'t do that.

I put these in my cart and then like a good email geek. I walked away cause I wanted to see if they would send me an email, and sure enough, they did. So I think this continues to stay on brand. It feels a little bit empty. But I think that it\'s also simple and does its job. It gets out of the way.

I appreciate that they lead in with this hero image and then dive me into this both strategically in terms of showing off products and getting the right CTAs. In there in terms of using strategy for showing off how actual real people are using products and getting them into those products. And in terms of creating unique layouts, I think they\'re just doing a fantastic job.

They\'re very consistent. I would love to see some more live text in some of those other examples. Maybe this is one of the newer examples using live text, but other than that, I think this is a fantastic example of an email in an e-commerce setup that is focused and simple—getting the job done and being brand forward.

It checks all the boxes for me. What about you, Matt Helbig? Do you think this is working?

Matt Helbig: I think this is a seven or eight out of 10 for me. I feel like this hero is a little outdated or old. It doesn\'t grab my attention as much, but I liked the zigzag design and the use of live text, and the CTAs. That\'s smart.

I feel like I almost like some of the other template styles a little more where they\'re talking about individual products. With this one, I feel like they definitely could try to use a little bit more live text. I think that would help some of the mobile stylings.

I think it is getting a little small on that side. The CTAs still look good, but the text is a bit hard to read. In this one, it would be cool if one of these pictures was GIF or an animation. I think that would catch your eye a little bit.

Matthew Smith: They probably didn\'t do that because a GIF that was this large would be huge. But if they had done this live text, they could have had a nice small GIF.

Matt Helbig: I think the footer is pretty simplistic, but I almost want just a little bit more. Maybe bringing in that social stuff would be cool. I know there are many images in this already, but they could add some additional modules to capture a few more people in some of the other campaigns.

But overall, I think this one is probably one of my favorite out of their templates, just cause I liked the comparison product shot to a person wearing the product.

Matthew Smith: I do too. And you think this hero\'s working better?

Matt Helbig: I think the hero is all right.

Matthew Smith: What would you change about these two headers?

Matt Helbig: I pass over this text. It doesn\'t add any value to me. I think something like best-sellers is the keyword here. So maybe highlight that a little bit more. This, in general, is a hard problem to solve sometimes. Rereading this, these are our favorites. So some information about why these are the best selling or some icons around, like these are our top styles, could bring me in just a little more.

To me, this almost looks more like a sales promotional email showing me some new product. Reading a little bit more like it is a best-selling pant and everything like that, but maybe that could catch my eye a little bit more. For some reason, I think for heroes, it doesn\'t add too much to the rest of the email when the meat of the email is this content.

Matthew Smith: I get what you\'re saying. I think for me, it fits the brand. It\'s a very no-nonsense brand, very much out of the way. What I was thinking about is, \\"what\'s the problem that this product is solving?\\"

Generally, there is either very comfortable clothing that looks like shit and makes you look like shit, or there\'s very nice clothing that makes you look terrific but is super uncomfortable. They\'re trying to say: this is this middle ground; we\'re meeting it. That\'s what our product is about. So I think that the \\"comfort meets style\\" headline does do that.

I think they could do something unique here if they broke the frame, this a blocky frame. If there was a way that either text or some icon, or if you had the head of somebody like popping out, that kind of thing can make this feel much more unique and less blocky. I think it\'s the blockiness that is probably an issue. Imagine, for instance, if the top of this popped out of that and Public Rec was higher up, or something like that can be a very effective visual solution.

Matt Helbig: Do you feel like they should add a CTA to these hero images?

Matthew Smith: I think it draws people in. If you add a CTA too early, sometimes I think that people will miss the email. Do you know what I mean? Like you should test it. That\'s what I would recommend. But I think it\'s early enough that I see this CTA. This one draws me in. This is a little bit lower down the page. One of the biggest things I would change is either you have to make this text larger to work better in mobile if you\'re going to do images.

Use live text. Emails can be coded these days very affordably by some great people who code them out there. Once you have them coded, you\'ve got an email design system if you do it right. Then you don\'t have to have it coded again until you get a new series. They\'re very flexible. Yeah, I could talk about that all day.

Well, great job Public Rec. I love what you\'re doing. Feel free to send us some awesome swag. I love your stuff.

Looking forward to seeing more in my inbox from Public Rec and looking forward to seeing more of just great emails come in.

 I never thought I would look forward to emails, but I do. It\'s crazy. I hope everybody has a wonderful weekend. It\'s going to be a good one here. I\'m going to stay grateful, do some meditation, remain mindful, and stay focused on being really good. So love you all and talk to you soon.

Matt Helbig: See ya. Peace.

"}],"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},14570:function(ep){"use strict";ep.exports=JSON.parse('{"type":"feedback-friday","title":"Creating clear, elegant, no-nonsense visuals with Readymag","content":[{"type":"text","content":"

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. If you’re using the same layout in your emails, changing the colors throughout the design in text or graphics can surprise your audience and express emotion.

2. An elegant and easy-to-read newsletter helps serve your readers so they can determine if this is something they’re interested in and will enjoy reading.

3. Hiding certain elements on mobile is OK. This lets the message breathe and makes room for more whitespace.


Matthew Smith: Hey, it\'s Feedback Friday, everybody. Welcome. We\'re going to talk about Readymag today, where we\'re digging into brands and their emails here on Feedback Friday. Hey Matt Helbig, what\'s up, man?

Matt Helbig: What\'s up, Matthew Smith? Welcome back to another Feedback Friday episode. We are long time fans of the Readymag brand, so I\'m excited to walk through some of these emails. 

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Matthew Smith: I think I\'ve been getting Readymag stuff for years in different forms. I\'m just super impressed with what we\'re landing on here. I believe you found these, and I\'m psyched you did. This enormous, beautiful live text. Cool, like fun, use of this sort of old school emoji.

I think these varieties are emoticons when it\'s more than just ASCII art. It\'s almost entirely black, and they\'re using that to create something super interesting. The \\"Apply\\" button is just really clear. They\'re using giant bullets here to talk about specific things down the way, which I find interesting.

I\'m just really impressed. The visuals make sense. They\'re clear and focused and exciting, but it\'s so simple. You know how I feel about design golf. They\'ve just really trimmed this up. If you\'re going to be a design magazine, if you\'re going to think about design in your brand, if you\'re going to care about the things that Readymag does, you\'ve got to freaking own your emails. They can\'t be shitty. 

I think they\'ve done that here, and I\'m pretty impressed with how they\'re using such minimal color. Look at that tight little footer. Last week, we talked about how the footer seemed like the dirty rest, like the milk after the cereal has been eaten.

This feels like fresh cereal right here. Do you want to eat that up? Delicious. 

Matt Helbig: I feel like this one, I can like feel the grid. Everything is sitting nice, and everything\'s aligned. The mobile and desktop styles feel pretty right to me. It\'s a well-coded thought out email. Everything seems to have its place and stood out to me in the inbox.

Something a bit different. This is an excellent use of a simplistic pared-down email to me. I feel like what Readymag left out is shining through 

Matthew Smith: These are exciting changes that they made to mobile, where they did June 8, 2020, over here, inspiration, which is here, and then they drop newsletter.

Many people would jam everything in, but hiding specific elements is okay as well. Speaking of hiding, I am not like a hundred percent on these giant bullets centered. I feel like they work incredibly well in this version. When you have a bullet that hangs off the edge, you call that hanging punctuation, and it works so well here and then not so well here.

Why not just mimic some of what you\'ve got going on here and have a slightly less wide mobile email or maybe pull the bullet left and put it over here. I don\'t know. Centered doesn\'t feel quite right to me, but everybody\'s got a subjective opinion. That\'s mine. So should we switch over to the next one?

Matt Helbig: Yeah. 

Matthew Smith: Whoa color! It\'s a big deal. It\'s getting crazy over here. They\'re asking us to stay creative at home, and I can get behind that. They continue to use a straightforward layout here, the same kind of design, introducing color this time, which I think is a nice change. Look how simple these graphics are to move people through.

We were talking a couple of weeks ago about FontShop and. I think this is another straightforward newsletter. There\'s just no-nonsense. They\'ve done simple so well. They\'ve nailed this approach. Everything is very elegant and easy to read and scan. As a user, to me, I feel served by this.

I can know quickly if I\'m interested in this, and I enjoy looking at it. The value of actually just looking at it is great versus so many emails that we get in that we end up having to deny and not accept to our feed. They\'re just too busy, or they try and do too much.

They don\'t get down to the point, and they\'re not enjoyable to look at, which is not just fluff. It\'s part of selling your product. That\'s why brand is essential. I don\'t know, man. I\'m kind of obsessed. I think I\'ve got a crush on these emails. 

Matt Helbig: When you don\'t use color and then using color, it stands out.

They\'re using these graphics effectively to express emotion or message. When you include enough white space and balance out a well thought out design system that you\'re letting the design system flex and take in some of these longer headlines, and they still work on mobile and desktop. 

Matthew Smith: The only thing I would love to see is a bit of interactivity on these, like just subtle, but it doesn\'t take much to add some interactivity to your buttons. Depending on where you\'re sending your email from and coding, some of those kinds of things can be an issue.

Can we talk about the footer again? 

Matt Helbig: Sure. 

Matthew Smith: No, let\'s not. All right, everybody. This was a great one. I\'m psyched. Readymag. Well played, my friends. Well-played. Hey listeners, viewers, friends, Email Geeks. Let us know what brands you\'d like us to cover. Let us know how we can improve or things you\'re looking for from us.

Subscribe, like, love, give us hugs. We love all the stuff. So it\'s great to be here with everybody, even though we\'re virtual. All right, we\'ll see you next Friday.

Matt Helbig: See you.

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Readymag is an online design tool that empowers people to create professional websites, presentations, and portfolios.

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This week we look at a Recess event email.

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Matthew Smith: Happy Friday everybody! What\'s up Matt Helbig and Rob Hope from Email Love. How\'s everybody doing today? 

Matt Helbig: What\'s up? Happy Friday. 

Rob Hope: Hey guys, what\'s up from South Africa? 

Matthew Smith: I love it. Well, it\'s good to have everybody here, Rob. we\'ve got another email this week from you, Recess. I\'d love to hear what\'s doing it for you on this email and how we can learn something from it.

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Rob Hope: So as soon as I saw the first email from these guys, I instantly thought remarkable. I would just want to tell someone about it. There\'s obviously the side of email when does it relate to the customer? What\'s the context? Is it delivering what it promised? But these guys, they have a sparkling water.

They want you to be reminded of their brand and they\'re doing so with events, these little pop ups. I think there\'s some magic shows and they\'re trying to keep things exciting. So for them, this design is really interesting. I would almost go as far as saying it\'s a little bit brutalist. They\'ve got this typography, which is using sharp, grotesque.

They chose just to use images for all the texts to keep that branding. Obviously pros and cons. To go into their tagline, \\"cool, calm, collected\\". These guys use white space. They use soft colors, gradients, floating clouds. I think they nailed it on the branding point of view.

But, obviously, lots of images. I was actually checking out the alt tags to see how this email looked. If someone hadn\'t loaded up the images in it, and I thought it fell short or thought was overlooked, because if you actually see like this event you\'re on right now, Monday, October 28th.

Even the alt tags don\'t have the dates in them. You don\'t really know what\'s up. Anyway, it\'s a great looking email. The branding is fun, and like I was saying, it\'s remarkable. It\'s an email I want to share with people. 

Matthew Smith: I think you\'ve really done a great job of summarizing it.

It\'s really fantastic to see how brand can make something powerful and interesting and just fascinating. Right? I love seeing how it can evolve the way that somebody feels about a product. From an email perspective, this is essentially a very simple email. It\'s just text and imagery, right? But they do a nice job of giving it some flavor.

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https://reallygoodemails.com/emails/see-you-in-post-apocalyptic-tokyo/

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Now that said, there is no reason at all that this has to be all images. I get it. It\'s easy, it\'s what\'s done. But the thing that I get really on about with all images is this content then is very inflexible. So, for instance, with content being locked up like this, they can\'t do multivariate testing as easily and just change some words to see how that connects with people.

They can\'t change \\"view scheduled\\" to try a different CTA as much. They can change out an image if they want, but it\'s not nearly as flexible. It\'s not language flexible, so you\'re not able to translate it. It\'s not flexible for SEO. So. I\'m a big fan of trying to get emails and post them to the site, like we\'re actually working on that on our end so that our emails add to our content, add to our SEO value.

This goes nowhere. This is content that gets stuck and lost in the internet. That\'s not 2020 right? That is 2000. We already went through this on the web. We\'ve grown up. Why are we still doing this? I kind of rally around this soapbox on this a lot, but I think I would love to be a part of changing things through Microsoft Outlook. I know that they have some business needs. I\'d never want to dog on them cause I want them to say, Matthew Smith, he keeps talking about this. Let\'s get him on this team and we\'re going to fix some things. 

That is the broken link, right? If we could change some things in Outlook, we could start seeing email as a tool, as a platform, be extremely dynamic. In the same way that mobile is a unique platform, email could become a unique platform on its own and a huge part of business growth. I think that from this perspective, they could lead the pack. They\'re leading the pack in some other areas as a brand. Why not, take that next level. 

I did notice, it\'s funny, even though they\'re like really on and they\'re doing images, there\'s still some like artifacts. Like why is this alignment off? There\'s no reason for that. If you\'re going to do all the images, you should have everything perfect. So I don\'t know. A lot of good stuff. The CTA is good. The design pattern, the design language seems sufficient, but that\'s what I would change is really start using some live text.

But everything else seems really strong. Matt Helbig what do you think, man? 

Matt Helbig: I love the branding. I think it\'s such a fun opportunity to like use email as a medium for some of this stuff, especially if you look at their site, how interesting and responsive it is. I think there\'s little elements they could definitely do if they had that live text or maybe some different development.

Like maybe those clouds could be a background image. That\'s a GIF that\'s sort of like floating or something and really bring you down through the email or some hover effects that change opacity on some of these different images. So I think taking some of those web elements and trying to put them in an email, this amazing branding, I feel like they have so much opportunity and pretty lucky to be able to experiment with email as well.

So I think they\'ve done some really cool and interesting campaigns. But as you said, I think the all image stuff has sorta held us back about trying to feature them more on our site or talk about them more. 

Matthew Smith: One thing that I think is interesting is this use of the pointer as a way to kind of grab attention to the CTA.

Rob, what do you think about it? 

Rob Hope: Yeah, I think it\'s cool. I mean, this is a weird word to use, but, I would dare to say this email\'s almost psychedelic.

Matt Helbig: They do have hemp in their products. So...

Rob Hope: They do. It\'s like retro. We\'ve got a can eclipse below here. It\'s like quite an experience here. But yeah, it\'s actually just trying to be \\"arty\\" I guess.

And they\'ve done a good job at trying to break through the norm. It\'s definitely not boring. I mean, that\'s gotta be the absolute opposite of this email. 

Matthew Smith: Yeah. Agreed, man. Well, good stuff. Good work Recess. Hopefully this is helpful to them and to other email geeks. Don\'t forget UNSPAM is March 12th through 13th.

We\'ve got that coming up. We may be sold out by now, but, we would love to hear from you. We almost doubled in size this year. Super exciting. And we are actually interested in starting some international UNSPAMs. So for those of you who are interested in championing that, whether in South Africa with Rob or in Australia, with our friends there, or in the UK or who knows, man, if I could get to Japan again through UNSPAM, like that would be the magic. I love Japan so much. 

So anyway, it\'s great to be here. Rob, what are you going to be doing this Friday bud? 

Rob Hope: I\'m actually working pretty hard. I\'m trying to just improve Email Love every day. I\'m trying to double down on the discovery section, make newsletter discovery a little bit easier. I feel like it\'s kind of a mess online right now.

So yeah, just get the submissions cleared up, and just keep improving and adding value the daily. 

Matthew Smith: Love that, man. Thanks so much for contributing to the email space. Helbig what you doing in Chicago bud?

Matt Helbig: I\'m packing for UNSPAM already. I\'m just going to start really early. That\'s my plan. But yeah, definitely check out Email Love. It\'s something that we check out all the time and they have a lot of stuff that we don\'t have on our site, like email templates and more discovery tools.

So definitely check that out. 

Rob Hope: Yeah, thanks guys. 

Matthew Smith: Enjoy the space. Enjoy making email better for everybody. So there\'s that quote, \\"A rising tide raises all ships\\". You know? I really believe in that.

Rob Hope: Big fan of that saying. 

Matthew Smith: Well, appreciate everybody. Have a great Friday, everyone. And Rob, it\'s been wonderful to have you on the show here and doing this together.

Thank you.

Rob Hope: Awesome. Appreciate it. Thanks guys. 

Matthew Smith: Cool. All right, bye. 

"}],"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},13670:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1596773367478,"isDraft":false,"title":"Keeping design systems tight with Reelgood","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"partnerSlugText":"With partnership from","primaryAuthorText":"Co-host","secondaryAuthorSlug":"mtthlbg","authorSlug":"whale","hasPrimaryImage":true,"secondaryAuthorText":"Co-host","type":"feedback-friday","originalWidth":1496,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Keep the design system tight. Use consistent fonts and layout to clearly communicate what the brand can do for its audience.

2. Use custom, unique symbology to call out a CTA and where you’re taking your reader.

3. Avoid rag right with paragraph text if the heading is center-aligned. If you’re going to center your paragraph text, aim for 3 sentences. Otherwise, make the heading left-aligned, and insert a line dividing the content blocks.


What this episode on YouTube.

Matthew Smith: Happy Feedback Friday, everybody. What\'s up?

Matt Helbig: Welcome back. email geeks. Another amazing week here on Feedback Friday. 

Matthew Smith: Sweet. Really Good Emails in the house. Matt Helbig. I\'ve been using Reelgood to track some shows and see what\'s out there on the streaming services. I just love these emails. I think for a dark theme email, they\'re just killing it. It\'s going across some of these things that I enjoy the most, which is one live text.

This is an image, but they do cover it in a lot. What they are doing well is keeping the design system tight. See how consistent these fonts are, see how consistent the layout is. Giving me this very clear sort of movement about what Realgood does for me.

So hey, every service on one app. All right, let\'s see what this is about. I want to know, and then I can and see what\'s playing and I can go watch it, want to learn more. They dive me in. They gave me this thing and then they tell me. Okay, sweet. I can add this to my smart TV. So this is a way for an email group to be able to lead and tell a story to an audience and I liked that. 

Matt Helbig: I think that the neon green on black kind of gets a bad rap sometimes, but I think it works pretty well here. I like how they\'re adding an icon to the CTA. I\'ve seen some brands just sort of distinguish by adding an icon on their CTA to give you a heads up of where they\'re taking you.

So maybe they\'re trying to do something like that with this. I think my only critique is on that bottom block section. It feels like a little bit too tight and too locked up. When you\'re displaying these badges, I always expect them to be clickable individually. I\'m not sure that they are in this case.

I think I would try to frame that in maybe a different way. The use of a gradient, I like how it brings your eye down to the bottom of the email. 

Matthew Smith: Yeah. Yeah. Cool. Let\'s jump into the next one. So now this is partly just saying, Hey, hoopla is on Realgood.

So if you\'re not familiar with hoopla, it\'s pretty rad. It\'s like the ability to watch a video, listen to a book. I think even read some eBooks using your library card. So that\'s pretty neat that you could then watch it on your TV. Not just your device. Being able to see that.

So they\'re saying, Hey, hoopla is now on Realgood. We just made this new feature and I can add hoopla or I can discover what\'s on hoopla. I can see what is hoopla in case people don\'t know, which is smart. I can get the real good app if you\'re not already familiar. If you haven\'t taken the plunge.

So I think this is a good way to get it done. There\'s very little that needs to be in this email and they\'ve covered their grounds here really well. One thing I\'ll say type of graphically that love that it\'s a little bit challenging is okay. See a lot of brands doing this right here. It\'s a hard one to solve for, but it\'s a centered, heading with left-aligned copy.

Typographically it just doesn\'t work. What works is centered, aligned, heading with like blocks of content like this, or if you center align and you have a block of content like this. It takes up the full width. What doesn\'t work is when you have what\'s called rag right.

When this is over here, it creates an unsettling feeling. So it\'s a nerdy typographical thing, but I wouldn\'t do it. So instead, what you can do is make this heading left align, put it over here, and then put a rule like a line, essentially dividing these, or you can change the color of the background between these sections.

The other thing that you could probably do, this is a little long to center the text. If you could shorten it up to just three lines, then you could have just centered that text and it would feel great. Just a small thing. 

Matt Helbig: I like how they\'re mirroring what I think the app probably looks like with these cards.

It does feel native. I feel like if I got this in my inbox, it would sort of stand out to me with the different colors. I wonder if that what is hoopla section deserves its own little card. Or if it\'s better as a subtext. I\'m not really sure. I think it is still okay as a subtext. It\'s not the main focus. It\'s not clickable. With these cards, I kind of feel like they\'re almost more like really big CTAs that you can tap on. 

Matthew Smith: Yeah. Interesting. Also here\'s another one discover what\'s on hoopla. That they show you some of what\'s there instead of just saying, discover what\'s on hooplah. So I think that\'s really a smart play. Oh, Rick and Morty, like, I want to watch that show. That\'s hilarious and I can watch it for free. 

All right. One more on this series, again. Same thing. So peacock this time. Again, we can add peacock. We can discover what\'s there. We can discover what\'s on peacock premium. So apparently that\'s a different level. Then again, they use the same, what is peacock? So same issues as the one before.

I think that this is working pretty well. You can just see from one set to the other, like how flexible this template set is, or really, I would like to think of it more as a design system.

That is working well, where you have these different blocks that translate well across a grouping. So what would you change about this email? If you could. 

Matt Helbig: It almost needs like a solid white CTA somewhere in here. Sometimes I feel like when people expect you to click on something, it\'s not abundantly clear.

I think these outlines and you know how they look like cards sort of look like they\'re tappable. Especially on mobile, but I think when you get the desktop, sometimes I just feel like if people don\'t have a real defined CTA or CTA copy, some people might get lost. So I do see a white CTA or catch-all, and I feel like some of these links, especially in the, what is peacock, I\'m not even sure if there are links, but it is getting a little hard to read on this contrast overall.

I think you\'re right, that the template is pretty flexible and nice. It\'s a nice little product update and they don\'t waste any time. They kind of get right into it. 

Matthew Smith: I was going to say that they might be using rounded corners on their CTAs is to like drive hard, this idea of a CTA, but they\'ve got rounded corners on these boxes.

This box is a CTA that you can click, which it\'s interesting. That was not what I would have expected. Then this one, it looks like the whole thing is clickable. So that\'s another thing that you can do. I would say are being just slightly confusing here. Like this is the main CTA. Then to your point, they do wrap this in green to maybe make it the focus, but these are wrapped in other colors, but they\'re using rounded corners, but sometimes what you can do is you can use just some consistent, unique symbology.

To say, this is the CTA, like on Brooks Running that we did last week, it was always blue. Almost every single CTA that I think I remember seeing was blue. So that was the consistent thing. Whereas for Realgood here, it feels like generally, they\'re trying to say anytime that you see a big rounded block or a green CTA. Those are your clickable spaces. I think that they could drive that home a little bit harder. Learning the design language, learning visual language. 

So cool. Well, this was a good set. I\'m into what do doing anytime we focus on a brand, Hey, Reelgood team. Let us know how things are performing. What are you learning? We would love to learn from you. We\'d love to share that with our audience. Love the product that you\'re building and hope everybody is having a great time in life, despite the challenges.

I hope everybody\'s staying safe. We love you all. We hope you\'re just thriving, despite it all. All right, everybody have a great one out there.

Matt Helbig: See ya. Bye.

"}],"originalHeight":920,"description":"

Reelgood is a free streaming guide in the US and UK where viewers can browse, watch, and get notified about TV shows and movies that are available online.

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Matthew Smith: Hey, Hey, Hey. Party people. What\'s going on? Feedback Friday, email geeks. Matthew Smith here. I\'m really happy to be here. One of the things I want to do is I want to go through some of my favorites. Things that I pick, and so I\'m going to do that a little bit more around here. Hope you like it. Some tasty morsels I\'ve got for us today are from The Resy Hit List from the Resy app.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/EZsLzvoR4Dc

","embed":"EZsLzvoR4Dc"},{"type":"text","content":"

Man, I\'ve been so impressed just the visual treatment of these emails. Every time I get one, I think, damn, that looks good. That\'s great. Fucking design design, let alone email, like the email category in general, you have to generally take a lower step down for your design standards. A couple of reasons for that.

One is the industry doesn\'t have the same exposure to good design, but then two is the tech stack makes it a lot more difficult, but the constraints are there. But that really doesn\'t have to be an excuse. And I think this team is really showing us that there\'s so much that can be done. These are some of my favorite emails. Period. 

I\'ve been super impressed. So let\'s walk through that a little bit. Shall we? This is The Resy Hit List, you know, just giving me some exposure right away. Starting with easy to read topography. You can see right from the get go, man, they jump right into these beautiful images of food and they\'re talking about the summer in this case, or the summer coming to an end.

So this is sort of like getting ready for the fall. They talk about the Bay area, which I visit a lot. I practically live there. Just jumping in right away. I think one of the most interesting things that they do in this email is they utilize typography in this fantastic way of creating something that\'s unique by creating a different hierarchy out of the number system here that I just think is gorgeous.

And a really fun way to try something a little different here. So I\'m a big fan. I\'m pretty impressed about how they\'re doing this. So they talk about the number one being, NARI, and then two, three and four and down the list. But then they like change it up with these big numbers and sort of calling them out as highlights.

What it does for me is that it keeps my interest. And then also notice that there\'s opportunities to book some now or learn more with others. And of course, that\'s probably being driven by a choice on their end maybe to also test and see what\'s happening there. But it\'s just a fantastic way to showcase the different types of restaurants, what\'s going on. It\'s not your standard grid, right? So it tells a story. We sort of start top left here and we begin to zigzag down.

Diagonals in design, signal action, movement, flow, and that kind of thing just makes a huge difference here. The standard of just using design principles to move through this.

Another thing. Look how few colors there are in this email. It\'s just really remarkable. So starting up top, they just give us this Resy sort of salmon color, and then they lead us down through the way. It\'s just really clean and clear. This is a link here and then otherwise the link colors are blue.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/don-t-miss-out-on-hit-lists-chef-features-and-more/

","slug":"don-t-miss-out-on-hit-lists-chef-features-and-more","email":{"screenshots":{"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"IPHONE8":true},"litmusApiData":true,"slug":"don-t-miss-out-on-hit-lists-chef-features-and-more","companies":[{"slug":"resy","name":"Resy"}],"categories":[{"slug":"food","name":"Food"},{"name":"Newsletter","slug":"newsletter"}],"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-justified":true},"hasPrimaryImage":true,"hasHtml":true,"popularityScore":6,"content":"

https://codepen.io/reallygoodemails/pen/jjJgjb

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There may be, could be some refinement there, but I think it\'s working. The numbers here are links, so they\'re that salmon red and then blue of course is a link and then whatever else isn\'t is in this text color. Notice that they have good letting here. Line height. On this text. Easy to read. It\'s maybe a little small over here on mobile.

I think that could be improved. The email just reads so clean and clear. One thing I would love is maybe just a little photo here, but in some ways I kinda like, it forces me to read the content, get me into that. Maybe that\'s my ADD that wants a photo. This is good content. They\'ve thought through the language here, so I think it\'s worth reading.

One of the things that I love here is they start to introduce a little bit more color, but they stay consistent and the topography feels fantastic and gets relaxing and it stays successful. So they give me a little kind of what I would call an internal ad here. One thing that I would throw out is from an accessibility perspective, this contrast probably is too low.

For the white and the yellow. Something to look at. \\"Click here\\" if it\'s a mobile, that\'s not a click, right? It\'s a tap. So better to use language, like an action item. \\"Hey, checkout your hit lists\\" and then link \\"hit lists\\" and make that an underline. So an underline is going to be much, much clearer. And one of my rules on something like that, or a test, it\'s a really simple test.

Just squint your eyes, and if you can\'t notice that the word \\"here\\" is a link, then it\'s not working. It should be able to be something you can, you can tell very, very quickly and easily. Another thing here would be that this typography doesn\'t feel quite in line with what\'s going on up here and that typography set.

So just a small, a niggle. One thing that I think is great here. That we talk about a lot is a lot of people are saying, Hey, follow Resy, or follow us on Instagram. But they don\'t show the quality of the content, so it doesn\'t even matter. But here they do, and I think that makes a big difference.

The edges of the images seem a little bit blurry, so I\'d sort of like look at that, see if you can crisp those up. Tiny, tiny little pickiness. But I think things are just looking so good. Look how short and tidy this footer is. Gorgeous. Really impressed. So let\'s go on and let\'s look at a few more from Resy.

So again, I think there\'s some accessibility contrast issues here that could be improved. But look how simple this is. Just like, give me a beautiful icon. And this piece about my next great meal is only a few taps away. I know exactly the CTA to go to right away. Right? So this is a great retention or re-engagement email that gets me moving as a customer.

I don\'t have to think about it. I know exactly what I want to do, right? And then they give me a pro tip so I can figure out, Oh, I can get notifications to see when a table is available for my favorite restaurants. That\'s a fantastic way to show me how the app works as a feature. Really feel good about that. They use a GIF so that they move through and give you a quick sense of like, Oh yeah. I can glance and get an idea of how it works, and that\'s enough. That\'s all I need. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/where-to-spend-new-years-eve/

","slug":"where-to-spend-new-years-eve","email":{"author":{"name":"Matt Helbig","slug":"mtthlbg"},"categories":[{"slug":"food","name":"Food"},{"name":"Holiday","slug":"holiday"},{"slug":"gif","name":"GIF"}],"submittedEmailId":"66xWFxNCJOCVOjqKSFOf","originalWidth":680,"publish_date":1577119466699,"hasPrimaryImage":true,"litmusApiData":true,"content":"","originalHeight":2567,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-gif-detected-dcaacaaeaafdabcceccadbaffdaefdaaeafcbcaceccdf.gif":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"litmusApiDate":1577719208151,"companies":[{"slug":"resy","name":"Resy"}],"submitter":{"slug":"mtthlbg","role":"None"},"collectionTags":["illustrations"],"title":"Where to Spend New Year’s Eve","hasHtml":true,"screenshots":{"FFYAHOO":true,"OL2019":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true},"popularityScore":1,"slug":"where-to-spend-new-years-eve"}},{"type":"text","content":"

I\'m super impressed by the way that they pulled this together as usual. One of the things I would call out is, there\'s no reason why this can\'t be live text. If you\'re like, well, it just costs too much money, does it does it really?

There\'s no reason why you shouldn\'t be able to tweak that. And then your emails can be so much more flexible for mobile. And they\'re future friendly, right? So again, we\'d talk about this all the time, but if you do live text, you can use that for SEO value. And you can paste these even as like little landing pages. I mean, the power of all this content getting wasted in somebody\'s inbox and that\'s it. That doesn\'t make any sense. 

One more here for Resy. Look at that gorgeous, really fun little GIF title to get you into what\'s happening and showcase a feature. So they\'re talking about my hit list, helping me understand my favorites, showing me how it works.

It\'s so easy to understand and read. It just boggles the mind how so many people create too much content. They make it so hard. Even as I look at this, I think, shoot, how can we adopt some of this for Really Good Emails and how to use this for our collection feature. One tiny thing that I would probably look at shifting is if you look at the majority of the email, it could really benefit from being either center aligned or left aligned.

It feels a little bit like center, left, left, left center, center. left, center, and then left, essentially, but then center. And so like, that\'s just starts to feel a little bit like, well, which one is it? And your mind doesn\'t really, unless you\'re a designer like me, you\'re not thinking it. But you\'re feeling it.

It just, it doesn\'t flow quite as well. So try and be consistent, but notice like how much spacing is used here. Oh, it just feels great. So easy to read. I just, I love this email. Fantastic job Resy. Super impressed. Keep knocking them out of the park. Got a few little tips for you to continue improving.

You\'ll be seeing more of me doing sort of my favorites and looking forward to it. Alight. Whale out. Bye.

"}],"type":"feedback-friday","originalWidth":2400,"isDraft":false,"title":"Feedback Friday: Resy","created_date":1583477482228,"slug":"feedback-friday-resy","description":"

This week we look at some app emails from Resy.

","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},1439:function(ep){"use strict";ep.exports=JSON.parse('{"publish_date":1600397977164,"primaryAuthorText":"Author","originalWidth":1496,"type":"feedback-friday","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"created_date":1600397977681,"title":"Finding clarity and building brand trust with Ritual","slug":"feedback-friday-ritual","originalHeight":920,"secondaryAuthorText":"Host","isDraft":false,"hasPrimaryImage":true,"partnerSlugText":"With partnership from","description":"

Ritual is a no-B.S. vitamin company that makes multivitamins with clean ingredients, backed by science.

","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Show the social proof if you’re selling a product or service. Include customer testimonials in the email to build brand trust and brand relationship with your audience.

2. Use clear buttons for the main CTA and smaller, underlined text - underlined in your brand color - for less important CTAs.

3. If you’re going to use centered text, make sure that’s all that’s going on in the email. Keep it simple and don’t go over 3 lines of centered text.


Matthew Smith: Hey, it\'s another Feedback Friday, Matt Helbig. How are you doing, buddy? 

Matt Helbig: I\'m doing great, Matthew Smith. I\'m excited to look at some of these Ritual emails. 

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Matthew Smith: It\'s another time of taking a brand and unlocking their email mysteries.

I think you or maybe one of their designers started submitting some Ritual emails recently. And I was thinking, Ooh, what\'s this pretty little thing—been enjoying it. It\'s mostly images, not a big fan of that, but they\'ve done it pretty well in this example if you\'re going to do it. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/transparency-is-kind-of-our-thing

","slug":"transparency-is-kind-of-our-thing\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

No BS. Well, what does that mean? Okay. So transparency is a big deal to them. So let\'s talk about it. Five stars, five stars, five stars, five stars from these different people talking about what they love. So social proof, but really like an email dedicated to social proof. I don\'t see that very often, and I think it\'s pretty impressive.

Show me more so I can go and see more about their social proof. See what that\'s all about. My favorite. I love it when people do this. Don\'t tell me you\'re on social. Show me on social. Show me why it matters to follow you on social, right? Like, look at this sick stuff. So they\'re doing it. I\'m not sure what tool they\'re using. There\'s a couple that can do that. 

Or if they\'re grabbing some recent images. That\'s how some people do it as well, but they\'re doing it, and I think that\'s powerful. This generally is what you\'d call the footer. We talked about Readymag\'s footer last week, and I had this like a little crush on it. This is another excellent footer. What the heck. Two weeks in a row, man. I\'m super psyched.

Matt Helbig: Having this dedicated customer satisfaction, customer happiness, social proof email is a brilliant idea. They\'re not even really showing product shots in this, which is interesting. Maybe that is an opportunity for them. I\'m not sure.

I think the paired down text first. Showing different stars, talking about products. I guess sometimes I sort of glance over these just because, of course, they\'re going to include the best of the best talking about their product, but I still think it helps build that brand relationship and brand trust by showing stuff like this.

Matthew Smith: We did an episode with my friends at Biddyco, and we were talking about Supergoop, which is a product that is like a sunscreen and what they were doing is they were showing somebody, shot on an iPhone, not a studio shot using the product and then talking about it, like a testimonial talking about it, and that went even further.

So it wasn\'t just a bottle of the product. It was showing somebody using it, and that made a nice connection. And then the other thing that I\'ve seen people do here is. Chose it because I\'m sick of not knowing and ready to fuel myself with the best or something. Right. Highlight that somehow, call it out, make it bold, put a highlighter yellow behind it, or something like that. That\'s another way of going the extra step. 

When I see all five stars, sometimes I wonder if, like you\'re saying, that feels like a little bit too much. They almost don\'t feel real. That\'s a challenging one. That\'s going to need some testing. Yeah. So I think the social proof is an interesting one. I am seeing Jill P. Okay. How do I know that these are real? How do I validate those? Sometimes adding like a location can help with that a little bit. Interesting challenges. Overall, I\'m impressed with this email. 

Let\'s go on to the next one. They\'re digging in a little bit. What\'s on your plate? All right. Okay, multivitamins, but this is food, so what\'s this about? So they dig in a little bit about what they\'re intending and why their brand is so focused on transparency, clarity, good food, things like that within their multivitamins. One thing to note here is they\'re using centered text here. Now, generally speaking, this is a big no-no. It\'s hard to read.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/whats-on-your-plate

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Now that said, one of the reasons it barely works here is because that\'s all that\'s going on. It\'s very large text. The text has enough line-height or letting, and it\'s just very simple. There\'s a brand called Tracksmith that we\'ve done. They do this occasionally, and it works. Just be real careful with it. Technically speaking, you really shouldn\'t get over about three lines of centered text in terms of graphical rules, whatever those are. There\'s no typography police. I\'ve applied. I\'d like to become one. They haven\'t admitted me yet, but in the meantime, it\'s just something to keep an eye out on. 

As you look down through these articles, they\'re doing a good job. This is a better use of centered text. Notice here that they\'re using live text within something where they\'re pulling in probably something either live or maybe where they\'re split testing some text or more of an article, so I\'m glad to see that. I like these big, clear CTAs, yellow being that real clear primary for them.

And then some additional articles here done a little bit smaller. I think that\'s working pretty well. They\'re using this as their little CTA. If it were me, I\'d put some yellow underline, or if this is your CTA and you\'re doing both here, why? Is that necessary? Find out in your testing. Now here, you\'ve got the blue underlined text. It\'s a prominent CTA. So at least there\'s that.

I often think if there\'s a way to connect your different CTAs, I think that might be blue in there. So that probably is partly helpful. And then they get down into their products. And this is like an overview that they\'re doing here with three. It\'s a little bit out of alignment, something a little bit challenging there to fix.

I like how they handled it over here on mobile, even better actually. I think that\'s the one that works well. And these articles are stacked well. One of the things that I think they\'d get, right, that many people don\'t is there\'s enough padding below the one before and above the next one, that this feels like its own little lockup.

Whereas many brands, the space ends up feeling like I don\'t know where the CTA belongs to what image and things like that. I think they\'ve done an excellent job and man super consistent. The footer isn\'t quite as happy as the last one, but it\'s real simple. So I like that. But what about you, man? Do you think this is working?

Matt Helbig: I\'m starting to think that like a cheat code for Really Good Emails is just to add rounded corners on your images or something.

We love that. I think this is one of those where they have focused a lot of time on that mobile view. I\'m going to guess just based on their branding and their audience, that maybe that is where they get the majority of their opens. Using that full width, it feels on-brand.

Using those brand colors throughout this entire email and all feels very Ritual style. And then desktop, I think it is a little, like you said, lacking maybe. The alignment might be a little off, and I think it still works like the email is somewhat usable. You can click out and things like that, but the hierarchy feels a little different to me.

I think that the mobile view is where it shines. They always try new and exciting stuff with their images and photography and layout. So this is a brand follow, and you can see more examples on our site of some newer emails that they\'ve been sending out that are taking risks on layout and trying out some new stuff. So it\'s cool to see.

Matthew Smith: As always, you can find the transcribed episode and more examples on our site\'s Feedback Friday part. Thanks for following along. Subscribe, tell your family and friends. We will see you next Friday, Email Geeks.

Matt Helbig: See ya. Peace.

Matthew Smith: Peace.

"}],"authorSlug":"whale","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},26157:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Host","type":"feedback-friday","title":"How interactivity can add value to product emails with Seagate","isDraft":false,"partnerSlugText":"With partnership from","publish_date":1597364592925,"description":"

Seagate Technology is a global leader in data storage, creating innovative solutions for storing, managing, and recovering data.

","slug":"feedback-friday-seagate","created_date":1597364834000,"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"authorSlug":"mtthlbg","primaryAuthorText":"Author","content":[{"type":"text","content":"

\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Use interactive effects to add value, not just to do it. Review device stats and previous sends to determine if your audience is a good fit for interactivity. Assess what you can do design-wise.

2. Showing the product size with crisp photography helps make ordering the product a quick and easy process for the customer journey.

3. Live text renders quickly and helps the audience experience the message even if images are turned off.


Matt Helbig: What\'s up email geeks! Welcome back to another Feedback Friday. This week, we have another amazing guest on our show. Chris, from 1973 LTD. How\'s it going, Chris? 

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https://www.youtube.com/embed/XrxwbkTBqbo

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Chris Barnett: Good. Thank you. Thanks for having me on. This is my first time doing anything like this, so please bear with me. As you may be able to guess we\'re based in the UK.

1973. You also may be able to guess how old somebody on this call might be. The company is 16 years old now. Been doing email for a very long time. Based in Oxfordshire in the UK. Run by me and Dave Black. We\'ve been building emails now for going on for maybe 10 years, I think maybe a bit longer.

We love email. It\'s part of our business. We pushed forward on and we are a marketing agency as well. Off the back of email, we do lots of marketing as well, but email is something that we love. It\'s a nice niche for us that we love talking about. 

Matt Helbig: I can always tell when I see a 1973 email in the wild. It has a little special touch to it. I feel like you add some additional polish to it and it always makes an email stand out. So nice work. 

Chris Barnett: Thank you. I think some people we\'re probably speaking to, they get it. It\'s a marriage between design visual UX user experience and coding. Those two have to be joined together closely to get really good results.

I think if you just have design separately and look and feel over there, you have coding over there makes email much more difficult to produce than it needs to be. I think there has to be a good marriage. 

Matt Helbig: Yeah, definitely agree. So this one is one that you made for a client, correct? 

Chris Barnett: That\'s right. Yeah. This was a holiday email. Christmas email for them. A big client of ours is Seagate hard drives and are the biggest manufacturers of drives in the world. It\'s a B2C email. Traditionally they tend to send more B2B communications, but they do have a very large B2C audience.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-great-gift-for-anyone-this-holiday-season/

","slug":"a-great-gift-for-anyone-this-holiday-season","email":{"litmusApiDate":1584461020414,"submittedEmailId":"nAxS6HBOOA9SNhLv8ZlW","litmusApiData":true,"submitter":{"slug":"1973ltd","role":"development"},"categories":[{"name":"Interactive","slug":"interactive"},{"name":"Product Launch","slug":"product-launch"},{"name":"Promotion","slug":"promotion"},{"name":"Technology / Software","slug":"technology-software"}],"originalWidth":680,"popularityScore":0,"companies":[{"slug":"seagate","name":"Seagate"}],"originalHeight":1924,"publish_date":1582049253886,"hasHtml":true,"hasPrimaryImage":true,"slug":"a-great-gift-for-anyone-this-holiday-season","title":"A great gift for anyone this holiday season","content":"

Nice interactive colour picker and stylish design to showcase the different varieties of the Seagate One Touch SSD Camo drives. Designed and developed by 1973 Ltd for Seagate. https://reallygoodemails.com/1973-ltd/

","screenshots":{"FFYAHOO":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-heading-tags":true},"author":{"slug":"whale","name":"Matthew Smith"}}},{"type":"text","content":"

Things like product registrations from their website and things. This was in conjunction with Amazon. So this was going to be sold via Amazon. So they were driving traffic to Amazon via using Seagate\'s contacts. 

Matt Helbig: So how did you land on this? This is kind of an advanced thing, but I enjoy that it\'s taking over the entire color of each of these sections. It\'s really impressive to see. 

Chris Barnett: We\'re big believers that an email is about driving a message, fundamentally one message with, additional messaging around there, but fundamentally it needs to drive one message.

This is a product email that we liked the look of the product. We took inspiration from the landing page. So the product page on seagate.com, which had a similar sort of color picker. You can buy this drive in these four colors. It\'s important to get the size across, hence you get an image of how big that is in somebody\'s hand.

One thing that\'s interesting when this has come about. And is it again, the way we think about things is that we don\'t just like doing things for the sake of them. So interactivity, we don\'t want to just do it for the sake of it. We want to do it so it adds value to what we\'re doing. We could do that with this one, being a B2C audience. We use Litmus stats and Email on Acid stats.

They have very precise client device stats. So we looked at the potential audience for this, and this went out to 250,000. We looked at the audience from previous sends, which weren\'t interactive, still a similar product and we looked at what we felt was a good interactive audience. What was a good fit there?

We worked out probably right around 30, 40% of our audience would be able to render an interactive experience. So we felt that justified more looking at an interactive email than not for this one. So it\'s a B2C send. It\'s very heavily mobile. The mobile stats were around about the same probably 30, 40% were opening on mobile. So we felt we could go down that route and have some fun and do something a little bit different. When you\'re B2B it\'s desktop. Less so of an interactive client there, whereas this one we felt fit. 

Matt Helbig: I think holidays may be a good time to maybe try something like this, if you have the time, just because maybe you can stand out in the inbox a little bit more. It\'s kind of a fun time to maybe try something new.

This one stood out to me. How do you start with something like this? Use of live text, interactive elements, hover effects. How do you sort of markdown each of the different things that you guys want to tackle? 

Chris Barnett: We shoot for the sky initially. All our emails are responsive, so that is a given. It\'s a marriage between design and what\'s achievable technically. So we look at those two things together and we\'ll have a discussion around what we can do from a visual point of view and how we can have some interactivity or something that adds value on top of that. 

From a design side, we try to keep all our text within that\'s editable. We do a lot of work that\'s translated, so it\'s easier to translate. It\'s less of a payload. It renders quicker. There\'s no images coming down or less images. If images are turned off, you still get an experience rather than very little. That\'s our philosophies as well. We have to use imagery. There\'s no question on this type of email. 

We were briefed that these drives are going to be sold on Amazon. There are quite some unique drives. They\'ve got a different look and feel to the traditional sort of portable drive and these different colors. So we wanted to get that feeling. We added the picker very early on to try and get some intrigue in there. We try and keep our buttons high up. So one at the top, one at the bottom, if it\'s quite a long email.

Matt Helbig: It looks great on both desktop and mobile. I think you nailed it there. I did have a peek at how the fallback looks. I think that also is executed well. So I think overall, you guys are covering your bases when it comes to some of these concerns with using interactive in an email. 

Chris Barnett: Some of our other interactive emails, which I\'m happy to share. We had a philosophy of, we\'re almost designing three emails in one. We would have their interactive first. Then we fall back on sort of a Gmail experience. Then we had an Outlook catchall experience. Having to code for three different experiences within one email. Which obviously as you know adds time and testing time.

That\'s probably one of the challenges of doing such a thing. But we felt it was justified in doing that because we found the audience was going to see our work. 

Matt Helbig: Was a client like Seagate really on board with something like this? Or did you have to concept something and show them before you guys went all in putting the dev time and testing time on this? 

Chris Barnett: We have a very good relationship with them. We\'re trusted as their email team and they like us to add value and not just to be told what to do. We just want to push things and see what happens and see where things go. I believe that if you just stand still, nothing moves forward.

So we\'re very lucky we have a client there that they are open to us doing interesting work that we see as technically challenging, visually challenging, and message challenging as well. So they were on board with it. 

Matt Helbig: I know you said there was a little bump in engagement with the email. So do you think interactive can help with that? When is the right time to use an interactive email? 

Chris Barnett: My feeling on that is that if you can, look at who\'s opening and look closely at device stats. If the sort of audience, your sweet spot of who you want this message to be delivered to is likely to respond to something interactive, then I think there\'s more justification for it. If you can add some sort of mechanism within the email that adds value. That is more than just visual. I think that those two sorts of boundaries are worth taking into account. 

So for example, we might be looking to work with a very big pizza company. You may know who they might be. One of their challenges in getting pizzas to your door. They need as few steps that stop that journey as possible. They want that journey to be as easy and as quick as possible for you to order that product. 

What we\'re looking to do is from the data that we know about previous orders, we\'re looking to produce a limited interactive email. You have to build all the logic within the email. It\'s not super clever. It\'s just lots of IF THIS display that IF THAT display this, but you can build up quite complicated logic as well if you use some sort of automated sort of logic building that brings out a lot of HTML that covers all those options.

For those pizza guys, if we can bring in, if you traditionally have pepperoni and ham or whatever, if we loaded that into an interactive email, and this is a discussion we\'re having, and then allowing you to choose a couple of options, not too many, and then bang, you\'ve customized it within your email client.

That goes straight through. You hit purchase and then it\'s coming through. It\'s reducing those times. The reason for mentioning that is there is a justification. I believe in helping that journey happen easier by offloading some of that poorer experience. When you go from an email into a landing page and go wait for it to load, wait for everything to come down, you\'ve downloaded all the stuff that you need already in the email Why am I having to download it again? 

I can then click and off we go again. So that\'s our thinking. We\'re not just wanting to do interactive just because you can. We want to see if it\'s worth it. We do that from the stats that we get. We look at the audience and see. There is a time commitment. There\'s a financial commitment there in terms of development. 

So we want to be able to say, look, we think this is a good idea. The reason why is because this audience is on this device and they looking for that type of product, that\'s the way we like to think. It doesn\'t always happen like that, but that\'s where we try and set off.

Matt Helbig: I agree. Do you have any tips or tricks for people that want to build an interactive email like this? I feel like when people see these in their inbox, they get impressed, but then they look at the code and it becomes a daunting task for some people, especially, teams of one or something.

Chris Barnett: We haven\'t found any sort of like libraries that help us. We tend to take what we\'ve done before and build upon that, but strip it down. We don\'t have a framework for building these. They are very much bespoke. So we will take a previous one that we\'ve done and reduce it right down to its parts, and then build it back up again.

That\'s the way we approach things. So hopefully some of our work is already done with the previous email and we\'re just adding to it or embellishing it and changing the imagery, changing the layout. We\'re trying to save a bit more time in that respect. 

Matt Helbig: So, is there anything that after it went out that you\'d maybe change or improve on?

Chris Barnett: Yeah, one thing I would say is that we didn\'t do an A/B test. Now what we could have done, we could have maybe stripped out the interactivity and made a B version of the email. Do a 50 50 send and the 250,000, see which one generated more revenue. If you\'re doing an interactive email, you can change the link where you\'re going. So you can identify out of those four selectors, which one they chose. 

So then you can start to report them. In the intro to the email, option three was clicked more than option one. In hindsight, if we\'d just done that as one email and then we\'d done one that wasn\'t interactive again, split the database, and then we\'d know for sure whether they interactivity had a bigger impact or not.

What I can say is this email performed much better than the previous two emails we\'d sent out to the various similar products were that 27% unique open rate on 250,000, which was pretty good. 2.1% unique click-through rate. Before that, we were 0.7% 0.8% rates on very similar emails that weren\'t interactive.

Bear in mind the time of year when it was sent. That\'s what we love about emails. It\'s fascinating. It\'s about when you send it, who you\'re sending it to, how often you\'ve sent it to them, what it is you\'re sending, what do they think of you as a brand?

We find that an email is like a little ecosystem just in itself. This one here was sent in December. The previous one we had was a few months earlier. I don\'t know if that gives you some insight, but if you\'re looking to do more of these, I think you\'ve got to put the justification in place to say, look, we split the database in half, and there\'s no point in doing this with a small database.

I don\'t think if you\'re talking 5,000, 4,000. where you normally get in a 10% open rate. I don\'t think you\'d get big enough numbers there to make a really good call if the value is there. The bigger the numbers, the more you\'ve got to go through in your reporting. 

Matt Helbig: One last question to end on is, what\'s the one thing about email that you thought you knew that is different now?

Chris Barnett: I always worried that email might be going away. The older I get, I just don\'t think it\'s going away. I was worried as a business, we got into email 10 years ago and I always used to think maybe it\'ll go away. People hate it, spammy and stuff. I don\'t think it\'s going anywhere.

Matt Helbig: Awesome. Thank you so much for taking the time. I appreciate it. I love this interactive email.

Chris Barnett: Yeah. We want to do more of them. Thank you Really Good Emails. We love the stuff you\'re pushing out. We love this community as well. We want to help and do as much as we can as well. 

It was an honor to us that when you first chose one of our emails to go on the website. Wow. That was lovely. So thank you very much and keep up your good work as well. 

Thanks to all the other #emailgeeks out there as well. I know we\'re often overlooked, but keep up the good work.

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Matthew Smith: Who\'s been following along with a Feedback Friday? Sweet. So for those of you who don\'t know, we\'ve got our own YouTube channel. Really Good Emails, and our primary thing there is releasing Feedback Friday. So, Feedback Friday was our response, to continuing to be able to have more evidence of what makes a really good email.

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There is a level of subjectivity to some of what we\'re doing because we\'re using our own experience, our own testing that we\'ve done, what we\'ve learned along the way, and applying that to emails. We\'re not part of that team. We don\'t know how they\'re performing. 

So we\'re taking a customer point of view oftentimes and layering on some experience that we know about what works well, what delivers well, what stays in the inbox. What gets used. So there\'s a caveat to all of this, but what I\'m going to do is walk you through some emails that I think are very effective, and then I\'ll pause and look for additional critique or thoughts and or positive remarks from you.

Okay. Now, not included in this is send time from address, pre-header, any of that kind of information. So bear that in mind. So first up here, we\'ve got Sonons. I\'ve been really impressed with the simplicity of their emails, over the last six months or possibly a little longer.

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One of the things that they continue to do that is interesting to me is they have a very small lineup of products, and so therefore, it makes sense to have a small sort of form factor for your email. I was really interested in the fact that they chose such a thin form for this and such a reduced impact. Where everybody else is zagging and going right and 600 pixels and does this very clear thing that everybody expects, they went in this other direction. I think it\'s working really well for them. The text here is all live text, well done, Sonos. As you move down through the email, everything is just clear to the point. Very scannable, right? 

So in this case, they\'re talking about Move, their mobile speaker. So right off the bat, okay, I can see it\'s a speaker that somebody is actually controlling with their hand. They\'re giving me imagery that is helpful, that says what I can expect in the rest of the email. Right? So, if they were trying to introduce Move and they just showed a lineup of all their speakers up at the top. That would be too obtuse, too open. 

It doesn\'t get direct enough into what, they\'re trying to promote. So they moved down into introducing Move. They give me some additional copy, and they give me the chance to preorder. They show me a bit more about the product. They tell me that I can listen on WIFI or Bluetooth.

And that I can keep learning more. They give me all these opportunities to go from education into, okay, I\'m ready to dive a bit deeper, which I think oftentimes is one of the most effective ways that you can use email is email, not as telling me absolutely everything I need to know, but driving me into exploration on the page.

So oftentimes I think of email, especially with our mobile opens these days as a utility experience, right? We\'re not there to do research. Give me the taste and I can say, yeah, I\'m into that taste. I want to eat the meal. Right? Like that\'s the sort of effect we\'re looking for. So we dive in a bit more.

We can see they\'re also talking about their Sonos One SL and all that it offers. Also can preorder an additional with the port. And then they finished with a very simple navigation and opportunity for some social and then a relatively simple legal and meta-text at the end.

If I were to critique this email for anything, a couple of thoughts for me would be, I think that \\"The future of listening is here\\", is pretty boring. So I think that sounds like something that I would expect from a lot of people. This is what your hook is and this doesn\'t feel like the future of listening.

People already have mobile Bluetooth speakers. So this doesn\'t feel like the future. Instead, can you use some quippy language that digs me into how I actually want to take really vibrant, powerful music with me outside to entertain. Going back to my last talk, what is the feeling that your customer is having and how can you serve them with that? Right? How can you know that and identify it. So good copy would help here. 

The other piece is letting me know. Oh, they\'re on little bird icon. They\'re on F icon. They\'re on Instagram and YouTube. Like, who gives a shit? Show me what you\'re doing there. Show me. Oh look, this is the content I can get on Instagram. Yeah. I want to see more of that. This isn\'t a taste. This is just saying that we exist out there. That feels really boring to me. And I think a lot of us do this right? This isn\'t a critique like, this is obvious., you should have already done this.

This is something we all should be thinking about. I think we\'ve even talked about it on Really Good Emails. How do we celebrate our content in a way that\'s meaningful? Yes, we have a YouTube channel, but how do we show the amount of videos? The numbers of Feedback Fridays like this that we have. So instead of just showing the icon. So those are the things.

Again, legal text. My MO is to say, does that content right there serve the customer? No, it doesn\'t. Your copyright doesn\'t matter to me at all. And so that should be in a link and it should go to a legal page. And that has been set as a precedent. That is allowable.

Giant companies with very difficult legal challenges have done that. You can too. Right? So try to get your legal text and the things that do not serve the customer out of this kind of environment and put them in a place that is easier to deal with later. And of course, some of these other things are required and can be dealt with.

One of the things I appreciate for them, and that I recommend, is if you\'re going to have a link like support or to unsubscribe. Go ahead and make it clear. Don\'t be afraid of somebody unsubscribing from your email. That might be the service that they need. You need to keep your lists clean. Go ahead and be clear about it and get out of the way. So that\'s the first of Sonos. 

Next up here. Similar kind of stuff. Just being able to look at different layouts. A lot of people will do layouts where you just have a simple photo that blocks up the entire width of your email.

But this is a great example of letting something float off to one side and it\'s the perceived quality of having that blank space. Now that\'s still one image, right? It\'s a ping in this case, but it\'s occupying that whole territory. So blank part occupies all of that, but I think it works really effectively.

Notice that these shop now buttons are full width here, which creates a really nice, line A horizontal rule, if you will. I think that works really well considering that they\'re using this content all the way down the way on either side. So it\'s just a very well neatly balanced email. Same critiques down here. 

I think this was another good example of being able to take something that you\'ve got that\'s a standard and draw it into a seasonal time. So this was, okay, we\'re starting to deal with things in the fall and winter, and so start showing off some seasonality, but they do a great job of changing the color, which makes the email feel evergreen and fresh.

They\'ve come up with a design language here that can be used over and over again. So my thinking is that these emails are actually very easy to develop and build. So if you\'re able to develop that design system upfront, you\'ll be able to move through it much more quickly. 

And then finally, you can see there\'s just a variation here on that same theme. Pulling that soundbar way up into the top here. So this is fun because it grabs my eye cause it\'s breaking the boundary of that original boundary that you\'re used to seeing. And so they will have needed to have developed the email so that it\'s got a larger boundary to account for that. But that\'s very easy to do.

And then being able to look at all these other tools. You can see that this is a bit different lockup than we\'ve had before. They\'re letting me know some of the values of shopping with Sonos, right? Visit Sonos.com. You\'ve got simple financing, easy returns, free shipping.

These are things, again, that give me safety. I personally don\'t shop online unless it says free returns. I\'m going into the next person. I just can\'t afford to deal with the hassle. I\'m too busy. I\'ve got other things going on. So this creates security and safety for the feelings that I need. So these are the things I like about Sonos.

I think they\'re doing a great job, easy to scan, great topography, unique coloring across all these different emails. I talked yesterday about playing design golf and reducing to the absolute simplest that you can. They\'re doing that here. 

I don\'t have to invent a whole new language every time that I read something. The number of times that I go into an email, and they have 15 different pieces of typography, my brain at micro levels has to go, okay, what is the yellow wait, okay, now black now green. Okay, what is, which one is the CTA? I thought it was blue, but now it\'s this other thing, right?

But when you reduce that to the lowest common denominator. It\'s like being able to go downtown and you\'re in a brand-new city, maybe even a brand-new country, but you know that the red sign with white letters mean stop, right? It doesn\'t mean, hello foreigner, it means stop. Right? And that\'s the kind of language you want to develop in your emails.

So that\'s me. What would you add or what would you disagree with? 

First email. Here we go. 

Audience Member: I agree with you on that header. I would want it to be a little more actionable.,\\"Let\'s move\\" or \\"move with us\\". I think their photography is fantastic, but this was a missed opportunity for amazing animation. Like pick it up. Carry it.

Matthew Smith: Fantastic. So the feedback was that something like, \\"Let\'s move\\", \\"Let\'s get moving\\", could have been a good quippy heading and copywriting, but also the opportunity for an animated GIF or some motion would be perfect cause it would tie in with the theme directly. Right.

Who else? Yeah, go for it. 

Audience Member:  I personally really dislike this image. I think the hand Photoshoped over it is really strange.

It\'s hard to see the actual product and the image. It\'s called Move. You could have had it outside. There\'s so many possibilities, and I think that this image really missed the mark completely, but that\'s also just my personal opinion of it. But I do really like the simplicity and the rest of the email. Could you scroll down a bit?

I think that there is such an urgency of people who don\'t write email copy for there to be more copy in emails, at least from the places that I\'ve worked. I like that there was just the headline there and sub-headline. It\'s literally direct, concise, easy to digest. That\'s what email should be, and I think that their copy does a really good job with that.

Matthew Smith: Great. Thank you. Wonderful.

Audience Member: The photography is really weird though. Now that you mention it. Especially when it\'s a pre-order, I think there\'s a lack of a sense of urgency. Again, you never know if there\'s a follow up email that drives a sense of urgency, but whether it\'s quantity or the time or some incentive to pre-order at this juncture. Generally I\'ve always seen a much higher engagement when there is some sort of sense of urgency in there.

Matthew Smith: Fantastic. Yeah, that\'s good feedback. I know that at Relay Foods if we showed stock numbers, that was a way of helping people understand what was available. When it was losing availability it drove up speed. 

Anybody else on Sonos?

Audience Member: I actually had a question and if anybody has an answer I would definitely love that opinion. So you mentioned that for the legal terms in the footer it would be nice to just have a link that leads to another page.

Do you consider that the best thing to do when it comes to like promo terms and conditions as well?

Matthew Smith: Right. So her question is, if you have a promotional and you need to have terms in service in your email as a part of the promotion, should those be removed and put on another page as well? So the way I answer that is, would you do it in a relationship? Right? 

So if you were trying to say to somebody that you cared about, \\"Hey, there\'s something I really want you to participate in, but I\'m not going to tell you what the other thing is that you have to know or.. blah blah blah\\". You\'re not going to do that. Do you have to say it all in legalese? No. 

All the legalese, the stuff that the lawyers need to be have to be said. I get it. We live in a litigious society. You can say that stuff on another page, but you have to reply to this email in the next 24 hours, you have to meet these conditions. Absolutely. 

In fact, I wouldn\'t make that small. I would go ahead and tell it like it is. We get into these patterns, right? Oh, that\'s how everybody does that. Let\'s do that too. But when you rethink those patterns, you can even say, Hey, the last time I saw a promo. people hid this text and it\'s really annoying, isn\'t it? We don\'t do that because we care about you. Boom. You\'ve won loyalty, right? So go ahead and treat people with respect, but you don\'t have to do the whole thing. Does that make sense? Awesome. 

Anybody else have a thought on that question? Terms of service, or on Sonos in general? Nout?

Nout Boctor-Smith: Maybe I\'m a weirdo, but whenever I get a coupon I always read the terms of service because I\'m trying to get away with the most things I can do with it. Does this apply to sales? Does this apply to this? Can I stack? Can I do this? When does it expire? Because I get paid tomorrow, blah, blah, blah. So if you put it in a link, I\'m going to be pretty annoyed. 

Matthew Smith: Okay. So Nout\'s point was make sure that whatever terms of service will actually apply to her being able to get the most out of the coupon or the promotion should be available.

Anything that\'s legalese or non-important to you utilizing that promotion can be removed. Is that accurate? Great. Okay. Yes, right here.

Audience Member: I see that the \\"view as webpage\\", is at the very bottom, sometimes at the top, and sometimes it\'s not there at all. So just wanted to see what\'s your opinion on that was. I have a lot of clients in my work that they constantly click, like the customers, click on \\"view as webpage\\". It doesn\'t matter if it\'s live text or not and we\'re trying to figure out if we should like, take it out because we want them to actually click on the call-to-action in the email.

Matthew Smith: On something like \\"views as webpage\\", what I like to do. Is one, go and find out what everybody\'s doing. That\'s interesting. Data point. Then go and see what your competitors are doing who have similar clients. Data point and not just data point, what should we do, but potentially data point, how should we be different? Right? And then make a choice.

Do a split test or just choose one, see what happens, run a different test, see what happens. On those kinds of things, my sensibility is you\'re going to have a greater impact when you choose from the gut about relationship first and then do your testing. Then do your tweaking. So if you happen to know that your product is serving people who are on mobile devices in areas where the internet is weak often, then yeah, probably send them to the webpage. If the webpage is going to be faster, lighter for instance, or if you know that they\'re on an email client where the images are going to be problematic. Those kinds of things. Yeah. Just try to think about that audience and how to serve them. But yeah, that\'s a good question. Great. Okay.

Audience Member: The idea I had, this is really more campaign related, but if we\'re talking about the mobility of this particular speaker. You haven\'t addressed the sharing with anybody else in the community. So if you\'re talking about mobility, like, Hey, share this with a friend, you could almost imagine the actual physical moving of it and having a way to say like, Hey, this is great and great for the next party, whatever it is. But that\'s a real big missed opportunity here. That\'s the point of this. That it\'s mobile. 

Matthew Smith: I think what I heard was how do you address your content and your content strategy of the email to be on point. So because this email is so much about movement of that speaker, what are ways that either visually you can communicate movement, you could use a blur, you could use actual animation, you can show people literally moving.

In this case, we have established that this very creepy kind of hand of God holding the speakers a little odd, but there are some things that you could do that would be more illustrative. For instance, I would imagine it\'d be pretty rad to have an experimental email where it probably doesn\'t work that much on many clients, but it might get some renown to have an email with a fixed item or something like that.

It would work on like one or two clients. You\'d get a lot of hits about, and it could travel down the whole email. That\'d be sick, you know? That\'d be fascinating. So there\'s so many different things that you could try or that you could guide people to a video or a webpage, et cetera, but also your copy. Right? 

What if there\'s a way of moving someone\'s eye down through the story of the email? They could start at home and then go to the backyard. And then go to the front yard and then go to their friend\'s place. Right? Like there\'s so many ways you can theme something like that. And I came up with that sitting up on the stage in front of a bunch of people, right? Get together with somebody else. How can we drive this a bit deeper? 

We\'re all a community. We\'ve established that here. We\'re all for each other. This Sonos team, they\'re killing it. Do they have things that they could improve? 100%. Does Really Good Emails? Oh my God, I\'m embarrassed sometimes, but we work our asses off and it\'s a side thing, which is crazy.

We\'re all trying to do this. So again, like with mindfulness, just observe your email without an evaluation. What could be improved? Who\'s read, \\"Atomic Habits\\" by James Clear? Incredible book. Highly recommend it. The idea is make something 1% better, like each week, right? So what\'s something that you can make 1% better in your email that week that\'s measurable.

Go and do that, and then keep doing that each week and then do another thing. And now you\'re 2% better, and within a year you\'re 52% better. That\'s insane. Like you\'ve really knocked something out of the park, right? So each week just see what you can do. This is how we make really good change. 

So fantastic Feedback Friday. Would love for you all to keep participating. Let me know if you have questions @whale. Reach out. All right. Thanks everybody.

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This week we look at Sonos emails LIVE at UNSPAM.

","originalWidth":2400,"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},99332:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Host","publish_date":1612504800000,"type":"feedback-friday","hasPrimaryImage":true,"title":"Going back to basics with Starbucks","originalHeight":1440,"isDraft":false,"primaryAuthorText":"Author","slug":"feedback-friday-starbucks","created_date":1612490744581,"authorSlug":"kellylamano","description":"

How can you give customers a unique experience with rewards emails? This week, we\'re mixing things up with some loyalty and seasonal emails from Starbucks (plus a Baby Yoda drink).

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Get creative with your CTA buttons. Use different text for each button and make the button stand out with some interactivity or an eye-catching design.

2. Using dynamic content in loyalty emails - like including offer expiration dates - can help personalize the experience for your audience and create urgency to make a purchase.

3. Add a GIF that showcases your menu or product offerings so your audience can visualize items they’re interested in purchasing or ordering.


Matt Helbig:  What\'s up, email geeks? Welcome back to another Feedback Friday. This week we have Kelly Lamano of Really Good Emails fame. How\'s it going, Kelly?

Kelly Lamano:  It\'s going great. How are you?

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Matt Helbig: Great. I\'m excited to look at some Starbucks emails. It\'s a little later in the day; otherwise, I\'d have a cup of coffee. 

Kelly Lamano: Awesome. Yeah. I went and got the Baby Yoda, which is one of the secret Starbucks drinks. So I figured I\'d try that. 

Matt Helbig: Okay. Well, we have some super emails from Starbucks. I\'m excited to look at these. So let\'s jump right in.

Okay, Kelly, the first one looks like a fall email. They have a lot of retro vibes here in the email, lots of live text. We are a big fan of that. Nice color palettes. What else stood out to you in this first example?

Kelly Lamano: Yeah, definitely the retro colors, the fall all around, like all of the oranges, the beige, I think they do an excellent job of showcasing a couple of different things throughout the emails.

So they have the product photography showing you immediately like, Hey, this is something you want to go in the store and order, like, we don\'t just have coffee. We also have these protein bites and stuff like that. I think it\'s cool that they also highlight that they have like a credit card and other stuff. So it\'s going outside of just the coffee. It\'s like, here\'s what else the brand has to offer.

Matt Helbig: I think what stood out to me is the color palette and then the CTAs. I feel like we haven\'t seen ghost buttons like this in a minute on some of these emails. But I think they make it work.

In some of these, the main CTA people will be clicking on is this image of the drinks versus the actual button. I would say they could perhaps try testing a more solid CTA down here, but I think with these product shots being the main focus of these cards, that\'s probably still all right.

I am impressed with the product photography. I\'m guessing Starbucks has a big studio to shoot all these different things, but these are appealing. I liked this very simple one-column layout where this text is short enough to be centered. It scrolls down, especially easy to read on mobile.

Kelly Lamano: Going back up to the top I just noticed that sort of retro design that they have there. It reminds me of the drizzle that\'s on top of the drink. So I think that\'s clever and creative—definitely eye-catching. I agree with you. It\'s very easy to skim through the text on both desktop and mobile. It\'s nice how they have everything centered. It\'s just really easy to consume.

Matt Helbig: I like how they create some spatial stuff with the long shadows here. They are making it a little bit more exciting with this retro drizzle like you said. I guess their emails are doing a fair amount with promoting the different offers they have, but it\'s nice to see how this is plugged in here, plugging their credit card.

Their templates are pretty flexible on accepting many different modules, and playing with these different CTAs adds some variety to these various offers. The food ones have a specific CTA, and then these more app ones have a particular CTA, and these have a little different style.

Allowing those styles on these different cards is a cool way to make the content feel slightly different. Well, we have another one. So what stood out to you on this one?

Kelly Lamano: The GIF. I think that one\'s fun because I think there\'s something for everyone. Like there\'s tea, there\'s coffee, frappuccino, all the different sort of drink options. It flows nicely. I think having \\"Free\\" at the very top makes it very clear for the customer to see, like Hey, this is why I opened this email. I\'m getting something. This is what I\'m getting. It\'s very clear.

The CTA is also very clear. Having just that one \\"Order\\" CTA is nice because it\'s very focused, and you don\'t have to worry about any distractions or anything. Your eye goes right down free and then the gift, and then pretty much what the expiration date is, qualifying item, order. So I think it\'s very linear, and it leads you right down to that button.

Matt Helbig: It gets the message across. I think the GIF is of excellent quality. I think the whole message is just pretty simple. I guess this would be an example where this could maybe be a solid color versus the ghost CTA here.

I also just noticed they don\'t have social icons. It looks like their legal footer links out to a lot of these terms of use and the privacy stuff, rather than putting everything here. That\'s interesting to me, you know, how in other brands we might see it a lot more social icons or longer text, especially where if they\'re giving you something away or a coupon, they might have to include that.

Kelly Lamano: That\'s true. 

Matt Helbig: A pretty simple one. I think it caught our eye, just having a nice GIF and having a direct message.

Kelly Lamano: This one is more of a subtle GIF, but I feel like it still works. I like how even at the top of the email, they\'ve got \\"heartbeat flutters,\\" and then it kind of flows down into that heart GIF.

Overall it\'s evident what they\'re going for here with all of the different products. I think they do a great job with the product photography again cause they\'re showing like the coffee and then heart cookie, cake, and stuff like that. So I think they do an excellent job with the presentation overall, and it\'s very focused.

Matt Helbig: I think I noticed in this one that these are images versus the other one that was more bulletproof. They look a little pixelated. It\'s nice to see that on some of their newer emails, even some of these headlines, I think they figured out how to include more live text.

I think they keep it pretty fun and focused on the product. Not overly promotional, at least not right away. It leads you down to this e-gift, which is a pretty nice CTA as a way to send a gift. 

Kelly Lamano: I wonder on the happy hour text if maybe that could be updated. What if I opened the email tomorrow? Like is it still a happy hour at 3:00 PM? Is that every single day? Is that a specific day? So I might want to see more of a particular date on that just if I miss it and I can still take advantage of the offer.

Matt Helbig: We were looking at the code a little earlier, and we saw some Moveable Ink snippets in there. So that maybe is an opportunity for them to create some dynamic piece here that maybe pulls in your nearest store or, as you said, have a specific time that\'s tied to your zip code or something like that. That would be a nice, subtle touch. Anytime you can bring in some local information, that\'s a nice touch.

So this looks like some gamification here a little bit.

Kelly Lamano: I think we picked many emails that had the GIFs right off the bat and went into what the reward system is like. So I liked that they mostly use live text in this, at least for the paragraph text. I would like to see that split into maybe two paragraphs. Perhaps it\'s picky, but it would be nice just to kind of chop that up a little bit more to break it up.

But I liked that they explain, like, what do the stars do? Like what does that mean? And they explained that you could use that towards a beverage purchase. I think it\'s very focused again with just that one CTA button.

Matt Helbig: Yeah, I think this one\'s pretty simple. I guess it would be cool if they showed you some more information in the email, but I also liked that it\'s pretty short and sweet and pointing you towards either a landing page or their app to enter. That makes sense for this one. Excellent use of GIF. Pretty cool way to maybe bring in some gamification or just a general contest email to possibly replicate for your brand.

This one is for Christmas. That Iconic Christmas cup.

Kelly Lamano: What\'s doing it for you on this one?

Matt Helbig: I think the color. I think it\'s hard to effectively use this red without it being a little too much, but I think it works for their brand. It\'s almost like their signature Christmas color at this point.

Everyone knows the red cup, and I think they bring some nice Christmas-y vibes to the email without being too overbearing. It\'s nice to see the different imagery they\'re pulling in as you scroll down. So I think what\'s interesting with some of these longer-form emails is how they organize content and how they maybe try to serve you these modules in a specific order of what\'s most important to maybe least important.

Kelly Lamano: I agree with that. It\'s interesting how they have the different blocks of content. Sometimes that can weigh down the email to where it could make the file size larger, but it\'s nice how they keep everything very organized. And like you said, they keep the most important part of the email at the top.

I love the gradient colors. It\'s just cool. They keep everything very focused, and the CTAs are very focused. Again, it\'s interesting that they have that ghost button. So I would almost like to see a white button with red text, or even this will sound crazy, but maybe like a candy cane sort of design.

I know that\'s maybe taking it too far, but just making that stand out just a little bit more, but I do like how they organize all the different sections. 

Matt Helbig: Maybe like a hover effect or something if they could pull it off where if you hover over this, it does something fun to the cup. Like it rotates or something. Add some interactivity to it. I agree with you. I think the gradient makes it fun, and they seem to care about their emails. They add a lot of custom imagery. I think something like this Uber Eats bag with the \\"Happy Holidays\\" and the Starbucks cup is a nice little touch.

I think they have a very nice palette of colors that they use pretty consistently. Overall, I think these emails turn out pretty great. I think they could make them even better. Every time we look at their emails when they\'re submitted to the site, they get a little better each time.

Kelly Lamano: It\'s always interesting to see their holiday emails cause they always do something fun.

This is another fun one. I like how they have the single product shot, and it\'s just enough to where you can see the coffee cup holder with the logo on it. It\'s very warm. Like it makes you feel like you\'re there getting a nice warm cup of coffee. They have a very focused CTA \\"order ahead now.\\" They have these cool kind of illustrations there that are interesting.

I would have liked to see a header to break up the two sections. So it\'s like the first section is the rewards tip and then driving people to order. Then what\'s this next part? It\'s going further into why you should order ahead and explaining that, but it might be kind of cool to have that as a header to guide the reader.

Matt Helbig: This transition maybe is a little awkward to me. Perhaps that\'s because it\'s changing where that text is too. I do like this custom hand-drawn illustration of the different cups. It matches their branding and still adds a little fun piece to this email.

Kelly Lamano: Yeah. On the cassette is says PSL faves too. So it just shows you the attention to detail. It\'s interesting how they have the same CTA text for both buttons. So it would be kind of cool, like you said, to see something dynamic or something different.

Matt Helbig: Great job, Starbucks. I know we\'re a big fan of your emails. They seem to be learning a lot from the different emails that they\'re sending. So it\'s cool to see the evolution of this brand and how they\'re using their email program. Well, have a fantastic Friday, Kelly.

Kelly Lamano: You too, Matt.

Matt Helbig: All right. See ya.

"}],"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},70571:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Author","slug":"feedback-friday-supergoop","partnerSlugText":"With partnership from","type":"feedback-friday","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"secondaryAuthorText":"Host","originalHeight":2360,"description":"

Supergoop! develops feel-good, cruelty-free skincare with SPF that’s free of parabens, synthetic fragrances, and oxybenzone, making it easy to bask in UV protection.

","title":"Squashing objections and embracing user-generated content with Supergoop!","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Get to know your customers to understand their objections, and squash those objections. Tell customers what to buy with your email because they like to be led and informed.

2. Limit your palette of typography and color so it doesn\'t get in the way of the content. What do you want customers to walk away feeling? Take that content and turn it into an experience for customers.

3. Embracing UGC (user-generated content) can be uncommon in a good way. Showcase a nice picture that feels authentic and represents the brand. Advertise a well-lit video that feels natural, such as filming on a phone. Make the content look native to the platform you’re publishing it on and make it look authentic to your customers.

BONUS: Keep press efforts in your campaigns. Use enticing headlines, strong sentences, and call out customer quotes in the creative.


Matthew Smith: Happy Friday, email geeks. I am here with Meredith Schoenberger and Ben Philabaum from Biddyco.com. I love these folks. I\'ve gotten to know them over the last, I guess maybe it\'s been like two months, three months, something like that. You know, it\'s like a COVID romance we\'ve got gone on or something like that. Cause it\'s about the same amount of time. 

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I found you yall through an ad. So I know that the work you do as digital advertising is working and I\'ve just really enjoyed getting to know you all and what you\'re doing. And so when I asked if we could talk about the relationship between email and advertising, we all jumped on it. So welcome to feedback Friday, where we\'re going to talk about email and advertising today. I\'m grateful to have you here. 

Ben Philabaum: Thank you for having us. It\'s an honor to be here. Been followers and admirers of Really Good Emails for years, years for sure. So very cool to be here with you. 

Matthew Smith: Did we agree on the amount that I was going to pay you to say that I can\'t remember if we talked about that. 

Ben Philabaum: It was a lot.

Matthew Smith: Oh yeah. Okay. Well, let\'s add a comma. That\'s awesome. Well, I appreciate it. Well, yeah, it\'s super fun to have you all here. And I would love to dive right in and we\'ll use this email and advertising set up between these two emails and two ads as a way of getting also to know Biddyco a little bit. So why don\'t we start here with this Supergoop! sunscreen myth-busting email.

Tell me a little bit about what you think is working effectively and then intermittently, just let me know when you want to jump over to the ad and we\'ll walk through that as well. 

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Meredith Schoenberger: Yeah. So Supergoop! It is one of my favorite brands. Just a quick backstory, they are a very innovative DTC brand that has kind of melded sunscreen and skincare. And so one of the big things that we always talk with our work is how do we get people to push over the edge? How do we get someone to click, to buy, whatever? And usually, we will turn to pain points or objections that our future potential customers have.

And how can we squash those super quick? And so we thought that this email was just such a great living, breathing example of how to squash objections super quick. So you see, you know, they. Take three of kind of the most popular ones. And then not only do they tell you why it\'s not true, but they then suggest a product.

So it\'s showcasing their product catalog. It helps tell customers what to buy. We always say that like, don\'t assume that your customer knows what to do or knows what to pick. They like to be led. So I thought it was a really beautiful way of kind of making it really content-based, informative, but also very suggestive. 

Ben Philabaum: I think as far as just the objection busting, and that\'s kind of our main focus, especially on the ad side, it\'s more so like retargeting, you know, someone\'s been to your site, you know, 97% of them aren\'t going to buy. Why not? Most likely they had some hesitation. They had some concern, some question on their mind that wasn\'t answered. 

So yeah, this whole email, I think just as a great job of not just hitting just one objection, but multiple. 

Matthew Smith: Yeah, it\'s such an interesting framework. I love this way that they go from, you know, myth busted, shop it. Myth busted, shop it. Myth busted shop it. You know, like what a cool style of dealing with that challenge.

It\'s even, product, myth busted, shop it. Product, myth busted, shop it, and you know, some nice overlays, some things that are working well. One of the things from a design perspective that I think is, is so effective is in this myth-busting work that they\'re doing, or a, I think objection, busting, which I appreciate the way you said that is they\'re using a very limited palette of typography and color, so that doesn\'t get in the way of the content. 

So often people have emails that are too busy. I\'ve never seen an email that\'s too simple. I just haven\'t, you know, it\'s doesn\'t exist. I mean, maybe somebody said, you know, hello, and that was it. And like, that\'s the end? Hello world. too simple. No CTA. I hope it works.

Yeah, I haven\'t seen it. Maybe Really Good Emails should try one, but in the meantime, you know, being able to use this yellow and call out these headings, just a fantastic, fantastic job of really highlighting, literally highlighting. Myth busted, you know, and, and this highlighter style of heading. The only thing that is a little weird to me, and I guarantee you that 99% of people don\'t see it and don\'t even pay attention is it\'s a little weird to me that you have a typography here that is this really elegant stuff that fits well with the brand and then under busted, it\'s different. type style, but the same size. 

So generally speaking as a design best practice do not do this. Do not take very, very similar visual aesthetics here with only one difference of, you know, like it\'s serif and sans-serif. Instead, what they could have done would be to have a smaller typeface here and then utilize that with maybe gray.

Maybe make the text just a little lighter, like create a little more different. So it\'s a little bit like, question, answer, or keep it the same. You know, just let it be the same and it would have worked probably just fine. So I think that\'s the only thing that I can think of that isn\'t working. Ok, two other things.

Okay. I have to live up to my picky asshole behavior here. So one of the things that I would love to see in these emails, and we can jump over to the next one here in a minute. But is one is especially in a simple email like this, it would be great to see some interactivity on a button. Yeah. And that\'s doable these days and it\'s easy to degrade down for older email clients like Outlook.

And it\'s so much more effective to help people feel like they know what to click now that said the buttons are very obvious. And I like it, you know, they connect. Right. But. The other issue that ties in with this is these two emails that we\'re going to look at. If they had sent this off to, Mail Bakery or to Uplers, or some of the high-quality developers out there, they could have had this developed in a way that then they can multivariate test with different type.

They can have it flex for mobile a lot more smoothly, you know, and look at some different opportunities here. So the text is okay and it works, you know, like at least on the mobile I can view it it\'s big enough, but live text is the future. And I haven\'t looked at the alt-text on this. But generally speaking, people don\'t take the time to really deliver high-quality alt text on, you know, an element like this.

And I think that\'s problematic. So I always talk about live text being something we\'d like to see more of, but everything else in this email is working effectively. One thing I think. Would be interesting. And you all probably know a little bit more about Supergoop! Maybe then I do.

Cause have you found these, but I think they\'ve probably got more than three products. Is that right? 

Meredith Schoenberger: Yes. Oh yeah. 

Matthew Smith: So right. So I would expect why not go ahead and show, shop all products or something to get us into something a little more. Now that said they may have done some testing and found out that it was more effective to just focus on three, but I would love to know data around that. 

So let\'s jump over to the next email and, and talk through it. Cause it\'s a little different. What do you all think is working here and what draws your eyes out? And then we\'ll jump over to the advertising that connects to both of these.

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Meredith Schoenberger: Perfect. I think that one thing that stood out for me within this email is that they\'re embracing the idea of UGC. So user-generated content, and this is something within ads that we really, really encourage brands to seek out to secure, and then to utilize it. We\'re constantly using UGC within ads and we seel like a huge, huge response in terms of clicks and purchases through that type of creative. 

To see it utilized in an email, felt a little uncommon in a really good way. There was something, you know, obviously the UGC just from looking at the photo, we always say like, you know, you don\'t want to be using user-generated content.

That\'s low lighting and looks generally just not attractive and good. You want a pretty picture that feels authentic. That represents the brand. And she is glowing. 

I thought it was really fun too, that they kind of tied in that cute icon, that little doodle that\'s kind of reminiscent of the emoji. You know, that kind of like a glimmer shimmer emoji. 

Matthew Smith: Yeah. And you all, I\'ve on your video recently, I noticed you talked about this and the addition of this to this email adds so much, even though it\'s a tiny detail, because otherwise it feels fairly like, you know, it\'s just a photo dropped into a kind of a, you know, a canvas image here or canvas kind of background, but this little detail adds this nice little doodad finesse that breaks the border and just makes it feel a little more customized and, and handmade, like you sense personality coming through in it. It is effective. 

Meredith Schoenberger: Yeah. And kind of just to piggyback off that, it just feels super friendly, which is the tone and the feel of their brand.

And so constantly thinking about, you know, in ads, like what is the tone and the feel of your brand? What are you trying to communicate? And mostly like, what do you want future potential customers or current customers to walk away feeling? And that is perfect. Like you see that and you\'re like, Oh, that\'s really, that\'s cute.

Which for Supergoop! is their vibe. And then I think. Again, like Supergoop! does such a great job of taking content and turning it into an experience for customers. 

Matthew Smith: Do you think that this is, I mean, you\'re probably about to say I\'m, I\'m fascinated by this. So do you think that this is content that they went out and did some surveys or maybe in their user journey? They\'ve gathered some of this information and the sense is these are tied, although they might not be. And this might not even be a user-generated content, but it\'s sure. It feels like it is right. And it\'s so effective. They don\'t, they never say anywhere that it is. And I\'m like, Oh yeah, cool.

That\'s and now, okay, I\'m going to get geeky here for a minute. There\'s a great, great book called understanding comics, which is whenever anybody\'s like, Hey, what books do you recommend for design? Oh, understanding comics by Scott McCloud. And they look at me like are you cuckoo? I didn\'t say comics.

No, just listen to me. It\'s all about abstraction. It\'s all about understanding the visual language, right? So. It\'s sort of funny. This is a perfect example. This is a disc with lines around it and an arc within it and a color. That\'s all it is. But through symbolism, we understand it\'s a smiling sun.

That\'s freaking cool. Like that\'s how the brain works. Right? Well, this is also an abstraction in the same way that like we can watch Homer Simpson and relate to his stupidity because we go, Oh, I\'m stupid. Like that sometimes in the same way we go, we like put ourselves into this little written setup.

Oh yeah. My skin is an investment too. Oh, huh. What\'s this unseen sunscreen. SPF 40. Ooh. I like smooth. I want to look dewy, whatever that means. And it sounds awesome. You know, so like it\'s just a fascinating abstraction. Like I\'m able to get myself in there. Whereas sometimes when I look at fashion advertising, the advertising is so not me.

So other. Now that does. A different job, right. It creates FOMO and I\'m not a fan of FOMO. And so I disagree with some of those ethics, but this doesn\'t feel like FOMO to me, this feels like empathy. This feels like a connection. So it\'s interesting. Does that, does that connect for you all? I feel like sometimes I\'m cuckoo on some of this stuff.

Meredith Schoenberger: No! A hundred percent and I think what\'s cool is we\'re constantly talking about how do you put your product in context?

And this whole Madlib is almost this like a sneaky way to contextualize it for whoever is reading it without having to be super obvious. So usually, you know, within the text, if you\'re going to try and use text within context, you\'re going to have to ask a question. So it would be like, why do you wear sunscreen?

You know? And in the mind, you know, unconsciously answers it or what do you want your skin to feel? But what\'s cool. Is that like, we\'re all so familiar from childhood doing Madlibs. We know what that fill in the blank means. 

Matthew Smith: I had forgotten Madlibs and I\'m like, Oh yeah, that\'s what this is.

Meredith Schoenberger: Yeah, yeah. And it\'s really kind of fun. And I think what you were saying earlier too, you know, I do sometimes hate the idea that advertising and whatnot is a little bit of smoke and mirrors, but at the same time it works so beautifully. It could be Jessie, the woman who is featured, maybe she\'s filled this out.

It could be someone on the team. It could be from surveys, but it doesn\'t necessarily matter. 

Matthew Smith: Here\'s one thing that I do think is interesting that I just thought of it based on what you just said is that I assume that it is Jessie. And if she were not up here, I would be like, what is this?

It wouldn\'t feel contextually connecting to me now, if there was a user quote, maybe, but there\'s a really good tie in from Jesse being up here to this, that they almost need each other they\'re symbiotic in some way. Does that, does that feel that way to you all as well? 

Meredith Schoenberger: Yeah. 

Ben Philabaum: Definitely.

Matthew Smith: It\'s interesting. Well, let\'s jump over and let\'s talk a little bit about these ads here. I\'m going to close these windows and sort of focus, but tell me a little bit about how you see these performing. What what\'s working in this ad and how does it tie in for you?

Meredith Schoenberger: Perfect. I\'ll talk about the creative and then you can kind of talk about the backend. One thing that we know works consistently across the board, no matter what is press. And so we\'re constantly telling clients and just people within the industry, don\'t abandon your press efforts. Because a really great headline or sentence from any type of publication can just really make a difference in your campaigns and specifically you\'re calling it out in the creative.

What we love is that this is going and playing into that. Myth-busting objection, busters. So everybody who is a sunscreen fan or, or aware knows that zinc sunscreen is a total beast. It\'s almost impossible to rub in. You know, you look like a snowman. So the beauty of this is that like, this is a revolutionary product and it\'s like a double whammy. They have this incredible press quote that describes exactly why this is better than traditional zinc sunscreen. 

Matthew Smith: So this is super interesting. I\'m actually about to redesign my website and this is very affirming. I\'m taking a different tack and I\'m going to build the site off of testimonials and quotes, and that\'s going to be the entire center of the site and it\'s, it\'s just sort of a personal site. I haven\'t done a personal site in years and I\'m wanting to build it off of what other people are saying about their experiences, working with Matthew Smith, rather than what I say, because it\'s so much more informative and you take it at a different level.

It\'s when you talk about yourself, it borders on narcissism. Especially when you\'re like, let me tell you about me. Oh, enough about me. What do you think about me? You know, like all that kind of stuff, but it\'s so powerful to hear what other people\'s experiences are that do the objection busting. I love that.

Ben Philabaum: No. And I think, yeah, kind of like coming up with those ahead of time and just trying to read your customer\'s mind. So for you and the design side, maybe it\'s, you know, A lot of times it\'s when people see that first quote, it\'s like, Oh my gosh, he\'s pretty expensive. But if the testimonial is a, First I thought they were really expensive. But after getting the work, Oh my gosh, it was so worth it. Then, you know, someone sees that on your site and it\'s immediately like reframes that whole thing in their mind. 

Matthew Smith: That\'s so interesting. I\'m getting so many ideas from this episode. Y\'all I\'m having a lot of fun. This is great. All right. Let\'s look at this one here. So this goes after that user-generated content again. 

Meredith Schoenberger: Yeah, absolutely. And I can probably almost guarantee that this is maybe somebody on their team. So something that we are constantly encouraging. Anybody who wants, who wants to listen is that like UGC doesn\'t necessarily have to be a customer. 

Again you don\'t want to start only pulling testimonials and quotes from the people that work for your product, but a beautiful video that\'s well lit. Is super, super valuable. And sometimes that can be really, really like pulling teeth to get from a customer or, you know, specifically an influencer that can get expensive.

So an easy way to kind of workaround that is to have somebody that is a friend or somebody who works on the team to kind of film something that feels very natural, filming it on an iPhone. We\'re constantly talking about the difference between studio footage and kind of that rock-cut, dirty iPhone shot and clients are always so shocked to know that like a kind of rough and dirty iPhone video can outperform, you know, the $30,000-$50,000 studio video shoot.

And so really kind of encouraging people to go for it. And as long as you\'re not. Mixing and matching styles. And what I mean is sometimes you can get into that habit that like, if it\'s going to look kind of native, which is what we call it native to the platform, it should kind of almost a hundred percent feel native.

So wanting, I think, you know, Looking at this ad and looking at what they decided to do with the captions. That\'s the perfect example they could have branded that they could have made it look a lot more like Supergoop! 

Ben Philabaum: Like how they did the text treatment. Yeah. 

Meredith Schoenberger: Yeah. But they chose to do it how you would kind of see it on Instagram, how an influencer would do captions. that like kind of look, you know, just generic. And then they kind of tie it in at the end with that ending logo, CTA screen, which is something we always encourage. Anybody who\'s doing an ad to do. 

Matthew Smith: So interesting. I love it. I feel like I\'m learning a bunch. One of the things that it projects is this quality of authenticity, right?

Like there\'s a, a suspicion that comes in from brands because we\'re so used to seeing brands. Now, what will be interesting is in another. Three or four years, there\'ll probably be some suspicion around user-generated content as well. it\'ll be fascinating to see how we continue to evolve.

I think that the authenticity that comes with something like this, and I think at an ethics level, you know, we want to be careful about what we do. Like there\'s nothing in this that feels inauthentic or feels unreal. Right? Like they, this is a real person really using this actual product presumably.

That feels great. She is a good looking person, but not like an absurdly looking person or something like that. And I think there\'s an interesting quality there also appreciate that she\'s a person of color. That\'s nice to see here. 

Meredith Schoenberger: I think what could have made this a problem would have been if they had put a testimonial that wasn\'t hers to it.

So I think what makes it feel kind of walking the line and still okay. Is that. They are not putting somebody else\'s testimonial over her footage. So rather they\'re just kind of giving us a rundown of what the product does just quickly, rather than saying like, Oh my God, this was the best sunscreen I\'ve ever put on my skin.

You know? And then they like leave off who said that. So I think, and again to it, like it kind of tricks you, cause there\'s no sound to this video. And you\'re thinking that maybe there should be some voiceover or whatnot. So again, it\'s just kind of this mind trick.

Matthew Smith: Do you all ever go and watch like the director overview of a cool movie you love?

Ben Philabaum: Oh, it\'s been a long time, but I know what you\'re talking about.

Matthew Smith: One of the things that I hate is like, I love the Cohen brothers and you\'ll watch, like, how did they make the Big Lebowski. And they\'re there in this incredible scene. And they\'re like, I don\'t know. Do you remember how this came together? It\'s this sort of weird it\'s I guess it just sort of happened. That was accidental. 

And you\'re like, what? You didn\'t even intend that. And it\'s, I feel like we\'re kind of doing that. Like we\'re gonna, you know, someday hear from the creative director. Oh, that\'s cool that it worked that way. We\'d kind of did that, but I just, I love these insights.

I think you all are drawing out some fantastic little tidbits. One of the things that we do on our Feedback Friday episodes is we. Write everything out in a transcript. So it\'ll be fun to have this written out, and people will be able to read it as well. And we can drop in other examples if you want, but this is great.

I feel like we\'ve learned so much, but you know, I just, I think there\'s so much to be learned from the experience of all of these together. Just really impressed and what an interesting little case study that we can all learn a lot from. I think one of the next things that I\'m excited about with our team on a Really Good Emails is, we use a tool called Nifty images and enjoy working with them. And some other players do something similar, but it\'s the ability to actually take an image like this and use content from the user in this experience. So you can use it\'s a Photoshop file and then it takes data from.

The user database, and then you can set specific, like let\'s put, my skin is an investment into this part of the image as a field, et cetera. And if you follow our emails for a while, you\'ll see that we do some of these things. Like recently we did one for the tiger King, that whole series. It was fucking awesome. And it was so great. 

Meredith Schoenberger: What a ride!

Matthew Smith: Like, I haven\'t even watched them and I\'m like, I know what\'s happening. And it was so cool. We came up with like different names for people, and we\'ve done things where we\'ve come up with names like rapper names or those kinds of things, but you could see how this idea would be an interesting way of using Madlibs to do something fun and interesting.

And just to push our, our listeners and our users to think a little differently. Like there\'s, this is a very achievable email. This is not hard, right? Like that\'s one of the things that I think is wicked cool about this is these are not absurd ideas, right? Like if you get to know your users, you can know their objections and then go after that.

Right. I think that\'s fascinating. I appreciate the insights you all have delivered. Is there anything else you want to end on? Any, a special note here that feels like an appropriate, last word on these emails or ads? 

Ben Philabaum: No, I don\'t think so. I think this is fun to kind of blend the two worlds of the email and the ad side and kind of parallels between the two.

Matthew Smith: Cool. I love it. Well, you know, I\'m gonna be a dad here and I\'m gonna finish with a little dad joke. I love it. Really Good Emails, users. There\'s half of them that are going to snicker with me and then half that will probably vomit and unsubscribe, but why couldn\'t the bicycle stand up by itself? It was too tired.

Meredith Schoenberger: I think I\'m your audience for these jokes. I would come to watch your standup.

Matthew Smith: My girlfriend hates when I tell these jokes, she\'s like, you make yourself look so stupid. It\'s like, right. But I love them. They\'re great too funny. Well, I appreciate you all. Thank you for your time here. Thank you for going through these awesome emails. I learned a lot today. I hope our users did too. Let\'s record another one soon. 

Everybody have a wonderful weekend. It\'s going to be beautiful out there on a Meredith and Ben side. What are you all going to be doing this weekend? 

Ben Philabaum: Oh, actually, we\'re going backpacking this weekend. Yeah. 

Matthew Smith: Oh hell yeah you are. Where are you going?

Ben Philabaum: Going to get into the woods. Going up to Sierra national forest. Trails are open up there right now. So good social distancing activity we figured and getting nature hook. 

Matthew Smith: Yeah. I love hearing that so much. I grew up backpacking and I\'m an Eagle scout and got all my nerdy. Nerdy stuff done that way. So yeah, I love it. I grew up in Colorado, so a lot of hunting, fishing, backpacking, hiking, all that kind of stuff is awesome.

Well, cool, well, have an awesome weekend email geeks. Stay safe out there. Black lives matter. We support it and we\'re for it. We\'re learning like a lot of our other community and stay safe and healthy and COVID free. We love ya. Talk soon. Bye.

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\uD83D\uDCCB TL;DR key takeaways from this episode:

1. For year-end emails, pull information on how a customer uses your platform with stats and info that serves your customer. If you don’t have enough information on a customer, ask questions. “We see you haven’t interacted with us this year. What do you need? What are you looking for with…?”

2. When celebrating a customer’s anniversary, customize email images, such as pulling in a customer’s profile photo. Make the images and copy clear so customers know you’re celebrating their anniversary of engaging with your brand.

3. Dive into customer stories and testimonials. This can help show how other people interact with your product or platform and how this can benefit customers who signed up but don’t currently engage with your services.


\uFEFFMatt Helbig: What\'s up, email geeks? Welcome back to another Feedback Friday. This week we have an amazing guest.

Steph Knapp: Hello! Hi Internet!

Matt Helbig: How\'s it going?

Steph Knapp: Good. How are you? 

Matt Helbig: Great. Tell me a little bit about yourself.

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Steph Knapp: My name is Stephanie. I\'m sort of a content marketer by morning and then email hoarder / strategist / copywriter by afternoon. I like to collect and breakdown email series particularly SAAS onboarding emails, but I\'m open to just about any mail. Take em all. 

Matt Helbig: We have some competition I think at Really Good Emails. Your guides are pretty in-depth. Don\'t you have an eBook out there that\'s like a 100 different emails or something?

Steph Knapp: Yeah, I think on my website, I believe I\'ve done 16 full onboarding email breakdowns and then I took my top 10 and put them all together in one easy handy dandy guide that\'s like a 105 emails. I tallied it up. If you put them end-to-end all the waiting would be like more than a year of waiting for the emails to come in. So dedicated to the cause.

Matt Helbig: That\'s commitment for sure. We don\'t have time for that. I\'m glad you did it so we didn\'t have to. So you sent over this Survey Monkey email to look at today. Why did this one stand out to you? 

Steph Knapp: This one stood out to me because I was expecting the email to be about me and my experience and my anniversary. And then once I got inside, it was more about SurveyMonkey and what SurveyMonkey has done and what other users have done.

I would say to be fair to SurveyMonkey, when I\'m doing my onboarding email breakdowns, I\'m sort of professionally ghosting these companies. So I\'ve signed up and I haven\'t done anything on SurveyMonkey in the last year.

So I\'m curious to know, there\'s no way I can know for sure. Maybe if I would have been doing something this year. Then this email would have been personalized to my experience and my survey results. I sent this over because maybe wasn\'t what I was expecting and maybe it\'s because I didn\'t do anything, brought up the question in my mind of: How do you approach personalized emails, or these sort of data-driven emails for users that you don\'t have as much information for and I don\'t have the answer to that, but it stuck out in my mind.

It\'s like I said, it just wasn\'t what I was expecting. 

Matt Helbig: Well going into this one, that GIF definitely is standing out. I keep wishing this flame would flicker on this candle, but I don\'t think it does.

Steph Knapp: It does look frozen in time. 

Matt Helbig: We just get the confetti. I guess to me with “Happy one-year SurveyMonkey Anniversary”, i’m expecting my personalized stats, but then you scroll down, you get some SurveyMonkey stats. This is more or less like their 2019 recap email. So I would almost rather have that be the headline. 

Steph Knapp: So it says “Happy one-year SurveyMonkey Anniversary” as I reread that, it could almost sound like it\'s SurveyMonkeys one-year anniversary. Like they\'ve only been around a year. Which isn\'t the case. But you\'re right. This does look like a lot of year-end recap emails that I\'ve seen. I think I would have been totally fine with that. 

I mean the information is interesting. I like what they\'ve included, but maybe it should have been; “Here\'s what\'s happened in the past year” or “Here\'s how people are using SurveyMonkey”, not sort of bait and switching me thinking they were going to pat me on the back and say, “Wow look at all the great things you\'ve done”, but really it\'s something different.

Matt Helbig: I do like this personalized image. I\'m hoping that they have 10 different cupcake images to show all the different anniversaries you could have. I would be interested to see how many years back they really go. 

Steph Knapp: Yeah, I\'ll check back with you in a year and see if it there\'s a number two. It has a little SurveyMonkey logo on the cupcake. It would be super cool if they could put my profile picture there. I don\'t use SurveyMonkey much, but could they swap out that little image?

Matt Helbig: I do like that idea. I think we\'ve done that on some Really Good Email sends. Based on your email address we could find your company logo somewhere and personalize an image. That that would be a nice touch. But then I almost think that would definitely reinforce that this is your anniversary.

Steph Knapp: That\'s true. It\'s about me!

Matt Helbig: These data points are interesting. I think we\'ve seen some emails do that really effectively, like showing community stats, but to me, I don\'t know. What do you think about these data points? 

Steph Knapp: “How did people use everyone came to last year?” Well, “147 billion answered questions answered” isn\'t really how they used it. I feel like further down. They have a section that\'s about specifically what types of surveys people were sending. Oh you use these a lot for employee preferences or something. Yeah. What are they asking about team outings for one? I feel like that would make more sense under the headline.

Whatever it was, “How people use Survey Monkey. I feel like, this is how people use it. 

Matt Helbig: I guess it’s one of those things too where we always talk about, “How can an email serve a customer?” For some of these metrics, it kind of just sounds like maybe they are bragging about how popular their site is. And in reality, some of these numbers might not be that useful to me. 

I mean, these are cool stats, but I think we\'ve seen some other year-end emails, especially like ones from MailChimp that really highlight some more of the customer uses. So as you said, something like this is maybe a better stat even to lead in with.

But to your point, maybe there is a piece of this that we\'re sort of missing out on. There was some threshold that you didn\'t meet the requirement since you didn’t send any surveys this year. So maybe there would be a dynamic field that does highlight what you\'ve done as well.

Steph Knapp: Yeah, but I guess maybe if that is the case if they normally would personalize it. I haven\'t done anything. Could you mention that? Here\'s what other people have done. You haven\'t done anything yet, but it\'s not too late to start. Here are some of the ways that you can use it. Could that be a way to bring me back in?

Matt Helbig: I think even on some of the year-end ideas that we\'ve had at Really Good Emails some of the emails that we\'re thinking about sending. Definitely having that fall back in place to say, “Hey, you\'ve you haven\'t liked any emails this year” or “You haven\'t added any emails to a collection”. Showing the community stats, People have answered this many questions. You can too.” the a “Get started” CTA or something like that.

Or saying “Are you stuck? Here are some pre-made templates for different surveys you can make” would definitely be a good retention idea to bring people back into the product. 

Steph Knapp: Yeah, cuz it looks like the call to action button just says, “Ready for more?” and then “Sign In”.

Matt Helbig: That one isn\'t super strong. It doesn\'t really speak to me that much. I don\'t really sure if I\'d even click on it just because, even if I was using SurveyMonkey all the time, “Sign In” is kind of a boring one. 

Steph Knapp: I don\'t think it\'s compelling enough for me to click at that moment.

Matt Helbig: From a design and development standpoint, this one is pretty good using live text on a lot of these sections. So that is nice to see. I think the mobile view is pretty good. I think that the main thing would be on this content. Making it feel a little bit more personal. Because it does feel like a personalized email, but it just falling a little bit short for what it is.

Steph Knapp: The content is interesting. I think there was just a contrast between what I was expecting and what it ended up being. Which was surprising. 

Matt Helbig: Even this idea for a quiz is kind of cool, but maybe that could be the main focus of the email or something.

Steph Knapp: It could have been almost just that. “You\'ve been with us for a year. Can you guess how people use surveys? How are you using surveys?” That\'s interesting and it\'s buried at the very bottom. 

Matt Helbig: It\'s a little strange. I actually think these colors stand out more as a CTA, then the “Sign In”. That one\'s a little bit more muted and might get lost. I am very interested to see if there was a cut off, because this colored transition feels a little strange. So I do sort of wonder if there was a section here that\'s missing that is your stats. To your point, how do you contact people or bring people back into your product even if you don\'t have stats available for them is a big problem that some marketers will see going into this end of the year stuff. 

Steph Knapp: This hypothetical question, but is it better to not personalize or not make it a false attempt if you don\'t have information . Rather than making it seem like you tried but there\'s not actually any thing so it doesn\'t make sense. Can you address that there isn\'t enough data to pull that in? 

Matt Helbig: Do you even want to send this to someone if they are inactive? If you do spend a lot of time on an email like this, you likely want to just get it out the door. It just won’t be the best experience.

My feedback on this is:

The design and the content look pretty good on how its laid out for desktop and mobile. Spending some more time on those actual data points or diving more into customer stories or something. Maybe there was like a really interesting customer story they could highlight from the year. Anything else with SurveyMonkey?

Steph Knapp: I don\'t think so. Like I said, I\'m a little bit of a professional ghoster. I perpetually feel bad about it. It\'s interesting to see the different ways that they try to get me back in.

Matt Helbig: I definitely think it\'s worth the time to work on some sort of end of year email. We\'ve seen people really like those. Maybe there\'s an opportunity to share part of this email? Or even screen-cap it or something like that? Depending on the customer data that you have.

This is a little bit of a warning on just how you message people. It might leave a bit of a bad taste in their mouths if you don\'t really pull in the right stats or connect with them on a one-on-one level. 

That\'s that\'s pretty much it. So where can people find you online? How can we see your amazing tear-downs? 

Steph Knapp: They all live at get getyoursaasonboard.com. That\'s where you\'ll be able to find the big book of SAAS email examples Volume 1. So those are ten of my top favorite complete onboarding email sequences. Then there are some extra ones and different posts about samples and subject lines and all sorts of good stuff. There\'s one post I analyzed a 153 subject lines. Just trying to find out what\'s the common length? Are there any particular themes? It\'s a little bit nerdy, but it\'s fun .

Matt Helbig: Well, that sounds exciting. I\'m ready to dive in. Thanks for taking the time!

Steph Knapp: Of course. Thank you. 

Matt Helbig: See ya.

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SurveyMonkey is the world\'s leading survey software empowering individuals and companies to turn their curiosity into action.

","primaryAuthorText":"Author","partnerSlugText":"With partnership from","title":"Learning how to re-engage customers with SurveyMonkey","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},12808:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":2400,"categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"hasPrimaryImage":true,"type":"feedback-friday","description":"

This week we look at Thumbtack emails.

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Matthew Smith: Hey, happy Friday everybody . Hope that things are doing well out there in crazy land. Things are wild right now, right? We\'re in this crazy pandemic, but Feedback Friday is still here. Just happy to dig into some emails today. So let\'s check them out together. 

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A set of emails that I\'m excited about, that I\'ve been following along with and I\'ve been super impressed by is from Thumbtack.

So let\'s browse through these here today. This first one is a little bit older. I\'ve had it sitting around, so it\'s not exactly present, but it\'s from the summer and just beautiful, in the way that they pulled a bunch of things together. I love this clever illustration style that\'s really done by paper and then we\'ve got this opportunity to see what else is going on.

These little call outs. One of the things that I think is effective here is just the simplicity. The typography, right? They make things so easy to read and see. I get a jump in with a home services or services oriented business, you know, very quickly I want to start a summer project.

It just gets out of the way. I think that so many emails are just overly complicated, right? This promotes some simple ideas and helps you do something very clearly. There\'s an opportunity to follow up here. What\'s on your to do list that might be not a summer project, but again, these little paper illustrations are fantastic. They just catch my eye, you know? And I think that something fun is happening there. I kind of want them. 

Simplicity is something that we can all keep in mind for a lot of our emails. How can we reduce the clutter? How can we get things down to the lowest common denominator and focus on that and then test on that and try a new thing.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-project-your-family-wont-forget/

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Thumbtack includes pops of bright colors and creativity in this second part of a fun summer email series. Fun copy, valuable information for readers, and clear CTAs.

","companies":[{"name":"Thumbtack","slug":"thumbtack"}],"litmusApiDate":1584888170624,"publish_date":1584888127807,"screenshots":{"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true},"hasPrimaryImage":true,"hasHtml":true,"tags":[],"popularityScore":1,"submittedEmailId":"N5i58x39O3njicxWL2hj","originalHeight":2305,"submitter":{"slug":"whale","role":"None"},"slug":"a-project-your-family-wont-forget"}},{"type":"text","content":"

So let\'s jump over and see some of what else they\'re doing. So this is a more transactional email, right? I asked for a fireplace and chimney cleaning situation. Didn\'t end up finding anybody in my local area. I live in a small city. This was just a fantastic transactional email to help me see where I was at.

Notice that they have a style here like of their heavier, stronger CTA, and I appreciate that they didn\'t overdo it here. These ghost buttons. There\'s some debate about, whether they work or not. I think that they work well. Here it gives me options. Hey, what happened? Did I find what I was looking to do? Am I done with my project? I found a pro. I\'m still deciding. I\'m on hold or canceled, like I get it sort of see where in the path I am and then that choice is going to put me into the right segment to help them understand what they need to do for me. They\'re asking me, they\'re like trying to get to know me and then, Hey, do you still need to do more of this?

They put that into a separate section. Look at the hierarchy and the topography here. It\'s just simple to keep track. Now everything\'s sort of center aligned and I think it works. This measure here, the number of characters in a line is called a measure in typography. So the measure here is a little long, especially when it\'s so short here.

I would probably make that a little shorter to fit a little better. Like this, to keep it a little tighter. You can even just do that with a hard return or a breaking rule, <br> tag. They follow it up with, recommended for you. Now this is a little wacky. I know they\'d probably have a component here that is always left aligned.

The line here helps that, that makes it look okay. It\'s a little weird that we go centered, centered, centered, and then this is the only thing that doesn\'t feel centered, even though these are left aligned, which is appropriate. So if I were going to do that, I would sort of put a little different section type on here.

But I mean, I\'m being super duper picky there. It looks good. I\'m pretty impressed with it and I think it gets the job done right? Like I\'m hiring this email to remind me, Oh yeah, I still haven\'t found that person, so I\'m gonna get more help. This serves me. This is a service oriented email. It\'s about me, and of course it helps them as a business.

All right, let\'s jump in another one. So let\'s see what we think of Thumbtack, right? Like they want to know if Thumbtack is working. So I can follow up on that and get a bit more dialed in. Different set of illustrations here, but in the same family, right? Like, not a total derivation from where we were before.

And then they just gave me some, probably some different components that they have in their system where this is a component that says, Hey, gives me some ideas. Right? Like, Oh wow, I didn\'t think about hiring movers through Thumbtack or carpet cleaning or house cleaning. So this is jogging my brain. If I don\'t have those tasks on my mind, it helps me think about what\'s next and I think that\'s impressive. 

Another way of doing that is talking about. What other people are doing something that\'s popular. Interior painting, massage, dog training, fence and gate installation. But look how simple these are. They have such a reduced sort of palette for everything, and I think that\'s impressive.

The only thing I would say here, I think doing two up even in mobile would\'ve worked just fine. Many times people default to just a huge list. I think that when you\'re on your phone, oftentimes you can reduce the size of like an image like this and stack them. And I think you can do just as fine.

So I would keep the same relationship there. But anyway, I\'m just super impressed. Good job. Thumbtack, simple, simple set up here. They follow all the great rules that I like, which is, you play design golf, get things as simple as possible. Note that they have a strong CTA here and the same color for their sub CTAs.

I think that\'s impressive. The only thing that I would probably push on them would be. To get a little content that feels a little less stocky. This photography feels pretty stock photography. I think that they might be able to convert a little better if it was a little less something that just feels like they got it off of a stock site.

That\'s an interesting test. Some of these, again, still feel fairly stock oriented, right? They don\'t feel personalized. And my guess is that, based on my experience with stock photography, that something like that would convert a bit better if you had photography that felt more like real people receiving services, but that\'s also harder to scale.

Anyway, good job, Thumbtack. Feedback Friday over and out. I hope everybody has an awesome weekend. Somehow enjoying their lives and enjoying this new thing that we\'re doing. Reach out @whale. Let me know if there\'s anything I can do to help and keep sending fantastic emails and let me know what you\'d like to hear differently or what I can cover that would help you make your emails all that much better.

All right, bye everyone!

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While we focus a lot on colors, fonts, and buttons, we can\'t emphasize the importance of text and email enough. This week, we take a look at some e-commerce emails and how live text and active product photos make us fall in love with the brand - not the other fluffy stuff.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Show the product line in action at different angles with product photography and GIFs. Walk your audience through the product with active-feeling cutout photos.

2. No-nonsense, clear CTAs keeps your audience focused on taking action. Segmenting categories in your CTAs can also help your audience feel included (Ex: \\"Shop Men\\" button, \\"Shop Women\\" button).

3. Layering product photos on top of headlines can customize the design instead of making it look like a template.

BONUS: Tell a story about something, someone, or the history related to your product.


Matthew Smith: What\'s up. It\'s Friday. Happy Friday, Matt Helbig and Email Geeks. 

Matt Helbig: Welcome back, Email Geeks to Feedback Friday. We\'re back together again. 

Matthew Smith: It\'s been so long, brother, bro. We are here. What is Feedback Friday again? 

Matt Helbig: We look at emails and talk about what\'s good and not so good about them. 

Matthew Smith: Yeah that\'s right. Yep.

I\'ve been following this brand Tracksmith for a little while. They caught my eye because they\'re a fashion brand, some sick photography and they care about live text, which, you know, I\'m kind of a nut for. They\'re doing some nice work in their emails. Super elegant, scalable, great on mobile. Can I walk you through them? 

"},{"type":"youtube","content":"

https://www.youtube.com/embed/5wWEknjgsus

","embed":"5wWEknjgsus"},{"type":"text","content":"

Matt Helbig: Sure. Yeah. These are very similar to the On emails we featured in a previous episode, so I\'m excited to go through these.

Matthew Smith: I think there\'s some cool stuff going on. They use GIFs well to walk us through their product line a little bit and give us a sense of how these nice little running undies are going to work for me. Notice live text. Love that. That\'s pretty hot.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/introducing-the-new-reggie-half-tights-lined/

","slug":"introducing-the-new-reggie-half-tights-lined","email":{"originalWidth":680,"hasPrimaryImage":true,"hasHtml":true,"popularityScore":0,"tags":[],"screenshots":{"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true,"OUTLOOKCOM":true,"OL2019":true,"ANDROID8GMAILAPP":true},"publish_date":1590689588459,"submitter":{"role":"None","slug":"whale"},"slug":"introducing-the-new-reggie-half-tights-lined","categories":[{"name":"Exercise and Fitness","slug":"exercise-and-fitness"},{"slug":"ecommerce","name":"Ecommerce"},{"name":"GIF","slug":"gif"}],"originalHeight":4055,"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true,"content-titletag":true,"accessibility-justified":true,"accessibility-gif-detected-fa--e-bc-eef.gif":true,"accessibility-gif-detected-afded---d-fcf.gif":true,"accessibility-linktitle":true},"submittedEmailId":"26xvuLmFptWWYNl7YXag","litmusApiDate":1590698328256,"content":"","companies":[{"slug":"tracksmith","name":"Tracksmith"}],"author":{"slug":"whale","name":"Matthew Smith"},"title":"Introducing The New Reggie Half Tights - Lined"}},{"type":"text","content":"

It works great. I\'m not a fan of this much, centered text from a design perspective. I talk about this all the time, but it\'s okay here. Why? I think it works here for a couple of reasons. One is the measure, which is the length of characters from this side to this side. It\'s not that long and so it\'s doable.

I can still read it cause the text size is still pretty large. The other thing that makes it work here, is there is so little design treatment that it just gets out of the way. So the only complexity to this layout is just this and that\'s it. There are no lines, there are no doodads, there are no competing interests.

So it still works. So from a design perspective, but back to like email strategy, I think they\'re doing a good job of showing me a product line. I get to see it in action. If you are a runner, having a good inseam and a gusset or however you call that thing. Like that\'s important. You know, like the first time that I bought a pair of Lululemon shorts, I was like, they cost how much? This is absurd. And then I ran in them and it was like. All right. Game over. This is legit. I get it. So I\'m kind of into them and if Tracksmith wants to send me some of these to try on, that\'s cool. I would accept that. 

Matt Helbig: It doesn\'t influence our email score though, right? 

Matthew Smith: No one has ever, ever sent us anything, just to be clear anyway. So like cool photography. They do a great job here, I think of like really getting into the heartbeat of athletics and of running. Just fantastic design. I would love to know who does their design.

They\'ve just really got some good stuff going on here. Again, using GIFs to showcase a product line instead of something like a slider, which honestly, I think the metrics that I\'ve read say that sliders and carousels very rarely get used. You know, like having a showcase like this that just walks you through without any effort. Boom. That\'s what I\'m talking about. It feels sweet. 

Real clear CTAs. One of the things I love about these emails is the CTAs are just no-nonsense, but nothing else competes with them. Arguably, you could say like this doesn\'t feel like a link, but it\'s this gold color, but it is a link. So even though visually it doesn\'t look like a link, but at least it\'s the same color as the CTA.

The only other thing that we harp on and on about, and even I\'ve been known to ship some emails with just these icons, but I often feel like they could put actual social content to give me an idea what\'s behind those, but it\'s not hard for me to go and discover those. 

Another thing that I think is cool here, you\'ll notice back here, white and then cream white and white and white and white and white and gray. They have such a simple layout with this setup that they can change background colors and nuance their brand a bit more and I think that\'s pretty rad. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/make-magic/

","slug":"make-magic","email":{"title":"Make Magic","litmusApiData":true,"author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":0,"hasHtml":true,"submitter":{"role":"none","slug":"whale"},"screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"FFYAHOO":true,"OUTLOOKCOM":true,"OL2019":true,"IPHONEX":true},"publish_date":1590689533558,"tags":[],"originalHeight":3780,"submittedEmailId":"TW9MFDThhHrr4IImeF6L","accessibilityIssues":{"content-titletag":true,"accessibility-linktitle":true,"accessibility-gif-detected-dbf-cbb-ed-b-fd.gif":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-htmllang":true},"categories":[{"slug":"ecommerce","name":"Ecommerce"},{"slug":"exercise-and-fitness","name":"Exercise and Fitness"}],"originalWidth":680,"litmusApiDate":1590699124017,"slug":"make-magic","hasPrimaryImage":true,"companies":[{"slug":"tracksmith","name":"Tracksmith"}],"content":""}},{"type":"text","content":"

So you see the same thing happening here. They\'ve got just an effective way to use their system. So they use this nice big typeface lead into a photograph. Little bit of text and a GIF and a CTA. Another photograph. Nice big heading. Photograph, paragraph. They perfectly walk through this stuff. 

I love these active feeling cutouts. So unlike a lot of photographs where things are cut out on the back, this feels active. Like you feel like these shorts are running themselves, you know? And I like that photography. So if you can spend some money on some product photography or photography like this, you should. It goes so far in communicating the brand. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/meet-the-new-session-shorts/

","slug":"meet-the-new-session-shorts","email":{"author":{"slug":"whale","name":"Matthew Smith"},"slug":"meet-the-new-session-shorts","content":"","hasHtml":true,"title":"Meet The New Session Shorts","screenshots":{"OUTLOOKCOM":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true},"litmusApiData":true,"originalWidth":680,"hasPrimaryImage":true,"originalHeight":4699,"tags":[],"popularityScore":0,"submitter":{"slug":"whale","role":"None"},"publish_date":1590689575170,"submittedEmailId":"gcLu8rFBhJh2mHb4AA6i","categories":[{"slug":"ecommerce","name":"Ecommerce"},{"slug":"exercise-and-fitness","name":"Exercise and Fitness"},{"slug":"gif","name":"GIF"}],"companies":[{"slug":"tracksmith","name":"Tracksmith"}],"litmusApiDate":1590698392947,"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-gif-detected-bfd-db-db-a-bccef.gif":true,"content-titletag":true,"accessibility-linktitle":true,"accessibility-htmllang":true,"accessibility-heading-tags":true}}},{"type":"text","content":"

Look how simple their email template is and it\'s so effective. I want to shop for these products. I want to feel these products. You don\'t have to be fancy. You can get out of the way. And I think they\'re doing that here. 

Similar sorts of lockups but slight variations, doing two side by side here and slightly different typography. They\'re using live text for their description texts and not for their headings. It\'s better than nothing. They could import that as a heading. It\'s not hard to do. I think this is working well. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/shop-the-workout/

","slug":"shop-the-workout","email":{"companies":[{"name":"Tracksmith","slug":"tracksmith"}],"popularityScore":0,"title":"Shop The Workout","categories":[{"slug":"ecommerce","name":"Ecommerce"},{"name":"Exercise and Fitness","slug":"exercise-and-fitness"}],"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-linktitle":true,"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"content-titletag":true},"tags":[],"submitter":{"slug":"whale","role":"none"},"hasPrimaryImage":true,"submittedEmailId":"ZAoBAX1QTDHOGQd86J1M","content":"","screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"OL2019":true},"author":{"name":"Matthew Smith","slug":"whale"},"originalHeight":3944,"litmusApiDate":1590698993401,"publish_date":1590689570982,"originalWidth":680,"litmusApiData":true,"hasHtml":true,"slug":"shop-the-workout"}},{"type":"text","content":"

This is a great example of breaking the mold a bit and trying something a little bigger, a little fun, see what\'s happening here, and they\'re telling a little bit of a story about a different line that they\'ve got. This copy is fun. It\'s interesting hearing a bit of history around running. I love it. I think they\'re doing a great job, great copywriting. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/crisp-and-classic/

","slug":"crisp-and-classic","email":{"accessibilityIssues":{"accessibility-presentationtable":true,"content-titletag":true,"accessibility-htmllang":true,"accessibility-gif-detected-a-af-e-cf-eccb.gif":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-linktitle":true},"litmusApiData":true,"categories":[{"slug":"ecommerce","name":"Ecommerce"},{"slug":"exercise-and-fitness","name":"Exercise and Fitness"},{"name":"GIF","slug":"gif"}],"hasHtml":true,"title":"Crisp and Classic","tags":[],"hasPrimaryImage":true,"screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true,"IPHONE8":true},"content":"","companies":[{"slug":"tracksmith","name":"Tracksmith"}],"originalWidth":680,"submitter":{"role":"none","slug":"whale"},"submittedEmailId":"eXVWhw3UqoGaUNAYL99B","originalHeight":2137,"popularityScore":0,"litmusApiDate":1590699400530,"publish_date":1590689503087,"author":{"slug":"whale","name":"Matthew Smith"},"slug":"crisp-and-classic"}},{"type":"text","content":"

This is a nice touch where they\'re layering these active products over typography. I think that is a nice way to kind of make something feel custom and not like a template.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/aprs-moi-le-dluge/

","slug":"aprs-moi-le-dluge","email":{"accessibilityIssues":{"accessibility-linktitle":true,"content-titletag":true,"accessibility-gif-detected-cacdbef--f-bee-baef.gif":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true},"slug":"aprs-moi-le-dluge","categories":[{"name":"Ecommerce","slug":"ecommerce"},{"name":"Exercise and Fitness","slug":"exercise-and-fitness"},{"name":"GIF","slug":"gif"}],"publish_date":1590689498010,"originalWidth":680,"companies":[{"name":"Tracksmith","slug":"tracksmith"}],"author":{"slug":"whale","name":"Matthew Smith"},"title":"Apr\xe8s moi, le D\xe9luge","originalHeight":2311,"popularityScore":0,"hasHtml":true,"tags":[],"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONEX":true,"IPHONE8":true,"OUTLOOKCOM":true},"litmusApiData":true,"hasPrimaryImage":true,"submitter":{"role":"none","slug":"whale"},"content":"","litmusApiDate":1590699451222,"submittedEmailId":"fyXNJzIe67xTy3uo0Y0W"}},{"type":"text","content":"

There\'s a feeling that we get as readers that things, they feel like templates, they feel cheaper that way, but if you push the limits a bit, man, it can feel fantastic. So I think they\'ve done a nice job here with this. 

Same kind of lockup, but look how much room they\'re getting out of this. I want to read the stories. It feels like it\'s about me as a runner and I like that. This clothing line feels like it\'s made for me as a runner and it has a unique, distinct brand from something like Nike. And I think they\'ve done a great job of really telling that story. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/suit-up/

","slug":"suit-up","email":{"screenshots":{"OL2019":true,"IPHONE8":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true},"categories":[{"slug":"ecommerce","name":"Ecommerce"},{"slug":"exercise-and-fitness","name":"Exercise and Fitness"}],"submitter":{"slug":"whale","role":"none"},"submittedEmailId":"qYBQafq2ha3B8UXo0nyF","publish_date":1590689513163,"hasPrimaryImage":true,"tags":[],"litmusApiData":true,"accessibilityIssues":{"content-titletag":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-linktitle":true,"accessibility-justified":true},"companies":[{"slug":"tracksmith","name":"Tracksmith"}],"author":{"name":"Matthew Smith","slug":"whale"},"slug":"suit-up","litmusApiDate":1590699296544,"originalHeight":4787,"popularityScore":0,"title":"Suit Up","originalWidth":680,"hasHtml":true,"content":""}},{"type":"text","content":"

Here\'s another small variation where they\'re doing this side-by-side lockup here and I think it works well. I\'ve seen some people kind of blunder this and I think they\'re making it work here. Telling me more about the product line, giving me some stories, giving me some quotes. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/five-things-to-know-about-merino/

","slug":"five-things-to-know-about-merino","email":{"hasPrimaryImage":true,"title":"Five Things to Know about Merino","originalWidth":680,"author":{"name":"Matthew Smith","slug":"whale"},"submitter":{"role":"none","slug":"whale"},"litmusApiData":true,"publish_date":1590689518328,"popularityScore":0,"hasHtml":true,"slug":"five-things-to-know-about-merino","screenshots":{"IPHONE8":true,"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true},"accessibilityIssues":{"accessibility-presentationtable":true,"content-titletag":true,"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-linktitle":true},"originalHeight":3571,"litmusApiDate":1590699226627,"tags":[],"content":"","submittedEmailId":"mFBrN6n3uJgyWmmhDwR7","companies":[{"name":"Tracksmith","slug":"tracksmith"}],"categories":[{"name":"Ecommerce","slug":"ecommerce"},{"name":"Exercise and Fitness","slug":"exercise-and-fitness"}]}},{"type":"text","content":"

This is a nice way to incorporate a bit of illustration into their story. I would say that because they\'re not using illustration in other areas, the gold doesn\'t feel like it should be a link. I kind of want to know what\'s behind there now, so I\'m going to check that out after the episode. But I think a picture of some yarn would have been interesting, but it works.

I think they\'re doing a great job. They made their own choice and it\'s a good one. I just love how simple this is. We talk about design golf a bunch. The idea that you drive toward the lowest possible score in your designs. So that you\'re not introducing any new kind of elements that\'s not doing a specific job and they\'ve just done that so well here.

You\'ve got one point for this lead heading. One point for photography, one point for paragraph, one point for this CTA and another point here and here, but then everything else is the same. It feels like I\'m reading like a book. It just is really elegant. I love it.

All right, so tell me what you think, man. I\'ve dominated with my opinions here, but I want to hear what you\'re thinking. 

Matt Helbig: I feel like all the emails they send feel very honest. They\'re not selling you these products in some way. They\'re just kind of telling you little stories about how people are using these products or showcasing them.

I think you\'re right, the product photography and imagery stands out. I mean, in a lot of cases, the people shown in their photos are sweaty or tired or something like that. I think it\'s kind of refreshing when you only usually see very cleaned up stock photography. I\'m surprised just how consistent it is across all the different sends they\'re doing.

I do think with their live text, there might be an opportunity to use a custom web font. I feel like this one\'s a web-safe font and sitting by itself when it\'s not relating to the bigger headline typography, it feels kind of basic or out of place to me. If you went on their website, you might see that body copy be a different font. There\'s an opportunity to have that as a web font. And then this sort of be the fallback if possible. 

Matthew Smith: One of the things that I think they\'ve done nice here that I was catching is using category oriented CTAs, shop men, shop women. This is a great opportunity for personalization. So in some ways, this is a question, are you interested in men\'s gear or women\'s gear?

That\'s a cool opportunity then to segment that user, right? So you don\'t necessarily segment them into, Oh, this person must be a man and this person must be a woman, but rather interested in women\'s clothing, interested in men\'s. And if they do that again, then you could double down on that.

But that\'s a really interesting way. So if I start checking out men stuff, then maybe only send me the men\'s stuff or send me primarily the men\'s stuff with a little like internal ad for some additional women\'s stuff if I want to check it out cause I\'m shopping for a loved one or something like that.

I think that\'s a nice little opportunity for personalization. Another thing is the opportunity to capture what types of clothing I\'m showing interest in that might indicate where I live. So if I\'m always shopping stuff that tends to be warm weather things. That\'s going to tell you a lot about where I\'m at or if I\'m shopping at certain times of the year and so on.

I would love to know more about what they\'re doing. Tracksmith folks, if you\'re out there, let us know. We would love to have you on for an episode and talk a bit more about what you\'re doing, why you\'re doing it, and what you\'re learning. I\'m excited. I want to see what these folks do. I\'m staying subscribed man. I\'m in.

I hope everybody out there is hanging in there. You all are an amazing community and we value you, but I hope that you as humans are doing well and making it through. If you ever need just a happy word, we\'re on Twitter @reallygoodemail and would love to just say something nice to you.

So let us know. Alright, love you, friends. Peace.

Matt Helbig: Peace.

"}],"secondaryAuthorText":"Host","slug":"feedback-friday-tracksmith","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"title":"Keeping activewear emails in motion with Tracksmith","originalWidth":2400,"publish_date":1590728400000,"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},25087:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"whale","originalHeight":920,"description":"

Truebill is a free platform that helps you find, track, and cancel all of your paid subscriptions and recurring payments.

","originalWidth":1496,"created_date":1605066508626,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Deliver a welcome email that reinforces what you’re going to do and the problem you’re going to solve.

2. Typographic hierarchy can keep an email polished and scannable.

3. In an upgrade email, it’s helpful to send a dedicated email to welcome your customers and explain what premium features you’re offering.

4. Adding icons with text to explain the features can also help keep your message on-brand and easy to read.


Matthew Smith: Hey, it\'s Friday again, everybody. Feedback Friday where we review emails that come into our inboxes that we think are really good and why we believe they\'re really good, and what, if anything, we believe they could change or improve. Super excited to be here today again with Matt Helbig. What\'s up, my man?

Matt Helbig: I\'m excited to be here, Matthew. I\'m glad to be back. Another Feedback Friday. 

Matthew Smith: Sweet dude. Well, thank you, email geeks, for joining us. I hope you\'re all having a fantastic Friday and looking forward to a good weekend despite the challenges in the world.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/Fm6lHsTeEtI

","embed":"Fm6lHsTeEtI"},{"type":"text","content":"

I want to tell you a little bit about Truebill and their email series. There are many apps out there for managing or checking out your transactions and your subscriptions for your credit cards or your bank accounts or whatever. I\'ve tried a lot of them, and this is the one I landed on.

Damn. It\'s awesome. I\'m like super, super primed on it. It\'s doing a great job, really like it. I ended up paying five bucks a month for it. It\'s worth it. It\'s just cream that their emails are lit and just really doing some great work. So I\'m super, super stoked to kind of walk through those here today.

First things first, they do a great job of very simple typographic hierarchy. Like the episode on YNAB the other day, they do a great job of using a card layout with this slightly light gray background and a white foreground.

They do excellent custom illustrations. They get me into their path of the text, features, et cetera, very colorful and yet very clear and focused. They make it clear, like where I need to click for my CTA. They have a simple footer that gets out of the way. They do a fantastic job.

If we jump over and start to look at some of the others, you can begin to see, like, this is a recent scan of my account. I think this was when I first signed up. They give me a sense of how many subscriptions I have, how many bills I have, and then the ability to view my account and see more about what\'s happening.

Clear, really simple. Everything from them just felt very succinct, and yet there\'s some difference in these templates, and they make it work. Being able to go through this email and again, see these very cool icons. See them separated into features and then being able to dive into Truebill then. All that feels fantastic.

One of the other things I love about Truebill, we\'re not showing them here, but they\'re available on reallygoodemails.com, is they do a nice data update on all the things that are happening in my account. If I get a big transaction, like a check comes out, I get an email about that.

Lots of transactional emails that just are really effective for me. Just look at how simple and effective these emails are. This is a great example, too. I talk a lot about typographic hierarchy. So we\'ve got a nice big heading. Then we have our subheading. Happens to be the same type of text, the same size of text as even this lower down heading, but it\'s dark.

Then I have these subheads, and then the text under those subheads is now gray, still dark enough to be accessible. Then the CTAs are just links. There\'s so much that it\'s just really simple about these emails, but it works, and it\'s still elegant. It doesn\'t feel like a wireframe or anything.

The reason is because of these colorful icons and colorful illustrations. This is such an easy email, and it ends up that you have a beautiful, easy to code, easy to maintain set of emails for your system. So I\'m very impressed. I\'m noticing over here on the mobile footer that some things could probably be improved. A little bit of the line height here, reorganization of these social icons, but nitpicky stuff. Matt Helbig, what do you think, man? Do you think this is really good?

Matt Helbig: In that first premium welcome email example, it is exactly like how I want to feel when I upgrade to premium. When you convert, something like this is nice to receive, even if you send your receipt in a separate email. This dedicated premium email communication is nice, welcoming you to this unlimited access and everything else. That\'s nice to see.

I like how they use icons across the different campaigns to back up their message. I feel like these could be plain-text emails for many of these, but making it a little bit more polished, they can add in a bit more information and make them feel a little bit more scannable and readable.

This is an interesting approach where I wonder if they could turn this into a more plain-text email and test that versus this more polished template. 

Matthew Smith: I think that\'s a good call. You brought up a great point about flow in this kind of stuff too. You\'re right about this email. Being able to deliver a welcome email that reinforces what you\'re about to do and the problem that is about to be solved in your life in addition to that receipt. That\'s an excellent call. 

So something for our email geeks to call out is many times you\'ll get a receipt, and you\'re off to the races, and it\'s kind of up to you, and now you\'re on your own. Getting this series of emails keeps me sticky to the product.

If the emails from Truebill did not come, I probably would forget about the product because I turn off notifications on my phone. I don\'t want to be hit all the time. I\'m not getting messages in my email that are annoying. They\'re incredibly helpful. They remind me of things.

Truebill will negotiate my bills down on like the internet or something like that. They\'ll let me, hey, this bill seems high. Would you like us to negotiate it for you? It\'s just really interesting little stuff like that that I think adds up and is an excellent example of how email can be so powerful to make a brand sticky and a product sticky for the customer.

Well done. Truebill. Pretty impressed. Again, go check out the many, many, many other Truebill emails that I collected and put up on our site. All right, well, email geeks have a good one out there. We will see you on the flip.

Matt Helbig: See you.

"}],"title":"Simplifying the onboarding process with Truebill","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"isDraft":false,"type":"feedback-friday","primaryAuthorText":"Author","secondaryAuthorText":"Host","hasPrimaryImage":true,"slug":"feedback-friday-truebill","publish_date":1605247200000,"partnerSlugText":"With partnership from","name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},34595:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","type":"feedback-friday","authorSlug":"mtthlbg","hasPrimaryImage":true,"description":"

Uber is a platform that offers delivery and transportation services, including ridesharing, freight transportation, food delivery, and package delivery.

","created_date":1603832278803,"primaryAuthorText":"Author","originalWidth":1496,"secondaryAuthorText":"Host","categories":[{"slug":"feedback-friday","name":"Feedback Friday"}],"slug":"feedback-friday-uber","title":"Creating a seamless customer experience with Uber","originalHeight":920,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Incorporate engaging GIFs with live text at the top of your emails to grab your reader\'s attention while keeping the email accessible.

2. Break down information with a hierarchy of text. Keep it concise, digestible, and personalized by customizing the language for each template.

3. Make the branding consistent throughout the email, app, and landing pages for a seamless customer experience.


\uFEFFMatt Helbig: What\'s up, email geeks? Welcome back to another Feedback Friday. This week, we have a spooky guest joining us for this Halloween themed episode. How\'s it going, Kelly? 

Kelly Lamano: Hey, Matt! It\'s good. How are you?

"},{"type":"youtube","content":"

https://www.youtube.com/embed/CNiJHCDOqCQ

","embed":"CNiJHCDOqCQ"},{"type":"text","content":"

Matt Helbig: You\'re the newest Really Good Emails team member, helping out with content stuff. How about you introduce yourself?

Kelly Lamano: Sure. Pretty excited to be here. So my name is Kelly Lamano. I\'m the data and content contributor for RGE. Before RGE, I was a big fan of the website and the email design, just using it for inspiration in my full-time email marketing job.

So it\'s cool to be part of the team and working with everyone behind the scenes, seeing how it all works. Kind of cool that it\'s come full circle now to work with the team.

Matt Helbig: We have some Halloween themed emails from Uber. I\'ve always been hesitant to cover Uber because their emails, I believe, are just so good. They\'re almost a masterclass of what to do with email. They always feel so polished and thought out. There\'s not much feedback I honestly have in a lot of these.

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Maybe we can talk about what they\'re doing well. So other people can improve their emails as well?

Kelly Lamano: Right off the bat, that GIF at the top is attention-grabbing. I think that draws the reader in right away. It\'s very subtle, but it goes with that spooky Halloween theme too. 

Matt Helbig: I like how it\'s so just subtle. You don\'t have to have a fallback for something like this. You can just let this first frame play, and it\'s going to work pretty much everywhere. I think they do such a great job using live text, restacking on mobile, using numbered lists to get content across. 

Kelly Lamano: I like that it\'s short and concise. Each section has its header and then kind of draws your eye down towards the CTA. I think that\'s cool. It\'s really clear. I also really liked the little icon next to \\"check your ride every time.\\" That\'s a cool feature that reminds me of what Target is doing in their app where you hold up your phone instead of interacting with a person. So it\'s kind of cool to see that visually in the email. 

Matt Helbig: The icons add to this email. You mentioned CTAs. I don\'t feel like I\'m missing a more defined button here. I think these are fine. I think they match how the app looks.

So to me, these are still actionable. I\'m not sure if I would click through these entirely. I guess this is enough information for me within the email. The bold text makes it stand out, and, as you said, it draws your attention down to the different sections. 

Kelly Lamano:  I liked the use of the pun there at the very end under \\"Share your ETA.\\" Let your mummy know. I think that\'s sly. It\'s very subtle, but it\'s just enough to draw you in there. 

Matt Helbig: I swear this footer is my favorite footer in all of email. It\'s just the best. Left-aligned on mobile. It just looks so great, and I wish a lot more brands would emulate something like this. Their footer design is one of the best parts of their email, and they give you all these links here, but it doesn\'t get super crowded or anything like that. It just finishes with a nice little legal piece. 

They sent another Halloween themed one over here.

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Kelly Lamano: Yeah, that\'s a pretty cool one too. They do an excellent job of keeping the branding consistent. It almost looks like it\'s a spooky series, and it just works well. I also really like how even going outside of the email, clicking those CTAs, and going to those landing pages is also very consistent. So you can see that the email gives us just a snippet of information, and then if you want to learn more, you go to the website, click the CTA, and it gives you more information that is very well laid out and looks like the email too. 

Matt Helbig: Yeah. I like how they\'re using the app screenshots. I think that works well. I also like that it\'s not actually in a device. It\'s more like an illustrated device, which is nice—it kind of matches their branding. 

As you said, they have concise pieces of copy. They\'re not bombarding you with everything that you need to know. They\'re giving you some teaser copy in this Z layout and then just showing you that CTA if you do want to learn more.

Kelly Lamano: I noticed on both of these emails that the images aren\'t linked. So that would be one minor improvement. I like to click on the images sometimes. So it would be cool to see that linked as well. 

Matt Helbig: I could see that being helpful for sure. With that other one, that little icon, this little ghost is just a cool, nice little touch here. I know Halloween will be a bit different this year, but this one still gives me a good Halloween vibe.

I could see other brands maybe doing something like this with the Halloween themed or holiday-themed seasonal, maybe like Christmas or something where they\'re bringing in some animation to their templates. 

This one\'s actually from New Year\'s Eve. This was a very short ride from a bar on New Year\'s Eve for me, and this is a little tweak that they did to their receipt design.

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Kelly Lamano: Yeah. I liked the subject line because that right off the bat had something personal in it, kind of like what you mentioned, it goes a little bit further than just first name, but it includes the total of your fare and includes the name. It breaks down everything about that transaction. 

It also shows you where you traveled to, which I think is cool if you scroll down. So if you ever wanted to look back on it, or if for whatever reason you were like, oh, I don\'t know where I went, that would be an excellent way to pinpoint a place that you would want to return to in the future. 

Matt Helbig: I think they do a great job with this receipt on giving you a lot of information. As you said, the subject line is optimized to provide you with some information, or maybe it\'s easier to find in your inbox. They do a brilliant job organizing the email so that the preview text is a little bit smart. So they could use hidden preview text, but they\'re just pulling in that total, the date, and then this short line here in your inbox.

It gives you a lot of information about the ride you took, even without opening it. So I think that\'s nice. I think they do an excellent job of organizing it, so it\'s very scannable. So your total is big, right in front, and then it breaks it down for you. Shows you some information, and then they also, as you said, bring in that map data, and then they even have this little referral module.

I think they do a great job of bringing all these little pieces into a receipt that can help out. I believe some e-commerce brands could try to do something similar where they\'re giving you updates about your order or something like that, where they can pull in some customized imagery or add some other things to an email that makes it feel a little bit more personal.

Kelly Lamano: It\'s interesting in this one\'s footer because they don\'t include social media links. So it\'s more focused on serving the customer or customer support. 

Matt Helbig: It looks more transactional, and they\'re just giving you the information you need from this ride. 

They did this a little bit of a rebrand around their app\'s safety and different things like that. This one is more a product update giving you a bit more information about their service and what they\'re doing to improve their app and make you feel safe in the ride. 

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Kelly Lamano: I think this is a very welcoming tone. It\'s talking about giving people peace of mind. So it\'s setting that tone of comfort and like what their services entail.

They have a really clear CTA at the beginning to learn more about their safety procedures and then just going even further down in the email, it\'s nice how they\'ve laid it out with the 24/7 support, emergency assistance, and how, again, they keep it very short and concise. It gives you enough information to learn about the product or learn about their procedures, and then if you want to learn more, you can go on their website. 

Matt Helbig: I liked the pared-down use of color too. Instead of using their illustrations, they\'re pulling in that lifestyle photography and then using that blue to really highlight the CTA and then that link down here. It\'s pretty clear exactly what they want you to do next.

Kelly Lamano: I love that hero image too. 

Matt Helbig: In general, I feel like they have a put together design language for their different templates, where they can pull in other modules, and everything fits together really nice.

Here\'s another one that they sent about their community guidelines. A little video here.

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Kelly Lamano: Yeah, I think they did an excellent job with the illustrations because it\'s very inclusive and very diverse. I feel like anyone can see themselves in this email. It\'s cool how they have the illustration at the top, and then as you go further down, there\'s the video with real people. So it gives you a nice mix of both the illustrations and then an interactive video to click through.

Matt Helbig: It grounds it a little bit to real life. It\'s a pretty simple email, and it is a more serious tone of voice about what they\'re about and their community guidelines, but it still feels inclusive, easy to read, and accessible. They always do a great job of it looking great on desktop and mobile.

Kelly Lamano: This is a great example again, where the branding is very consistent. So they\'re giving us a snippet in the email, and then clicking through to all the different CTAs gives you more information on the website. It\'s very detailed on the website with a lot more information on their safety procedures and things like that.

They use these same illustrations on the website. So I think that\'s a fundamental concept just in branding in general, where they email landing page, social media, everything that your marketing should be consistent. 

Matt Helbig: Mike sent over this last one. It\'s a pretty new one from them talking about their new protocols regarding health and safety nowadays.

I was a little bummed to see that this one is an image here. They\'ve done an excellent job with live text, but I\'m guessing this could have been a little hard to lay this out in live text. It looks like they use a lot of other live text. This one sort of breaks that mold that we\'ve seen with a lot of their different templates.

It does this off-grid layout here that kind of bounces back and forth. This almost feels like a Pinterest layout or something. It does a pretty good job, especially on desktop, with this card layout, having them stack.

Kelly Lamano: It\'s very informative. They even have like that little subtle GIF there with the checkmark.

Interesting how they also switch up the colors. So this is more about the white, blue and black, and just keeping that consistent throughout the design. There was one thing that I noticed on that first little square, the \\"free health and safety supplies.\\" This might be just a personal preference, but I would drop the word \\"safety\\" to the next line, just so that \\"supplies\\" isn\'t an orphan hanging out on its own there.

Matt Helbig: It\'s strange because on these cards, it\'s left-aligned text, and then on these cards, they switched to center align to match these icons a little better. It does, especially on mobile, take a few more seconds for your eye to adjust from reading centered text to the left-aligned text. I think they could probably get away with just entirely left align text for these. 

I always think that they do an excellent job of matching their app to their emails. I feel like these little cards I could see within the app. I imagine a lot of the CTAs might pop open that app. So it is a very consistent experience going from an email right into the Uber app.

Kelly Lamano: Something I would like to see is more alt text. I noticed in the code that the images didn\'t have alt text for many of them. It was mostly just the logo. From an accessibility standpoint, that would be cool to see in the future. 

Overall, they\'re doing some cool things with that Z layout and using illustrations and lifestyle photography. Those are all cool aspects of it. 

Matt Helbig: With many of their emails, they\'re very concise. It almost feels like they take a couple of passes at that copy to make sure it is on-brand. I\'m sure they have a legal team looking at many of these emails, but it\'s evident to me that they\'re spending a little more time.

Some of the other brands that they manage, like Uber Eats, have a similar design. I think they do an excellent job of balancing that design across emails to consumers, emails to drivers, and emails for their other apps. It\'s a lot of different emails that they\'re managing. I think they do a great job keeping that design language and design system across all those other emails.

Well, thanks so much, Kelly, for coming on. I enjoyed talking through these. Are you doing anything special for Halloween? 

Kelly Lamano: Nothing. Right now, I\'ll have to check out some spooky podcasts or something. That\'s kind of my thing. 

Matt Helbig: Okay. Yeah. I\'m just going to throw candy out my window, like down into the streets. 

Subscribe. Send us any emails that you find that you\'d want us to give feedback on. Go to Really Good Emails, sign up for a free account to start collecting some emails. We don\'t have a ton of Halloween emails right now, so maybe you could help us by submitting some to the site. Read all of Kelly\'s fantastic articles on the blog. Thanks again, Kelly, for coming on. 

Kelly Lamano: Thanks, Matt. Happy Friday. 

Matt Helbig: Happy Friday. See you.

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Do you map out every single step of a trip right down to the rest stops, or are you up for randomly stopping off at a local diner for some good and greasy food to pull an all-night drive? (Yeah, us too.) While emails should be more planned out than late-night road trip stops, you can easily customize your message by pulling in dynamic content. Andy McCutcheon, email marketing manager at Vacasa, walks us through some customized email templates with built-in styles, classes, and our favorite: live text.

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This FF episode was sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Matt Helbig: What\'s up, Email Geeks? Welcome back to another episode of Feedback Friday, this week with an amazing guest. How\'s it going, Andy?

Andy McCutcheon: Hey, it\'s going well, happy to be here. Thanks for having me.

Matt Helbig: Your Vacasa emails caught our eye on reallygoodemails.com. Could you tell us a little bit about your background and maybe a little bit about this brand?

Andy McCutcheon: I\'m the Email Marketing Manager at Vacasa, which is North America\'s largest vacation rental management platform. We manage 30,000 homes across 400 different markets as well as rent out the homes that we manage for homeowners. I am the Email Marketing Manager, touching everything from marketing to transactional emails and everything in between.

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Matt Helbig: I was hoping that we could walk through some of these and maybe talk about what you like.

Andy McCutcheon: Yeah. This was a little bit of a different kind of promotional email that we sent. All of our promotional marketing emails go out to previous reservation guests, so they are folks who are fairly knowledgeable or at least aware of Vacasa as a brand and have had a previous stay with us. We do a lot of unit personalization, pulling in dynamic unit recommendations into emails. 

With this one, we wanted to do something a little bit different and really lean into one of the biggest travel trends of the last year, which is driving to destinations. Driving has been super popular with everything happening and folks being hesitant to fly and being able to go somewhere that they can hop in their car and have a little bit more control over their destination and how they get there.

Rather than packing this full of personalized unit recommendations and things like that, we wanted to do something a little bit more fun, and softer, and a little bit broader. We tried to kind of recreate this road trip down the West Coast, highlighting a few of our favorite markets that we have homes to rent in.

Matt Helbig: Even at this top section, a lot of things are standing out to me, a nice color palette, great use of live text. I even noticed on mobile that you left-aligned this content so

it\'s a lot easier to read on that smaller screen. 

Andy McCutcheon: One of my biggest collaborators at Vacasa is a developer, Taylor Campbell, and he built the email workflow that we use. It\'s incredibly reusable and customizable with huge base components that we can use and then customize as needed. Then, it\'s got tons of styles and classes built into it as well, so doing things like taking text from center to left-aligned on desktop and mobile is really, really easy.

We\'ve also tried to be really strong advocates of accessibility in email, and always rely on live text as much as possible.

Matt Helbig: Is there anything you might want to improve on this email? I know it\'s pretty polished. It\'s kind of a long scroll, but I do like how you use these graphics to bring your eye down the email.

Andy McCutcheon: Yeah, I’m super happy with how this came out. One of the tricky parts was navigating how much white space we\'ve generated around the dashed lines with the icons. Especially on desktop, I feel like they almost look like they\'re floating. In a perfect world, we could tuck those dashed lines up underneath the sections above and below them. However, wanting to keep live text and all of those kinds of things in space and consistent, we had to keep them above the sections. Overall, I\'m super happy with how this came out.

Matt Helbig: Nice. Could you tell me a little bit about this one?

Andy McCutcheon: This is our checkout abandonment email. This is one of a couple of different checkout abandonment emails we have. This is a user who starts the checkout process for a particular unit and then abandons it before completing. We resurface that unit that they were looking at and link back to it in a few different places, trying to encourage them to complete that reservation.

We\'ve done a lot of testing on the CTA. “Make it Yours” is the current CTA. Previously, we were just doing “Book Now.” We\'ve tried a few different variants, and “Make it Yours” was the highest performer of the last round of testing that we did. 

Then, we recently onboarded a firm as a payment method partner, and we\'re all super excited about offering that. That was something that we felt made a lot of sense to surface in this email where somebody possibly got to the payment screen and felt a little bit unsure about making that last click. So, we surface this as a flexible payment option. I think this was a great recent addition that\'s only been in this template for a couple of months.

Matt Helbig: Yeah, I like bringing in that level of personalization, and utilizing that live text to maybe do that as well. It’s cool to see. Then whenever you can use, I\'m guessing these great images or things like that, especially with travel emails, it\'s nice to see, bringing those in and letting them go full width on mobile and stuff. I think on mobile, this one\'s optimized and would definitely catch my attention in the inbox.

Andy McCutcheon: It makes our job a lot easier when we have phenomenal images of homes like this one. It makes it easy for us to pull in the primary image of the unit that they were looking at and make it pop. We make sure to use the default image for that home so that it\'s instantly recognizable from that session that they had on the site so they’ll know what we\'re reaching back out to them about.

Matt Helbig: I\'m curious, is there a reason why you don\'t show prices in this email?

Andy McCutcheon: Yeah, that\'s a good point. We did an A/B test last year. It\'s been probably about six months so it might be time to revisit, but we did have a version of this that had the reservation details with the home’s name, the check-in, and check-out dates, as well as the price that they were seeing in their cart when they abandoned.

We had a couple of different breakdowns of just the total price, and then, the rent plus fees, plus tax, and then a subtotal. We had the highest click-through rate and the highest post-click conversion rate from this one, that was a little bit more simple and clean so that\'s what we ended up going with.

Matt Helbig: Thanks for sharing those learnings. It’s super cool to see testing emails like this that are maybe a more triggered email that can make you a lot of money long term. 

Then this last one caught my eye with this wave breaking up the color here. Great photography, great use of live text.

Andy McCutcheon: This was something where again we\'re trying to lead into accessible destinations for folks. This was sent to users in our database that live in Washington, Oregon, or Idaho, where traveling to the Oregon coast is pretty accessible. Obviously, the waves, trying to be on theme with the Oregon coast.

Our email designer and developer, Rachel, came up with this design and the waves to break up the depth of field almost in the header. That was something I saw on Really Good Emails that stood out to me. I shared it with the team as an example of how we could use live text as the main header title of the email and then have the image below it, and then do something underneath the image to break it up and give a little bit of a sense of depth to it, while still making my main image pop.

Matt Helbig: It definitely stands out to me. I’m a big fan of these colors working together. It\'s cool to see a ghost button test to see if that would maybe perform a little bit better than an all-white button. However, I think it works for something like this, where there\'s a little bit more text leading you into that CTA.

Andy McCutcheon: I think if we had gone with our traditional yellow CTA with that accent line directly beneath it, it might have been a little bit overpowering. I like the ghost button for this section as well and had I been thinking a little bit more strategically at the time, I probably would have liked to have done a direct A/B test, but something to think about for the future. 

Matt Helbig: Anything else with these emails? Anything that\'s exciting with email? Anything upcoming?

Andy McCutcheon: We\'re trying to keep being innovative and keep trying to take advantage of a lot of the great visual assets that we, as a vacation rental company, have access to. 

It makes our job easier when we have great assets, but then it\'s also on us to take it to the next level. That\'s always a challenge with email because you want it to be easily scrollable and not be visually overwhelming and not get in the way of the objective of the email. That\'s something that I think that we\'re constantly striving for, is how can we make this visual and really pop to the recipient, but also not be overwhelming and be clean, easy to scroll through, and easy to navigate.

Matt Helbig: Amazing work. I like experimenting with these different layouts and designs. They all still feel like they\'re part of the same brand and the same design system. Thanks for jumping on and walking through these with us!

Andy McCutcheon: Cool, thank you. It\'s so good to talk to you.

"}],"partnerSlugText":"With partnership from","slug":"feedback-friday-vacasa","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},50980:function(ep){"use strict";ep.exports=JSON.parse('{"description":"

Customer retention and relationships are crucial for any business selling products or services. The best way to grow repeat customers is by creating really good retention emails, encouraging customers to come back and use your product again. In this episode, we dive into how Venmo builds loyalty by incentivizing customers and how you can apply this to your retention strategy.

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This FF episode is sponsored by Netcore. Revolutionize email experiences with the only email delivery platform that leverages AI to power deliverability and increased customer engagement.


Matt Helbig: What’s up, Email Geeks? Welcome back to another Feedback Friday episode with Mike again. Mike, how’s it going?

Mike Nelson: Hey. Welcome. Welcome. I\'m happy to be here again. I can\'t believe you got me two times in a row.

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Matt Helbig: I know, we pulled it off somehow. This week, we’ve got some exciting emails from Venmo that I\'m excited to look at.

Mike Nelson: Venmo is killing it right now. I haven\'t used the app for a while, mostly because I never get out of the house, which means I don\'t need to pay anyone on Venmo.

I recently paid a bill with Venmo because a friend did something for me, some freelance stuff. I was like, shoot, I\'ve got to re-download Venmo because I haven\'t had it on my phone for a while. I went back and started looking at the Venmo emails and was impressed by the retention the second I started engaging with Venmo.

They just started sending me some excellent content to update me. So, we\'ll go through those today and some incentives and some other things here.

What kind of stuck out to you first when you were going through some of these emails?

Matt Helbig: So, for this first one, I know this is sort of a marketing email to get you to create a business profile.

I think this little touch is fantastic to see, and then some of the shadow around the CTA buttons is something we don\'t usually see. They\'re just bringing a fun amount of color into this email, using live text to show the benefits of creating a business profile.

It\'s a descriptive CTA here. I think this one is an excellent example of an onboarding sort of retention email to really describe and show with a lot of space here, the benefits of why you should create a business profile, and keeping it simple with a light amount of text, images that support the message, and then a pretty solid, double CTA at the top and the bottom to get you to decide on the product.

Mike Nelson: This is following the typical pattern, inverted pyramid, strong header text, a byline into a CTA. And then when you get down below that, it\'s supporting Z pattern where you\'ve got your text on one side, the image that rotates as you go from chunk to chunk.

This is something that any brand can replicate very quickly. Almost all ESPs probably have some WYSIWYG that has a Z pattern built into it, where you do an image on the left, an image on the right, text on the left, text on the right. Blah, blah, blah, blah, blah, and go through.

What made this stand out to me was the imagery also pops out of the photo a little bit. So, they\'ve built in these illustrations, they\'ve done some overlay like that blue text. They\'ve got that nice background pink shadow there. They\'re using color, they\'re using some illustration, overlapping that box.

It just makes it stand out a little bit better than usual. So from a design element, that was clear. Each chunk has a very clear-cut title. No fees till April, the one above it is a touch-free transaction.

Even if you\'re skimming through this and don\'t want to read the supporting text, you get a sense of what you\'re getting throughout the whole email, which is a very good way of doing that through images, short titles, clear call to actions. To me, I think this is like, if you go on a promotional email, this is one of the better examples that we\'ve seen in a long time.

Matt Helbig: I noticed on mobile that they\'re reusing some assets to stack them and doing an excellent job with the left-aligned content. But even an image like this, they\'re flipping it and including another CTA here on mobile to try and grab your attention. So it\'s not such a long scroll.

I think little details like that show that they\'re taking the time to optimize for desktop and mobile.

Mike Nelson: Yeah. That\'s one thing I didn\'t even catch, but super cool.

Matt Helbig: This next one, I believe, is more of an onboarding email to get you to sign up.

Mike Nelson: In my journey, I went back to Venmo. I downloaded it, but I hadn\'t input all my information yet. This was the email I got right after that that said, Hey since you\'ve downloaded, you might as well get $5 as a way to get me back into the product because I hadn\'t paid anybody for a while. This was a nice incentive.

I don\'t know how much $5 is to them in terms of the lifetime value of a customer. So they probably say, Hey, the following year we\'ll probably make off the typical person, $50 or a hundred dollars. So, five or 10 or 15% of that is not bad to get them back in using the app.

I found that this was a compelling incentive, and I think brands can do this with many different things. It doesn\'t have to be money. It could be a pretty cheap thing that they offer. So, cosmetics might be a little trial thing. Glasses could be anti-fog mist stuff.

There are lots of things that you probably couple in to incentivize people to come back and use the company over and over again. You\'re using that inverted pyramid again that we saw through and then some supporting text.

Matt Helbig: Yeah. I\'m a fan of how clear the CTA is. Get your $5 is pretty engaging CTA copy.

Then, saying with this button below, they\'re not letting you be confused, click this button, and get $5. That\'s an excellent way to be direct with what you want someone to do, rather than \\"learn more\\" or something. This is a lot more compelling if you want to get people back into the product.

Mike Nelson: Yeah. There\'s that time element with urgency is that you have to do it before March 15th. So, I only had, I think, two days, three days in this, when I got the email originally. So, some cool elements there. And then we just saw the dark mode version of this.

Matt Helbig: Yeah. They\'re doing a great job with optimizing for dark mode.

Having a white outline around the text that doesn\'t show on the light mode. But when you go to dark mode, you see that. I give them kudos for optimizing for this dark mode.

Moving on to this next one, another sort of welcome, sort of onboarding, maybe even a marketing email if you haven\'t signed up yet for Venmo.

So, what stood out to you on this one?

Mike Nelson: Their color schemes are so vibrant and fun. They use those illustrations throughout. I hadn\'t used Venmo for such a long time that I didn\'t even know that they offered credit cards.

Bringing me back into new features was the one thing that brought this one to mind when I was looking through their emails, thinking, okay, cool. They\'re hitting all the marks here. They\'ve acquired me. They\'ve incentivized me to keep using it. Now they\'re introducing things that I hadn\'t seen in the past or that they\'ve created since I use it in the past. So, they\'re reinforcing their value to me as a user.

Matt Helbig: Yeah. I\'m a fan. Nice use of colors. Again, they\'re using this sort of Z pattern, but then on mobile optimizing it, really clear CTAs, excellent copywriting keeping these paragraphs short enough so, they kind of live on one line. So, in general, pretty big fan of this one.

Mike Nelson: And throughout all the emails, Venmo is a financial instrument. When we get other finance emails or banking emails, they\'re typically pretty dull. The complaints we\'ve heard have been something along the lines of, we have regulatory issues, and it has to be cleared through 12 different places, and they strip out all the character.

I see with this that they\'re using Visa. They\'re getting you to give them money. It\'s almost like a banking system, but they continue with illustrations. You still have some excellent copy. They don\'t make any weird promises. They still have that 3% cashback, but it seems like they understand what their brand should be, and they stick to that and don\'t allow themselves to get pushed around by the lawyers in the room.

Matt Helbig: I do think we can recognize that this legal section is a bummer, but I know Matthew might have some strong words about how they display this stuff, but I think they get out of the way with it.

It\'s lower in the email, and it\'s not the best to see this stuff, but I understand there are maybe some legal requirements about what they would like to include in these emails, especially if they are financial. As you said, I think they found a nice balance of keeping their brand voice in their emails while still trying to be as compliant as they can.

This last one is a retention email since you\'ve been gone sort of email, which we\'re always a fan of trying to use email to get people back into the product, really show exactly what they\'ve updated since you\'ve been in the app. We love retention emails like this.

Mike Nelson: It\'s just a good way of reinforcing it. Some things I\'ve missed, bells and whistles. Some Kelly Clarkson references. Using those good shadows. I think those shadows are just so cool. The colored shadows. I wish that was a design element I saw in other places too.

Matt Helbig: I think this one is super clear. It looks great on mobile. I believe they are understanding, making this desktop view scannable but then resizing this content for mobile and making it feel native on both screens. Maybe part of this legal compliance is making sure that their emails are accessible to everyone.

When you design email for everyone, it benefits the whole email experience for even people who may not have any disability.

Mike Nelson: Since I\'ve re-downloaded this app, I\'ve just been thoroughly impressed by the emails they continue to send to me. And it\'s not just general newsletter fluff.

I\'m definitely in a journey that\'s retention to get me back up to probably the usage they want to see through new users or recently won back users. I\'m continuing to get more retention, more new feature emails. The longer that I go on, and I bet the more I start using the app, I\'ll get out of this journey into more of a general list.

Matt Helbig: Well, I enjoyed these examples. Thanks for bringing them to the table, Mike. Have a great Friday.

Mike Nelson: Yeah. If you want to pay me on Venmo for this.

Matt Helbig: I\'ll send you my CashApp.

Mike Nelson: Yeah. Cool. That sounds good. All right, y\'all have a good Friday.

Matt Helbig: See you.

Mike Nelson: See you. Bye.

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Hey everyone, welcome to Feedback Friday! It\'s another episode from Greenville, South Carolina in this case. Sometimes San Francisco, sometimes Chicago, sometimes Tennessee. All over the place. We are happy to be here. Today we are going to review WAVE Meditation emails. I am pretty interested in meditation.

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Some of you were there for my meditation at UNSPAM, our email conference. If you\'d like to do some meditations with me, just hit me up @whale on the Twitters and we could set up a live meditation. For the rest of us doing work all day. WAVE is an interesting tool. I was pretty amazed by what they\'re trying to do.

So they\'ve got a tool where they connect a vibrating backrest seat rest with the audio in their guided meditations, and it is a really interesting sensory experience. I recommend it. I found it super interesting and very fascinating and a cool tool for some people for meditation. Not everybody is going to be hooked up this way, but I think it\'s interesting.

In this case, I was given a pillow WAVE device and it had arrived, which was a cool thing. So this is a triggered email that has been sent to me to let me know my WAVE is here and here\'s what to do now. And I think this sort of omnichannel experience is so powerful. Show me how somebody is using the product with this image.

Then get me into the product. Oh, I need to register it. Cool. I can do that. If you\'ve already registered for a WAVE account through your order confirmation email, click the icon below and get the WAVE app. Showing me how people have it set up, giving me a sense of, okay, here\'s what\'s next. And letting me see how people are using the product.

I think this is just a nice followup. So this team has thought through how do we have this omnichannel experience where people have received the product and what do they want to know from an email? So I think they\'ve done a nice job at that. The one piece of feedback, you know, would be like, there\'s a lot of centered content here, and centered text is always going to be pretty difficult to read, so just keep an eye on that as you use it.

I think it works okay here because it\'s mostly pretty short. One of the areas where I think that it\'s a little awkward is left-aligned icons with centered text. I would probably have set that up with left-aligned text to align with these icons a little better. I think setting up your kit could have been probably a little bit bigger font, like maybe this one here.

You know, if it were up to me, I probably would have made this one nice and big and then made these, that size up here. I think it stands out a little bit more and creates a little bit more different. Sometimes when fonts get too close to each other in size, things stop working quite as well. So you want to make sure that the visual hierarchy in your design system is set up.

But overall, I think this is working pretty well and it helps do its job, right? The job of the email here is to move me forward in my WAVE experience and it\'s doing that. So let\'s jump into the other WAVE email that we\'ve got. This is actually before I receive my device, and this is the opportunity to get into the app and start working on it. 

So I did these backward. This is the one that you know I would have received before, and I love it. Like it allows me to know, Hey, I can start my meditation journey off strong. I don\'t know what 3000 vibes means. That is a little bit weird to me.

So maybe a little bit more information about like what 3000 vibes is and how it earns me something like that\'s a little confusing. So being able to paint the picture. A lot of folks get this, it\'s difficult to get this right, but a lot of folks don\'t do enough explaining about what something is. And by a lot of folks, I probably mean me, but like enough explaining about what will I get from this. 

So one of the things I\'ve learned is don\'t ask your customers for more than you\'re willing to give them. You know, like if you\'re asking for an email address, make sure you\'re giving them something better in return and early.

And so this is a little bit weird to me. Like I want to be a little clearer about what that means first, but nice clear CTA gets me right in. And then also. Oh, here we go. Meditate, earn vibes unlocks swag. So that would have been helpful up here, and I think that connection could have been clearer. Right?

So in fact, I would have put this imagery up top. Now that said, I\'m not meditating for swag. Does the metaphor work? That doesn\'t feel quite right. I\'m meditating for peace. I\'m meditating for less anxiety. I\'m meditating for better relationships, you know? And so this is cool swag, but I\'m not sure that it fits.

Now that said, maybe they\'ve locked in on or tapped into a different audience than me. Which is very possible. Right? So maybe this is a, an audience that is a little bit more into meditating for some different reasons. So it\'s interesting to see, and I\'m curious to see what they\'ve learned. But again, we would go from this email over to the next one after purchasing.

I do like that they\'ve used two different CTA values here. You can see down here. But they use another one, but that they use the same big, bright, clear CTA. Notice that they have very few fonts and they\'re making that work. Keep playing that design golf, which is getting your point values down. The number of differences, every single difference you have in a design is a point, right?

So this typography one point, this one, two points, three points, four points for the CTA, five points. This is six points cause it\'s not that. I think it might be the same size as this one, but it\'s also black. So it\'s another point. Right? And you\'ve just added a lot. Now I bet they could have gotten away with two or three points less.

Now is it working? Yes. But we talked about Avocode a few weeks back, and I think that\'s a good example of one that like was dialed in. Every time you can reduce that friction. You make your emails simpler and more effective at getting to the strategy of the email. So hopefully that helps. 

Always interested in your feedback though. I\'m just one reviewer. What are your reviews? What do you think is working in this email? What do you think is not working? Let me know what you think. I love hearing from everybody. Please leave comments down below. Don\'t forget to subscribe and let other people know about what we\'re doing over here.

We\'re excited about joining up with you. I am heading out for a good weekend. Can\'t wait to rest and relax and try and survive this insane time we\'re going through. All right. Love you all, Email Geeks. See you out there.

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This week we look at WAVE Meditation\'s product emails.

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How can you make image-only emails work while connecting with your audience? This week we look at how Wildist\'s emails use a design system to grab the reader\'s attention and show the reader where to go.

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This FF episode was sponsored by Knak. Schedule a demo to build your own really good emails and get them to market in minutes.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Use a consistent color scheme and text hierarchy as actions to grab the reader\'s attention. Explain the who, what, when, where, why, and how, and show your audience what they should do next.

2. When you create a design system, you’re using your emails in a consistent way where you can still have variation but you don\'t have to go back to the drawing board for every single email. Build the email, let it sit for a day, and come back to it. You might think of a different way of handling the information, and then you can change up the content.

3. In image-only emails, make sure alt-text connects with the images so assistive devices can read it. Make sure the text on mobile is large enough to be readable. The more that we push the tech of email, the better our industry will get.


Matthew Smith: Happy Friday Feedback Friday, everybody. It\'s good to be here. I\'m back again with my buddy good friend, Rob Hope. Who\'s hanging tight in South Africa and bringing some incredible new email love to us and sharing our just enjoyment of good design, good web, good customer service, all that stuff. It\'s fantastic to have you back, man.

Rob Hope: Thanks for having me, Matthew. Wow, a good response on the last few we critiqued, and just excited to dive into these great looking emails.

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Matthew Smith: I love what you\'re doing on Email Love, and of course, One Page Love just while we\'re kicking this off. If any of you get a chance, you need to make yourself do this.

It was awesome. I signed up and went through a hundred days of digestible tips, a hundred tips for landing pages. Many of you know that I think about emails as landing pages delivered. Man, just getting these tips into my inbox was awesome. So Rob\'s not paying me for this. I think this is fucking great.

Get your butts over there and check it out. It\'s so fantastic. Notice this ebook that\'s coming out with it, but this is free. Just get over there and sign up. You\'re going to love these tips. I was super impressed.

Let\'s see how these folks over here on Wildist are using some of those great tips themselves. What is it that pops out here that gets your attention about Wildist?

Rob Hope: When these emails from Wildist pop in my inbox, they always demand my attention. They shine compared to everything else. So let\'s talk about the pandemic. Everything\'s a webinar—everything\'s online. I get so many of these webinar events, and this one arrives in the inbox and looks completely different than the rest.

There are a few things that are noteworthy here. Just a beautiful color scheme. This is the furthest thing from a generic load of text email and white background. This is a chosen color scheme. We\'ve got actual photographs highlighting the maverick color used in the email. Good white space, breathing room, everything about this email screams these guys know how to design.

Matthew Smith: Thinking just now about the process by which they would have come up with this color scheme. Here\'s another color scheme, and we can compare and notice. Okay. This is one color scheme. Here\'s another. What\'s consistent between these? Well, this dark green sort of sea-green background is constant, but the orange is different.

It\'s a different color in the last one. So it occurred to me that they may have had these two pictures with this standout maverick orange. And huh, how can we use that? They use that as a defining characteristic throughout the email. I thought that\'s smart. They could have just gone with anything, but in the same way, you\'ve probably heard me talk about this idea of design golf.

Let\'s call it Frisbee golf because I hate typical sports. So Frisbee golf is a little bit edgier or weird, but the whole point of the game is to get as few points as possible. Same with design golf. So you want to have as few types of fonts as possible. As few colors, as possible as few different white space settings, as possible as few differences and every single difference, you have every point you have needs to do a job.

It needs to be serving something. So in this, they\'ve done a great job of starting out super low design points by utilizing that orange as an action. I can click on these photos if that\'s drawing my interest. I can see that it\'s a webinar right away. I can reserve my spot. The orange is what is grabbing my attention, and they use great hierarchy to do this.

Okay. What is this? It\'s a free webinar. Who is involved? Charlie Savely Alex Stroll, like two photographers photographing the wild. Oh, that\'s something I want to do. When is it? Okay, cool. I see that I can reserve my spot. Let\'s learn a little bit more. Mark my calendar, but they do this interesting thing with two different type colors. I rarely think that this works, but they nailed it. It works so well because they use so few colors, so few types within the email. They pull off right-aligned text, which is rare to get right.

A designer has come in here and made this work, and it\'s just super consistent. It feels relaxing. Their audience is visually oriented people who are paying attention to visuals all day. You could not sell this workshop with a poorly designed email. It would not do nearly as well. They seem like they know their audience.

Rob Hope: Totally. So, I mean, I want to add here that when you open up a webinar email, and it\'s just another webinar on your whole list of meetings in the week, and this one pops up, and you see these two orange jackets, you see that the CTA matches and you are thinking, wow, these guys have thought this through and they\'ve preplanned this email before even getting to the stage of sending it. There\'s so much care and attention to detail here that it will translate into this actual webinar, and it\'s going to be worth my time. So that\'s it. It\'s just that little, extra 10% they put in to like finesse this color scheme and design.

Maybe it started with six colors. But there are three colors of type and one color in the background. This is just so well thought out. There\'s no stone left unturned here.

Matthew Smith: That\'s a great way to put it. It makes me think of that quote, \\"I apologize for such a long letter - I didn\'t have time to write a short one.” It\'s such a beautiful idea that it takes time to edit something down to that refined picture. When you\'re working on an email or any design, get the core information you need to get out to people. Figure out what you can trim, especially in an email.

Generally speaking, most emails need to be short and to the point. Get focused. It\'s about really helping people understand the quintessential thing that you\'re trying to get across: the minimum viable content and getting that out there and no more. You begin to layout a design and preferably a design system, a pattern, a way of using your emails, that\'s consistent so that you can have variation, but you don\'t have to go back to the drawing board, every single email.

Finish it and let it sit for a day and then come back to it. Almost every single time I do that, it\'s like, Ooh, this would be a much better way of handling this piece of information. Change it up. Now we\'re ready. Once you get a design system going, you can get things set up where a marketer can leverage this content and get it out there.

That said, there is one drawback to these emails. We\'ll get into the other one here in a minute as well. But Rob, we already talked about this. What\'s the main thing that these folks could be doing differently?

Rob Hope: We are talking about four images for this whole email. It\'s a pity—this such low-hanging fruit here when it comes to coding this up. When you break down all the elements here, it\'s not like a very complicated design. There\'s white space around a lot of this text, so it is worth their investment.

We are talking about $149 per conversion. Are you willing to spend $149 to code up this email? Once you get your template in place and get three coded up, maybe that costs you $500 or $1000. You get to reuse that for a whole year. You are just swapping out the content. Your return on investment is there, and it just looks professional. These are outstanding designers, the photos shine. They\'ve also got white space around this JPEG photography, so it downsizes very well on mobile, but we need to bring it up. It\'s important.

Matthew Smith: To cover it for everybody, if you\'re going to do all images, a couple of things, make sure your alt text connects so that those who have assistive devices can read the actual content using their assistive device. Also, make sure that your text is large enough on mobile so that it\'s still visibly readable in the mobile environment.

Think about the web 10, 15, 20 years ago. This is how people constructed the web. Can you imagine trying to utilize the web now doing that? We are holding the email industry back when we continue to behave this way. That means we are keeping a zero or more from our salaries within the email space. The more that we push the tech of email, the more that we demand better tech, the better our industry will get and the more successful, and the more money that will be spent within this category.

So go and take that time. Push your team to code up these emails. There\'s so little friction between doing it right. You can do it once and done as Rob said. So what about this email, man? What are the last little pieces we want to get in that might be different about this email what\'s working? Is there anything you would change?

Rob Hope: I like to use this little mantra when it comes to landing pages. And as you say, emails are landing pages delivered, is that they are giving the exact amount of information I need to act. It\'s pretty much trying to tell you with as little content as possible. Not as much.

They\'ve identified that. Attention spans are low, too much information is noise. They use one testimonial. That testimonial pretty much sums up the whole course brilliantly. I like how it\'s a less is more approach. One image of Chris here. There\'s nothing in this email that shouldn\'t be.

The consistency I want to give props to with Wildist is they\'ve got this less is more approach. They don\'t put 15 images here. It\'s just a couple, and all of them are just beautiful. The consistency again, we\'ve got ourselves an off-white color for paragraphs. We\'ve got white headings, and then we\'ve got these little stars, yellow, which stand out because there are so few colors used.

You immediately see the five stars. You\'re scrolling down. I see five stars. Brilliant choice of fewer colors also type size again. We\'ve probably dealing with about four font sizes here. It doesn\'t look noisy, allows you to skim, breathe, loving it.

Matthew Smith: I don\'t know if you\'ve ever watched how the movie was made or things like that. I love to watch that kind of stuff. One time I was watching the Cohen brothers. About how they made one of their movies. One of the things that I thought was so funny is as they were talking through it, they were like, do you remember how this scene came together? No, I don\'t.

Like that\'s crazy. Huh? And you\'re like, what? This seems like such a genius moment. It was so well planned, but I felt that when like, Are these stars, they\'re yellow. They seem so inline with the yellow out of this photo.

Rob Hope: Yeah. That yellow is not a mistake.

Matthew Smith: They do this interesting thing where they draw your eye down. Somebody\'s thinking about what they\'re doing in this work.

Why design, why spend money on design? There\'s a couple of core reasons to me, and I\'m interested in your thoughts too, Rob. It\'s this quality of why would you spend so much on a product and then not dress it appropriately to the occasion? Let\'s say the equivalent would be some woman or some dude who has spent a lot of energy getting fit, being healthy, taking care of their body.

Then they would show up to work or show up to a date or something like that, like in kind of messy sweats that\'s, in-congruent doesn\'t make sense. Why would you do that? Instead, go the whole way and spend money hiring a designer thinking through the process of your brand, your communication, all of that. I would call capital \\"D\\" design, not just visual design, but also the entire structure.

It just makes everything feel coherent. That feeling like I\'ve heard, it said that brand is the promise of an experience. The idea here is that with a different, less quality brand in this Wildist visual, you would lose the integrity of the power of the photography. It\'s coming through here.

You sense the quality, the integrity, the potency of the webinar that they\'re about to share with me. I haven\'t seen any of these, but I\'m genuinely interested in signing up. My dad and I are photographers. I\'m thinking about doing it. I would not normally do something that was just a webinar; I would want to do something in person, but of course, during COVID and I have tons of options to choose from, but I\'m leaning in this direction. Why? Because this design says, this has got to be high quality.

Rob Hope: You summed it up. For me, design carries over the feeling that people care about the end product.

When you take a shortcut in the final 5% here on your email delivery, it gives me a feeling that this course, maybe you\'re on cheap hosting for your videos, perhaps this isn\'t your full-time thing. You are just experimenting. These guys, this is it. This course is the answer to my problem.

My problem is that I want to learn how to take good photos outside. This seems like a very polished, well thought out scripted solution. This isn\'t Chris Burkard in the wild dialing in on a windy microphone giving you some tips extracted from some Instagram stories. This is Chris at a desk who took his time.

He\'s probably recorded and rerecorded. I feel like the design here is going to translate into this end product a hundred percent. These guys are the real deal. That\'s design for me. So when you start seeing little mistakes, let\'s talk about copywriting. What if \\"business\\" had a typo and it\'s had three S\'s? It\'s like these small flags, like, okay. Maybe there\'s no one checking these emails. Maybe there\'s not a team. 

But I\'m feeling like five people are reading these emails before they go out. There\'s an actual designer that\'s got some industry experience. There are so many elements that go into an email like this. It seems quick to read. At first glance, you\'re like, yeah, that\'s just lovely, but the design takes time, and it shows they care about their end product.

Matthew Smith: Yeah. I mean, you nailed it. I think you said it. It\'s this flag. I think a lot about these things like these little flags. They show up, and they sort of tap on your brain a little bit.

We\'ve spent our whole careers getting thoughtful about what\'s wrong in a design that makes it feel incongruent, and how do we fix that? Many people, you intuit it, you feel it. Something\'s off in that person walking toward me. I don\'t feel safe. Our brains are incredibly complicated, and we\'re able to analyze and note that stuff even if we can\'t articulate it.

It\'s those little flags, those little things. If we can, as creators, email creators, identify that and then trim that up. Clean that up. We\'re going to have more effective sales. Design is not about a vanity metric. It is about helping business succeed, helping your organization succeed, helping the communication succeed, and getting the job done.

Well, everybody out there. Thank you for joining us. Go check out Rob\'s landing page tips, everybody. Thank you for staying safe and wearing a mask, and being healthy people. We appreciate you. Say something kind to someone today. That\'s all we need. All right. See you next week.

Rob Hope: Ciao, Matthew. Ciao.

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What opportunities are there when sending survey emails? We sit down with the survey pro behind Would You Rather to look at the impact of the first question, the buttons, and ways to increase your participation and completion rates. The low friction action of making the selection in the email sets folks up to be more willing to make their first choice and, having already made their first choice, complete the rest of the survey.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


Matt Helbig: what's up email geeks. Welcome back to their feedback Friday this week with Chris Vasquez from AWeber. Tell us a little bit about yourself.

Chris Vasquez: I am the chief product officer at AWeber. I've been there for about six years. And I love email.

I've done a bunch of personal projects with email that I'm super proud of. I did a virtual pet that people seem to like. And the thing I do weekly-ish is a newsletter called Would You Rather.

It's an illustrated, would-you-rather scenario every week that folks submit their responses to and leave some really brilliant and funny comments on. It's been the best little community I've ever been a part of.

I mean, I'm a really big Really Good Emails fan, but I love what you all are doing.

Matt Helbig: Thanks so much. We love what you are doing. I'm to put all your side projects on the screen and there's probably like a hundred different ones. So, I think this is one of the longer-running ones.

Chris Vasquez: Yeah, I have a short attention span, normally, except with Would You Rather. It's because of the community because people feedback so much into it that I love it so much.

Matt Helbig: Well, we're big fans. We've been following a lot. I feel like you guys have almost done it for years and I'm wondering if you're going to run it out of situations.

Chris Vasquez: Never!

Matt Helbig: Okay, let’s jump into this first email. I think this is a really cool way to display this information.

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Did you design this one with AWeber?

Chris Vasquez: I did. And I used to have a template that I had hand-coded, and it had much more bespoke data visualization in it. But it was just getting to be too much for me to manage every week to do a different database and manage everything so that it worked just the way I wanted. 

So I'm using - nobody gets super furious with me for this - a drag and drop template to build out this email. I've made a couple of components for things like, what does my hero section with the options look like and what do individual comments look like?

And then my footer as well. I'm hoping that you'll roast this a little bit, Matt, because I'd love some feedback. I was really kind of intentional about building it this way because of some of what we've learned about surveying through our work with the much larger lists that we email through AWeber.

Matt Helbig: I’m a big fan. I feel like this is a nice step up from just a plain text email. It kind of sits just a little bit ahead versus a fully-designed template. So, are you ready for the roast? 

Chris Vasquez: Yeah, go for it. 

Matt Helbig: I’m just kidding. No, I think this is a great template. I think the only thing that would be cool is maybe some little hover effects, that could be a nice touch.

I'm always a fan of animation. I think it could be a cool way to maybe display this information a little bit clearer with a bar graph or something dynamic. That could be like a fun little challenge to maybe do, keep people a little bit engaged, but I think these cards are a nice, cool way to do that.

So, is there anything that you've learned from this template or has it kind of stayed the same since you started doing it?

Chris Vasquez: One of the biggest things I learned and something that I think other folks could adopt when they're sharing UGC like this because these comments are user-generated content, it's the community leaving their answer and why they left it.

I found that people got really stoked when I would include their comment and a link to their Twitter profile or Instagram. So you'll see there's an opportunity in the survey that people click through to leave a contact, either Instagram handle or a Twitter handle or something, and folks get really excited.

They'll oftentimes send me direct replies when they are featured in the newsletter. So I think it's just kind of a neat way to make your audience feel like your email isn't just something that they're receiving. It's something that they're a part of. It's not so much a visual design thing, as much as it is an experience design to give your community a piece of your newsletter or your email.

Matt Helbig: So let’s talk about how this works. If I hit mullet...

Chris Vasquez: Think of it this way. It's essentially a simple survey, those options. And we usually do just an either-or scenario, but in a couple of cases, we've done multiples around the holidays.

We ask people who they'd rather meet, and it was Santa or the Belsnickel or the Yule log. There were just a bunch of things. And these buttons are the first question in the survey. So when you click through, you'll see that there's a URL parameter that captures people's choice and that's stored in the survey.

And then we ask for a free response piece of feedback. And we just ask why did you make this choice? And we're able to see all of that through the survey and that's how we get our performance numbers, through our survey, and also where we grab our feedback from people. And I could not recommend that approach to surveying heavily enough.

Almost every survey email I see from companies is somebody sending me an email, asking me to take a survey. And it's like, there's a button to take the survey, and that's easy to do, so I get why a lot of people do it. But if you have a survey tool where you can link to the first answer in a question and pre-fill it in a survey, I would really recommend that you do that.

We do that as kind of our standard practice at AWeber. And we've tested that a number of times, both with our normal surveys, as well as how did you feel about this email survey widget at the bottom of every email we send.

We've seen higher participation rates and higher completion rates. So more people start the survey than just the button, and more people complete the survey for us.

I think it's because the initial friction of making that first choice of clicking a button is so much lighter than deciding like, okay, I'm going to take this survey, which could be two minutes or five minutes or 15 minutes. So you're giving people an easier pathway into answering your survey for you.

And then at the point that they've already made that answer, they're already at least a little bit invested in the survey, and we found there'll be more likely to complete it, which is super cool. More feedback from more people.

Matt Helbig: Yeah. I like the simplicity of it. I think you're right. Just pressing a button is the right way to go and ask any additional questions.

That's kind of why I am hesitant to always recommend people trying to bring survey questions into an email and using some interactive form. I think that's another cool way to maybe stand out in the inbox and maybe there's some additional information on that if you test it, but I think a follow-up page is good as well, just to be able to capture that stuff right away.

Do you have any thoughts on that?

Chris Vasquez: I tend to agree with you there. The full survey in an email is super cool conceptually, but it's kind of hard to do. I wonder if it would be as effective. I love testing. We split-test a ton, and I test a ton in Would You Rather.

I'd be really interested to know, are people more likely to take the survey if they can see all of it laid out in front of them, or would they still be more likely if you can get them to just answer one question first? I don't know the answer to that, but I'd really love to.

Matt Helbig: You had some other survey kind of quiz emails that we could also talk through that can inspire some other email marketers.

So this one is from Tailor Brands. It's a pretty short and sweet email, which I tend to like for surveys, just a pretty dedicated email with a catchy subject line, triggered maybe post-purchase or depending on maybe some action to get people to fill out a survey, to learn a little bit about their audience.

Chris Vasquez: When I saw this, I'm just trying to look for an example of what I think of as a traditional survey email done really well. And I thought this did a traditional survey email really well. They're really clear about the fact that they care about your opinion in that headline.

They're also really clear about the fact that they value it so much, that they want to give you something in return for sharing it, which I think is really important. If you have some sort of benefit you can give back to your audience for taking the time to share their opinion, I think that's good.

And it will generally increase your participation. Visually, I thought it looked really fun and striking like the hero imagery is pretty rad without being overwhelming. I share this to say that I think this is a really great example of one of these survey emails, but I think it can be even better if you include that first question in the email.

Matt Helbig: I think you're right. It could be hard depending on exactly what that first question is. But I do think some of the emails that we've seen where that first one is just a very simple star rating or up or down them or something like that. It definitely catches your responses.

And once people are on that landing page, they might be more interested in answering a few more questions. But I think you're right, that the simplicity of this one stands out.

Chris Vasquez: I know there are strong opinions on either side of this, but I think that most surveys could probably stand to be a little bit more fun.

And interesting because I think sometimes when it comes to email and when it comes to surveys, we have this idea that people stop being people when they're reading our emails or participating in surveys. They become like commerce bots that we're trying to get to perform the act of commerce or survey participant bots who are trying to get to complete a survey when that's not the case.

There's still people who just happened to be checking their email or taking a survey and people like being entertained. They like having to think and play small games and have fun. I think that there are some opportunities for us to increase our engagement with our users through surveys, by just making the entry point to it a little bit more fun, like asking them something unexpected, say like, I care about your opinion.

And then the first thing that you ask them about their opinion is something unexpected, like a simple either-or choice or something like that.

Matt Helbig: Yeah, I think to that point, I think it shows that email is more of a relationship and in a relationship, you might check in from time to time and try to get some feedback on, is our communication relevant, were you happy with that product?

So I think anything fun that you can bring in and make it a little less formal, less that you're just a number, try and optimize that they're trying to get like a sales goal. And I think with this messaging too, it's pretty clear that there's an incentive for you to fill out the form and that they're interested in learning more, to better serve you as a customer. So that's cool to see.

This next one is pretty simple, kind of a how satisfied were you email from Dropbox. And I like that they are sort of having the score laid out. Like you said, I'm really just letting you pick a specific answer right away, rather than putting you on another landing page.

Chris Vasquez: I was looking for NPS (Net Promoter Score) and satisfaction emails. And this is an area where, like you mentioned, this is the perfect opportunity for you to include your first question in the email. And I think Dropbox did a really good job at it here. The email has one goal. It's trying to get you to rate your experience and there's not other stuff to confuse or distract you.

They have a slimmed-down five-point scale. So they don't have a 10-point scale like NPS normally is where you have to worry about how it behaves on mobile screens. And it turns into this really long stack list. It's just something and there are these big buttons that you can interact with, without having to worry about what you're actually selecting.

The coolest thing about this is, again, and I'll speak to NPS specifically, when you ask the first question of an NPS score of how likely are you to recommend us to a friend or in this case, how satisfied were you with the support you received.

That first score is somewhat helpful as a benchmark or to look at over time, but when you click through this in surveys like this, it normally brings you to the second question, which is a free-response input where they ask you, well, why did you select that text? Because that's something that I can actually try and fix.

Matt Helbig: In building these in the past, usually you're trying to tailor each of these numbers to a specific landing page and hopefully provide some additional support or something like that. Hopefully, people are looking at this stuff.

I feel I've seen people set these up because they think they should have them, but rarely look at their responses. So, I think it's nice, especially if you can actually have a feedback loop with these types of customers and either connect them with a customer support person or even if it’s a 5-star rating, I'm passing that information back to our team, like I'm so excited to share that or something.

Chris Vasquez: Yeah. That's a great idea. When people fill out NPS at AWeber, it adds a comment to a Slack channel. So we see them come in, in real-time and can be like, Oh wow, that's cool. I think I can fix that. Or, we don't do enough of what you just suggested, but that's a really good idea to look at the people who are all about your stuff.

And just take a moment to thank them for caring. That's a great reminder, Matt.

Matt Helbig: That's what I'm here for.

I looked at this one in a previous Feedback Friday. Me and Mike broke this one down, but it's really cool to revisit because I have never seen anything like this. I think Harry's killed it with this one, which is a whole survey in an email, really simplistic.

Chris Vasquez: I was blown away by this. Everything about this works for me, at least in the desktop view, like it fits the character of the brand. As far as I know, it looks beautiful. I love the illustrations and the palette that they chose, the execution of the quiz, like the different states of the answers are just, it feels like a web app in the best possible way.

Matt Helbig: I think it's one of the best uses of interactive email that I've seen. It's not too complicated to replicate, but there are multiple end states where the survey, if it's mostly green, will show you the green answer. If it's mixed results, it'll show you a generic answer.

I think one of my favorite things is if you scroll down to the bottom, if you haven't filled out the quiz, it will prompt you here as well to fill out the quiz first. I think there's just a lot of different cases within this and the fallback is a pretty nice marketing email.

So definitely take a look at this one. Maybe it’ll inspire something on your brand, but there's a lot of different lessons to learn with this one outside of it being a survey. I guess if maybe there's a way to improve, there might be a cool, fun way to capture this or share your results potentially depending on the brand that we're doing.

But I think this is a cool way to show this information and hopefully, maybe on some of the AMP stuff that's coming out, we see some more interactive stuff.

Chris Vasquez: Yeah. Actually, Matt, when you finished filling it out, can you show me that end state again?

Matt Helbig: Sure. We can get a rich and exotic feel.

Chris Vasquez: Yeah, I like that. My suggestion, they've already done, which is categorize what that says about you and that you like rich and exotic. I think that's pretty cool. Anything that can make you feel special and good about yourself as part of the choice like that, I think that's a win.

Matt Helbig: Yeah. And I like how they sort of color code these answers as well. I think it's just a really great email example. Lots of cool things to learn from this one. 

Road Scholar is another cool, interesting brand that has really stepped up their email game. I think we met them at a Litmus Live conference and we did a little live feedback.

They really impressed me with all the different emails that they've been sending. They have really great, polished graphics. They're using a lot of live text whenever possible. So I think their email communications have really been on point. So what stood out to you on this one?

Chris Vasquez: I was worried about it feeling really weird on small screens, but it doesn't. It reflows and basically drops the last item in the list to directly below and centered.

Matt Helbig: Yeah. I think for me, this one is pretty cool as a way to add something like this to an email. I'm not sure if it maybe deserves its whole dedicated email. It's still pretty cool, though. I liked the hover effects.

I almost wish that would go onto the images as well. Just to show that it's a little bit more interactive, but this is a fun little way. QZ is another one that they sort of do a survey and they try to give you the right answers at the bottom of the page or something. 

This is a cool way to maybe do this as a brand, even be like, what's our top-selling item for this month or something like that, which is bringing in some different information.

I think these all go to the same page. So I think this is a fun way to get someone to a blog post to see if they were right or a way to interact with content.

Chris Vasquez: It looks cool too. It has just the right amount of cheese. I say that as the highest compliment. It feels so 4th of July, and I think that they executed that really well. 

It almost feels like a school event or a competitive quiz or something like that, that you would do in elementary school. Which again, I say it as high praise because it elicits all those like fun memories of being a kid and learning, that at least I have.

Matt Helbig: If they could figure out the whole interactive piece or try to do something with AMP, picking the right solution, maybe has confetti or something interactive.

And maybe these links do link out a little differently, depending on if you get the right answer or not. But hopefully, if you've got the right answer, maybe they could make that landing page do something cool. If you landed on it, just to make that feel a little bit special.

Chris Vasquez: In talking about AMP, it's no secret that we're really hyped on AMP. I personally believe a lot in its future to improve the email experience and improve email or people's lives by not forcing them to go to the web where they don't need to go to websites. But one neat, interesting thing that we've been finding is people just don't have an expectation that this sort of stuff, that AMP-enabled stuff can happen in email.

We test a lot of AMPpolls in things in our blog newsletter. And oftentimes people either won't interact with a survey or something. One of our assumptions is that they don't want to deal with the redirect. Or they won't interact with the interactive stuff that happens as a result of them interacting with the AMP element because it's just not clear that anything is even happening.

‘Cause people aren't used to AMP in email yet. I think folks who are experimenting with AMP, at least right now, you might want to explicitly call out in your email that something is interactive because that's not the expectation that most people have yet.

Matt Helbig: Whatever tooltips you can provide, even if they had maybe some pulsing CSS animation, either on hover or just in a sequence to show you these over time, what might be an interesting or cool way. But I think maybe to your point too, that either people don't know that it's interactive or maybe your list doesn't have a large audience that may be using an email client that may support that.

So I know we're email people, we talk about cool stuff all the time, but I think something like this, can get the job done with some smart redirects or something like that. So I think those opportunities are there for people that want to try that. I don't know if it's worth spending that much time to really do that if you're getting the same sort of result at the end of the day.

Skillshare, we're always a big fan of their emails. I love all these illustrations up here. It almost seems like your style of illustration.

Chris Vasquez: Definitely. When I was looking at the email, I was like, Oh man. I don't know if you feel this way, but oftentimes the people that I most admire and most want to work with, I'll see something from them and It'd be like, Oh, I wish I had done that! I feel like that is sort of a healthy sense of competition, but that's what I felt when I saw this email.

The style is just cool. I really like the new Skillshare branding as well, but the style of it is really cool. I like the interactivity of the actual quiz.

They do something similar to the Harry's example, where based on your answers to each of the questions, they link you to a specific results page. I don't necessarily think this is as elegant an execution as Harry's because the Harry's email had such a great unified experience.

It felt, again, like an app and this feels a little bit more like a normal quiz or a Buzzfeed quiz or something, which is great for what it does. It's just not as stylistically cohesive as the Harry's one. That being said, though, I do think it fits the Skillshare brand that you can learn all sorts of things on Skillshare. And I think it's well done. 

Matt Helbig: I think you're right that in general, this is a cool way to display that and the see what your results way, individual link. I think that's a pretty nice CTA copy-wise, but maybe they could even make it a little bit more individualized. And to your point, I wonder too if they need some sort of arrow to let you know that these are clickable if they are going to be interacting.

Chris Vasquez: That is probably the best point about this is that they do look a little bit just like grids of product grids that you would see in a normal email.

Matt Helbig: Overall, I'm a big fan of this. We did an interview with Skillshare, with their teams. So definitely give that one a read. With their new branding, they're bringing a lot of cool stuff to email and using that channel really effectively to get people into their products.

Chris Vasquez: Yeah, it looks super fun. Like I said, jealous.

Matt Helbig: This last one is from Code Camp. I did not register my kid at Code Camp. I don't know exactly who submitted this email, but I don't know who Isabella is. This is a fun way to show results because I think we've seen a bunch of emails of getting actual inputs into surveys, but this is a nice little one to maybe show your results from a survey.

Chris Vasquez: I agree with you. I think it just fit the character of the school or program so much. And I love that they, presuming, these are actual survey results, just took the survey results and dropped in a really positive result as social proof. I thought it was really smart, really well done, and likely will land pretty well with parents of elementary school or middle school kids, whoever they're targeting. 

I have a daughter who's 12 and, I'll admit, this landed well for me, because I'm always thinking of, what are really fun ways for her to learn something that's also going to set her up for success. I'm talking like a parent now in the future. But also I love and really believe in the power of technology to do good. 

So it really spoke well to me. And if there are other people out there like me who have kids and are evaluating educational programs like this, I feel like it'd be effective, ‘cause I feel like it's fun. This girl and my daughter would be excited.

Matt Helbig: And I think this is why I'm such a big fan of your virtual pet emails is because it really takes your response and triggers another email or includes your response in the next send. I think that level of personalization is really great to see. 

Maybe this is a nice way to remind people if someone's going to take the time to do your survey and you capture that information and you have their email address, use that, those results to in the next email send. Like, hey, you said that you really wanted more information about this product. Here you go. Or something. Fire something off to let them know that we're actually listening to you, that the survey that you filled out is making your experience a little bit better or something.

Maybe it's not something that you send them right away. Maybe you wait a month and say like, Hey, are you still interested in learning more about this based on the survey results? So I think there's a cool way to use that data if you have it and make sure that if someone's going to fill out a survey and take the time that you're actually using those responses.

Chris Vasquez: That is a very good point.

And I actually think it gets to a broader point about automation in general. I don't want to lay this on people, but I feel like a lot of the time as email marketers were trying to hide automation. We're trying to slip in calls to action and interactions that we can use to turn into triggers or to tag people or whatever.

I wonder if we'd be more successful if we were just more open about the fact that like, Hey, click one of these links so we can make sure that you get content you actually want. And then to your point in future emails, we could say, Hey, because you clicked that link, we're sending you this, make the person feel like they have more agency.

Matt Helbig: There's a mix with things like machine learning becoming a bigger thing with an email as well. I think with Really Good Emails where you try to be as transparent as possible that yes, we're tracking you. If you allow us to track you then we're going to try to provide the best experience with the information that we're collecting.

And obviously, we're not trying to collect more information than we need, and we are not trying to be too creepy. But to your point, I like being transparent. Whenever you can be, maybe you don't show every single thing that you know about a person. It might freak them out. 

But if there's like a way to sort of nudge them in the right direction to say, yes, we're listening. We know that you like this set of products or we know that you answered this way on a survey, let us serve you a little bit better.

Thank you so much for walking through these surveys. Where can everyone subscribe to Would You Rather?

Chris Vasquez: You can go to www.wouldyourather.fun to sign up.

And I say weekly-ish on those pages ‘cause sometimes I'll go a week or a few, without sending one out, but I'm always trying to get better. And the more you email me and tell me that you want one, the more I'll do them. I almost have my next generation of inbox pet ready to go. It's gonna be cool. It was a lot of fun. I love it.

Matt Helbig: I've been thinking about my inbox pet a lot recently, like, what has it been up to, is it doing all right? I haven't fed it in a while. I hope it's doing okay. Maybe that's a thing that you'll have to add. You have to click a link each week to make sure that you're taking care of it. Otherwise you’ll send email that it passed away or something.

Chris Vasquez: I'm going to do that, man. I am going to get that in. This one has a lot more animation.

Matt Helbig: Oh, very nice. I look forward to that. Thanks so much for joining. I loved looking at these survey emails. We'll have to send some more surveys, talk to these customers a little bit more.

Thanks again for joining and have a great Friday. 

Chris Vasquez: Thanks, you too.

Matt Helbig: See ya.

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This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Make links clear on both desktop and mobile. Underline linked text since there’s no hover state on mobile.

2. Let functional links breathe. Add space between links like a “view in browser” link and an “unsubscribe” link to prevent readers from accidentally unsubscribing.

3. Think about your audience. They might understand content in a very specific way. You can communicate to them uniquely. The more you know about your readers, the more you can serve them, excite them, and engage them.


Matt Helbig: What\'s up Email Geeks? What\'s up Matthew Smith? Welcome back to another fantastic episode of Feedback Friday. BTW, what is Feedback Friday? 

Matthew Smith: You know what Feedback Friday is? Feedback Friday is the time when we get together, Matt Helbig and Matthew Smith, or one of us and a guest, and we talk about what makes these emails really good and some areas from our experiences where they could improve. We love having guests share their insights as well. So if you would like to be on the show, let us know. We would love to have you. 

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","embed":"bhOdwdF600M"},{"type":"text","content":"

Why don\'t we dig into this wild stuff you brought here, Matt Helbig. What the hell is going on? 

Matt Helbig: I only look at weird emails that are not even really emails. Those are the ones that make me excited about email.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-workshop-at-xxxi-legal-for-designers/

","slug":"new-workshop-at-xxxi-legal-for-designers","email":{"tags":[],"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true},"litmusApiData":true,"submittedEmailId":"Gk7lEYEXntX6J3Vv7r1A","publish_date":1591901909464,"litmusApiDate":1591901966908,"screenshots":{"IPHONE8":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OL2019":true,"IPHONEX":true,"OUTLOOKCOM":true},"submitter":{"slug":"mtthlbg","role":"None"},"title":"New Workshop at XXXI | Legal for Designers","hasPrimaryImage":true,"author":{"name":"Matthew Smith","slug":"whale"},"content":"","originalWidth":680,"originalHeight":3432,"hasHtml":true,"categories":[{"slug":"newsletter","name":"Newsletter"},{"slug":"education-school","name":"Education / School"}],"slug":"new-workshop-at-xxxi-legal-for-designers","popularityScore":0,"companies":[{"slug":"xxxi","name":"XXXI"}]}},{"type":"text","content":"

So these are some newsletter-style announcement emails from XXXI (Thirty-One) They are very out there. They\'re not like anything I\'ve really seen in other places. I thought you\'d be the perfect person to talk about them and what this design language is about and some aspects of this style of email design. 

Matthew Smith: This is what you would call brutalist design. You can probably understand why they call it that it feels like you\'re getting smacked in the face. It\'s intense. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-workshop-at-xxxi-writing-workshop-for-designers/

","slug":"new-workshop-at-xxxi-writing-workshop-for-designers","email":{"content":"","hasHtml":true,"author":{"name":"Matthew Smith","slug":"whale"},"popularityScore":0,"title":"New Workshop at XXXI: Writing Workshop for Designers","litmusApiData":true,"originalHeight":3485,"originalWidth":680,"hasPrimaryImage":true,"tags":[],"publish_date":1591901905323,"litmusApiDate":1591901964902,"submitter":{"slug":"mtthlbg","role":"None"},"companies":[{"slug":"xxxi","name":"XXXI"}],"categories":[{"slug":"newsletter","name":"Newsletter"},{"name":"Education / School","slug":"education-school"}],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-heading-tags":true},"submittedEmailId":"09weTnps4G73RpSICqyz","slug":"new-workshop-at-xxxi-writing-workshop-for-designers","screenshots":{"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"OL2019":true}}},{"type":"text","content":"

I personally don\'t like brutalist aesthetic. It doesn\'t work for me, but I think it works for a lot of brands. I think it\'s very hip right now and it\'s like super in. They\'re doing an interesting job in something like this. I think they\'re exploring some new categories, how to make something like this work. They\'re using tables and they\'re just owning tables.

Like you feel the table in this design, right? Like everything is locked up in these boxes. There\'s not very much padding. The writing is all over the place. It breaks so many rules that I\'m going to say are good for customers. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/xxxi-store-many-ways-to-love-letters/

","slug":"xxxi-store-many-ways-to-love-letters","email":{"screenshots":{"IPHONE8":true,"IPHONEX":true,"OL2019":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true},"title":"XXXI Store | Many ways to love letters","hasHtml":true,"slug":"xxxi-store-many-ways-to-love-letters","hasPrimaryImage":true,"companies":[{"name":"XXXI","slug":"xxxi"}],"content":"","originalWidth":680,"submittedEmailId":"nZJNBOn9UbU0zoJWxhDu","tags":[],"originalHeight":2727,"publish_date":1591901915522,"popularityScore":0,"litmusApiData":true,"author":{"slug":"whale","name":"Matthew Smith"},"submitter":{"slug":"mtthlbg","role":"None"},"categories":[{"name":"Newsletter","slug":"newsletter"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"back-in-stock","name":"Back in Stock"}],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"litmusApiDate":1591901992517}},{"type":"text","content":"

Let\'s talk about the audience. Does this work for my mom? No. Does this work for my dad? No. Does this work for me? No. Does it work for designers who are selling to designers? What if the audience here is other designers who are then going to say to their bosses or to people on their team, you know, who I want to work with is this sick, new brutalist design studio XXIX (Twenty-Nine). That\'s the stuff that I\'m going to guess that some of these folks are going after they\'re able to change up their design system, to go black here in this situation, show off some really intense, kind of interesting brutalist design.

And this is their thing. This is what they seem to be all about. If that\'s going to work for your audience, like that\'s your play, that\'s your brand. I think they\'re doing some really interesting things here. Like they\'re doing stuff here where they\'re using background images that feel like stickers that break the boundaries.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-workshop-at-xxxi-create-your-own-political-candidate/

","slug":"new-workshop-at-xxxi-create-your-own-political-candidate","email":{"companies":[{"name":"XXXI","slug":"xxxi"}],"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true},"submittedEmailId":"3v8qgcYdRkklAp2Dbq0o","publish_date":1591901901102,"litmusApiDate":1591902003358,"content":"","submitter":{"slug":"mtthlbg","role":"None"},"hasHtml":true,"originalWidth":680,"author":{"name":"Matthew Smith","slug":"whale"},"categories":[{"name":"Newsletter","slug":"newsletter"},{"slug":"education-school","name":"Education / School"}],"originalHeight":4653,"tags":[],"slug":"new-workshop-at-xxxi-create-your-own-political-candidate","title":"New Workshop at XXXI: Create Your Own Political Candidate!","screenshots":{"OUTLOOKCOM":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true,"FFYAHOO":true},"litmusApiData":true,"popularityScore":0}},{"type":"text","content":"

I think they\'re breaking this boundary using this as a background image. Visually it feels like they are doing things that are very boxy, very clear, and then everything gets broken out of that. I like the idea of being experimental. 

I would love to know like, is this working for them? Is this doing its job? I think it\'s appropriate to have something on the show here that like, is this even email? Yes, it\'s gotta be right. Like you\'re sending it in email. It\'s content. Is it serving the customer? I would love to know. 

As a customer who\'s enjoying this? Here\'s a question: do they enjoy it and actually read it or enjoy it and just look at it? Does that make sense as a question? 

Matt Helbig: I think this one breaks a lot of rules. As you notice too, there\'s no CTAs in this whole thing. It\'s all regular text. With the whole series, I was really impressed by how well it bounces from desktop to mobile, how the content sort of reorganizes and stacks on different sections.

As we go down our list of normal email tropes of what makes a really good email. I think in some ways, like it has large typography, it is somewhat accessible with live text. With this one, the question is: Is this a regular consumer-facing email, or is this just something nice to look at? For me, at least, it\'s just a new thing to see in the email inbox and it stood out to me.

Matthew Smith: I love that they\'re pushing boundaries. One thing I\'ll say is that from a usability standpoint, this is rough city. This is the worst thing I\'ve seen in a long time. \\"View in browser\\" link and \\"Unsubscribe\\" that close together. That\'s just waiting for someone who didn\'t mean to unsubscribe. And now I\'ve got to like to go through this big thing. This is a very functional link next to like a very functional link with two of diametrically opposing purposes, 

Stuff like that. This is where I don\'t like brutalist design. I feel like a lot of brutalist design disobeys to be contrarian. And that\'s one of the reasons why I don\'t like it. 

Like, okay, Local Global Tote, 15 bucks. Cool. Like that works. I can click here and do this, but why not make this also a link? Or little things like on mobile, I can\'t choose between these three. If I think those are links, now I can choose up here these three, but there\'s nothing visually to indicate to me that this is a link and this is not. On mobile, there\'s no hover state. So I don\'t know. I can tell what\'s a link in desktop. Cause I get my little finger pointer, which is a hilarious part of the internet. On mobile, that\'s gone. Things like that are challenging.

I\'m glad you brought this because it asks some heavy, hard questions. The audience is super-specific. These are designers, right? So designers are thinking about things really differently than your average person and have a lot of language context. It would be like sending a very specific type of content to people who understood just Japanese and a very specific dialect of Japanese in a very specific way. You can communicate to them uniquely. 

As you\'re sending to your audience, the more that you know about them, the more you can serve them, excite them, engage them. One of the questions I\'ve got here is maybe the brutality of this design really serves that audience because it excites them and it shows them cool examples of pushing the boundaries.

I think this is half art and half what I would call design. To me design, it\'s core function is to serve the user and deliver content in a usable way. Whereas art specifically has the opportunity to cause feelings and create a dissonance between what you\'re delivering and the feeling that you get. 

This does that. It leans in. It creates emotion. It\'s very opinionated. It gets in your face. 

Matt Helbig: I am impressed that with all the challenges that email gives you, that they did end up here. It looks pretty okay in an inbox to me. That\'s commitment to some sort of vision of, Hey, this is how we want our emails to look.

Even if it\'s maybe not for everyone, getting here and troubleshooting and working with those tables and embracing the limitations is also a really nice thing to see. 

Matthew Smith: Yeah, that\'s a good point. It\'s hard to make an email. Email is like a little mini-feature on a product and it\'s hard to build it.

I\'m just talking about one email, like email as an entire flow is a massive part of the product. I stumbled on this wording the other day that I, you heard it here, folks. I\'m the first one to say it. I think. Email is product delivered. I\'ve been saying recently email is relationship designed, and I\'m going to also say email is product delivered.

I think that really helps. Not all email is product, but where product is involved, it\'s product delivered. Getting good user experience, doing the normal work of figuring out how to serve your customers, and really get that attention to detail about developing the right features in the product.

Bringing those into email. It\'s not easy. We\'re working on Really Good Emails and the next version of Really Good Emails right now. It\'s hard. It\'s hard to know what to do, but they have followed up on their vision. I like the way you said that, dude. Good job folks. Good job XXXI. 

Yeah. Before we leave, dude, I needed to tell you a really serious thing here.

Why did it take so long for the pirates to learn the alphabet? They got stuck at sea. 

Matt Helbig: I didn\'t even have a chance to answer, but very good. Thanks, Matthew for that. 

Matthew Smith: It\'s so good to be a dad. All right, my man. Have a great weekend. We\'ll see you later Email Geeks. Stay safe out there. Thank you for being such a cool community.

Matt Helbig: Thanks a bunch. See you out there.

"}],"primaryAuthorText":"Author","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"type":"feedback-friday","slug":"feedback-friday-xxxi","hasPrimaryImage":true,"originalHeight":1200,"originalWidth":2400,"authorSlug":"mtthlbg","isDraft":false,"publish_date":1591938000000,"description":"

Thirty One is a community and mixed-use project space for designers.

","secondaryAuthorText":"Host","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},75268:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Author","categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"hasPrimaryImage":true,"publish_date":1602824400000,"originalHeight":920,"slug":"feedback-friday-ynab","description":"

YNAB (You Need a Budget) is a personal budgeting software helping people take control of their finances.

","authorSlug":"whale","partnerSlugText":"With partnership from","secondaryAuthorText":"Host","type":"feedback-friday","created_date":1602729747520,"originalWidth":1496,"content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Using simple, clear text can help you focus on the content and make your emails easy to scan. You can also incorporate colored text to make readers pay attention to specific points in the email.

2. Custom illustrations can make your email feel personal and engaging.

3. Include one clear, direct CTA to steer your audience in the right direction to your product or an onboarding demonstration.


Matthew Smith:  Hey, happy Friday, everybody. It\'s Feedback Friday. Glad to be here with you, Matt Helbig. What\'s up, my man?

Matt Helbig:  I\'m excited to be back again, another Friday, another Feedback Friday.

Matthew Smith: Awesome. Awesome. Well, today, I\'ve got queued up YNAB, which is a bizarre name for a brand, but it sticks. It is noticeable, and it means You Need A Budget.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/OCIAfj3G91k

","embed":"OCIAfj3G91k"},{"type":"text","content":"

I\'ve signed up for YNAB before, but I am now cohabitating with my girlfriend, and we need a budget. WNAB. I signed up for these folks again, and lo and behold, they have a fantastic onboarding series. So it\'s a 14-day trial. And they started to pump me full of these how to think about budgeting, how to think about YNAB emails.

We\'re only going to go through three today, but they are fantastic. You should sign up for YNAB just for the onboarding series, if nothing else. It\'s pretty nice. Great content. Great illustrations. These illustrations just really come through. This is not in order. It doesn\'t do service unless you see the entire thing, but they do an excellent job making this content very easy to read.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/your-budget-misses-you

","slug":"your-budget-misses-you\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Easy to scan and follow through with straightforward text. CTA is like a looksie now, and this connection to the team, getting to know Kelly, who\'s a teacher at YNAB. So this is one example, very simple, right? Like, but look at how easy this is on the eyes and how consistent the typography is, et cetera.

Also, this lovely little hand-drawn signature, which I think adds a lot. But look at this, they\'re able using this templating sort of arrangement, whether it\'s a design system, an email design system, or if it is something a little more akin to just custom templates, they do an excellent job.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/two-huge-wins-for-jamie-and-oscar

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Look at the YNAB logo changes. The background color changes. The illustration style is the same. So these are custom illustrations that they\'ve had done. You can even see this tiny little YNAB trophy. It\'s got that there. That\'s cute. It feels like something fantastic. So they tell me, you know, what am I going to learn today?

All right. Budgeting can change my life for the better. All right. Getting my attention. This is a unique sort of call out. I guess some people could confuse that as a button, but I think because they don\'t round the corners, so it is like, here\'s where we want your attention to be. Hey there. Okay. 

YNAB wins come in all shapes and sizes. Sweet. And then, they use different colored text, which is unique to show this off. Usually, I wouldn\'t be a fan of that, but because it\'s so simple, otherwise, because they keep things so simple. And because the email itself is very colorful, they get me to pay attention to these checkmarks.

The color does a job. Some people will choose a color just because it\'s, \\"Oh, neat. I like the color.\\" No, don\'t do that. The color here is saying, look at me now, look at me, now look at me. They do blue here, and this is blue for links, but I think that because of the lack of underline, it\'s called out as unique and different, and I think it works. So I\'m pretty impressed. I like how this comes together. I think this is pretty tight. The mobile styles are really clean, easy to scan, easy to read. Let\'s look at this last one. 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/lets-talk-grocery-budget

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They change it up again. It\'s the same kind of illustrations. What you\'ll learn today. They keep them short too. This is not like long-form email stuff, but I can go and read another story about how Oscar and Jamie are doing grocery shopping, where they\'re using YNAB.

I can see a video. Okay, cool. I can dive in on these other sections, and I\'m feeling guided by Kelly, which feels great. Just a little bit of product onboarding, to say, Hey, at any time, I can jump into paying for the service. I think they\'ve done a neat job of moving between these flexible templates and displaying information in an extremely digestible way.

There\'s not much to these emails, and so it focuses on content, but think about like what these emails would look like without the illustrations, they\'d be pretty dull. They\'d still do a job, but they are more engaging with these colors and illustration changes. And then with this signature and the face. That all adds up to create a warm series the entire time. I was impressed. 

You hear me talk about design golf all the time. They do an excellent job of keeping the email simple. So you\'ve got one heading, one subheading that same subheading, but now with a yellow background and then one body text, that\'s just all the same, and that\'s consistent throughout. The only thing that they change up here is colors with the list elements.

But again, it works because everything else is different throughout. The only thing that I might do to change these, and I\'m curious what you\'d say, Matt, but is I think that maybe they could do a CTA at the end. That would be like, are you ready to start your trial? Let\'s get going. They make these emails about text and guessing maybe they\'ve tried that.

So those are some things that I think about, and then, of course, they\'re showing off their social down here, and we all know how I feel about wanting to see social, which of course we need to do on our email if I\'m going to be such a hardass about that.

So, anyway, what do you think, Matt, you think, think these are working?

Matt Helbig: There\'s a lot of different email trends going on. Those rounded corners. This card design is one of my favorite ways to read an email. I think it adds an extra touch and makes it feel like a engaging. The \\"Hey there\\" across all of these is nice.

I wonder if they meant to say your name, like, \\"Hey Matthew,\\" or something, and maybe this is a fallback? It seems set up to highlight your name. So I\'m interested in that. I think this one is probably my favorite example with the checkmarks. We love to see checkmarks. It lets you scan information when there are many testimonials or things that you need to get done. 

Then I think with the doubles, the signature and the photo on every email is maybe a little too much. I think perhaps the first couple of ones, but I do agree with your guiding principle. So perhaps that\'s something that they\'ve tested. Sometimes we only see one or the other, but having both in place, maybe that makes it feel a little bit more personal and guides you along this journey. 

Matthew Smith: Right. Right. What would you change or what you think might be something that they could test? 

Matt Helbig: I think I do agree with your CTA example. These look similar to some other educational apps that I\'ve gotten, and they have that clear CTA of the one action they want you to do next. I think these onboarding emails are pretty nice, but maybe that call to action could be a little more direct. Get back into the product or start setting your budget or something like that is a little bit more of a clear direction. 

Sometimes, if you\'re going to tell me someone\'s name, like, can I get in contact with them? How can they help me if I\'m struggling with the product? I know they have that contact support link in the footer, which is nice, but maybe there\'s like some other email, where are if you are having trouble getting started or something, how can we help you?

Matthew Smith: Good ideas as always. Well, thank you, YNAB. Good work. I appreciate it. If you\'re interested or anybody knows anybody at YNAB and would like to tell us more about how these emails perform, we would love to know. We\'d love to share that. We\'d love to get more people exposed to YNAB. It\'s a cool brand. Cool stuff as usual. Leave comments in the YouTube thread, subscribe to our YouTube channel so that we can continue to provide you with updated good content, even really good content. We\'ll be back next Friday. 

Matt Helbig: Sounds good. See ya.

Matthew Smith: Awesome. Bye-bye.

"}],"title":"Incorporating custom illustrations and digestible onboarding content with YNAB","isDraft":false,"name":"Matthew Smith","authorBio":"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day."}')},25255:function(ep){"use strict";ep.exports=JSON.parse('{"type":"feedback-friday","partnerSlugText":"With partnership from","created_date":1599180349510,"secondaryAuthorText":"Host","originalWidth":1496,"description":"

Youth to the People is a sustainable skincare company based in Los Angeles, California, creating cruelty-free beauty products.

","authorSlug":"mtthlbg","hasPrimaryImage":true,"originalHeight":920,"primaryAuthorText":"Author","publish_date":1599180349046,"categories":[{"name":"Feedback Friday","slug":"feedback-friday"}],"title":"Exploring brand concepts and staying curious with Youth to the People","isDraft":false,"slug":"feedback-friday-youth-to-the-people","content":[{"type":"text","content":"

This FF episode was sponsored by emfluence. Get paired with a marketer to see how your strategy will work in the emfluence Marketing Platform.


\uD83D\uDCCB TL;DR key takeaways from this episode:

1. Make the CTA color and focus unique to the rest of your design - not the same color - to make CTAs easily distinguishable.

2. Build hype in a teaser email using short text and a simple graphic. Reuse this content across multiple channels (ex: social media, website) for a consistent experience.

3. If you\'re using an image-only email template, keep the branding consistent and make the content accessible with the proper alt text, contrast, and descriptive text for links.


Matthew Smith: Hey, it\'s Feedback Friday once again, everybody. How\'s it going, Matt Helbig? 

Matt Helbig: I\'m doing fantastic this Friday. How about you, Matthew Smith? 

Matthew Smith: I\'m good. My man, I\'m good. This Friday, my girlfriend moves in after 18 months of being apart. So I\'m psyched about that. I\'m also psyched about these Youth To The People emails here on Feedback Friday, where we discuss brands and their emails, and what\'s working well and sometimes a few thoughts or tips. 

"},{"type":"youtube","content":"

https://www.youtube.com/embed/F5Ec1I80jBw

","embed":"F5Ec1I80jBw"},{"type":"text","content":"

I\'m into this Youth To The People. I think you sent this over, man, this is yours. So why don\'t you kick us off? 

Matt Helbig: This one is on the line for me. This is similar to some of the other more experimental designed emails that we\'ve looked at in the past. It\'s doing some more modern stuff in the inbox. It is one of those examples where it is mostly all images.

Maybe this is just an image, not an email, but I think they are trying out some interesting new stuff with color and layout and things like that. This is one of those that I thought would be interesting to talk about, but I don\'t know if it would ever be featured on our site fully.

Matthew Smith: Right, right, right. Interesting. I think a lot of these decisions seem to be around the brand. Can you push something like this where there\'s a lot of different typography styles? It\'s a busy email in some ways, but it seems like this is part of the brand. It\'s so hard. To me, so many people try and do this and don\'t execute well.

Whereas I feel like this gets into that category of they are executing well. It\'s busy. It\'s fast. It\'s got many lines. It got many shapes, but it keeps you moving. If they\'re going to be all images, they\'ve made the text large enough to read on a mobile device. I\'m able to see that easily.

The email is set up from the get-go to be something that feels readable. Now, I\'ve got some things like this as a CTA, look at all these other big, even rounded corner things that feel like CTAs to me. And, by looking at my mouse here, I can tell that they are, in some ways, CTAs.

I\'m curious where they\'re all leading—hitting me then with this \\"BOOK NOW.\\" I know that it\'s a CTA. So I think other people will, but it would be hard to say scan quickly and understand that. So, as a rule, I tend to feel like your CTA color, your CTA focus should be something unique to the rest of your design, not the same color, but here it works.

But like you said, it\'s sort of on the line. Let\'s look at some of the others. They change up colors. 

Matt Helbig: This is another green on black example that I think we\'ve covered before as a general design trend. It has many exciting elements that I think people could borrow to make their live text emails a little bit more interesting.

Playing with the layout and using images and things like that. Maybe something a little bit more locked up that email designers could try to make into live text. Even with this list, like having a different font and color. I think that is something that you could try to do in live text, and it still might sort of work out for many email clients.

So taking some of those elements and maybe trying them in a well-coded email. It could be interesting to see. 

Matthew Smith: It\'s interesting seeing how they take the brand, and they take the aesthetic and continue to push it through. It\'s working. It\'s a little bit hectic for my taste, but I think it\'s consistent. And that\'s one of the things that I think I value about it. 

So let\'s pop over and look at another one and see that consistency again. So in this one, now we\'ve got yellow, and in this case, we\'ve got this very odd GIF here that a is telling me to dream beyond it. This doesn\'t feel as on-brand to me. I think that maybe they\'re just pushing some things and seeing what\'s out there.

I\'m not exactly sure what sort of studio this is. It\'s interesting. It almost looks like mountains, and then you realize, Oh, those are pillows. So there\'s just kind of an interesting vibe going on here, but I\'m curious. And I think that\'s at least what they\'re trying to get me to be. Is curious to see what is coming soon. I want to find out.

This is a design trend where you kind of lock things up in these boxes like this. It\'s a throwback to some mid-century and older design with a sort of punch cards and things like that. But I think it works well here. And it is a nice change to see how people sign off on things.

Like why not do the whole footer in that aesthetic? The footer is the weakest part of these emails. I think as it is in most emails. It\'s sort of like the dirty rest. The dirty rest is what my friend Nate used to call the milk after you were finished with the cereal. That\'s what\'s going on in footers often.

Anyway, what do you think of this one? 

Matt Helbig: This shorter teaser email. I think it does a job pretty effectively to build a little bit of hype. I noticed as well that they\'re using this graphic on social media and things like that. So it\'s nice to see them reusing a graphic across multiple channels.

The majority of skincare brands that we\'ve covered tend to use all images. I guess it\'s just to see the differences between these brands on innovating on the style. So I think that\'s what we\'ve seen a lot with different fashion and beauty stuff. A lot of the emails they\'re delivering will be all images.

I think it\'s a challenging thing with a brand that is so focused on branding and imagery and appearance online on social to spend the time to work on a well-established email template that is accessible. I know we would both love to see more brands take that step and still balance pleasing aesthetics with a more accessible email. 

Matthew Smith: Good job, Youth To The People. By the way, this little white YTTP down here at the bottom. That\'s like one of my favorites. That\'s a tight little lockup right there. I just wanted to point that out. I\'m into the name. I\'m into the brand. It\'s interesting. Not my style, but they pull it off. Good work. I hope everybody enjoys this. Leave your questions in the comments. Subscribe. Please share it with your friends and your parents.

Your parents need to see these videos. It\'s great to have everybody here. Thanks for being such a cool community. See you next Friday. 

Matt Helbig: See you.

"}],"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},132:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Author","partnerSlugText":"With partnership from","originalHeight":2880,"created_date":1729891508898,"type":"article","description":"

Craft impactful emails using thoughtful design, smart AI, and audience-first strategies.

","slug":"from-noise-to-noteworthy","title":"From Noise to Noteworthy: Crafting Human-Centered, High-Impact Emails","authorSlug":"mtthlbg","categories":[{"name":"Inspiration","slug":"inspiration"}],"originalWidth":5120,"publish_date":1729891507672,"isDraft":false,"secondaryAuthorText":"Host","hasPrimaryImage":true,"content":[{"type":"text","content":"

In an ever-crowded inbox, what makes an email truly stand out? As digital noise increases, the need for emails that genuinely resonate with recipients has never been more important.

In this insightful fireside chat, email experts Matt Helbig and Jeanette Woodburn delve into the strategies and design principles that create impactful, memorable emails. From crafting human-centered designs that focus on readability and accessibility to leveraging AI to support, not replace personal connections, this session equips marketers with practical tools to elevate their email campaigns and leave a lasting impression.


TL;DR:

  • Human-Centered Design: Prioritize a clean structure, enhanced readability, and accessibility to create emails that offer a seamless user experience.
  • Meaningful Personalization: Move beyond generic content by segmenting your audience. Tailor messages to increase relevance and foster stronger customer connections.
  • Leveraging AI Effectively: Use AI to refine the design and copy but maintain a distinct brand voice. AI enhances emails but shouldn\'t replace the unique, personal tone.
  • Avoiding Common Pitfalls: Avoid misleading subject lines, overused stock images, and excessive navigation links, which can distract from the core message.
  • Best Practices for Engaging Design: To improve engagement and clarity, embrace dynamic content, consistent branding, and concise, scannable formats.
  • Customer Loyalty Strategies: Engage users with humor, exclusive offers, and value-added promotions to build long-term loyalty and enhance brand affinity.
  • Continuous Testing & Optimization: Use A/B testing, gather feedback, and adjust based on customer insights to maximize campaign effectiveness and engagement.
"},{"type":"youtube","content":"

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Jeanette Woodburn: Regarding my design capabilities, I am proficient with stick figures. I\'m curious about others in that particular boat: What are some things they could try or do to level up their emails and be impressive in that?

Matt Helbig: People always ask us, what makes a good email? How do you pick what goes on the site? Here are some points to think about regarding your campaigns and testing opportunities.

The first one is just the overall structure of the email. Creating a good structure for an email allows people to know what\'s important and what they should do next. Thinking about that layout helps people better understand and use your email.

Many people used to need help with blurry, low-quality photos regarding images, GIFs, and videos. We talked about AI today, and one of the cool things with AI is that you can have a poor-quality image, like UGC from a customer or something, run it through AI, and now it\'s a high-quality image. You can edit it more and include it in an email.

Seeing a blurry image or poor-quality GIF in an email distracts the user and pulls them out of the message. Many brands still need to include imagery that matches their headline or the content of the rest of the page.

In the email, they\'re just throwing in stock photography to fill something in the top. But when an image supports the rest of the email and helps clarify the overall message, whether from an image or iconography, it can help people understand your email and not just include something because you have to.

Typography is another big thing—making it easy to read and making sure it stands out. Many brands can use cool, bold typography in the first parts of the email to capture people\'s attention. Still, the rest of the email should be easy to read.

Website consistency. We don\'t see this as much anymore, but brands struggled to make their emails look different from their websites. It can be jarring to users when they\'re interacting with an email; they click something, and the website button seems different. It doesn\'t feel like that\'s a consistent experience.

Lastly, contrast is a big one that we always talk about. This goes into email accessibility. It will be hard to read if you have a white font on a light blue or yellow background. So, think about that audience and ensure the contrast ratio is there.

We have many accessibility features in web design. It\'s important to make many more of those available in email, and that\'s what we\'re pushing for.

So here\'s another little checklist for emails.

The email should serve the customer more than the company. So, say you have a product release email. Instead of telling someone, \\"OK, here\'s the product points,\\" really make it about them. How does it make my life better? How does this new feature set help me? Does it help me do my job faster?

That focuses the email more on them and the problem they\'re trying to solve, not just about telling them you did something. If someone forwards your email to someone because it looks cool or has a cool message, that\'s an excellent brand opportunity. We should aspire to do that with our emails, not just talk about ourselves and promotions. We should aim to create surprise and delight in the inbox, making recipients feel truly special.

Accessibility goes beyond ALT text. It\'s thinking about mobile, desktop, image size, and weight. Things like that help your email be where someone wants to see it and let them interact with it a lot easier. It just shows that you have a responsibility towards that audience.

At RGE, we have a little game called Design Golf.

Whenever something changes in your email design, that is a point. For example, if you have a brand font or a color change, each section represents a context switch. Too many context switches can leave the recipient alienated and confused about using your email. We aim to keep the score low and make things easier for them.

Jeanette Woodburn: Yeah. Isn\'t seven seconds the average time people spend looking at an email?

Matt Helbig: Yep. Scannability is a big thing with an email. A good designer will include everything in an email. A great one tells you what to take away from it.

Jeanette Woodburn: So it\'s about exercising that editorial control, too.

Matt Helbig: Exactly. Design and the content side.

Jeanette Woodburn: Those are some easy wins. But there are a lot of things at the foundational level. Can you talk about some of those? What\'s the most important thing to focus on?

Matt Helbig: So, here are things that you want to get right.

What problem is the email solving? What is the purpose of the email? You are trying to have some intention behind that email and not just because you have something to say. Let\'s try to solve a problem that our customer is having. Let\'s create relevant content, giving them only a few options and clarifying the next step.

With email, you\'re always guaranteed one click in an email. It would help to decide what that primary CTA is and what action you want them to take. If you\'re giving them ten different things to click on, you\'re distracting that message, and it needs to be more explicit about what they should do next. The big thing here is just knowing your customers.

You can conduct surveys, interviews, and questionnaires about how your customers use your emails. One of the coolest things is sending someone a $50 Amazon gift card and saying, \\"Let me show you this email design. What would you do next? How would you use this email? Is this relevant to you?\\" One thing we did with RGE was survey our customers: \\"What day would you like to receive this newsletter?\\" You might discover many new insights by talking to different stakeholders or customers.

Lastly, segmentation is an invisible email design that avoids this one-size-fits-all approach. People talk about email as having many limitations. One of the best ways it stands out from other channels is to segment and create a one-to-one message. The single message that applies to everyone is leaving money on the table regarding opportunities.

I just recently interviewed with Going. You might know Going as Scott\'s Cheap Flights, but they just transitioned to this new brand.

These emails are so smart to me. They are customer-focused. They\'re an extension of their product. Like this first one, the Welcome series brings dynamic content about where my home airport is. It\'s showing me at the top how many more touches are in this onboarding series. Things like that show an understanding of your audience and what goes into an email, including the most important information and great design.

Jeanette Woodburn: Okay. So you were talking about personalization, and one of the things that I appreciate about your work and how you think about things is this whole humanizing design. Still, we\'ve been talking a lot about AI today, too. So, regarding AI and artificial intelligence, what role can AI play in humanizing design?

Matt Helbig: AI can do many things, but email is all about building a connection with your customers. You want to communicate with them like you would with a friend. Think of AI as your helpful sidekick—it\'s great for crafting your email campaigns, but it can\'t replace your brand\'s unique voice or that personal touch. Beyond just generating content, AI can help with the overall look of your emails.

What does AI think about your email design? Does it think it sucks? Putting in those prompts asking about a welcome series and how can I make this better out of these five emails? Which one doesn\'t provide enough value? It can have some interesting opinions about overall design outside of that.

AI is a great way to refine your copy. Consider prompts about what points in this email distract the user from this message. How can I make this more human? Things like that, keeping that genuine tone throughout your email, should help, not replace, you.

Regarding B2B communication, it\'s common for folks to wonder how they can shake things up in the inbox. Adding humor and making your messages more engaging is a great way to do that. Be bold and show people\'s faces or discuss real business challenges. Many creative ways exist to keep things relatable and avoid sounding like robots.

Jeanette Woodburn: That\'s awesome.

Matt Helbig: So here\'s a quick warning.

We want everything to look different. Suppose everyone\'s doing the same type of prompts and getting the same responses. In that case, that can be the scary future where everything looks the same, making your brand not stand out from other brands.

It would be best to focus on those outcomes, not the vanity metrics we all look at. Is AI making me more sales than the human variant I\'m testing?

This is Offcourt providing a personalized win-back or abandoned cart email around Black Friday that includes some referral stuff. It\'s distinct to this company that AI may not help with. There are solid ideas regarding AI and how the flows can be set up. However, there are still opportunities to create something personalized and relevant to your customers.

Jeanette Woodburn: To continue this AI theme, this is especially important or pertinent in Los Angeles because there\'s a lot of conversation about AI\'s role in creative work, and of course, email is a creative channel. So, where and how does it make sense to incorporate AI into email design, and do you see a future or even a present where AI is making emails?

Matt Helbig: There are many opportunities, more than just the content marketing piece.

I am thinking of better ways to do that personalization with AI. Content optimization, more automated testing, and getting to market faster allow you to do other things instead.

I see a lot of brands saying, \\"Oh, we don\'t want AI; it\'s going to impact our jobs.\\" Hopefully, AI can help you speed up some of the stuff that you don\'t like to do so you can spend more time on the creative aspects of your job that you want to do. Attribution and ROI are other things. I think it\'s cool that a design assistant or buddy can always cover your blind spots regarding email design.

Maybe you\'re in your silo making this stuff. You don\'t realize, or there\'s not a person you can bump up that email design to, and now having someone before you go to your boss say, Look at this email image. What do you think about this email? What are some parts that I could improve?

It\'s just another set of eyes that can be beneficial. Then, there are some other personalization ideas that I wanted to highlight.

So here are the top three trends we saw in our search data for 2024. The milestone is the biggest one here. I\'m talking about people adding some gamification, like in the previous examples.

How can you make someone feel like they\'re being seen based on past purchases or interactions? Reaching these sorts of milestones is another type of communication that may be helpful for them. The wishlist email is excellent for communicating that if you have that built into your site.

So, we asked ChatGPT to roast our email.

We got an 88 out of 100, and it\'s pretty good. Here are some points that stood out, and they also helped us with some opportunities to make our email better. This email is longer; it has a lot of different sections. In our redesign, we may include some of these as opportunities to change.

Jeanette Woodburn: If some of us wanted to do that ourselves, would we put the HTML in?

Matt Helbig: I uploaded a full screenshot and HTML that said, \\"Let me know about this email.\\" The prompt was simple: \\"Score this email out of 100 and tell me why.\\"

Jeanette Woodburn: It told you how to get those extra 12 points.

Matt Helbig: It\'s one of those things. Should you listen to everything it says?

Here\'s a terrific little form I use for our interview series, Feedback Friday. It lets me get some information about this email to discuss it throughout the interview.

It\'s just an empty form, and I pasted it in ChatGPT and prompted, \\"Complete this form,\\" and it spits out this. It let me know details about this email. Having some of this information is cool. It can save you time when you\'re filling out those kickoff documents.

Jeanette Woodburn: Can you check if any emails sent by an AI have been submitted to RGE?

Matt Helbig: AI is invisible now, but seeing how AI may generally change email design is interesting. Here are some ideas to help you think about AI helping you design your email better.

What would AI suggest? What data would I need to make this email even better regarding personalization? And on the Befree email side, could you give AI your URL to your website, and it builds you in a whole onboarding flow based on that?

There\'s some cool stuff that AI could do. We saw some today and were just at the beginning of AI\'s role in email.

Jeanette Woodburn: Yeah, it\'s also fun playing with those tools.

Matt Helbig: I want to share this cool art project called Spells.

It shows the prompt and the output for generative AI. I like the art aspect of it. But I hope something like that exists for marketers who share prompts and learn how to improve things.

Jeanette Woodburn: What things do you dislike seeing in email?

Matt Helbig: One thing I hate about everyone\'s emails is a misleading copy. It does not make sense to mislead your users for a quick win or a little bump in engagement. Still, again, it\'s like lying to your significant other in a relationship. It doesn\'t usually work out that great long term.

One-image emails—I dislike that in 2024. Using some live text with dynamic content will be much easier to change in the future. People are not going to be able to read it. And then people talk about how we\'re just going to design something in Figma and export it, slice it, and dice it into an email, which will work great. But even with something like translations, if your email isn\'t in live text, you can\'t translate that to another language; it might impact accessibility that way.

Generic stock photos (unless they are ironic) are standard, but they often do not relate to the accompanying text. Adding extra images that don’t support the message of your primary copy can dilute your message. Using generative AI or dedicating time and effort to improve your photography can enhance your emails significantly.

I don\'t like top navigation bars anymore.

Jeanette Woodburn: I\'m with you on that one. I was into them for a while and can\'t handle them now.

Matt Helbig: I\'ve seen many brands put it on the bottom, and it is like a shoppable link. When people scroll down to an email, it\'s easy to click those rather than trying to go to the top. I\'d place it at the bottom of the email so as not to distract from the main message at the top.

Jeanette Woodburn: I like knowing it\'s there so I can get to it if I need certain things.

Matt Helbig: Email carousels. Let\'s keep them at the carnival. It\'s hard to track the ROI. I like a straightforward layout when it comes to email. Expecting someone to click through your little carousel and click on everything will take a lot of work.

Too many fonts and colors. When you\'re including everything, it gets tough to stay focused.

We discuss best practices and trends in email, but you should choose ones relevant to your brand. It only makes sense to chase the next hot thing occasionally. Think about your brand and how it can apply. But don\'t put everything in there just because you read some blog posts about it.

Jeanette Woodburn: What are some other areas that people should think about when they\'re building emails?

Matt Helbig: Some high-level points are copywriting, personalization, segmentation, and content optimization.

There\'s an opportunity for dynamic content and personalization beyond just first name. Email should be one-to-one nowadays, and many opportunities exist to make that happen.

Sending one message to everyone doesn\'t make sense anymore. Even in an onboarding flow, if you know more about your customer, that might look different rather than just serving everyone the same type of email.

You can probably go to your team and say, \\"Let\'s focus on some of these and improve our emails.\\"

Jeanette Woodburn: Tell me other ways people can develop their email sensibility and continue not to put things in your inbox that give you hives.

Matt Helbig: Looking at web design in general, we\'re seeing many cool trends come to email, especially in the DTC world. Many brands do a fantastic job. Many agencies are making cool-looking emails that don\'t fit the average overall trend within email. Social media trends that perform well on social media can also apply to email. Signing up for your competitor emails is a great way to do this.

Coming to events like these is awesome. Learning some overall design basics can help you communicate to your design team or developer what you want to change or what you don\'t like about an email. Speaking that same language can help a lot with the overall messaging.

Jeanette Woodburn: I remember hearing a fair number of retail folks in the audience or just some people who might be concerned about the holidays.

Matt Helbig: Have you heard of Black Friday?

Jeanette Woodburn: Is that coming up again? I\'ve heard it\'s coming up.

Matt Helbig: They\'re doing it again this year.

Jeanette Woodburn: And doesn\'t it get longer every year? What are some things that might be helpful for folks who are going through that?

Matt Helbig: It\'s a hectic time right now. I hope everyone is close to finalizing their Black Friday plans.

One aspect we\'ve been considering this season is how to run promotions without resorting to discounts. The question is, how can we add value to our emails without simply lowering the price of our products?

I heard an analogy sticking with me: Black Friday is like going to a bowling alley with your coworkers. You\'re allowed to be a little weird and crazy, but you don\'t want to always be like that. You can do some fun stuff for Black Friday that\'s outside of your brand when it comes to design and the offers that you do.

How do you stand out more in that inbox and make the value more memorable? There are many ways to make your customers feel appreciated, primarily through VIP access and bundling options. They will look forward to your promotions, whether a special deal during Black Friday or another event, rather than settling for the typical 20% discount many businesses offer.

Jeanette Woodburn: Sometimes, it\'s about repackaging it correctly, too, and making it clear: No, this is for you.

Matt Helbig: I\'ve heard about the election\'s impact going into the holiday season. So, we have yet to see a ton of information about that. When competing with many messages, try to keep your plans fluid regarding some of that stuff and the inbox expectations.

Jeanette Woodburn: Fluidity is the name of the game. Having some backup plans and things you can move around if necessary.

Matt Helbig: Here are some other value-added ideas that would be cool to include.

Looking at our search data, we see that the top three highlighted ones are the most popular. Buy one, get one is a big part of how people position products.

You can also do some cool stuff with abandoned cart emails, such as reminding people about free shipping. Gifts with purchases are becoming more popular during the holiday season, which may get people to check out.

Here\'s a cool one from Vimeo that offers a gift with purchase, so it\'s a way to get people to make a purchase.

Jeanette Woodburn: I also like the blue on the yellow that pops nicely.

Matt Helbig: I like that, too.

Jeanette Woodburn: Christina\'s giving me the face. So, if anybody wants to ask a question, we have a microphone ready.

Audience Member: Could you discuss some best practices for subject lines? I liked your point about standing out in the inbox. Are there any effective strategies or current trends for crafting subject lines that score well with AI? Since the subject line is the first thing a recipient sees.

Matt Helbig: Short and concise is becoming a trend that we\'re seeing much more. People appreciate getting directly to the message now. It\'s just not trying to mislead someone with a subject line. Having that copy and delivering what the promise is. So, teasing some of that content and giving it via email is the best way. And now, with the latest iOS, they\'re summarizing emails, so some of that preheader text may not be as relevant anymore. So, think about how some of that stuff impacts your end send.

But again, if you\'re building a relationship with these customers, hopefully, they\'re looking forward to your next email and want to open it.

Jeanette Woodburn: To Matt\'s point about keeping it short and sweet, ensure you\'re sending the email and looking at it on the phone. My phone cuts off a good part of a subject line. You want to see if the message is getting across the finish line.

Matt Helbig: Also A/B test. You can still try to do that. Even if some of the privacy stuff impacts open rates, I think there are still ways to look at clicks and other metrics, which may drive how you pick a campaign winner.

Jeanette Woodburn: Depending on how in-depth you want to go, when I was working in B2C, we had competitors, and I just had a general sense of what was happening in my inboxes. We signed up for everything we could. So, literally, in the morning, we\'d have sent time optimization and a few things going on. Still, we\'d get a picture of what was trending that day and switch it up based on what was happening.

Audience Member: Hey, I have a question about misleading copy.

I\'m not sure who started this, but I\'ve seen more subject lines beginning with \\"RE:\\" I hate that because it seems like an email thread you\'ve replied to. I\'m curious about what recommendations you would give people because I can see why folks would want to use that.

It does increase email opens and engagement, but I would love to be able to advise people to do something else.

Jeanette Woodburn: The easy response is, \\"Sure, it increases your opens, but what do the other stats do?\\" If you open an email thinking it\'s one thing, it\'s not what you thought it was, and you\'re not buying the product.

That\'s something to look at all of the metrics, see what your click is, see what your conversion rate is, and follow along to make sure that it\'s actually doing what you want it to do and not just bumping up the open rates to make you look good.

Matt Helbig: Yeah, this is my weird email conspiracy of faking a mistake and sending a fake email to fix the error. People open and click on it, but it\'s about building that long-term relationship. If you only care about the click, I\'m down for you to try whatever you want to do.

Still, for most brands, it\'s more about building that relationship over time and considering repeat customers and customer loyalty. If you only care about that one click and that one sale, go for it and do whatever it takes, but that\'s different from what we see working long-term for brands.

Audience Member: You said seven seconds or less where people scroll through an email and the need to incorporate a genuine tone, whether that\'s humor on brand or something. Which part of the email should this genuine tone be focused on?

Jeanette Woodburn: It does start with the subject line. There\'s also the aspect that you typically send more than just one email to somebody; you often send multiple emails. So, it is a chance to build that relationship and get them used to the tone, like Squatty Potty.

You know what to expect now. And so there\'s that aspect of learning: even when you see that sender ID in the inbox, you understand what to expect. But it starts with the subject line and goes with consistency throughout the email. And even with humor, it\'s also knowing your audience.

One group might think Squatty Potty\'s humor is funny, and another may be offended by it. It is just being yourself, being consistent, and just owning that.

Audience Member: I have a question regarding using longer GIFs and videos within emails. Do you have any advice on using those longer videos without making the email extremely heavy and affecting deliverability?

Matt Helbig: I say you don\'t do that. Do you expect a customer to watch a 10-second-long GIF? Do they love that GIF so much that they will spend that time of their day? Many brands do fantastic stuff with just three frames as a GIF. Keeping that GIF under one megabyte also helps with load time.

If you have a good message, people will bounce out to a YouTube video or a hosted one somewhere. There are ways to preview it, such as a 10-second preview with a play button that bounces them off to something else, but more than 5 seconds is too long for a GIF.

They will only watch part of it, detracting from the overall message.

Jeanette Woodburn: Yeah, it\'s funny. I am thinking of an email I just got the other day from Crumble Cookies, which is currently one of my most opened emails. And I thought it was clever. Instead of showing them frosting the whole cookie and experience, it was just a few quick snapshots of the progress.

Audience Member: A quick question about dark mode. Is there anything that you should always think about when you\'re designing for dark mode?

Matt Helbig: One quick win is using transparent PNGs for logos. That makes it easy when that switch happens.

Test your emails on different devices and see how they react to dark mode. Beefree has a dark mode preview, so if you\'re designing your email, you can set specific styles for dark mode.

People sometimes force a non-dark mode experience. I like it when brands take the time to think about that within their design system and prefer dark mode. However, these users opt into that preference, saying, \\"Oh, it doesn\'t match our brand guidelines. We want it to look this specific way.\\" It doesn\'t work for me.

Jeanette Woodburn: Yeah. Be thoughtful about which systems and platforms your audience is on. Don\'t focus on trying to hack dark mode for something you don\'t need to worry about or for one person.

Audience Member: I feel guilty when talking about simply going from Figma and slicing up images only. Is it better to simplify the overall look and feel? We have an email with a gradient background, but that doesn\'t transfer over as we want. So we want it to be visually engaging, but then we\'re also losing those accessibility moments.

Matt Helbig: It\'s finding the balance. It\'s hard to live in extremes regarding email marketing of something that\'s all image or all text-based. You want to include brand fonts and colors that may translate poorly to a well-coded email. Find more opportunities. Use a big image with all your brand fonts, but that button might be live text. I think you can still be creative while considering some accessibility as well. So that\'s my opinion.

Audience Member: Are there any industry best practices or overall philosophies around resending emails to non-openers, and what would be the efficacy and actual impact of that?

Jeanette Woodburn: I know that\'s gotten a lot harder since Apple did their little thing that we all appreciate. It depends on what you\'re trying to send and what you\'re trying to get across. I always love saying that not even your mom reads all of your emails, so you can get away with recycling something.

But I think in the larger picture, if those folks aren\'t engaging in general, that\'s the question you need to look at and see: Do we need to slow down the pace of what we\'re sending them, do we need to send them something entirely different, that kind of thing? I\'m all about a recycling program if it eases your day.

Matt Helbig: We find that sending a last-chance email to non-engagers before a webinar performs very well. We typically see a significant increase in signups with this approach. Consider the type of campaign you want to send. When you resend the email, you can modify the subject line and some of the content.

Jeanette Woodburn: I\'m getting these low-key signals that it\'s time to make space for the next session. Matt and I will be around if you have more questions. 

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Running all the things in your email marketing strategy might seem like both a blessing and a curse. You have to keep an eye on 100 different things on a daily basis. Test. Double-check. Test again. And...again. The good news is it doesn’t have to be complicated when you’re planning your email campaigns. Here are 8 steps to get your game plan together and create a really good email campaign.

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Running all the things in your email marketing strategy might seem like both a blessing and a curse. You have to keep an eye on 100 different things on a daily basis. Test. Double-check. Test again. And...again. The good news is it doesn’t have to be complicated when you’re planning your email campaigns. Here are 8 steps to get your game plan together and create a really good email campaign.

Step 1: Figure out who you’re sending the email campaign to

One of the most important factors to figure out with your campaign is whose inbox you’re showing up in. This can help you decide on the tone of the email and what message you want to craft.

Creating customer personas can help you picture the people you’re talking to and what their personalities are like. What are their interests? Who do they spend their time with? Are they down for some Jeni’s ice cream?

Understanding your audience will help you figure out what action you want them to take. Plus, you can segment your list to send messages to specific groups of people and make this line of communication that much more personalized.

DAVIDsTEA celebrated the company’s anniversary with a personalized email based on subscriber engagement.

Step 2: Think about how you can serve your audience

If email is relationship designed, think about the value you bring to your audience and how you can deliver that to them in your message. Give readers a behind-the-scenes look at your team. Share product updates with them. Invite them to watch a movie with you.

Ask yourself, what’s the purpose of this email? What’s the problem I’m trying to solve for my audience?

Try brainstorming your ideas somewhere outside of the ESP to eliminate distractions. Use a site like Evernote, Google Docs, Notion, or Asana, or take out a notebook and pen to write down your thoughts. Think about the goal of the email and what action you want to drive your audience toward.

ActionRocket shared team photos in this holiday/year-end email.

Step 3: What type of email campaign are you sending?

You might need to send more than one email to get your audience to the right place (and consider setting up an automation). The type of email campaign will depend on your goal for your audience and the message you want to send.

Here are a few campaign ideas to get you started:

Welcome Email

As soon as someone signs up for your emails, send them a quick hello or a promised discount. Invite them into your virtual home. A welcome email serves as a first impression for your audience. These emails also tend to result in high open and clickthrough rates.

G2’s welcome email.

Newsletter Email

Send a regular, personalized message with industry news, company and product updates, memes, fun GIFs, and what playlist you’re listening to lately. This is a great way for your audience to get to know the faces behind the branding, to learn something new, and build a personal connection.

Calm’s newsletter featuring a Sam Smith recommendation for maximum relaxation.

Promotional Email

Showcase products, services, a new video, or a sale with a promotional email. This is also a great opportunity to share customer testimonials, using social proof to back up why people should buy what you’re selling.

Onsen’s promotional email with a review and a discount.

Announcement Email

Share product releases, features, updates, and company news in an announcement email. You can also run a giveaway, announce a fundraising cause, or reveal a product launch.

Google included interactive elements where readers could click to change the color of their earbuds in this announcement email.

Step 4: Build the email template

When you’re building your email template, think about the inverted pyramid. The most important email elements are at the top of the email (think logo, hero image, and/or headline), followed by supporting blocks of content (body copy, supporting images, CTAs).

Keep your subject line at 9 words max and 40 to 60 characters. For preview text, it’s recommended to keep the text at 85 - 100 characters. Make it both enticing and snappy!

Aim to create an email template that’s under 102KB. Fewer blocks of content and smaller images can help optimize your file size. Responsive design, mobile-friendly, easy to read text on mobile and desktop.

Make sure your email can be seen and heard by as many people as possible. Add alt-text to all images and use as much live text as possible in your email. Include images to complement your message and make your email pop, but steer clear of an all-image email. Subscribers with images disabled might miss out on your message in an all-image email.

Include a clear call to action. Think about where you want to take your audience. This might be a button that leads to a product on your website, a link to watch your latest video or a text link to a blog post. This is also where tracking links and UTM codes come into play.

A UTM code is a code snippet you can add at the end of a URL. There’s a handy URL builder to add URL parameters and track campaign results in Google Analytics so you can keep track of where people are coming from (ex: ESPs like Omnisend and HubSpot also have UTM code builders.

Ad:

Step 5: Test your email template

Make sure your email layout looks good on multiple devices and email clients. You can use an email preview tool like Litmus or Email On Acid to test your emails and make updates, or you can manually send tests to people in your company.

A few things to keep in mind when you’re sending test emails:

  • Make sure the text is large enough to read on mobile devices
  • Confirm the email is responsive with images and text adjusting to the correct sizes on desktop and mobile devices
  • Test the links in your email
  • Make sure the email doesn’t get clipped (if it does, the email file size might be too large)

Step 6: Schedule your email campaign

The best time to send your email campaign can differ based on location and your audience’s engagement. Keep an eye on when your audience is most active with your emails and schedule campaigns to go out based on that activity.

Even if you need to send an email immediately, it’s best to schedule the email with some buffer time in case a last-minute change pops up or you realize that the “Hello [LNAME]” merge tag needs to be updated.

Step 7: Review your email campaign analytics

You’ve done all the work of planning, creating, and sending the email campaign. Now what? Check out the email reports to see what worked and what could be improved.

At the minimum, review your clickthrough rates to see what people engaged with the most in your email. From there, you can adjust your campaign strategy for follow-up campaigns

Step 8: Rinse and repeat!

Once you’ve got this process down for planning and sending your email campaigns, do it all over again! You don’t need to reinvent the wheel for every campaign.

Serve your audience. Think about what problem you’re going to solve for them, and then switch up the email contents according to that message and your campaign analytics.

Bonus: Document the process

Streamlining your email campaign process can save you time and free up your brainpower to be creative. Create an internal checklist so you can jump right into the planning process for each new campaign.

Documenting the process can also help when you’re out of the office or training new teammates. 

Think about:

  • Who’s involved in the campaign creation and approval process?
  • Who writes the email copy?
  • Who creates the graphics and design assets?
  • Who builds the email templates?
  • What links do you need to include in the email?
  • Who’s QA’ing the email?
  • Who’s scheduling the email?
  • Who’s reviewing the analytics and when?
  • What steps does your team need to take to wrap up campaigns within your deadline?

Get inspired

If you’re hitting a creative block or need some email design inspiration, create a Really Good Emails account and start collecting emails (or submit your own!). With thousands of the web\'s best and most attractive emails, there’s something for everyone.

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My newsletter started by accident.

It was Sunday afternoon, and I was hanging out in an online community for startup founders. 

Someone just posted the same question for the 1000th time: \\"I\'ve got a cool product, but nobody knows about it. How do I get customers?\\"

I didn\'t have time to answer him.

Instead, I took out my phone, and tweeted: \\"What if every week I randomly pick one new project, and tell you how I\'d grow it?\\"

I put my phone down and went out for a walk by the lake.

When I got back a few hours later, my screen was buried in notifications. That tweet got a lot of attention; people were crazy about that idea!

I told myself: I guess that\'s that, I\'m going for it!

I quickly set up a landing page, and started collecting email addresses.

I\'ve been a digital marketer for the last 10 years. I\'ve helped different clients grow their businesses, and I grew my own projects. Still, I get excited whenever I see a new online project. My mind starts spinning; I get all kinds of ideas about how to make it grow.

For some reason, it never occurred to me that writing them down could help other people who don\'t have my experience improve their marketing skills.

The first issue of my newsletter went out 3 months ago to my first 100 subscribers. I was excited like a kid - it was the first side project that had my face on it.

Today, I\'ve passed 700 subscribers. My open rate is over 50%, and my unsubscribe rate is 1%. I\'ve built so many great relationships with people who tune in to read it every week. 

But more importantly, I have fun doing it.

This is one of my latest issues. I hope you enjoy it and get a few great ideas for growing your own business. 

And if you want, you can subscribe here.

How I’d grow Good Books

Hi friends,

This extended stay at home period is definitely the perfect moment to pick up and read a new book. However, if you are like me, you usually spend way too much time trying to find a gem in the ocean of mediocre titles \uD83D\uDCDA

Today I’ll take a look at Good Books. Let\'s get started!

Good Books is a curated collection of book recommendations from the world\'s most successful people.

The team behind the project analyzed, handpicked and organized thousands of books into categories, with new ones added every month.

When you land on the website, you can really appreciate its slick design.

But the goal isn’t to be beautiful, it’s to make visitors take action… The form must follow function.

Good Books needs to strike a balance between beautiful and high converting.

There is no benefit in the headline. What\'s in it for a random visitor that landed on the website for the first time?

The USP needs to be crystal clear to minimize the bounce rate. I’d like to see something like: ”Find your perfect next read” or “Discover a book you’ll love.”

Instead of a CTA, there’s a link to the Product Hunt submission.

That would be ok only for the PH launch day, but right now, the goal should be sending people from PH to the site, not vice versa.

I’d use a clear CTA like “Start exploring” or “Take a look.”

A lot of space on the homepage was wasted for the aesthetic.

All that space should’ve been used to give the visitor a sense of what the website is all about.

For example, moving the “top recommended books” section up, so visitors can immediately take action.

For a content website like this one, monetization isn’t easy.

Starting with affiliation is probably the wisest choice, although it probably won’t be very lucrative for a while.

Relying 100% on a single partner like Amazon is also quite risky.

Good Books can’t only rely on new traffic. The key is turning as many random visitors as possible into frequent users through email.

Set up different email lists for each category, and motivate people to sign up to get personalized recommendations based on their interests.

In the future, step 2 could be sponsors. Emerging authors would love to get their books in front of a targeted reader base.

Step 3 could be community. Once GB builds a loyal user base, they could offer access to a community of like-minded readers with exclusive benefits.

They had a great PH launch that drove the first batch of traffic, but as with every launch, it went dry after a few weeks. What now?

A website like this can’t afford paid ads. They need to create a system for getting a daily stream of free organic traffic from multiple channels.

The first pillar needs to be word of mouth. It takes work, but works like a charm!

If they create a profile page for everyone considered “successful,” they can play the vanity angle and reach out to them, motivating them to share the page with their followers.

Create a social content strategy that works on all 3 networks: Twitter, IG, and FB. A solo founder has no time to waste.

For example, post the cover of a different book every day, with a quote from the famous person explaining why they recommend that specific book.

Pro tip: If you ask questions, you’ll get love from both followers and social media algorithms.

When a lot of people interact with your posts by answering your questions, your posts are prioritized in other people’s feeds. The snowball effect gives you a lot of reach.

SEO is probably going to be the biggest traffic source in the long term, so GB has a few things to fix.

Before ranking a page, they should map the keywords right.

In this case, some of GB’s pages aren’t going to respond to search intent.

Once the keywords are ok, the question becomes: are GB’s pages better than their competition?

Their pages need more content to exceed the competition.

At least a paragraph explaining what the book is about, and a paragraph with a quote of the famous person’s recommendation.

A blog is a great resource but it should target keywords different from the ones you use in your product and category pages, or you’ll confuse Google.

If you already have a page targeting “best design books,” you don’t want a blog post targeting “essential design books.”

That\'s it for today. I hope you found it useful!

If you know someone who would enjoy these case studies, please forward them this email. Anyone new can sign up here \uD83D\uDCE9

See you next week,

Andrea

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What is a paid newsletter?

Many of us would be surprised to see a pop-up nowadays that asked us to pay for an email newsletter. With how rampant free newsletters are, paid newsletters are a weird new breed of emails, whose small but extremely loyal audiences run counter to the get-as-many-subscribers-as-humanly-possible methodology instilled in us.

How do you start one? Is it worth it? Who will actually pay for emails these days? Luckily, we were able to catch up with Sentiers, a paid newsletter publication, to get the answers and the details.


Some Questions About Sentiers:

Hi Patrick! Can you let us know a bit about your background?

I was a freelance web developer for years, then I guess you could say this understanding of technology helped expand my interests in more and more different domains, to building a reputation for “generally knowing about stuff,” which led me to more of a consultancy role, using a framing I call Thought Partnership.

How did the Sentiers newsletter start? Was there a reason that you picked email specifically?

During that transition from development to consultancy, I helped co-invent a print magazine called The Alpine Review. That was a very bold project focused on “observing the things that matter.” The intent was for it to be a tool to project our ideas and understanding, to lead us into consultancy projects in parallel. For various reasons, we put that project on hiatus.

Sentiers and email is my way to keep that thinking going in a kind of solo and MVP (Minimum Viable Product) form. Same curation, same topics, same sense making, on as light as possible infrastructure. Back then I was also curating a newsletter and “online magazine,” We Seek for e180 and loved the close interaction with readers and the much much higher engagement than with social media. With print you have very few “live” metrics to know what readers are interested in, so I also enjoyed that much quicker feedback loop. Considering that, making Sentiers a newsletter just made sense.

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Sentiers is a newsletter that I look forward to and read all of. How do you discover and curate the articles that you feature? 

Good to hear! I’d have to keep better track of this actually but it’s probably close to a 50/50 split between newsletters and Twitter. I subscribe to well over a hundred newsletters and I have a tightly curated main list on Twitter with interesting thinkers, I generally read pretty much every tweet from that (smallish) list. I then use Nuzzel to extract more links from a few other lists which I don’t read directly. Interesting articles I either append to that week’s issue in my text editor (Bear) or send to Instapaper.

How did you create and maintain a member supported newsletter? How do the paying subscriber dispatches differ from the free newsletter?

I used WordPress, Memberful, and Stripe to accept payments and paywall content, Memberful also syncs with Mailchimp so I can send email only to paid members. The plan for Dispatches is for three formats: first like weekly issues but on a single topic, then adding long-form articles and interviews as membership rises. I’m lucky that members right now are also getting onboard to support the weekly, not just for the extra content. I just explain that clearly (I hope!) on the website and remind readers of the program once in a while. That’s pretty much it.

Becoming a member helps sustain the free Sentiers weekly newsletter, and gets you some extra Dispatches to feed your curiosity. Use this RGE link to signup.

What has been your experience using Mailchimp as an ESP? Have you felt the need to tweak the design of the newsletter over the years? Have you run any tests with your emails?

It’s been good. One of the things I take seriously is the design of everything I do and Mailchimp is one of few solid solutions that let you completely design your template. That and the fact most other platforms offer support for their API (like Memberful and a WordPress plugin) are the two main factors that made me pick their platform, and keeps me there so far. 

I have to say that as they seem to be switching ever closer to a marketing platform, it means I’m also constantly keeping an eye on other services but custom templates are a deal breaker for me. The template is constantly evolving design wise but with the new identity introduced 5-6 months ago, it’s been pretty stable. I run a spam test every week with Mail-Tester but I’ve run A-B tests only a couple of times. Mailchimp suggests having at a bare minimum 5000 subscribers for tests to be worth it and I’m “just” in the 3000s right now.

What challenges do you face with growing a membership supported newsletter? What is your biggest hurdle currently?

The biggest challenge is producing the extra content. Just writing the weekly takes quite a bit of time, adding the Dispatches is still not something I can consider as replacing a client revenue wise, although it’s going well. Right now the percentage of subscribers who are also paid members is rising so that’s excellent. The challenge then is growing the subscription base to the weekly. I’m at a level where it’s hard to get mentions in big enough “outlets” that it results in significant bumps in subscriptions, thus it’s largely through organic week on week growth. Getting large newsletters or accounts to talk about me without annoying them with spammy reach outs is thus the biggest hurdle.

What’s next for niche publications? Is the ad-based business model still relevant?

The use of the word “niche” is a bit misleading because it also relates to the size of your operation. For example I’m not sure the Stratechery niche is big enough for a medium to large scale operation but for a one person outfit, it’s a huge spot to be in and quite lucrative, if most reports are to be believed.

To me there are basically two types of publications, those who aim for a niche (although that can be relatively big, as mentioned above), and those aiming for an order of magnitude or two more members. The first usually aims for high engagement, and a close relationship with readers. They are better served with membership models and usually fit the relationship better. The latter will have lower engagement and higher churn but at such a scale that they can likely make more money. The ad-based model, which is (in my opinion) less respectful of the readers, fits this scale and churn model well, although more and more of them are going with subscription models too, often in addition to ads.

In terms of “next” I’d say probably bundles (multiple newsletters for one price). I’ve got a few articles lined-up on the topic but haven’t researched how it might work yet.

Some Questions About Thought Partners:

Can you explain what A Thought Partner is?

It’s an evolving model but my base definition is “someone who, through a practice of researching, reading, learning, asking questions, and writing, helps partners in developing their ideas, knowledge, and thinking.” The basic goal is to bring outside ideas and connect them to the needs, thinking, and strategy of an organization to broaden, strengthen, and accelerate their thinking. People are usually going full speed with no time to look sideways and to blindspots, I do that work for them.

Why do you think A Thought Partner is beneficial to an organization? 

It’s pretty much impossible right now to effectively stay in business by looking exclusively at your own field and thinking no one, no event, no policy, no technology will ever affect how you work. Knowing what’s going on alongside your domain or further out on the edges is essential in planning. And honestly, it also makes for a more agile and creative brain to know more and look at things from different perspectives.

Do you feel “curators” are still valuable in our current web environment?

More than ever. We’ve seen time and again that algorithms picking content can fail and are often tweaked to reinforce a business model like advertising. Curators are not perfect either but people don’t approach a personal selection by one person the same way as they do the Facebook feed, for example.

Are there tools or frameworks for us to become Thought Partners within our own organizations? Or does that role work better as an outsider? 

It probably works better as an outsider but that can sometimes work as simply outside of specific teams. Thought Partnership, in my experience, is often delivered as text, which means you can easily can pigeonholed as a content creator or a marketer. Nothing wrong with that per se, but you then get sucked in those departments’ deliverables. You need to at least be outside of them (or sales) to focus on looking outside the organization for insights.

Some Questions About Technology:

What are your thoughts on email tracking and privacy? Are there better ways of asking our subscribers how to serve them better?

Some people are arguing that there shouldn’t be tracking at all. I’d love to know nothing about individuals but have list-level stats like open rate and click rate. You can’t have those numbers without tracking individual emails but there’s no solid reason why I should be able to go to someone’s profile and know which email they clicked.

At a minimum it’s useful to have open-rate, in my case it’s pretty stable so when it suddenly goes down 4-5-6%, I know Gmail decided to send my emails to a folder or there was a problem elsewhere and I can try to fix it. It’s also a basic idea of your pertinence to readers.

Click-rates show me which links work best. I have quicker takes at the bottom of every issue and it’s often one of these that is the most clicked. So instead of getting me to focus on fewer topics, as people would expect that stat would do, it actually reminds me that my readers are interested in a broad variety of topics.

Do you believe AI will have a greater role in marketing? Do you think it will complement current processes or replace our roles? 

Newsletters are often associated with marketing but that’s not a side of the “craft” I pay much attention to. In general though, I think AI is much much more interesting when considered as an augmentation to human work than a replacement. There’s more near-term potential there than in autonomous products, it’s a more realistic expectation, and it keeps humans in the loop. Near term, if it replaces roles it will be by making 8 people as effective as 10, not by taking over that role completely.

Do we “owe” anything to people who open and read our emails?

Respect for their time. I could get bigger bumps in memberships and subscriptions by being more aggressive but I tend to be overcautious and refrain from the vast majority of such “ploys.” In terms of content, I include anything I find interesting. In terms of the readers’ time and using “hacks,” I do only what I’m comfortable in receiving myself.

Lightning Round For Kicks

What is one piece of advice that you could give about building a brand through communication?

Be interesting. That very seldom means talking about yourself. Write about what you know and/or what you are curious about, not your product or services.

What other emails inspire you? Which company that you subscribe to does email the best?

For email and print, I’ve been a big fan of Kai Brach and his Offscreen magazine and Dense Discovery newsletter. I’m not sure if there are any lessons for companies there but everything Robin Sloan does is smart, well thought out, and worth your time. Hiut Denim and the DO lectures (same founders) are also great models of email communication (and comms in general). They built their business on emails. Lastly I’d said Jeff Sheldon with Ugmonk. Like Kai, everything is smart, thought through, well designed, and he does super clear communication with his personality front and center.

What was the most recent spam message you got in your spam box? What was the subject line?

“Hello! Lovely girl wants to talk with you! I hope for an answer!” 

What is your favorite book?

Considering the topics I cover in Sentiers this will be blindingly unoriginal but the Pattern Recognition trilogy by William Gibson. I have to say though that over the last couple of years another trilogy as popped to mind even more often and it’s the Analog trilogy by my “internet friend” Eliot Peper. Spot on on so many things.

Caffeinated beverage of choice: Coffee, Tea, Soda?

Coffee.

To support the weekly newsletter, and get extra dispatches of deeper thinking, become a member of Sentiers. Use this RGE link to signup.
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A thoughtful, inquisitive, slightly off the beaten path weekly newsletter.

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Watch the full talk here.

Jason Rodriguez: I\'m Jason Rodriguez. I work at Litmus.

I\'m an evangelist, which is like the worst title ever, but I usually say I just go around teaching people about how to do email marketing and design and coding better.

My pronouns are he/him. I\'m on Twitter @RodriguezCommaJ. I have one of the fancy, Really Good Email profiles if you want to follow me there.

I have to say thanks to Jeff Yoder. He was the guy that was supposed to be up here on stage. I will be very honest that I cribbed a lot of this presentation from his slides, which Mike was kind enough to share with me.

Thank you, Jeff. Round of applause for Jeff, even though he wasn\'t able to make it here.

Jeff runs a newsletter called The Sportsletter, which you can sign up for it thesportsletter.com. It\'s a great digest. It\'s super short daily digest about sports news. He uses a lot of these things that I\'m going to talk about today to drive email growth, and then perhaps more importantly to retain those email subscribers and effectively engage with them.

We all know that email is valuable. Hopefully, everybody here realizes that. At Litmus, we do a bunch of research around the value of email. I think that\'s from 2019, this number might have jumped up a little bit since then, but the average ROI for email marketing is 42 to 1.

You spend a dollar, you get 42 back, which is pretty awesome. It routinely blows every other marketing channel out of the water, despite people saying email\'s dead. We hopefully all know that email is super valuable. We want to invest in it. We want to get as much as we can out of email marketing.

How do we do that? There\'s a couple of things we need to do. We need to get more people reading our email campaigns. We need to engage with the people reading those email campaigns more effectively. And hopefully retain them over the long term so that we can build these valuable relationships with people. I\'m going to break that down into these three different sections here.

The first one is how do we get more people reading our emails? There\'s a lot of different techniques for doing that. The main one that most people are using is giving away free shit. The key here is to make sure that you don\'t give away shit itself. \uD83D\uDCA9

You want to make good stuff that people want to sign up for. At Litmus, we do a bunch of different reports. Chad White used to lead up all of the report creation and research at Litmus before he left us for Oracle. We have tons of great eBooks, tons of great stats. It\'s not unlike most other companies out there that have white papers, eBooks, all this research that they\'re releasing.

This is one of those key ways that we can get people to subscribe to our newsletters, sign up for things. Most often, there\'ll be some sort of like PDF or templates or worksheets or something like that are behind a gate that they need to use their email address to sign up. This is a great method for getting people subscribed, but it\'s kind of table stakes at this point.

Most people are using this kind of technique. Most subscribers expect to see things like this. There are sometimes far better ways to get people, to subscribe to your newsletter. A great thing that we try to do too at Litmus and I know it\'s done with The Sportsletter, is to use co-promotions.

The key here is when you\'re trying to find people to promote with is to find both similarly sized newsletters. In the case of The Sportsletter, there\'s a bunch of different ones out there that are in the sports industry and that have similar subscribers. You want to find people that are similar sized newsletters, because they\'re most likely to have similar audiences as well. You\'re trying to tap into those audiences.

Co-promotions are great at Litmus. We do a lot of things with companies like Salesforce, HubSpot, Oracle, whoever. It\'s a great way to not only get more subscribers from those companies from that promotion experience, but also to spread the education email love around, which is great.

Paid advertising can work as well. The key here is to find out where that audience that you have or that you want hangs out. You can do paid advertising on pretty much any platform. YouTube, Facebook, Google, Instagram, wherever Those have different costs associated with them.

You don\'t want to just blindly spend money across all these different channels and hope for the best. The key here is to find out where the audience you want is actually spending their time and then try to target that audience specifically on those platforms and dedicate all of your budget to those targets, so that you can get the most out of them as well.

Sweepstakes can be a compelling way to get people to sign up for your newsletter. It\'s kind of like that give free shit away, but this is like bigger shit. This is like trips and TVs and Macbook Pros and all that good stuff. The key here is that when people sign up for sweepstakes, usually they have zero intention of sticking around, listening to you in your newsletter, and maintaining that longterm relationship. 

The key here to hook them as soon as possible, once you get them on that list, try to figure out what resonates with them and send them that content immediately. You want to get them in right off the bat or else you\'re going to lose them pretty quickly.

It\'s a riskier thing, but if you have the budget to run a sweepstakes or partner with somebody that does sweepstakes that could potentially be a good way to grow that subscriber list. You got to get them quick, cause they\'re not going to stick around very long.

Then one of the best ways that works, not only for emails, but for just products in general and one of the ways that The Sportsletter has grown their email list, has been using incentivized referrals. You may be familiar with things like Dropbox that use incentivize referral programs.

I remember when Dropbox first came out. It was like a GIG free and then every person who referred it was like 500 megabytes extra or something like that. You better believe like me and my family and friends, we gamed the hell out of that so that we could get as much free storage as possible.

The same thing applies. You can do that in email. At The Sportsletter, they have this membership scoring program where if you refer a friend, they sign up for the email list with your referral link then you get to score points that you can use for different things that Sports Letter does.

Using this approach, this is one of those driving things that Jeff was able to use for The Sportsletter to grow his audience from essentially zero to over a hundred thousand within a year, which is pretty amazing growth. Those people have largely stuck around. They are current subscribers. It\'s created this really good relationship with everybody.

The key here is to make everybody feel like they\'re part of a team. I think that\'s an apt metaphor for The Sportsletter. Your subscribers are on your team. They want to hear from you. They want to create that relationship. So ideally when you\'re using something like a referral program, when you\'re talking to your subscribers, you\'re making them feel like a special part of the team.

You can do this in a variety of different ways. Those incentives could be different things. They could not only be like free storage on Dropbox, but they could be swag that you send out to them when they hit a certain threshold of people that they forward your email to. It could be personalized notes. It could be exclusive content. 

Stuff that shows that you understand them as an audience and as subscribers and that you care about them and how they\'re helping to grow your team. I think that\'s something that applies not only for growth for your email program, just email in general. If you can get subscribers that love what you do in email, and it feels like they\'re part of the team, then they\'re going to do a lot of the heavy lifting for you when it comes to email growth.

That\'s something we\'ve found over time at Litmus. As we create these like cool email experiences people love them and they\'re waiting for the next one, which could work against me when it comes to the conference stuff. But, hopefully not. Then they feel like they\'re part of team Litmus. They feel very devoted to the brand.

They feel very devoted to what we do in email. They love sharing all of that outside of the inbox. They forward things to friends. They tweet about it on Twitter. They talk about it on Instagram. We\'re very fortunate in that regard. That\'s only come through years and years of trying to understand them better. Try to make them feel like they\'re part of the team and trying to provide valuable content for them.

Once you get people on your team, once you get them signed up for the newsletter or whatever email you happen to be sending, how do you keep them reading your emails? There\'s a couple of key things here. 

Number one is to see what works. Identify some key metrics and focus on those key metrics Figure out what metrics matter to you as a brand. Far too often, people are looking at vanity metrics like open rates, when more important things like click-through rates, click to open rates, lifetime subscriber value, money earned per subscribers, stuff like that could be far more important. Figure out which of those metrics actually matter and then focus on those things. Keep in mind a couple of different things.

Privacy matters. There\'s this growing discussion in the email world and the broader world around digital privacy and how much, if at all, that matters, especially in the email marketing world.

There\'ve been a couple of developments recently where some pretty big name people and big-name companies have been railing against this idea of email tracking. They call tracking pixels, invisible spy pixels. They talk about how we shouldn\'t be able to see what people do in an email campaign and how we never got consent from them.

If you\'re compliant with GDPR, then I hope you got consent from your subscribers. I hope you\'re not going to get sued or anything like that. This is something to keep in mind that privacy does in fact matter. I expect to see a growing movement around digital privacy, especially in the email world.

It\'s something that we\'re going to have to take very seriously and figure out how we handle it as email marketers. Just keep that in mind. If you have that audience that\'s very privacy-focused, understand that there are other ways to track how effective your email campaigns are.

There are other ways to see what works in your newsletters and how to keep people engaged. I want to go through some of those different tactics that we could use.

In-email polls are a great way to figure out what subscribers like. This might be a bad example. It\'s just in a poll, in an email from Dropbox asking you to rate your customer service experience. There\'s a lot of different tools, most ESPs have them, that allow you to add some sort of polling feature in your email campaign.

It can be an amazing way to get feedback from your subscribers about how well your campaign worked. It\'s usually pretty easy to set up. All of those are just individual links that you can track and then collect that information based on which of those links are clicked through. 

You don\'t have to have collected any of that personally identifiable information. You don\'t have to have super-advanced tracking on this email campaign or worry about geolocation or anything like that. It\'s a simple way to do this. Just say, what do you think of this email newsletter? Is it valuable? Is it not? Then just get that feedback based on that. 

Monitoring buzz is just a great way to do it in general. This is one of the key things that we look at Litmus when we send an email campaign is how people are talking about it outside of the inbox. Many metrics are based around like what happens in the inbox, but a lot of times you can start really good conversations with people outside of the inbox.

Twitter\'s the main way that we do that because we have a very vocal audience on Twitter. We usually monitor after a send what people are saying about Litmus. Are they sharing screenshots? Are they taking screenshots of it in Lotus and giving a shit about how bad it looks in Lotus notes, our newsletter, because we have the kind of audience that\'ll take us to town about that.

Which is good and bad. It\'s a great way to get that feedback to figure out, do we need to fix our email campaigns in this specific client? Is this message resonating with people? Is this cool new technique that we tried out working for people or whatever it happens to be.

You should hopefully know where your audience is spending their time. What kind of channels they\'re using to talk to one another and talk about your brand. Identify that channel and listen to it closely. You can get some valuable feedback that way that doesn\'t include email tracking.

Starting a conversation with your subscribers is something I wholeheartedly encourage everyone to do. You need to start asking them to reply to your messages regularly. Making sure that you look at the replies to your email campaigns and respond to those replies is important. 

People take time out of their day to give you that feedback. Far too often, companies will have the noreply@example.com email address set up, and it just goes to this blind inbox. That\'s a big lost opportunity because people are taking time out of their day to tell you what they think about your email. What they think about your content.

If you engage with those people, you reply to them, you start that conversation. That\'s one of the best feedback loops you could have as an email marketer, because you\'re hearing it directly from your subscribers. I see Dan. Do you have a question back there? 

Dan Oshinsky: How does Litmus manage all of the email replies you get?

Jason Rodriguez: So the question is, Dan Oshinsky back there runs notanewsletter.com, which is one of my favorite recourses, highly recommend it. He asked how do we at Litmus manage, like looking at these conversations, reading up on them. So we\'re big Help Scout users. All of our support funnels through that. The email address that we have people reply to in an email campaign all goes into our Help Scout inbox.

Our people on our support team, they look at that all day every day. If there\'s a question that they can tackle, then they\'ll take care of it. They\'ll reply to customers. If there\'s something more pointed, like a design issue, they\'ll forward it over to someone on our email team like Alice Li or Lily Worth.

If there\'s something about the content and then they\'ll usually pass it along to whoever happened to write that blog post. As long as it\'s collected in one spot and it\'s regularly checked and you have those mechanisms for sending that out where it needs to go, then it\'s a super-effective way to manage all of that. I feel like most companies are using some sort of Help Scout or like customer support type tools. It\'s usually pretty easy to set that up. Cool. 

So after you have those people, after you get them reading your content and hopefully retaining, you\'re getting feedback from them. The next step is thoroughly engaging them.

So the number one thing you can do to engage your subscribers is to write something worth reading. A lot of times companies will just sort of collect whatever they happen to have that\'s laying around a blog. That\'s a direct mail piece, whatever it happens to be, and just dump it in a newsletter template. They won\'t edit it. They won\'t go through and make sure that it\'s important to their subscribers.

Step one is moving beyond that. Have those conversations. Look at your metrics. Figure out what content resonates with your audience and then gear all of your stuff towards that. Still experiment when you can. Still run all those different tests with content. This all goes back to understanding your subscribers and what they want and putting in the effort, spending money on copywriters, or training your people that you have to be effective copywriters and making sure you\'re writing something worth reading.

And design it well. If you\'re not an email designer, there\'s a ton of resources out there, more so than ever before to learn the sometimes dark art of email design and development. Spend the money on it. Spend the time getting good at email design because it\'s increasingly important.

Look through Really Good Emails. Focus on things like topography and accessibility and hierarchy and good imagery and all that cool stuff. Those fancy blobs, that Chobani forced on the world, which I love. Focus on those design concepts. See what\'s out there. See what other people are doing and design accordingly. That will draw people in.

It\'s double-edged to say the appearance of an email matters more than the content, but a lot of times it does It\'s that first impression you make. It\'s getting people sucked into the look of your email and invested enough that they\'re going to read the content of your email and get something out of it. So don\'t take email design lightly because it\'s a vital component of a successful email marketing strategy.

Some other cool things you can do are run polls and surveys in emails. Some great examples out there today. There\'s this guy that works at Aweber named Chris Vasquez, who spoke last year at Litmus Live.

He runs this great newsletter that\'s called, Would You Rather. So we all know the game from middle school and high school, would you rather eat a pretzel covered in ketchup or would you rather spend two minutes with Donald Trump? I don\'t know. The whole idea is every email is one of these questions. 

Would you rather do this or that? So would you rather get a high five or a thumbs up? That\'s the whole thing. It\'s just this built-in polling mechanism. That\'s the whole newsletter. It\'s this absurdly engaging newsletter campaign. I think I have another example, like where he uses that feedback later on here, but there\'s all kinds of stuff that people are doing.

Again, a lot of ESPs have that kind of tooling built out that allows you to add these fun polls. I would say two things to keep in mind if you\'re going to do something like this. 

Make them fun. Don\'t make it just some like really dumb analytics type thing that you\'re trying to get some data for. Try to make them fun, engaging something people will want to lend their voice to.

Then try to set some expectations. If you\'re going to do something like this, start that strategy. Then try to do it regularly because it trains people to expect this fun component of your email. You\'ll turn them into just these rabid subscribers that are waiting for your next email campaign, which would be amazing to have subscribers like that.

So beyond that, start those conversations. Incorporate those conversations not only into the learnings and informing the content in your emails, but you can incorporate those conversations into the actual content of your emails as well.

A great newsletter is called, Dense Discovery. Kai Brach runs it. It\'s a collection of cool design articles. Things like product focuses. All kinds of different things. One of the good things that he does is, invite people to have conversations with him. So you can reply to the email, talk about something that he was talking about in the email, and especially the last couple of newsletters he\'s been having this very public, but internal debate about how seriously he should take climate change. Especially as somebody that\'s a digital nomad.

The guy that runs this travels a lot. He was talking to about taking a trip to see some family and how that would require him to fly. As we all know, air traffic is one of the biggest contributors to climate change. So he\'s doing this publicly and he\'s getting all these amazing responses from subscribers. Then he\'s working those into that next email campaign.

He talks about what people were saying. He talks about their thoughts, how they relate to what he was sharing with everybody. It\'s creating this awesome conversation that people like me, I love getting this newsletter and seeing what he\'s talking about, what other subscribers are telling him and how that conversation is growing.

When we look at Would You Rather, he incorporates the results from the last newsletter into the bottom after that poll in the next newsletter. A lot of times Chris will show the results. I think this one was would you rather have your face on a coin or a mountain? It was kind of interesting. The 50/50 split, I would say coin all the way. More people are going to see that and I just want to get my face out there.

He incorporates feedback and even has quotes from people because once you click through on that poll, there\'s a form to collect why would you want to have your face on a coin? Or why would you rather get a high five as opposed to a thumbs up? He brings that in the newsletter. So again, it\'s creating that expectation. It\'s sharing that conversation. You\'re having those subscribers and it\'s creating this like amazing engaging experience.

Then finally, use your unique voice. The key here is to be authentic. Don\'t chase trends just for the sake of chasing them, just for the sake of them being trendy. You want to know what your voice is. It might take a while to get there, to experiment with different copywriting techniques, different visual designs, but try to understand your voice. What you believe, what your values are, and try to express that authentically and then share that with your audience.

I think we can all agree. Probably the best example of this that we know is the team at Really Good Emails. We are hopefully all familiar with their newsletters. They\'re awesome website, their Feedback Friday videos, all that kind of stuff. They have a specific, humorous, fun brand that comes through. It\'s just infused throughout everything they do, including this conference. 

People know when they read a bit of copy that it is from the Really Good Emails team. We\'ve done a bunch of webinars with them and it\'s fun to get into that Google doc with Matthew or Mike. We sometimes have to like tamper that voice a little bit because it\'s so strong. Matthew\'s back there laughing. He knows what I\'m talking about. A lot of talk of unicorns and like nonexistent Pokemon species and all that kind of stuff.

They have such a strong voice that it goes through everything they have and it creates, again, this really good personality that people are ready to engage with and are excited to engage with. Right. 

I have no idea how I\'m doing on time, but I\'m almost done. So we\'ll see how this goes. 

Jeff, in his slides, I was happy to take this out of there because I think it\'s a great quote from him, but he said that, \\"Bad emails extract value from subscribers, whereas good emails provide that value.\\"

When we\'re talking about this conference specifically, that idea was brought up that emails are far too often narcissistic. We have goals as email marketers. We have goals as businesses. Far too often, we\'re focused solely on those goals as opposed to what our subscribers need out of us. I think that\'s the goal here is to focus on what your subscribers need throughout that lifecycle. Whether you\'re just acquiring them. Whether they\'ve been around for a long time, you\'re still trying to engage with them.

Even through to the unsubscribe process. Take all of these values along with you throughout that process and figure out what they need. If they need it quick unsubscribe, give it to them. Don\'t make them jump through all these hoops and respect them as individuals. So really when it comes down to it, stop being so narcissistic and focus on what others need and not what you want.

Thanks. Go wash your hands.

"}],"partnerSlugText":"With partnership from","type":"article","secondaryAuthorText":"Host","hasPrimaryImage":true,"originalWidth":3840,"created_date":1596592846720,"title":"How the Hell Do You Get (and Keep) Email Subscribers with Jason Rodriguez","primaryAuthorText":"Author","originalHeight":2160,"isDraft":false,"categories":[{"name":"UNSPAM","slug":"unspam"}],"authorSlug":"rodriguezcommaj","description":"

A little bit on email acquisition, retention, and engagement.

","slug":"how-the-hell-do-you-get-and-keep-email-subscribers-with-jason-rodriguez","name":"Jason Rodriguez","authorBio":"Civic-minded designer, writer, and marketer. Minor email industry celebrity. Working on TheBetter.Email training and Bonfire.com. "}')},65124:function(ep){"use strict";ep.exports=JSON.parse('{"slug":"how-to-be-a-human-marketer-in-a-pandemic-like-covid19","publish_date":1584722653952,"type":"article","categories":[{"name":"Tutorials","slug":"tutorials"}],"authorSlug":"kqueen","secondaryAuthorText":"Host","created_date":1584724274072,"primaryAuthorText":"Author","hasPrimaryImage":true,"isDraft":false,"originalHeight":975,"originalWidth":1460,"title":"How to be a human marketer in a pandemic like COVID19","partnerSlugText":"With partnership from","description":"","content":[{"type":"text","content":"

Whew! We’ve all been through a lot in the last few weeks thanks to the COVID-19 pandemic and the events surrounding it. Life in general feels overwhelming—and now we have to figure out what to do about updating brand messaging at work. We can’t continue life as usual, but how should we revise our strategies and serve our customers during this time? How can we avoid coming across as tone deaf, self-serving narcissists? How do we preserve our businesses and our subscriber lists at the same time?

In email marketing, it always comes down to your specific subscriber base and your customers. You know your customers—so think about what they might need during this time. It may be information about your products and offering, but more likely it’s some levity and a helping hand. But regardless of your audience, here are a few basics you need to keep in mind:

Start with listening. When’s the last time you actually asked your subscribers questions about their lives, not just about your relationship to them as a business? Try it on for size. See what you learn. 

Be empathetic. It’s time to exercise your emotional intelligence. So often, email marketing is data-and sales-driven, but what if we focused on connecting instead?. Can you ease any burdens your subscribers are facing? 

Be useful. Only send what is truly necessary. Answer true and pressing concerns. Send transactional and information emails when they’re needed. Inboxes are crowded right now, so don’t add to the noise if you don’t need to. 

Here are some great articles to check out. They can help you make informed decisions about your marketing messaging and COVID-19 emails:

What we owe each other: Marketing during the unthinkable\uFEFF

Email Snarketing, March 13, 2020

Beware of Virtue Signaling or Outright Greed in Brand Communications About COVID-19

Gartner, March 15, 2020

How to Survive a Brand Quarantine During Coronavirus

Adweek, March 12, 2020

Let’s take a look at what some of the best emails from brands coming out of the COVID-19 pandemic are doing, and how you could implement them in your own email marketing program.

Retail & Ecommerce

Do you need to send an email? If your business is fully online, you may not need to discuss any changes in operation around coronavirus unless they are truly significant. For physical locations, it’s not really necessary to let customers know that you’re cleaning your store more – hopefully you were keeping your brick and mortar hygienic all along! However, your customers might want to know if you’re open, what their options are for shopping, and how you will support your employees as stores begin to close.  

Everlane: A Note To Our Community

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-note-to-our-community/

","slug":"a-note-to-our-community","email":{"title":"A Note To Our Community","categories":[{"name":"Fashion","slug":"fashion"},{"slug":"emergency","name":"Emergency"},{"name":"Text / Letter","slug":"text-letter"}],"hasPrimaryImage":true,"originalWidth":680,"litmusApiData":true,"content":"","submitter":{"role":"None","slug":"whale"},"slug":"a-note-to-our-community","screenshots":{"OUTLOOKCOM":true,"IPHONEX":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"FFYAHOO":true},"author":{"slug":"whale","name":"Matthew Smith"},"accessibilityIssues":{"accessibility-heading-tags":true,"content-titletag":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-justified":true},"originalHeight":1122,"litmusApiDate":1584456021966,"hasHtml":true,"popularityScore":1,"companies":[{"name":"Everlane","slug":"everlane"}],"tags":[],"submittedEmailId":"Nm5pNejq01TEWZu8RgoZ","publish_date":1584364179564}},{"type":"text","content":"

What it Does

This email specifically addresses what Everlane is doing to keep physical locations safe for their customers. This isn’t just a “we’re deep-cleaning our stores” email. They clearly explain to their customers what process will look like if they come into the store to shop, and then they also provide an alternative option, pushing their customers to shop online by calling out their 24/7 availability. 

Why it Works

The email is reassuring, thorough, and communicative, which is essential during a time when Everlane’s subscribers might be feeling uncertain and wary. Their customers know exactly what to expect going forward with Everlane and what their options are during the crisis. 

CVS: Get Coronavirus Updates and Information

"},{"type":"email","content":"

https://reallygoodemails.com/emails/get-coronavirus-information-and-updates/

","slug":"get-coronavirus-information-and-updates","email":{"hasHtml":true,"categories":[{"name":"Health and Wellness / Medical","slug":"health-and-wellness-medical"},{"name":"Emergency","slug":"emergency"},{"slug":"retail","name":"Retail"}],"litmusApiData":true,"title":"Get Coronavirus Information and Updates.","submitter":{"role":"None","slug":"valgeisler"},"popularityScore":3,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true,"content-titletag":true},"content":"","submittedEmailId":"ohWSZAoGBYINA7EKXV1y","screenshots":{"OL2019":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONE8":true,"IPHONEX":true},"hasPrimaryImage":true,"originalHeight":1536,"companies":[{"slug":"cvs-pharmacy","name":"CVS Pharmacy"}],"publish_date":1584364824287,"tags":[],"slug":"get-coronavirus-information-and-updates","litmusApiDate":1584454132475,"author":{"slug":"whale","name":"Matthew Smith"},"originalWidth":680}},{"type":"text","content":"

What it Does

Knowing that their customers likely need the information, CVS provides essential coronavirus information right at the top of the email. They also include helpful services like free delivery of medications, video visits, and immunizations to help customers social distance or take care of their health.

Why it Works

The email gets right to the point, providing the information that their subscribers might need to take precautions, get their medications, or learn more about COVID-19. It’s useful and succinct, and is a great resource for their customers as they make decisions about their health. 

Anthropologie: Keeping the Anthro community healthy & safe

"},{"type":"email","content":"

https://reallygoodemails.com/emails/keeping-the-anthro-community-healthy-safe/

","slug":"keeping-the-anthro-community-healthy-safe","email":{"originalWidth":680,"accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"title":"Keeping the Anthro community healthy & safe.","originalHeight":1530,"content":"

On-brand response to COVID-19 with information about store closures, supporting employees financially, and using an empathetic and supportive tone.

","litmusApiData":true,"tags":[],"slug":"keeping-the-anthro-community-healthy-safe","popularityScore":2,"submitter":{"role":"none","slug":"sgriffith560"},"litmusApiDate":1584458543806,"publish_date":1584458504421,"submittedEmailId":"hus78x5IdIvmlx0uo7Wh","hasHtml":true,"author":{"slug":"whale","name":"Matthew Smith"},"categories":[{"slug":"emergency","name":"Emergency"},{"slug":"text-letter","name":"Text / Letter"},{"name":"Retail","slug":"retail"},{"slug":"ecommerce","name":"Ecommerce"}],"companies":[{"name":"Anthropologie","slug":"anthropologie"}],"screenshots":{"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONE8":true,"OL2019":true},"hasPrimaryImage":true}},{"type":"text","content":"

What it Does

Anthropologie has gotten a lot of attention online for this email. They notify their customers that their stores will be closing and – and this is the kicker – they reassure them that Anthropologie will be taking care of its employees. Not only does Anthroplogie demonstrate how much they care about their employees, they’re also building community by offering the option for customers to reach out to them online.

Why it Works

This pandemic affects everyone. Many people are concerned about the welfare of retail and restaurant workers as businesses close. Anthropologie powerfully demonstrates a commitment to its community – including its employees. 

Small Business & Restaurants

Rinse and repeat the best practices we discussed for Retail & Ecommerce brands. You may need to discuss closures as well. 

Chipotle: Our Commitment to Our Community

"},{"type":"email","content":"

https://reallygoodemails.com/emails/our-commitment-to-our-community/

","slug":"our-commitment-to-our-community","email":{"publish_date":1584458355059,"categories":[{"slug":"food","name":"Food"},{"name":"Emergency","slug":"emergency"},{"slug":"text-letter","name":"Text / Letter"}],"tags":[],"content":"","submitter":{"role":"None","slug":"whale"},"author":{"slug":"whale","name":"Matthew Smith"},"hasHtml":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true,"accessibility-justified":true},"originalWidth":680,"title":"Our Commitment to Our Community","slug":"our-commitment-to-our-community","litmusApiData":true,"originalHeight":1735,"companies":[{"slug":"chipotle","name":"Chipotle"}],"screenshots":{"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true},"litmusApiDate":1584458430979,"popularityScore":0,"submittedEmailId":"QBpVcmPbzng54FbqZVqr","hasPrimaryImage":true}},{"type":"text","content":"

What it Does

Chipotle reassures their customers that they’ve always had high sanitation standards. There’s no question that the business was keeping things clean beforehand. They also explain how they will expand on existing protocols by discussing plans for employees, internal task forces to advise on the situation, and protecting to-go orders with tamper-proof packaging. 

Why it Works

After quelling any worries about food safety, Chipotle takes the next step and goes even further by providing safer options for pick-up and delivery for their customers.

EVF: \uD83D\uDE37Coronavirus and Staying Healthy with EVF \uD83E\uDD27\uD83D\uDCAA\uD83C\uDFFC

"},{"type":"email","content":"

https://reallygoodemails.com/emails/coronavirus-and-staying-healthy-with-evf-/

","slug":"coronavirus-and-staying-healthy-with-evf-","email":{"categories":[{"slug":"emergency","name":"Emergency"},{"name":"Notice","slug":"notice"},{"name":"Text / Letter","slug":"text-letter"}],"submitter":{"role":"None","slug":"valgeisler"},"originalWidth":1360,"author":{"name":"Matthew Smith","slug":"whale"},"publish_date":1584365199729,"companies":[{"slug":"evf-performance","name":"EVF Performance"}],"content":"","hasPrimaryImage":true,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-metacontenttype":true,"accessibility-htmllang":true},"slug":"coronavirus-and-staying-healthy-with-evf-","title":"\uD83D\uDE37Coronavirus and Staying Healthy with EVF \uD83E\uDD27\uD83D\uDCAA\uD83C\uDFFC","originalHeight":3512,"tags":[],"submittedEmailId":"r840mu42291LD2gdoqNj","popularityScore":0,"hasHtml":true,"litmusApiData":true,"screenshots":{"IPHONEX":true,"OUTLOOKCOM":true,"OL2019":true,"FFYAHOO":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"litmusApiDate":1584452935646}},{"type":"text","content":"

What it Does

To keep their members healthy (a definite concern for gym-goers), EVF provides a list of tips and guidelines for when to stay home, how to properly clean equipment, how to wash their hands, and much more. These resources also act as guidelines for how behavior in the physical location needs to adapt.

Why it Works

It addresses the exact concerns their members might have about the gym during a time like this, gives them guidelines and recommendations, and prioritizes health and safety to quell any concerns. 

Noom: Virtual hugs from your Noom family

"},{"type":"email","content":"

https://reallygoodemails.com/emails/virtual-hugs-from-your-noom-family/

","slug":"virtual-hugs-from-your-noom-family","email":{"popularityScore":2,"hasHtml":true,"originalHeight":1619,"content":"","litmusApiData":true,"submitter":{"role":"none","slug":"whale"},"publish_date":1584458277064,"companies":[{"name":"Noom","slug":"noom"}],"tags":[],"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-htmllang":true,"accessibility-justified":true},"hasPrimaryImage":true,"categories":[{"slug":"health-and-wellness-medical","name":"Health and Wellness / Medical"},{"slug":"emergency","name":"Emergency"},{"slug":"text-letter","name":"Text / Letter"}],"author":{"name":"Matthew Smith","slug":"whale"},"title":"Virtual hugs from your Noom family","litmusApiDate":1584458339509,"originalWidth":680,"slug":"virtual-hugs-from-your-noom-family","screenshots":{"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"OL2019":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"submittedEmailId":"Hpg8bJ1Yqo9pouS9N9dU"}},{"type":"text","content":"

What it Does

In their email, Noom first acknowledges the anxiety and stress that their subscribers may be experiencing, and then suggests tips to help people protect their emotional and mental health during a time when physical health may be out of their control. 

Why it Works

Noom is offering something unique and therefore valuable to their subscribers. While many other emails focus on COVID-19 and keeping stores/restaurants clean, Noom focuses on another important aspect of our health—our mental and emotional states. 

Airlines & Travel

As travel bans fall into place and flights get cancelled, it’s essential for airlines and travel companies to communicate with their customers and provide reassurance to their customers. 

Delta: Our Commitment to You During COVID-19 and Always

"},{"type":"email","content":"

https://reallygoodemails.com/emails/our-commitment-to-you-during-covid-19-and-always/

","slug":"our-commitment-to-you-during-covid-19-and-always","email":{"litmusApiData":true,"originalHeight":2443,"slug":"our-commitment-to-you-during-covid-19-and-always","tags":[],"title":"Our Commitment to You During COVID-19 and Always","submittedEmailId":"0QcRnLoJd8cPu9ld7CvU","hasPrimaryImage":true,"originalWidth":680,"content":"","author":{"name":"Matthew Smith","slug":"whale"},"categories":[{"name":"Airlines","slug":"airlines"},{"slug":"emergency","name":"Emergency"},{"slug":"text-letter","name":"Text / Letter"}],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-linktitle":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-heading-tags":true},"hasHtml":true,"litmusApiDate":1584456765526,"publish_date":1584305834454,"submitter":{"slug":"valgeisler","role":"None"},"screenshots":{"IPHONE8":true,"FFYAHOO":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"ANDROID8GMAILAPP":true},"companies":[{"slug":"delta","name":"Delta"}],"popularityScore":2}},{"type":"text","content":"

What it Does

Delta was ready for this moment: they discuss their preparation for outbreaks and pandemics, how they’ve handled similar situations in the past, and what policies they have in place. They also focus on their customers, explaining how the steps they will take to provide customer service. 

Why it Works

Delta’s confidence puts any concerns their subscribers may have to rest. They know that travel cannot fully stop in today’s climate, but they explain how they will assist customers and make travel easier and safer during this moment in time. 

AirBNB: An important update for Airbnb hosts

"},{"type":"email","content":"

https://reallygoodemails.com/emails/an-important-update-for-airbnb-hosts/

","slug":"an-important-update-for-airbnb-hosts","email":{"categories":[{"slug":"hotels-and-resorts","name":"Hotels and Resorts"},{"slug":"travel-and-leisure","name":"Travel and Leisure"},{"name":"Emergency","slug":"emergency"},{"slug":"text-letter","name":"Text / Letter"}],"screenshots":{"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"FFYAHOO":true},"publish_date":1584364079659,"popularityScore":1,"submitter":{"slug":"whale","role":"None"},"litmusApiData":true,"hasHtml":true,"originalHeight":1849,"accessibilityIssues":{},"title":"An important update for Airbnb hosts","author":{"slug":"whale","name":"Matthew Smith"},"litmusApiDate":1584456158207,"companies":[{"name":"Airbnb","slug":"airbnb"}],"content":"","slug":"an-important-update-for-airbnb-hosts","hasPrimaryImage":true,"originalWidth":680,"submittedEmailId":"rInf1aRkRor7kACWM7vK","tags":[]}},{"type":"text","content":"

What it Does

No one likes cancellations, especially when they might affect your income. With this in mind, AirBNB softens the blow for their hosts. To add less strain on their hosts, AirBNB promises no cancellation fees or impact to Superhost statuses, as well as refunded service fees. By doing so, they prioritize their community.  

Why it Works

AirBNB acknowledges their host’s concerns while emphasizing the importance of protecting the population’s health. They assure hosts that the company is on their side and here to support them, promising to stay in touch and update their hosts later in the week, a step towards fostering community and support. 

Events

During this time of social distancing, event cancellations are inherent and given. The best way to do it is to soften the blow and provide alternatives. 

Primephonic: Let’s keep the music playing! \uD83C\uDFB6

"},{"type":"email","content":"

https://reallygoodemails.com/emails/lets-keep-the-music-playing/

","slug":"lets-keep-the-music-playing","email":{"publish_date":1584458992512,"hasHtml":true,"categories":[{"name":"Text / Letter","slug":"text-letter"},{"name":"App","slug":"app"},{"slug":"emergency","name":"Emergency"}],"companies":[{"slug":"primephonic","name":"Primephonic"}],"submittedEmailId":"VLRO3qLQj9GAqJ4E0V9f","popularityScore":0,"submitter":{"role":"development","slug":"nathansoussana"},"originalWidth":680,"hasPrimaryImage":true,"litmusApiData":true,"slug":"lets-keep-the-music-playing","screenshots":{"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONEX":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"title":"Let’s keep the music playing! \uD83C\uDFB6","litmusApiDate":1584537770097,"originalHeight":1526,"author":{"name":"Matthew Smith","slug":"whale"},"tags":[],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"content":""}},{"type":"text","content":"

What it Does

Primephonic solves a problem for their subscribers. Knowing that many classical music concerts are being cancelled (along with everything else), they offer a replacement. If subscribers reply to their email letting them know which events they’ll be missing, Primephonic will send them a personalized and streamable suggestion to listen to in place of a cancelled concert. 

Why it Works

It acknowledges and validates their subscribers’ disappointment and frustration and offers something valuable and helpful in its place. It may not be the same thing, but a helpful and considerate replacement for the time being. It’s a great opportunity to provide value and connect with subscribers, while providing a little more levity during a difficult time. 

Common Sense: Resources for Families and Educators Facing Coronavirus Uncertainty

"},{"type":"email","content":"

https://reallygoodemails.com/emails/resources-for-families-and-educators-facing-coronavirus-uncertainty/

","slug":"resources-for-families-and-educators-facing-coronavirus-uncertainty","email":{"originalHeight":1685,"screenshots":{"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OL2019":true,"OUTLOOKCOM":true},"originalWidth":680,"title":"Resources for Families and Educators Facing Coronavirus Uncertainty","submitter":{"slug":"whale","role":"None"},"tags":[],"submittedEmailId":"MeD3G0pbFpUZpJeBbZUH","author":{"name":"Matthew Smith","slug":"whale"},"accessibilityIssues":{"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-htmllang":true,"content-titletag":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"popularityScore":0,"litmusApiData":true,"hasPrimaryImage":true,"slug":"resources-for-families-and-educators-facing-coronavirus-uncertainty","companies":[{"name":"Common Sense","slug":"common-sense"}],"publish_date":1584363916603,"content":"","categories":[{"name":"Education / School","slug":"education-school"},{"name":"Emergency","slug":"emergency"},{"slug":"text-letter","name":"Text / Letter"}],"litmusApiDate":1584456410559,"hasHtml":true}},{"type":"text","content":"

What it Does

This email is purely helpful and provides numerous resources for families that suddenly find school cancelled, including how to help kids learn at home, manage stress, and keep the whole family engaged during social distancing. 

Why it Works

It answers a need. Since parents are suddenly working from home and schools are closing, Common Sense provides what they desperately need to keep kids busy. They also send some helpful tools for connecting as a family during a stressful time. 

News & Publication

This is a prime opportunity to halt any spread of misinformation by serving up credible news. Make sure to communicate helpful and factual information to your audience. 

Voice of San Diego: VOSD and the Pandemic

"},{"type":"email","content":"

https://reallygoodemails.com/emails/vosd-and-the-pandemic/

","slug":"vosd-and-the-pandemic","email":{"popularityScore":0,"originalWidth":680,"author":{"slug":"whale","name":"Matthew Smith"},"litmusApiDate":1584453270361,"companies":[{"name":"Voice of San Diego","slug":"voice-of-san-diego"}],"submittedEmailId":"KPnwzs8bysfrSqHYWBDo","content":"","originalHeight":1590,"litmusApiData":true,"submitter":{"slug":"valgeisler","role":"None"},"publish_date":1584364961854,"accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-presentationtable":true},"title":"VOSD and the Pandemic","hasHtml":true,"hasPrimaryImage":true,"tags":[],"screenshots":{"OL2019":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true},"categories":[{"slug":"emergency","name":"Emergency"},{"slug":"entertainment","name":"Entertainment"},{"slug":"text-letter","name":"Text / Letter"}],"slug":"vosd-and-the-pandemic"}},{"type":"text","content":"

What it Does

As a news organization, VOSD shares resources and information for the questions people might have, including an explanation of COVID-19 and the ways to determine if symptoms are related to allergies, a cold, or the virus. They also offer an opportunity to connect by giving subscribers a place to sound off about their own concerns, thoughts, and experiences.

Why it Works

VOSD stays true to its identity as a local news source by tapping into and soliciting subscriber feedback while providing the information subscribers need to make educated decisions about COVID-19. 

AngelList: Coronavirus: The Black Swan of 2020

"},{"type":"email","content":"

https://reallygoodemails.com/emails/coronavirus-the-black-swan-of-2020/

","slug":"coronavirus-the-black-swan-of-2020","email":{"accessibilityIssues":{"content-titletag":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-htmllang":true},"popularityScore":0,"hasHtml":true,"content":"","title":"Coronavirus: The Black Swan of 2020","litmusApiData":true,"submittedEmailId":"p53I3nUSwhrppR6KfCOc","screenshots":{"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true},"publish_date":1584364060721,"originalWidth":680,"companies":[{"name":"AngelList","slug":"angellist"}],"author":{"slug":"whale","name":"Matthew Smith"},"hasPrimaryImage":true,"categories":[{"name":"Emergency","slug":"emergency"},{"name":"Newsletter","slug":"newsletter"},{"slug":"technology-software","name":"Technology / Software"}],"slug":"coronavirus-the-black-swan-of-2020","litmusApiDate":1584456280623,"tags":[],"submitter":{"slug":"whale","role":"None"},"originalHeight":5811}},{"type":"text","content":"

What it Does

AngelList’s email provides a dose of reality about the impacts of coronavirus on the market, while offering practical tips and advice for business owners and companies to weather the storm. It then wraps up with other industry-related news that their subscribers might be interested in. 

Why it Works

This email isn’t sugar-coating anything, but it is providing a dose of reality. Business owners and companies need to make strategic decisions right now, and AngelList helps address the effect of coronavirus on the market. It’s informative and provides real advice for business leaders when it’s needed. 

B2B & Remote Working

What resources do business owners and people working all over the world need right now? It’s a great opportunity to answer that question and lend a helping hand. 

Salesforce: Standing together with our Salesforce family during the COVID-19 pandemic.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/standing-together-with-our-salesforce-family-during-the-covid-19-pandemic/

","slug":"standing-together-with-our-salesforce-family-during-the-covid-19-pandemic","email":{"screenshots":{"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true},"tags":[],"submittedEmailId":"bdpwrTgAHm3lPW6K2woa","author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":1,"originalWidth":680,"accessibilityIssues":{"accessibility-justified":true,"content-titletag":true},"slug":"standing-together-with-our-salesforce-family-during-the-covid-19-pandemic","submitter":{"role":"None","slug":"mtthlbg"},"hasHtml":true,"litmusApiDate":1584458529510,"originalHeight":2179,"title":"Standing together with our Salesforce family during the COVID-19 pandemic.","hasPrimaryImage":true,"categories":[{"name":"Text / Letter","slug":"text-letter"},{"name":"Emergency","slug":"emergency"},{"slug":"saas","name":"SaaS"}],"content":"","companies":[{"slug":"salesforce","name":"Salesforce"}],"publish_date":1584458485965,"litmusApiData":true}},{"type":"text","content":"

What it Does

Salesforce directly addresses any concerns their subscribers and customers may have. They explain what events will be postponed, discuss how Salesforce staff will support customers, and offer free tools. They also take the opportunity to give back through philanthropy, free product offerings, and request feedback on other ways they could help their customers – directly to their CEO’s email address. 

Why it Works

Salesforce is all about their community, and that’s apparent in their email. They provide much-needed information, and demonstrate their empathy by offering free tools and discussing their plans to give back. 

Peakon: How to support your employees during COVID-19 and beyond

"},{"type":"email","content":"

https://reallygoodemails.com/emails/how-to-support-your-employees-during-covid-19-and-beyond/

","slug":"how-to-support-your-employees-during-covid-19-and-beyond","email":{"submitter":{"slug":"whale","role":"None"},"author":{"name":"Matthew Smith","slug":"whale"},"title":"How to support your employees during COVID-19 and beyond","companies":[{"name":"Peakon","slug":"peakon"}],"tags":[],"originalHeight":1516,"hasHtml":true,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-linktitle":true,"accessibility-justified":true},"slug":"how-to-support-your-employees-during-covid-19-and-beyond","screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true},"submittedEmailId":"KmHf1DqCBOVod7NmggPu","originalWidth":680,"categories":[{"name":"Emergency","slug":"emergency"},{"slug":"engagement","name":"Engagement"},{"slug":"text-letter","name":"Text / Letter"}],"popularityScore":1,"hasPrimaryImage":true,"content":"","publish_date":1584458319481,"litmusApiDate":1584458366803,"litmusApiData":true}},{"type":"text","content":"

What it Does

Offers solutions and information to business owners who might need help supporting their employees during the outbreak through webinars and article links.

Why it Works

Peakon provides something helpful and educational for businesses.. It’s hard to know how to talk about a major event, and Peakon eases the stress by teaching business owners and managers how to assist their employees during a difficult time and provides tips for working remotely. 

Wrapping Up

Now, more than ever, it’s important to come together as an email community. Don’t email just to email –– make sure you’re practicing empathy and providing true value to your subscribers. Wash your hands, Slack your coworkers some encouragement, and stay strong, Email Geeks. \uD83D\uDC8C

"}],"name":"Kirsten Queen","authorBio":"Kirsten Queen currently serves as the Social Media Coordinator at Email on Acid. As a former English major, she never expected to land in the world of email marketing, but she’s sure glad she did. Catch her @EmailonAcid and be sure to share your favorite meme or hard-g GIF with her."}')},93645:function(ep){"use strict";ep.exports=JSON.parse('{"primaryAuthorText":"Author","isDraft":false,"description":"

Out-of-office replies come in mostly one format: boring. Here\'s how to change that.

","publish_date":1718891171605,"secondaryAuthorText":"Host","title":"An “OOO” is not a “Gone Fishing” sign","content":[{"type":"text","content":"

Out-of-office replies come in mostly one format: boring.

They’ve become pretty commonplace amongst your colleagues who are taking a day off to catch up on Game of Thrones or Stranger Things. They may even be out to a conference if they were lucky enough for the manager to allow it in the budget. (Ugh… Managers, amiright?)

This isn’t an article about how we don’t take enough vacation. There are plenty of those out there. What this is all about is addressing the laziness — nay, the plague — of poorly written email auto-responses. If you want someone to read it, you owe it to them to make it worth their time. This rings more true for people in email development.

We understand. It is just so easy to open up your settings, throw in some dates, pound out two legible sentences (if lucky) that state that you aren’t in and hopefully the sender’s email will be read when you get back. Super simple. Off to better things.

I remember a little shoe repair shop where I grew up. Because we didn’t have any nearby lakes or rivers where we lived, the man who worked there didn’t have an out-of-office sign that said “gone fishing” as you saw in comics and movies, but rather a nice leather sign he had hand-stitched. In neat, pristine writing, it read something like: “With all the time I work on other shoes, I thought it best to try out my own. I will be back after a sufficient amount of walking.”

This was a man who understood his audience.

In comparison, what if this man’s leather sign was a poorly constructed shoe — missing laces, the tongue sewn into the sole — and in Sharpie you could hardly read handwriting that said: “I am not here”? Is that someone you’d feel confident to talk about shoes with? If at least he said “I stepped away” I would’ve considered it.

I get it. There are holes in this analogy. A surgeon doesn’t need to cut and stitch something beautifully together for their office every time she or he leaves. An accountant doesn’t need to have time away shown in terms of debits and credits neatly laminated on the door. People don’t expect that. They go to them for other reasons and the lack of creativity doesn’t deter them from future interactions if it is just a sticky note or nothing at all.

For most people, gone-fishing signs aren’t their trade. On the other hand, for email geeks — copywriters, designers, or developers — it is.

What is one to do?

As a company that sends emails directly to a large number of people working on email for their jobs, every large send spits back hundreds and hundreds of out-of-office replies. This is what they typically look like:

After a quick analysis, it looks like there is some formula out there that goes like this:

  1. Thank them for sending an email to you
  2. Tell them that you’ll respond to their email
  3. Tell them when you will be back

This formula must have been started in the ’90s when people didn’t know how emails would be the thing we checked the most in our lives. Let’s deconstruct this formula for a moment:

  1. Thank them for sending an email. I am thankful for people who do not send me emails while I am out of the office. Why would I want more work to come back to by trying to read through emails that may be out of date by the time I get back? Why would I ever want to encourage someone by thanking them for something I don’t want? > “ Hey, thanks for actually not sending me anything more while I am away.”
  2. Tell them that you’ll respond. Who is sending emails these days and NOT expecting a response? Robots, that’s who. People always want a response. Do I really need to confirm what we are all assuming? > “Yep. I am a living human with common courtesy and manners.”
  3. Tell them when you will be back. Do you want people to know the day that you will be back, or the day that you will be likely to be caught up from being away? If you want people lining up at the airport to greet you, then go for the former. > “I expect to be back in the swing of things by Monday.”

Now, let’s compare and see which one you’d enjoy and remember. This one which took me less than 30 seconds to write without ChatGPT:

“Hello. Thanks for the email. I’ll be back on Monday and will respond on my return.”

(“…On my return?” What year are we living in? 1845?)

Or this one that took me a little longer (but not a lot longer):

“Yep, you just got this because I am not working today. If you want to pick me up at the airport and chat things over on the car ride home, that is going to be next Monday. If not, and because I am a decent human being, you should see some type of communication from me within a couple days after that.”

You still may enjoy the first. That is fine. But to hit on this point some more, we’ve scoured over 5,000 auto-responses and picked out our favorite 16. We were really going for 20, but could only come up with 16. Hopefully, these spur some inspiration:

16 REALLY GOOD VACATION AUTO RESPONDERS

  1. “Yo. I’m out of the office. Since I typically read emails on my computer, inside the office, I won’t see yours until I get back to the office. When am I getting back into the office, you ask? Hopefully by next Friday if all goes according to my back-in-office plan.” — Mike Nesbit
  2. “Do you like apples? I’m in Boston for the week… “How do you like them apples?” That’s right, I’m off to the magical land that gave us both New Kids On The Block AND New Edition until Monday, August 7, 2017.” — Cyndi Lareau
  3. “I am currently sprawled on a beach. I will be upright and working again as of Monday, August 28th.” — Megan Findlay
  4. “Ayuh, I’m headed up to Bean’s over in Freeport and then onto a Hum Dingah of a little family vacation Out In The Willie-Wacks of Maine. I’ll be Right Out Straight doing family stuff like hiking, swimming, fishing — basically its going to be the Great Outdoors minus the other family. Its gonna be a wicked good time! So, if you need my attention Sumpin Fierce then call my cell or text me but remember I’ll be in the woods so the reception…you get it. Really, whats best to do is resend this message when I am back on the 28th!” — Mark Nickerson
  5. “I have taken a late summer holiday, and am out of the office. I will be returning to the office on 1st September. I will not be checking emails whilst I am away, because I am on holiday.” — Chris Delahunty
  6. “I’ll be enjoying swordplay, ruffly costumes, and bad Elizabethan accents at the Minnesota Renaissance Festival today. I’ll get back to you next week once I’m back in the office. If you need immediate assistance, please contact Joe at xxxx.xxxxx@xxxxxxxxx.com. Huzzah!” — Renee Munro

7. “Hi! I’m currently living out my Cast Away dreams in the middle of the Pacific Ocean (from Aug 28 — Sept 11). I won’t have access to the Internet, phones, or homing pigeons, but if it’s super urgent, email xxxxx@xxxxxx.ca or xxxxxxx@xxxxxx.ca, they’ll help you out. When I return from paradise, I’ll respond to your message as soon as I can. Until then, ALOHA.” — Jasmine Eclipse

8. “Hullo! It has been a while since my inbox has filled up with things, so I am letting it exercise its muscles while I ride some trains, planes, and automobiles around Europe. When I get back, I will carefully give my inbox a high five and let it hit the showers as I scan all the stuff I received while away. If I deem your message important, I will get to it first. If it doesn’t seem like you need a response, I probably won’t write one. Thanks for thinking of me and my inbox, though.” — Cal Tisman

9. “Hi there. We’re closed for the Bank Holiday. We love holidays, especially when bankers can tell us and the rest of the country to take the day off. I wish my job could do that. We would have more holidays if I was a banker. But I am not, so I will get to your email tomorrow. Cheers.” — Ben Hopkins

10. “Bonjour and Thanks for your e-mail. Sorry you’ve missed me, I’m currently enjoying plenty of baguettes et fromage on holiday and will return when I get back to the office on Monday 4th September.” — Catherine Marston

11. “I’ve wanted to go to Greece since I was a wee lad, so that’s what I’m doing. I’ll be offline for the week and back September 11, so if anything is urgent please redirect it those I am in cahoots with.” — Gerard Long

12. “Ladies and Gentlemen: This digital and magical response is brought to you by computers who can tell if I am out of town (which I am). That means that the quick responses that you have come to enjoy from me will be done by robots until I return on Sept 6th. They are nice robots, but not very smart. If you need something urgent, we pay people to answer the phones while we are away. Unlike the robots, they are nice and smart. These humans can be reached at (555) 555–5555. I’ll follow up with you when I return.” — Katherine Blanche

13.

14. “Hola, I am currently out of the country in Espa\xf1a (cue sad flamenco music) through 9/17. I will be checking emails in between eating tapas and getting lost in romantic Spanish cities. Please expect replies to be delayed. If this is urgent, feel free to text or call. (If it really is urgent.) Besos, Jacob” — Jacob Rokeach

15. “Dear Sender, I’m probably lazing around somewhere on a nice sandy beach with no access to internet. Please contact Emily S. (xxxxxxx@xxxxxx.com) if you have any urgent matters, otherwise I’ll reply your email on Monday :) Thanks, JQ” — Jiaqing Ho

16. “Sorry my Out Of Office reply gave you false hopes of my swift and enthusiastic response. In fact, I am not in the office. Nor on my laptop somewhere else. Nor on my phone. I am on holidays! Please don’t get your hopes up — I will not reply. At least not until I am back at work 2nd October — sorry! :) If your message is urgent (IF!), please contact some people on my team — they are at least as knowledgable as myself — if not more! — and will definitely help you in the meantime. Many thanks, Ulf” — Ulf Tiedemann

I’m a fan of #13 because I am a sucker for ASCII art and I know it probably took Jimmy forever to put that together. This is a cobbler showing off his trade.

Speaking of cobbler, the old shoemaker that I referenced earlier has passed away and his storefront is now a boring insurance office. The smell of leather has vanished with the new white walls and metal desks and computers inside. His business was never a booming success during my lifetime (mostly because of how shoe manufacturing and prices have developed over the past 20 to 30 years), but he held onto that real estate for longer than anyone on that street — all due to being friendly, knowledgeable, and good at his niche.

I reached out to a few of the people above asking them how their emails were received. All of them said that they have had positive feedback from their out-of-office responder and a couple even got some sales out of it. In a perfect world, I think that is what email should be — a way to build a stronger relationship with the people who get it. Definitely not another email to be added to the rubbish pile.

If you’ve come across a great OOO, let us know!

"}],"originalHeight":550,"slug":"how-to-write-a-good-out-of-office","authorSlug":"mike","originalWidth":1100,"type":"article","created_date":1718891172316,"hasPrimaryImage":true,"partnerSlugText":"With partnership from","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},85560:function(ep){"use strict";ep.exports=JSON.parse('{"categories":[{"name":"Tutorials","slug":"tutorials"}],"slug":"images-in-email-creating-bffs","type":"article","content":[{"type":"text","content":"

So, if a picture is worth a thousand words, why does Instagram have captions?! Seriously.

Sure, images can make you feel all the feels. They can serve as evidence (or blackmail). They can make you regret ever teaching a kid how to use your smartphone and having to delete hundreds of useless pictures… But they aren’t language. And that’s okay!

We’re not going to bore you with a philosophical essay on the way your brain processes images and digests the written word. And we aren’t going to offer you a course on photography. Nah. We just want to talk about how words and images work in tandem to create a narrative. And, of course, how that relates to emails — so that you can make sure your images and words make the best possible impression! \uD83D\uDDBC

Opening an email isn’t like standing in front of a piece of art at the MOMA and slowly letting it sink in. Email, on average, gets between three and eight seconds of view time and is (usually) not accompanied by a glass of champaign and a friend. Three seconds is about all the time a reader will take to decide if they’re compelled enough to stay and read or to click on to the next one. So, a catchy image is the hook, but it’s also much more than that.

When an image is used correctly in an email, it’s the focal point. It sets the mood but also creates curiosity. It highlights a common connection to the viewer. And, most of all, it supports the message and the call to action.

Supporting Images with Text

Inverted Pyramid by \uD835\uDD10\uD835\uDD1E\uD835\uDD24\uD835\uDD1E\uD835\uDD21\uD835\uDD22\uD835\uDD31\uD835\uDD25

Basic design principles teach you about the inverted pyramid (see above). With the most important information at the top, engaged viewers will learn more as they continue to read — thus clarifying and defining the experience in a descending order of importance.

In journalism, the salient information is called the lede. It contains the 4 Ws (who, what, where, when) followed by supporting paragraphs, which are typically easy to scan. Similarly, in design, the items with the most visual weight are the lede and create dominance and focal points.

Let’s take an email from Vimeo as an example:

Despite the logo as the first element on this email, did your eye go straight to the black space and then to the man holding the flashlight? Through the image, we see that Vimeo is positioning itself as a tool which unveils a world of possibilities in video. That’s the visual hook, but there’s no context without supporting text.

Here are a slew of examples of great looking emails to get your heart beating and push the point even further:

On the other hand, an image can help support the text (not the other way around as we have been describing). This still falls in our inverted pyramid scheme, where the most important elements are followed by supporting elements. In the case of a demonstration or how-to series of images, you need to give the reason first before showing off the illustration.

The Beauty of Live Images

Who says an image has to be a dead thing? We live in the future now. Our images can move! They can even tell stories with live updates.

When you give your image timely relevance, it gets way more compelling to your reader. They’re like, “whoa! How did they know?!” They might even open the email again to see what’s changed. With the magic of modern technology, emails can deliver a targeted image based on when someone opens that email — no more falling behind the times.

Shameless plug for emails we’ve created that update when you open them. Dig them out of your archive and look again!

While our examples above use text inside the image to show timely relevance, images can also change based on location, time of day, inventory, or any other kind of behavior that your recipient has made between the time of delivery and opening the email.

The Magic of Motion — GIFs & Cinemagraphs

Since we’re all fighting for attention in the inbox, one more trick is to give a visual cue with movement. Our lizard brains are trained to track things in motion, and designers (and banner advertisers) have been using this tactic for ages.

We love this example from Venmo — the bright colors are inviting and fun, definitely eye-catching:

Animations are also a great opportunity to quickly communicate context for your email while livening things up. The image in this email augments the content (about anonymity) while catching attention through movement.

Creating a personalized GIF will also create a stronger bond with the viewer. For example, this recent example from Airbnb points to the exact location of the Superhost who received it:

Airbnb has some next level gif game


The Pitfalls of Image-Heavy Emails

Just because an image can do wonders in your email doesn’t mean that it’s always the right approach. It’s like any tool — used incorrectly can hurt the effectiveness of your email. We’ve long argued for the importance of live-text in images (get ready for a rant below), because a lot can go wrong when an email is 100% image. Here are a few common scenarios where image-reliant emails fall short:

Your image file-size is too big.

In places where internet connections are fast, we generally don’t consider the impact that file size can have on download time for people off WiFi. But so many of us are reading emails on the go, and huge files can take eons to load when we’re relying on cell networks rather than WiFi.

Your image dimension size is too small.

An image can look great on a desktop when it’s big and beautiful and sprawling, but the details become indistinguishable on a much smaller phone (looking at you iPhone SE).

Your image focus is too broad.

National Geographic photographer, Jim Richardson, explains that taking a photo of a waterfall is easy, but zooming in on the pine tree at the base of the falls is a much more captivating scene. There’s just one thing to take in, not the entire vista. Find the story and make simplicity key.

Your image count is too high.

This happens when your team can’t decide on the image or what to cut out, so they just keep filling it up with what they have been told to include. We’ve seen too many emails image-stuff, which also increases the load time as each image request is triggered upon opening.

Why All-Image Emails Are The Worst

The WORST. Seriously. All-image emails and text-in image emails are on our hit list, even if we get why/how they happen.

We’ve probably all done it at some point in our email careers. You take the photoshop image that your designer gave you, slice it up in a few chunks, and then add links to those images and call it good.

Here are all the reasons why doing that is the wrong way to do email (in alphabetical order because they’re all bad):

Accessibility: all-image emails rarely have descriptive alt-text enough for visually impaired individuals to grasp what the email is about.

Clarity of text in images: JPGs aren’t good at rendering text. It doesn’t handle sharp changes in contrast. That’s simply how the format was designed. Likely better usage would be a PNG-8, but even then, you’re looking at a lossless format. Also, when an image scales for different devices, it can become pixelated or be unreadable if it has small text.

Data: consider how much images bloat data usage — as an HTML request is made for every image in the email. This means that image loading lags on poor connections, or doesn’t appear at all. Additionally, images mean more memory on the CPU, which contributes to slow responsiveness on devices.

Images turned off: not that many clients still make this the default, but for unknown senders it’s the status quo. If the email is all-image, nothing will show except for the alt-text. This is especially bad when you have CTA buttons that can’t be seen or everything that makes the buttons relevant disappears.

Language: by having text in images, recipients can’t use a text translator to find out what the email is about when it isn’t sent in their native language.

Search: by having all-image emails, someone who is looking for a specific keyword in your email can’t find it. So there goes your “useful” how-to instructions for new users!

Spam Trap: this may not be as common as it used to be (because clients are smarter than they used to be), but email clients still like to scan the content of an email. If the IP trust is low from a sender, it may automatically be sent to a spam folder because the client can’t determine what the email is about.

Stacked images: not all clients or devices stack images correctly — especially if the coding is off. So, if you are doing a lot of slicing, the images may come in weird places.

Basically, images are awesome. They do a lot to make emails really good. But only when used responsibly! And well. If you want to know more about why meaning in an image is more important than bright and shiny objects, read this article by Stephen Johnson. In the meantime, just don’t send all-image emails and be thoughtful about how you pair your images and text. The world will thank you for sending better emails as a result.

We’re the epicenter of the email earthquake, but in a good and happy-shakey kind of way.

Thanks to Cate Blouke. 

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So, if a picture is worth a thousand words, why does Instagram have captions?! Seriously.

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Chad White:  Super honored to be able to present data that is not mine. I feel a little bit weird about it, but, you know, I\'m taking it as a real high honor.

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So we\'re going to talk about some email marketing work trends. It\'s a combination of a survey that Really Good Emails did and then I supplemented it with some research of my own at Oracle. Just kinda mixing the two.

So for those of you don\'t know me, my name\'s Chad White. I\'m the head of research at Oracle CX Marketing Consulting. We\'re a global full-service agency of about 500 folks who know everything about digital marketing.

I\'m also the author of Email Marketing Rules, which is now in its third edition. Hopefully, you\'ve had a chance to pick that up. I\'ve written more than 3,000 blog posts about email marketing over the years, which is probably too many. I\'m the EEC\'s 2018 email marketer thought leader of the year, which was a huge honor anyway, enough of that. 

So I got a couple of surveys. Really Good Emails\'s survey is about people and processes and they recognized that there are all sorts of people that are in this industry and they wanted to capture that. They\'ve done this survey for a few years now. So we have some nice, like year over year data that we can talk about. It\'s a neutral party, which is great. They don\'t have any agenda. So the survey data they collected, they could write the questions in such a way as to be sort of tech neutral.

And then they wanted to ask some questions that they felt that other people weren\'t asking. So it\'s about 1500 people that took this survey. It took them about 13 minutes to take it. You guys got faster, you got like half the time to take it, which is great. 

Then the Oracle survey we did was about email marketing trends. We want it to be able to understand how the trends were affecting, email marketers\' jobs. We wanted to give you some perspective on what we feel like you should be prioritizing. There\'s a lot you can do and you can\'t do it all. We also wanted to highlight some of the issues that our clients were asking us about. We get some questions over and over again, and that helps give us focus.

So our survey was internally of our more than 500 consultants. We asked them about 26 different email marketing trends. We asked them about what they thought the current adoption rate was in the industry and about how impactful that particular trend was going to be this year.

As all good research is you put it into quadrants. And so we mapped it according to that adoption rate, whether it was high or low, and then that impact whether it was high or low, and we\'ve dropped them into these quadrants and are sort of a low adoption, low impact we have are unproven opportunities and are low adoption, high-impact. We have competitive differentiators and our high adoption, high impact. We have our proven essentials. And then our high adoption, low impact, we have our established commodities. 

And so throughout the presentation. I\'ll be referring to this grid. You\'ll see where things kind of lie and it gives you an idea of, Hey, what are we talking about in terms of adoption? What are we talking about in terms of the impact of this trend? Is this something I should be paying attention to? Or is this something that can maybe put off?

Alright. With all that said let\'s get to it.

Let\'s start with the people. All of you. The part-time, full-time breakdown in the industry right now is that we\'ve got a little bit more, full-time folks year over year.It\'s about a 12% increase in the number of people that are full time.

I see this as a good trend. It\'s a trend that indicates that the industry is maturing. It will be confirmed by what we see with team sizes coming up. but I think there\'s a very good trend, but there\'s still a lot of you that are doing emails, sort of part of your job doesn\'t necessarily mean that you are part-time workers. 

It means that you probably are wearing multiple hats. So part of your time is spent on email. The other part of your time is spent over on the web or social or something else. But in general, there are some good trends here.

In terms of the roles that you\'re playing, about 55% of you are what I like to call multi-threat, you\'re kind of doing it all. You\'re wearing all the hats. You\'ve got all the tattoos. So that\'s a good thing. And again, this aligns with some of the other data that we see later on. And then the rest of you are part of this 45% that are specialists. You\'re specializing and being an analyst, developer, project manager, designer, and a writer.

This is something that we\'re going to see, I think, much more of going forward. So if you are one of these multi-threat people you should probably start thinking about, all right among all the things I\'m good at how could I potentially specialize.

Team size. We see about 25% of you are solos, wink, wink, Star Wars reference. Nearly half of you are in teams of two or three. Then there are the big boys four plus-sized teams. That\'s roughly about a quarter of you. We\'re seeing pretty good growth in team size, which I think is good because it allows more specialization. Cause you can only do so much when you\'re dividing your time between lots of different disciplines.

So definitely a good, strong growth here in team size, which I think demonstrates that brands want to go deeper and they get more knowledge about particular facets of the job. 

So in other words, we\'re going to see small teams continue to require versatile email marketers that know how to do lots of things decently well, but these larger teams are going to require more specialist roles. That\'s something you should be thinking about when you\'re kind of mapping out your career arc in the industry. 

Let\'s talk about remote life. About 53% of you work in offices full time. A little bit over a third of you have some freedom. That probably means you can work from home a day a week, two days a week, maybe three days a week. Just great. 

Then 13% of you are like myself are fully remote. I\'ve been fully remote for about 14 years, which is amazing and awesome for myself and my family. I hope that more of you get the opportunity to do that. I have a bold prediction that by the end of the year, a lot more of you will be remote or have at least some freedom to work remotely.

We are about to embark on a grand experiment in remote working. I think that a lot of companies will find that the world doesn\'t stop and that productivity maybe even goes up and that everyone is a bit happier. And they can take care of their families better. Huzzah. So I have a feeling that we\'re going to see a lot more flexibility in the future if that\'s something that you like.

I love working remotely, but it\'s not for everybody. I know people who are people, people, and they love being around other people and it gives them strength and energy and propels them through their day. So remote life is not for you, but for those of you who like some flexibility, it can be wonderful. I think more of you will be getting that whether you want it or not. This is on top of a drop of 18% year over year of people being office-bound.

In terms of the tenure in the industry, among the survey respondents, it roughly breaks down into quartiles. Very few people were very fresh in the industry. About a quarter had been in for a year to three years, about a quarter three to five years, and a quarter, five to eight years. Then there were roughly 20% that had been for eight or more years. On average about 4.8 years. So if you\'ve been in the industry five years, you are a certified veteran. You\'ve seen a lot. 

So looking ahead, Really Good Emails wanted to know how you were feeling about being in the industry. Did you think you were still going to be in the industry? About 71% said that they still expected to be in an email role in five years and about a little bit less than a third thought that they\'d be moving on to something else. To me, this feels it\'s pretty amazing because email is a stepping stone to other parts of the business, into other parts of marketing.

If you\'re in email, You\'re learning about segmentation. You\'re learning about CRM. You\'re learning about personalization. You\'re learning a lot of great data skills, and I hope that a lot of you, especially the designers who are here are leaning into that. That is super valuable skills that you can learn about how to use data to target and to message. And if you have those skills, you can be able to, I don\'t wanna say promoted out of email, that you can rise above and be able to oversee lots of aspects of marketing, including email, but also social and web and other things.

So really super valuable skills. And we\'re seeing that there was a decrease in the folks who were expected to leave email. So definitely email can be your forever thing, or your longterm thing. That\'s great to see. We\'re past the days of people being anxious about whether or not email was still going to be around. All the ridiculous email is dead talk being driven by a lot of this social media, people who have since gone out of business in some cases. 

I hope everyone\'s feeling secure about email as a field. I don\'t see any reason to doubt that email isn\'t going away anytime soon. That\'s a whole long conversation, but I can tell you should feel pretty good about where you\'re at.

Email marketers are quite satisfied. This is fantastic to see, but there are some pain points in the industry.

I want to talk about those.

So among the pain points that Really Good Emails asked about the number one was organizing assets and people. Here\'s when we\'re going to start folding in some of the research that we did.

So there\'s more assets and more cross-channel coordination that you have to do. It\'s just sort of a fact of life. A few things are driving this, so for instance, high powered content recommendations. That requires a lot of asset creation, a lot of asset tracking, making sure that all of that is working the way that you want it to work.

This is one of our low option, but high impact trends. If you are a retailer, a media company, or a large B2B company, you probably have lots of SKUs, lots of assets, lots of content, that you are trying to get in front of the just-right people. AI is the absolute best way to do that, but it means that you\'re shuffling a lot of assets.

Personalized landing pages, probably roughly half of your email marketing departments have responsibilities for landing pages. Having a seamless transition from email or social or wherever to a landing page is something that\'s becoming more and more essential. 

Having those personalized, where you\'re tracking that journey, and being able to populate that landing page with messages that can continue that journey in a nice seamless way is becoming essential. That means more coordination of assets and more team coordination. You\'re probably working with your web team who maybe doesn\'t care a lot about email and that can be a struggle. 

The big one is omni-channel orchestration. So landing pages is a small part of the equation, but if you\'re doing email right, you\'re probably having conversations with your social media team and your web team and print marketing. All of these things should be working together and as seamless as you possibly can.

This is a challenging trend, not only because consumers are super demanding and have high expectations of us, but because it means that we have to do so much coordinating with other people within our organizations. I think in the world of email, we know that the tech is hard. The coding is hard. Dealing with all the inbox providers is hard, but dealing with lots of other people who have different ideas than we do, that can be challenging. This is the thing we have to get much better at.

The number two big pain point is coming up with new ideas and here\'s where I\'m letting the secret sauce out. So make sure you take note of this. This is the way to get new ideas. It\'s this right here.

Really Good Emails. A great way to get new ideas. Matthew was saying like don\'t steal, but I think what you absolutely should do is steal. It\'s the borrowing you don\'t want to do. You want to make it your own. You want to steal it hard so that they can\'t even tell where it came from. Look at what other people are doing and then take those ideas. Take that little bit of code, a little bit of code here. Take those visual design ideas, take some messaging, steal some CTA language, but just take a little bit here a little bit there and it\'s all good. 

There\'s no reason to have to come up with new ideas out of nothing. There\'s inspiration all around us. This is a great place to get it. You should also be having your own personal swipe files, where you\'re saving emails that you get that you think are awesome. Save those. Put them in a place that your whole team can get to them. Maybe start every one of your weekly meetings by sharing a few of those emails and talking them through so everybody\'s on top of what\'s going on.

Alright. Big pain point number three, dynamic content, very challenging for sure. This leads us to our number one most impactful trend out of all 26 trends that we asked about, which was email personalization. Established, but super, super high impact.

This is a trend that is what I call a long arc trend. 15 years ago when I got into this business, we were talking about personalization and it was all about first name mail merges. That\'s what personalization was 15 years ago. Look how far we\'ve come. It\'s sort of amazing now to think about what personalization is and how first name mail merges is a joke.

You got to show you know people on a much deeper level, if you just have a first name mail merge, it doesn\'t mean anything. If you don\'t back it up with other personalization that demonstrates that know this person what they\'re interested in and understand their journey that they\'re on with your brand.

This is a longer trend that we\'re going to have new tools that are going to come into the system that we\'re going to be able to leverage and do this even better and better and better in the years ahead. AI is going to be a big part of this. So this is a trend that\'s going to be running for quite some time.

Then the fourth, the biggest pain point was cutting through opinions. Again, people, right?

So this is where it gets tricky. I want to give you a little bit of help with winning arguments with proof. Hopefully, you\'re doing AB testing. If you\'re doing that and you are a high volume sender, you have opportunities to do multi-variate testing, which is again, that\'s almost sort of crossing over into, with average adoption.

If you have lots of email volume, if you have a lot of subscribers, You can have opportunities to use multi-variate testing, which means you\'re testing more than one variable at a time, which can be handy. If you want to test a couple of different hero images with a couple of different CTA language word choices and you can see what combination works best.

It\'s the combinations that make multi-variate powerful and you can\'t do that just with straight-up A/B testing.

Also advanced performance analytics. We are getting to the point where our analytics game is stepping up and we\'re looking way deeper down the funnel and across funnels to understand what are our subscribers and our customers are doing. 

So these are things like subscriber lifetime value, or customer lifetime value, like revenue per email revenue, per subscriber, those kinds of metrics, which are deep and have a broader focus. That\'s what we\'re leaning more and more into, and those can also help you win arguments.

If you have that kind of data available to understand if you tweak this part of the journey, what does that do in terms of the ripple effect that it has later on? Some of these changes may look good just in isolation, but then when you put it in play everything that\'s going on in that journey, it can have negative downstream effects.

Alright. So speaking of metrics, Really Good Emails asked you what your most important metrics were. 41% of you said clicks, which made me decently happy. Clicks are a good place to look. I was a little bit sad that 25% of folks were saying that open rates as their number one. Had to wipe away some tears when I was looking at this data.

I would encourage everyone to look deeper down the funnel. I mean, opens are important. It is a way to gauge engagement. But it is not such a great metric because boosting your opens doesn\'t always lead to longterm success. You can do \\"openbaity\\" subject lines that can boost your open rates temporarily.

You\'re trading away your brand respect and trust. So you need to be careful. I always like to look lower, and this is especially true with subject lines. I think this is where some of this misunderstanding comes from is that a lot of people still think that the whole point of subject lines is to get opens. It\'s not true. 

When you test your subject lines, your open rate is not your success metric. You need to use metrics that are further down because the whole point of a subject line is to get the right people to open your email. You can\'t tell if you\'ve gotten the right people to open your email, unless you\'re looking at clicks or conversions further down. You don\'t want to just get anybody to open your emails. You want the right people. People who have an alignment with the message of your email. So always be looking deeper down if you can. 

Still a lot of focus on engagement across the industry, but we are seeing a little bit of a turning of the corner a little bit. So for instance, revenue per subscriber, this is a metric we\'ve have seen more and more respondents saying that that\'s their number one metric.

That is good to see. The use of that metric paralleled the use of lifetime value, which is also great to see. So some of your peers are getting on the track. It\'s not easy. Some of you are probably thinking like, well, the point of my program isn\'t to generate revenue it\'s to generate engagement.

In that case, I would encourage you to think about revenue proxies. If you are, for instance, a subscription-based company your email program is probably about retention. It\'s probably keeping people engaged and using your platform so they don\'t cancel. You can probably calculate some type of a proxy about folks who are X engaged with our email program they cancel at a much lower rate than people who aren\'t engaged.

You can turn that into a revenue formula. Which is good for you to be able to tie your work back to revenue whenever possible. I would encourage you to think about, are there proxies that you can set up where you can draw some dotted lines to the behavior in your emails to what that does to revenue for your business, whether it\'s through retention or something else.

Alright, so in other words, we have a lot of pains, but I think that they\'re mostly growing pains. We\'re a growing industry, we\'re an evolving industry and change is hard. But I think all of these changes are positive. 

Let\'s talk about workflows.

Last year, there was an image of a guy like twirling, like a fiery baton, so we upped it this year, spinning fire hat. You have more emails in production at once. You are juggling more emails in production. 4.8 on average. Year-to-year, it looks a little scary. I don\'t think that trend is going to continue as a 26% year over year increase, which seems a little unsustainable to me. But if you look over the past two years, it\'s only 14%. So maybe not quite so dire.

At the same time, it\'s taking you more time to complete each email. A little over six days per email and that\'s up about 20% over the past two years. A couple of rather daunting figures where you\'re juggling more emails at once and it\'s taking you longer to produce each email. It\'s a tough place to be. 

List size is impacting this equation in a big way. If you are at a larger brand where you have lots more subscribers, you already spent a lot of time making your emails and it got significantly worse over the last year. So folks we had over 2 million subscribers on your list. Those folks went from 9 days to create an email to 12 days. So pretty significant growth among larger lists. At the lower list size part of the spectrum, we saw that production times didn\'t change very much. They were pretty much flat, but at the upper end, things got even more difficult. I\'ll explain why in a second.

There are lots of ways that creating emails has gotten harder over the last couple of years. First email annotations. This is the new Gmail functionality where you have to code in special code into every single one of your emails to be able to take advantage of special preview text that populates in top deals.

Under certain circumstances for certain centers at certain times, lots of caveats there. We recommend that everybody use this, but the part that we recommend that everybody uses is the part that allows you to populate your logo. Everything else we think is sort of a game-time decision, depending on your brand, but if you are trying to make full use of email annotations, that means you are adding special code to every single one of your emails. That is additional work. 

Dark mode. Dark mode is a pain in the butt. We\'ve been optimizing a lot of our client\'s emails for dark mode. Recently we\'re optimizing our own Oracle CX marketing consulting newsletter for dark mode. We made a bunch of changes and we\'re happy with it and then Litmus put out Office 365 on Windows 10, which looks like garbage, like destroyed our emails because we have background images. So back to the drawing board there. Dark mode is a challenge. We made a bunch of changes to our emails. Recommend everybody to take a look at that as well. See what you can do without going crazy. 

Accessibility. Which, in some cases aligns with dark mode. I know that we increased, some of our contrast ratios for dark mood using pure black fonts or pure white fonts, whereas before we were hedging.

Having good contrast for folks that have vision problems or for just normal run of the mill people who are out in bright sunlight with their mobile phones. Good high contrast is good for everybody. Doing some colorblind tests and stuff. There\'s additional testing that has to be done to make sure that you\'re having an experience that works for as many people as possible. It takes some extra work. 

Voice assistants reading emails. This is a sort of a very new thing that\'s probably a bunch of you aren\'t seriously thinking about. Here the challenge is that we\'ve spent years and years and years perfecting visual communication with our email and now our emails are being read in some cases and they sound horrible because we use creative punctuation, creative spacing, creative spelling, use emojis, which if you check most emojis have crazy names. 

You got to be careful. You don\'t want that to be read out. It doesn\'t sound good.

My short advice is that people are not going to be just using voice assistants to engage with your emails, because it\'s impossible to engage with your emails. After all, there\'s no browser to click through to. So most of your CTAs are garbage and aren\'t going to help them. So all they\'re going to do is triage their emails with voice assistants if they\'re doing anything. In much the same way that people use smartwatches to triage their inbox. They\'re not using it to engage with your emails.

Smartwatch is a great analogy. It has no browser. You can not click through. You can not take action on a smartwatch. Voice assistants are the same way. So my advice here is to think hard about your subject line and your sender name and your preview text and see if you can get that to be a little bit more voice friendly. That\'s the thing they\'re going to be listening to decide whether or not to delete your email or to hold on to it and look at it later.

And then AMP, we could spend a whole session on AMP for sure, but the challenges here are that you have to create a brand new email that sits next to your plain text and your HTML email. You have to learn a brand new coding language. More time to have this sort of enriched experience inside Gmail.

So those are how your jobs have gotten more difficult. Let\'s talk about how your job has gotten a little easier. The first one is AI copywriting tools, which I will admit is a little bit of a mixed bag.

Our clients have had mixed experiences with it. Sometimes they see lifts that don\'t last for more than three months. That\'s a bad sign. That\'s a sign of gamesmanship. That\'s not what you want. You want lasting lift, meaning that you\'re generating real positive engagement and not this sort of gamesmanship.

I think longterm this can be a way to get new ideas. Think about language that you hadn\'t thought of. So it can be a plus. So that\'s the first one and that\'s it. That\'s the only way in which your jobs have gotten any easier at all. Everything has gotten harder. So it only makes sense that the amount of time we\'re spending on email has gotten longer.

It\'s taking us longer to optimize the experience for everyone because everyone used to be more monolithic and now we\'re getting smaller and smaller chunks of our audience that we\'re having to tailor to. Tailor to those folks in Gmail, tailor for those folks who are using dark mode, tailor to those folks who are using voice assistants to listen to our emails.

So our audiences are becoming micro audiences or sub audiences that we have to pay attention to. If we\'re trying to create an optimal experience for a vast array of sub audiences it\'s going to become more challenging. Unfortunately, I don\'t think this is going away. 

Let\'s talk about some tools. Let\'s talk about ESPs.

The ones that small companies use. Coming in at number three is Klaviyo and number two Mailchimp. This is slightly misleading because number one is everybody else. 

When I was at Litmus, we did a similar survey about ESP usage and we allowed people to write in and tell us who they were using if it wasn\'t one of the ones we gave them a chance to select. And along with everyone that they could select all the major players and all the write-ins, it was over 240 different ESPs that people were using.

So there is a lot of choice. Particularly at the lower end of the market. So if you are a smaller house, you have a ton of choices. A ton. Probably, let\'s be honest, too many choices. But there\'s a lot of choice for you. If you don\'t like what you are using, you have opportunities to go elsewhere. 

So for you, medium-sized companies, number three, Adobe. Number two, Mailchimp. And number one was Salesforce.

For you, large companies, number three was Oracle. Number two, Adobe. And number one was Salesforce.

In general, people were not super thrilled with their ESPs. On average, a 6 out of 10. I don\'t believe this question was written in a net promoter score way. I think it was like, are you happy? It\'s hard to not view it a little bit as an NPS. So not a ton of happiness.

Year over year, it didn\'t change at all. So last year it was 6 out of 10. This year it\'s 6 out of 10, but I do want to give you a bit of my perspective on this. So at the high end, with Klaviyo at 7.5, which is on an NPS score, still neutral. So this sort of says that nobody\'s happy and if nobody\'s happy, then you got to adjust the scale a little bit.

Then the lowest was IBM and Constant Contact. IBM\'s not surprising since Silverpop got divested and they got spun off to a private equity group, which means that probably in a year or two, they\'re going to get sold again. So there\'s a lot of uncertainty there. Uncertainty makes people unhappy.

There\'s still quite a bit of uncertainty in the industry in terms of who\'s going to own what. Things are still kind of settling out. There\'s still quite a bit of buying and selling going on. Lots of mergers and acquisitions. That\'s going to make people unhappy and uncertain about the future. I think that\'s part of what\'s going on, but again, if you look at this, if the lowest is essentially 5 and the highest is 7.5, that is a tight range. That\'s tight.

For our part, at Oracle, we were average at 6, which I\'m pretty happy about cause we have a lot of big clients. Although I didn\'t look at the data to suss this out, I suspect that the larger brands are much harder to please because they have much more at stake. So I think it\'s probably a fair assumption. So I\'m thrilled with 6.

What this means is this already fragmented ESP landscape is going to become more competitive. A lot of competition in our space. So if you\'re not exactly thrilled, I think you have to always look at it in comparison to some other thing that you might have that you might also be less than thrilled about. It\'s a bit of a challenging space.

That leads us into extra toppings. This is the idea of supplementing your ESP. 70% of you are doing that. I think it should be 100%. All of you should be using either Litmus or Email on Acid. You should at least be doing that. That should get us to 100% right there. But of course, there\'s all kinds of other opportunities to use other types of services, whether it\'s analytics or something like Moveable Ink, or Kickdynamic, or Liveclicker. There are lots and lots of ways that you can supplement your ESP to make it work harder for you.

I reject this idea that your ESP is your be all end all. It should not be the one purchase you make and then you\'re all done. Part of supporting my view is that these three ESPs that the largest companies use, they are most likely to be supplementing their ESP with something else. The most sophisticated email marketing platforms are being supplemented at the highest rates that should tell you that this really should be the status quo. You should be supplementing your ESP with other things that are out there.

88% for Oracle. That\'s great. Again, I think it should be 100%. There\'s great stuff out there that isn\'t currently offered inside of any ESPs. So make sure you\'re using that.

ESPs are rarely meeting all of our needs and you shouldn\'t expect them to. That\'s the punchline. I think that we have slightly unrealistic expectations of what our ESP should be doing for us. They should not be the one thing that we\'re using.

You should be expecting much more email innovation, whether it\'s coming from your ESP or some third party tool or inbox providers. This is an industry that is not standing still.

You should expect your jobs to continue to change, and it\'s time to better level up your skills at a conference soon and make sure you\'re on top of all these things.

And with that, I thank you.

"}],"title":"Industry Trends with Chad White","publish_date":1594770218945,"type":"article","slug":"industry-trends-with-chad-white","name":"Chad S. White","authorBio":"Chad S. White is the Head of Research at Oracle CX Marketing Consulting. He\'s also the author of \\"Email Marketing Rules\\" and 3,000+ posts and articles about email marketing.\\n\\nA former journalist at Cond\xe9 Nast and Dow Jones & Co., Chad has been featured in 100+ publications, including The New York Times, The Wall Street Journal, and Advertising Age. He was named the Email Experience Council\'s 2018 Email Marketer Thought Leader of the Year.\\n\\nFind his latest advice at EmailMarketingRules.com."}')},49590:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"taylor_lagace","originalHeight":1440,"type":"article","originalWidth":2560,"content":[{"type":"text","content":"

Influencer Question of the Day:

What’re the best practices and steps to follow when working with influencers to create IGC (Influencer Generated Content) on behalf of your brand?

Before continuing to read this article, open a new tab, or click the link below:

facebook.com/collabsmanager/start/brand/

Click “Apply As An Advertiser” and get onboarded to Facebook’s “Brand Collabs Manager” which is their FREE influencer search engine tool. 

It’s worth mentioning that this isn’t some third party tool with a bunch of scraped data from an outsourced independent contractor that\'s overseas.

This is the mothership - Facebook - giving the public an influencer identification tool, I repeat, FREE of cost.

Before we’re able to get into best practices of creating content with influencers, this entire process begins with your ability to find the RIGHT influencers for your brand that will create winning IGC (Influencer Generated Content).

During the identification process, as you filter through potential influencers to partner with to create UGC/IGC, keep the following pro tip in mind. Not only should you be looking to see if this person is a brand fit by the looks of their social feeds and the captured audiences that they have, but also, you need to get a gauge of the influencer’s ability to create content, specifically video content. ALWAYS source video content from influencers, over static imagery, as they tend to outperform the other across all channels...

With this in mind, when assessing an influencer’s video content creation ability, ask yourself the following questions:

  • First and foremost, can this influencer sell my product and convince buyers to become a part of our community through their video content?
  • Is this influencer able to speak fluidly and articulate the value props of my product service and the ethos of my brand?
  • Is this influencer able to capture my attention within the first 3-seconds of watching their content?
  • While it\'s the most oversaturated terminology within our industry, it remains important. Is this influencer able to create content that is authentic and organic in comparison to fake and \\"salesy\\"?

Once you\'ve identified your set of influencers following these criteria, it\'s time to create some world-class IGC. \uD83D\uDD25\uD83D\uDD25

While it may seem obvious, it\'s worth mentioning that there needs to be intentionality behind the content you\'re creating with influencers. 

Many within the marketplace seem to believe that influencer marketing can be done in a few simple steps.

A.) Source/contract the influencer 

B.) Give them a couple talking points to make sure to include that are “on brand” 

C.) Rinse and repeat with all the influencers you work with 

I want to be clear in saying, this is not the level of intentionality needed to be successful in creating quality influencer content.

When sourcing influencer creative, the starting point for brands is with the customer journey in mind. 

You are NOT merely sending over the same templated talking points to every influencer a part of your campaign. 

This is where you run into all the people that say,

\\"Influencer marketing is a scam.\\"

\\"Influencer marketing doesn\'t work, and it never will work.\\"

I’m not making fun, but more so calling it as it is. Many do influencer marketing incredibly wrong, fail, and become completely shut off to the channel altogether and miss out on massive opportunities to scale their business.

I want to make sure YOU do not fail, so make sure to start with the customer journey in mind and not make the same mistakes as others.

My subjective hypothesis as to why many don’t think about creating content with influencers in this way is that people are so used to working with them to execute social posts in which there is NO customer journey.

It’s merely a one-off post that is one and done or re-engaging the same audience (the influencer’s followers) with several posts, which is still no customer journey at all.

For purposes of creating an effective influencer creative campaign, we need to switch the framework of thought surrounding the above. This is what all of us marketers love to do anyhow- let’s put together a methodical customer journey that’ll convert our target audiences!

Think about the steps of your customer journey and the different audience segments you’re targeting within email or FB/IG ads

Audience segmentation to keep in mind:

A.) New customers that have never heard of your brand

B.) Existing newsletter subscribers and/or social media followers

C.) Website Visitors 

D.) Abandoned Cart

E.) First Time Purchasers

F.) Repeat Purchasers

The audience segments above are merely examples, but make sure to identify what these segments are within YOUR campaign before sourcing influencer content.

For purposes of this example, let’s walk through the type of content you should create when targeting a few of these audience segments (A. B. & C from above).

Audience Segment A: New customers that have never heard of your brand

At the top of the funnel, Influencer content intended for people that have never heard of your brand needs to be educational and entertaining. On the educational side, this creative needs to be product-focused and be incredibly clear from the jump on what the product/service is and what your brand is all about. On the entertaining side, the content needs to capture attention from the moment it begins.

Pro Tip: Have the influencer showcase the product clearly and/or speak to the product from the start of the video in a way that is “thumb-stopping” for viewers.

Audience Segment B: Existing newsletter subscribers and/or social media followers

When re-engaging existing newsletter subscribers and/or social media followers, having influencers speak to a brand promotion, such as Black Friday/Cyber Monday or the giving season in December, is an effective means to enable community members to take the next steps in their respective, customer journeys.

Whether this is a piece of video content with the influencer speaking to the latest deals/discounts or an email positioned from an influencer to your newsletter subscribers laying out the latest promotion, re-engaging with these audience segments in this way is powerful.

Audience Segment C: Website Visitors 

Based on the objective of your campaign, I\'d recommend two approaches when sourcing influencer content to retarget Website Visitors that are yet to purchase.

If the objective of the campaign is to build brand equity, I’d recommend creating content with influencers speaking to your brand ethos- what you guys are all about and what you care about! Think of this content as a brand piece.

If the objective of the campaign is conversions, create \\"mashable\\" style ads for this audience segment by piecing together clips from all of the video content provided by several Influencers into a single ad. This will effectively position the product/service as though it is everywhere, and everyone is using it, hammering home the idea that people need to get it now or they\'re missing out- instill a sense of FOMO!

These are a few examples of the type of influencer content that has been effective when targeting this set of audience segments, but the main point of this is to lay out the thought and framework that it takes to be successful when working with influencers to create content.

Instead of sending influencers a couple of templated talking points that you send everyone, put together unique, single page, creative briefs for every influencer you partner with. Each influencer creative brief should entail unique scenes and talking points that are specifically tailored to the audience segment the content will target within the overall customer journey of your campaign. For your convenience, I’ve shared an example creative brief that our team uses as well as a templated format for you to use moving forward with influencers.

Let\'s continue to take the next steps in this process.

Once your team has successfully identified, briefed, and created content with your influencers of choice, should you simply implement the influencer’s content the way it’s provided or what editing, if any, needs to be made before launching it across your marketing channels? 

Step 1:

ALWAYS MAKE SURE TO CAPTION!

  • The majority of people viewing ads never click to listen to the sound. If there are no captions, potential consumers will not be able to understand what your ad is trying to communicate. 
  • The last thing you want to do is hope that your audience is filled with master lip readers! 
  • Performance has also reflected that videos with captions ALWAYS outperform those without. 

Step 2:

Reformat the Influencer Generated Content for optimization purposes on the marketing channel your team intends on using it (I.e., 1x1 & 9x16 on Facebook\'s ad platform).

Captioning and reformatting are all that is needed before launching highly effective Influencer Generated Content across your own marketing channels.

By taking all of the steps laid out above, the IGC will maintain it\'s organic nature that is native to the viewer\'s feed in which many may not even realize it\'s an ad. \uD83D\uDC4D \uD83D\uDE4C 

Step 3:

Create iterations off of the IGC that includes text overlay, graphics, branding, logo, etc. and test it against the ad that is much more of a raw asset in comparison to see which outperforms the other.

Creative testing is key when gauging what type of influencer content performs best for any given ad account.

 

Now that you know what to do, go and execute! As I\'d love to hear from you, please share your success stories with me on Twitter @TaylorLagace or via email taylor@kynship.co! Let\'s win.

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What’re the best practices and steps to follow when working with influencers to create IGC on behalf of your brand?

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Triggered email open rates were 67.9 percent higher than business as usual emails and nearly doubled in click-through rates in Q3 2017. Email automations are all about welcoming customers and building a relationship upon a signup or customer action.

When you change a web page or a form, that’s a great time to test or update any trigger emails connected to your customer journey.

An automation isn\'t a \\"set it and forget it\\" situation. Update your email template, subscriber database, anything and everything to make sure your automation is connected, working, and doing its job.

Here’s a look at key takeaways in updating different email automations:

Onboarding emails

Onboarding emails are great for introducing subscribers to who you are, what you do, and how they can benefit from you. Whether you’re updating automations for a company, for a nonprofit, or for your own business, our ideas and goals can change throughout the years.

Update your onboarding emails as your messaging evolves. Include your mission statement. Where can people find you on social media? If it\'s part of your strategy, share the latest in your YouTube series, podcasting, or how people can jump in on the conversation on social media to tag your company and build a relationship.

When you’re welcoming customers into your virtual home, personalize the experience with the most recent and most important data you have.

Update email merge tags to reflect the verbiage and the fields you’re requesting in landing pages and forms on social media. Think of your marketing content as living documents: as these change, so should your email automations.

Ad:

E-commerce emails

There’s a LOT to cover with e-commerce emails, so stay tuned for a deeper dive later on in this series about automations. For now, here’s a look at a few types of e-commerce automations to keep on your radar to update frequently.

Discounts

You’ve seen them all: pop-up forms, promo codes on social media, email signups, and taking quizzes about which type of bread you are in exchange for a discount.

Customers expect to get these discounts immediately after completing an action on your website, so update these automations as often as you update your sales and products. New seasons, holidays, and new product launches are all great opportunities to check in with the automatic discounts you send out.

Order and Shipping Confirmations

Keep confirmation emails focused and optimized per customer.

In a bold move, Amazon removed item descriptions and images from its order and shipping confirmation emails. Customers might find this confusing, especially if they’re expecting multiple shipments.

Do what’s best for your audience and keep the emails clear.

Reviews

Asking customers to leave a product review to earn 50 rewards points in their account can be an incentive-based ask in your automations. Keep this ask up to date with your current rewards and referral systems.

Upselling

Recommending similar products to customers based on their previous purchases or offering product protection, depending on the item, can be a great way to keep customers coming back to your site to buy more.

Abandoned cart

Segment these emails based on customer status: new customers, existing customers, VIP customers. Update these automations to start and stop sending after a certain period of time – and test it!

In an example of what not to do, a customer received a reminder email 4 months after abandoning their cart. When they went to check the item in their cart, the cart was empty.

Get your customer data together. Bridge the gap between the abandoned cart and successful purchase by being timely and accurate with your automations.

Retention emails

Get customers back before they leave for good, and personalize the emails based on their activity (or lack thereof).

In this Headspace email, the message is friendly and comforting. The email encourages the subscriber to keep going, even offering an explainer video related to overcoming obstacles and getting closer to the goal in mind.

The key here is relating to the subscriber, meeting them where they’re at so they’ll be more inclined to return to the site or the product.

In Hulu’s case, a Seinfeld GIF will always be relevant and (hopefully) put a smile on the subscriber’s face. Tying in the subscriber’s birthday adds a personalized touch to reengage them.

Multichannel remarketing

One of the best things about your original content – especially if it’s evergreen – is repurposing information for different platforms, audiences, ads, and email campaigns. You can turn one blog post into countless social media posts, podcasts, and videos, tailoring each caption and scheduling the posts.

SEO expert Brian Dean saw a whopping 111.37% increase in organic traffic to a case study when he updated the blog post and re-promoted the post in an email to subscribers and on social media.

By promoting new and existing content across multiple channels, you’re delivering a fresh experience per platform to meet your customers wherever they are. Plus, you\'re reminding search engines that you’re publishing or updating content consistently.

Test those automations

Always test updates. Whether that’s a new web page, a form, or your email automations, go through as much of the live process as a customer to make sure everything works.

Test the updates on desktop, mobile, across browsers and devices. Ask your friends to test the updates. Heck, ask your cat or dog to get in on testing (okay, maybe that’s a bit much, but you get the point). Give your audience the most seamless experience possible throughout the entire journey.

At RGE, we believe that email is relationship designed. Maintain that relationship with your audience by keeping all the pieces connected in real-time.

Ad:

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Frequently updating your email automations can help you save time and keep your content fresh to better serve your customers.

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A bit about Asana (in case you have been living under a rock)…

Asana is a web platform that is focused on helping teams track their work and get more shit done. What that means is that their app keeps track of your teamwork and projects so you or your team can hit your deadlines and get results. We use it. That’s why we reached out to Reigan to see how they design, use and deploy email.


Thanks for joining us, Reigan! What’s your role at Asana?

I lead our Lifecycle and Email Marketing program, which means I’m responsible for moving users through key touchpoints of our marketing funnel after they sign up. That includes onboarding new users, growing customer engagement, encouraging users to upgrade to the Premium version of Asana, and reactivating lapsed users. A lot of that is achieved through email. And I work with some super talented designers and developers to make it happen.

So what’s a core email marketing principle at Asana?

The core of our brand is “Empowering teams to do great things together.” We keep this in mind when crafting email concepts, writing copy, designing, thinking about cadence, etc. With every email we send, our main objective is to deliver value and help teams get results.

Yeah, we love Asana emails. They are pretty sexy. How do you tactically apply your brand principles to campaign planning?

We have four brand attributes — empowering, purposeful, quirky, approachable — that we weave into all of our marketing efforts. We’re always calibrating against these attributes in our emails. At Asana, you’ll often hear things like, “Is this content purposeful? Does it deliver enough value?” or, “Is this line of copy approachable?” or, “Should we dial down the quirk?” This set of attributes ensures that each email is valuable for the user while being a strong reflection of our brand. For email in particular, we get better results when we prioritize the “purposeful,” and then balance the rest according to our goals, audience, and segmentation for each campaign.

Let’s talk more about that. What emails do you use to engage with your customers?

We send three types of emails:

  1. Transactional: Think updates on tasks and projects
  2. Marketing Campaigns: Onboarding, drip, newsletters
  3. Blog Subscriptions: Updates

Our transactional emails keep customers updated on the progress of tasks and projects. They also play a big role in onboarding by helping customers transition from what’s familiar (working entirely in email) to getting things done in a new way in Asana. These notifications help customers become comfortable with how the product works; ultimately they might even feel empowered to turn them off and rely solely on Asana to get updates. It sounds counter-intuitive, but we love when that happens — it means our customers are really embracing the product.

Our marketing emails aim to make our customers’ lives better. As I mentioned, we prioritize delivering value above anything else. For new users, this involves communicating how product features can help them track their work better and get more done. For customers who already love Asana, we use email to help them collaborate better across teams and their company. When more people at a company use Asana, the more value each individual gets from the tool.

Asana’s full-blown blog email — in its entirety instead of linking back to the site.

We also use email to share insights on how to work better in general — even if it doesn’t involve using our product. We offer subscription of two blogs: the Asana blog, which is product and company-focused, and Workstyle, where we share lessons on leadership and teamwork. We do it a bit differently though. When users subscribe to our blog, we email them a full article. We prioritize user experience by delivering the content right in the email to save users a click. Plus, it helps us widen our content distribution.

We A/B tested sending full articles versus just a preview of the article that drives to our blog, and the full article had a 145% higher forward rate. (See example above.)

What’s your strategy for user onboarding emails?

We segment and test. For example, we segment onboarding emails for customers who proactively signed up for Asana versus those invited by teammates. We also segment emails based on whether a customer’s first Asana experience is in our mobile apps or our web app. Those groups come to Asana with very different mindsets, so we have to explain our product and encourage them in much different ways. We run A/B tests within these key segments and switch up subject lines, content, frequency, and targeting regularly.

Also, onboarding emails aren’t just for new users. We recently tried an onboarding series for customers who are re-engaging with Asana again after long periods of inactivity and will be testing more of this in the future.

Since we are talking about onboarding, how is Asana capturing new customers in any way that involves the email platform?

Great email marketing also supports Word of Mouth growth. If customers are excited to share our emails, it means we’re delivering value.

We examine forward rates as another indication of whether our content was successful. And we also see a lot of customers sharing our email creative or links to content on social platforms. In fact, we actively monitor Twitter when sending large campaigns to get real-time feedback. The interaction between email and social channel has become increasingly important, and gives us more data points to evaluate performance.

Shifting gears here. What are some things you’ve learned in your career? Examples?

There are a few.

Clicks, opens, and unsubscribes are only half of the story when measuring success. Over the past few years, we’ve become better at measuring our emails’ effect on long-term engagement within our product. Initially, we thought that topline email metrics would be a strong signal for in-app engagement, but we’ve found that the two aren’t always correlated. This email [below] is a good example. The click-to-open rates weren’t encouraging, but when we looked at in-product metrics, we actually saw a 105% w/w lift in usage of Asana integrations. If we had judged this email based on clicks alone, we would have had a very different impression of its effectiveness.

An email can drive engagement post click that is more valuable than the click in itself.

Sometimes, the best way to get lapsed users back into your product is to not push your product at all. We’re in the business of helping teams working better together, and we’ve found that emails featuring thought leadership content from our Workstyle blog have been as successful (sometimes more so) in reactivating users as product-focused emails. When you demonstrate that you can add value in a lighter-weight way and build trust, users might be more willing to give your product a second look. For example, emails like this one [below] drove to our Workstyle blog, yet we saw a significant number of users come back to the Asana product after clicking through.

Sometimes not pushing your product is more powerful than actually pushing it.

Less is more, and a little delight goes a long way. It’s pretty basic, but our best performing emails have been clean with a clear layout, featuring one strong CTA and showing the reader exactly what they’re going to get. If a user opens an email, we try to reward them with a little fun (yes, we got GIF game).

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Lastly, we’ve also taken lessons from our best-performing marketing campaigns and applied them to our transactional emails. For example, we designed our “task update” email from being a long history of every action to just a brief notification of what changed, and added really clear CTA buttons that link directly to the task in Asana. These redesigned emails were much shorter, had clearer pre-header text, made better use of imagery, and were more consistent with our marketing email style. We found that the redesigned emails performed significantly better, increasing email opens by 36% and CTR by 50% within two months.

Asana has to use its own platform in the project management of your email strategy, right? I think a lot of emailers have troubles with that process. Can you show us how you use it to make that process better?

Asana itself plays a huge role in our email execution and makes it much easier to manage all of the moving pieces. here’s how we like to do it:

#1. We use an Asana project to keep track of new emails or updates we’re launching across the funnel, goals, and ideas of new campaigns:

The project is shared with members of our Marketing, Design, and Dev teams so they can stay updated on our campaigns and tests, or add new ideas for future emails. We have sections for key lifecycle stages, so at a glance, we know what we’re testing or tweaking across the funnel.

#2. We use a template task to streamline planning and execution

After we honed in on a process for launching emails, we create a template that we copy for each campaign kickoff.

We then outline goals, audience, segmentation, etc. in the task details. Then, we use subtasks to map out what needs to get done, who’s doing it, and by when. This template save us a ton of time, and makes handoffs between Marketing Design and Developers super easy.

#3. We manage design and copy reviews in a task, too.

At Asana, emails are very collaborative. For big sends, we open up reviews and feedback to a group of stakeholders to ensure that we have strong goals, design, copy, post-click experiences, etc. We streamline this by making review tasks — we attach creatives to a task and then assign subtasks for stakeholders to leave feedbacks.

#4. We gather all results and insights in an Asana project

We add all of our email results to a single Asana project. We enter a task for each email, attach the final creative and add metrics and insights to the task details. I add the designer, developer, copywriter, and any other stakeholder to the task and we comment about what worked well (or what didn’t).

This project is shared with members of our Product, UXR, Customer Success, and Sales teams so they can stay informed of customer insights too.

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I am a fan of the two-column layout for this RSVP invite, showing the topic and time on one side and the presenter on the other. Then it is followed up by some extra info if you need some extra convincing.

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Last question: If you could add any technology to email, what would you add and how would it help customers or Asana as a business?

Making simple things standard across all clients, like GIFs. Since we’re B2B, we have to be cognizant of how our emails look across a bunch of clients, including Outlook.

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An interview with Reigan Combs of Asana on how they improve their email process, designs, and more with their own planning tools.

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An interview with Jenny Durre, Beardbrand’s Digital Coordinator, on how email flows help brands stay relevant and introduce new products to customers

","publish_date":1531195200000,"secondaryAuthorText":"Host","content":[{"type":"text","content":"

Whether or not you’re gifted with luxurious facial locks, Beardbrand still has something to offer. That might mean their utility balm (supporting super-soft skin for both ladies and gents!), or, in the context of this article, learning more about how they built some killer email flows.

As we all know, the benefit of a triggered campaign is that once you get a beautiful one built, you can move on to bigger and more exasperating things. Since Beardbrand has done some great work constructing effective email flows, we’re excited to share the lessons they learned and some strategies you might want to replicate.

Jenny Durre, Beardbrand’s Digital Coordinator

Rather than the sort of onboarding emails you might get for a particular tool or service, Beardbrand built a 10-day Bootcamp email flow. What would you say that series does for your customers/brand?

It really sets the tone from the very beginning that”we’re here to teach you, we’re not here to sell you.” That’s a huge part of our company voice. The Bootcamp flow is full of helpful content about introducing somebody to our company, helpful tips to get started, and then going from there. Introducing them to our YouTube personalities, but also us as a team and our social media. It’s been performing very well for us, longer than we expected.

What other successful flows do you have?

We have a great post-purchase flow. The first email is transactional: the order confirmation email. Then there’s 11 that go after that, but it’s dependent upon what they buy.

The second email after the confirmation is a thank-you.

Then, after that, it breaks up into a series of number-three emails. If they ordered mustache wax, and they haven’t ever received that email before, then they’ll get that. If they have received a mustache wax email, then it will go forward based on another product they may have purchased. The flow is just trying to help share more information — so giving them a video on how to use what they bought, and trying to time it right. They get that email five to seven days after purchasing. So, hopefully they’ve gotten their product, but if they haven’t, then the email is right around the time they should be getting it.

Even if they’ve received all these other emails, then we have one that talks about, just in general, where to find help.

Then we send them one much later that talks about social media and how they can follow more of our community.

Then at six months we do like a,”Hey, you probably need to restock by now, if you’ve been using it.”

Cool! What have you found particularly successful?

We actually make quite a bit of money from the order confirmation email itself, which cracks me up all the time. It’s not as high an open rate as you would expect (like 64%) because it’s transactional. But, in the past 30 days it’s made us like $4,000.

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View the Live Email
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Subject Line: “Oh Yeah! Your Beardbrand Order #6500065 is confirmed”

In it, we highlight other things they might like, but, really, the post-purchase kind of does its own job, and helps us boost our customer service, and at least gives people a way to find a resource themselves if they are unable to reach out right away. In terms of which ones convert well, it depends on the past 30 days. Sometimes one will do well, depending on what people bought.

But our top-performing flows are almost always abandoned cart, because that’s something that people were already interested in and it’s easy to share more details and convince them that it’s a good thing.

What does your abandoned cart flow look like?

We’ve personalized the abandoned cart a little bit more. Something that’s helped us is doing the text-based email, and I worked with a customer service team to write some really genuine emails.

The first one is a “Can I help you” email, and it comes from our customer service representative who’s actually reading it if a customer responds. It’s just text-based. It doesn’t have any other information.

Image of first, plain-text abandoned cart email

It says:

“Can I help you” in the subject.

Then, “Hey, there! Artie J here from Beardbrand. Did you need any help or recommendations? I noticed that you put some incredible products in your cart but didn’t finish the checkout process. If there’s anything I can do to assist, please let me know — I’m happy to help in any way. I’m attaching a link to your cart, so you can get back to it whenever you want by clicking here.”

It goes on to add some urgency: “You might want to grab these products before they’re gone as our fans are pretty die-hard!” With that wording, we try to be really transparent and truthful. We do have limited stock on a lot of things.

And we have a personal touch with using a dynamic tag based on what they have in their cart. So, it pulls through, “Hey, we really like this product. Great choice.”

Then at the end you’ve got a signature that says his favorite product, with a link to the product, and then favorite Beardbrand product tag. So, it shares some more context and makes it a little bit more personal.

What comes next in the flow?

The second email is more of reminder that isn’t text-based. It just says, “Hey, quick heads up. We can keep that stuff in your cart,” and then it does that again.

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Then after those emails, we offer free shipping based on where they are. If they’re in the US or the UK, then we give them a code for that.

Then for everyone else, we just say, “Hey, if you have any questions, we’re always around. Otherwise, we’ll leave you alone.”

Carlos Costa — brand ambassador for Beardbrand

Have you found that it’s worth it to send that many abandoned cart emails? At what point do they tend to bite?

The outcome is broken down into five emails. The first email is the one that always performs the best, which is why we focus that to be more personal — so that then they can reply to that email and Artie or another customer service representative will reply and be able to help them out.

Then afterwards, each one makes around $1,000 to about $3,000. There’s three that are sitting right over the $1,000 mark. And the one that has the free shipping code is converting pretty well. That one makes about $3,000.

I think it works well, incentivizing people at that point — when they’ve kind of been thinking about it — then they see the code, and they’re like, “Well, I might as well just go ahead and do it now.”

After we’ve given them that code, we don’t really bother them anymore so that it doesn’t become overbearing.

What was your process for creating all of these flows?

It was a lot of Google Sheets and printing it out and mapping it out. We built the bootcamp and our other flows working with our expert developers, FuelMade (they’re Shopify specific developers). They really helped us take advantage of Klaviyo and show us some things that could be done in flows. I worked with this really wonderful employee who was willing to help me learn. Together, we mapped it out so that if a customer purchases a product, then we can highlight that product and how to use it right when they get it or around when they’re about to get it.

Before, it was pretty basic. We had the order confirmation email, and then Shopify has its own way of doing abandoned chart, but it’s not very personalized.

The great thing about these flows is that, once they’re set up, they just kind of function on their own. It’s just important to pay attention to things that might be updated — maybe we have a new, more relevant video, or we’ve got more products.

What are some of the challenges you’ve had in putting together the campaigns?

With things being live in a flow, it’s a lot of trial and error and just paying really close attention to how it’s going to help the customer. I feel like it’s a little intimidating sometimes when you’re working on a live flow and you’re adding something new, because it’s already running, and it’s really important to pay attention to who’s received that first email. And then maybe there’s a few people that might get missed because you’ve turned it on after they’ve already gone through the flow. So, a lot of the lessons I’ve learned are making sure I’m doing it in the right time frame or doing it as quickly as I can.

Klayvio has a setting,“manual,”where it’s not live but it’s not just a draft, and before sending it to anyone you can see who is queuing up for it, even though it’s not live yet. That will really help you keep track.

Lesson Learned: email flows are worth setting up. Use them to introduce customers to your company and your products. Make sure to keep them personal and relevant. Take advantage of the opportunity to upsell when they’ve already bought something. (And if you missed it, we also talked to Beardbrand about their content strategy.)

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Carnival Cruise’s email team should be the poster child for the motto: mo’ data, mo’ people.

When we requested an interview, we had no idea how many awesome folks they would round up to talk to us, but it goes to show that to really leverage your list, you need a sizable team.

It felt like they threw a party to talk to us, rounding up a whole posse in their Miami offices. Massive thanks to all the folks on the call (pictured above, left to right): Andres Sanchez (Email Marketing Lead), Jermaine Rowe (Digital Marketing Developer), John Albisu (Senior Marketing Developer), Jennifer Acevedo (Director CRM), Ana Di Iulio (Email Marketing Manager), Monika Molina (Visual Designer), Christine Alfaro (Customer Marketing Supervisor), and Hugo Castillo (Creative Director).

One of the especially cool things about Carnival is that in spite of (or perhaps because of?) the massive team that puts it all together, they’ve got a lot of freedom to experiment, and they really focus on keeping their email fun. They’re constantly testing, leveraging their data, and working together to find the best ways to reach their customers.

So, Carnival. What makes you different from the other cruise lines or travel agencies that are out there, doing email?

One of the biggest things is that our main vision is to have fun and embrace who you are — every aspect of who you are. And we really push that. We push the being crazy and laughing a lot and enjoying time together whether it’s your family or a couple of friends. We have this irreverent, fun brand tone that we can do a lot of more edgy stuff with than the other cruise lines can. Plus, we’re approachable.

So, give us an example of maybe something you guys do that other brands don’t.

Our new campaign is rooted in choosing fun and being yourself. You look at the vast ocean (no pun intended), of ships out there in the travel space… they tend to want to elevate it and make it seem kind of high-brow. We’re more about, “this is for you, this can be personalized to your needs in your life. This is an invitation to be among friends or like-minded individuals.”

How are you conveying that message into those emails — to get the branding across, versus being just like anyone else?

We like to use really engaging images. Images that not only make you want to say, “I wish I were there,” but that also make you smile. And we focused that in our copy, too, where we like to use quirky, fun, personable copy that gives you that little smirk when you read it.

The Carnival Cruise email that really caught our attention.

We also like to use really bright colors. We’re rebranding, so we’re introducing new colors to our brand and playing with the layout. We’ve been trying to give more airiness, a more fun flow to things.

Also, the chances the team takes — the email that caught your eye [note: RGE fell in love with the long scroll email pictured above], a lot of companies would have said, “You know what? We’re not willing to take this chance, because the CTA has to be here, and we have certain rules and protocols that we’ve established over time.”

The team here feels confident enough to embrace the brand philosophy and to take those kinds of chances. And it turns out, it actually works. I think that might really set these folks here in the room apart.

What’s the thought process behind your design, and how does your team go about thinking about design, both from a marketing perspective and transactional perspective?

It’s very important to think of our design in terms of a mobile format, because a lot of our subscribers are opening our emails through mobile. It’s really important that that experience is great, intentionally.

What we have here are not rules but principles. So there are times that there will be things that we know work, but we give ourselves flexibility to test and experiment, to try things out that may or may not work, and we learn all the time. If it doesn’t work, we’ll analyze why and move forward.

What’s a design that didn’t work and how did you change it to work?

We tested redesigning our header and footers. Through testing, we saw what our subscribers liked, what they didn’t like, what they reacted better to. With that information, we’ve really been able to accurately create a header and footer that is nice, but also works well.

Carnival uses some A/B Testing to see which layouts and formats work best.

We try to make our changes iterative, but it doesn’t always work that way. So, we have had situations where we redesigned, for instance, a newsletter or something, and the new design looks amazing, we’re all excited about it, and the click rating is low. It’s tough when you’re completely changing it. So, we just really look at click maps and start testing different elements of it, and we continuously optimize it.

Awesome! Let’s dive into that a little deeper [yay puns!]. In terms of imagery, are you testing your images, are you commissioning those images to be made for email, are you pulling images from your database? How do you guys go about choosing images for email?

It’s a combination. We do have a database of proprietary images from photo shoots that we often use. Sometimes we absolutely have to go to stock imagery and we use some of that as well. We also use a lot of user-generated content (UGC) in our emails, too.

Do you find that there’s more engagement when it’s UGC? Or do you kind of see the same amount?

We’ve tested some of the UGC. It doesn’t always necessarily improve engagement in terms of click through rate, though sometimes it does. But, it just gives such a fun feel to the email in general, and it’s really what our brand’s about: picturing yourself there and opening up and embracing being your fun, irreverent self.

Are you dynamically inserting those images based out of Salesforce segments, or are you doing it with another program?

So everything is done in Salesforce via AMPscript. We dynamically code everything on all kinds of data points — anything from age to location.

With the UGC though, we use Pixlee. Pixlee pulls in images depending on the tag, and we insert those into emails that make sense. For example, we have a recipe email, and we show off food pics from our customers on board.

Recipe email before (left/top) and after re-design — with user-generated content (right/bottom)

That’s awesome. Do you find that it’s difficult, when you have so many different segments and different images and probably different copy… do you have different segment owners that are building different emails for each segment? Or are you trying to dynamically do that as much as possible?

Most of those emails are dynamic. The emails are getting more complex, and I imagine they’ll get even more complex, the more we develop our data.

In terms of segments, do you segment out by guest, or VIP members, or how the customer was acquired in the first place, or the channel it came from?

We target either past guest or prospect. We do geo-locations, depending on the region. We do family, non-family, and all those are done with imagery and also with copy.

Does each segment get a different welcome email?

We’ve really been working on our welcome strategy, our lead nurture strategy in general. We are trying to make it dynamic and differentiate it based on the lead source.

We’re always testing — to see whether differentiating the message for different segments maybe we haven’t thought of yet, or any new idea that comes up, any new information we may get from a partner that may drive different type of personalization we haven’t done. We’re always just testing and seeing how it works.

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Welcome email shows off a few great ways to begin your vacation. Newly redesigned and was tested against an older version. 8% lift in click through rate.

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Can you share anything surprising that you’ve learned from those kinds of tests?

Yeah! We recently tested some age segmentation. The entire messaging was really driven around whether you were in the senior group, or a millennial, or whatnot. We were very excited about it, because we put a lot of work into variations of the copy, the imagery, and the different messaging we were putting in. And we found that results were inconsistent. So, we haven’t found that there’s been as big a lift by targeting specifically to the age group.

We also added some modules to our emails with different destinations. For example, the Caribbean, the Bahamas, or Mexico. We also added by duration, so short and long-term cruises, and we found out that has done really well for us.

So, you’re using the data somebody inputs into a quote functionality or widget, and you’re using that data to figure out destination or duration of the trip?

In some cases we do. In other cases, we’re just testing with a general audience. We have learned that geo-targeting in emails, depending on your location, has worked well for us.

How do you target vacations (destinations) to different audiences? Let’s say, I cruise quite often in the Caribbean, but now I’m kind of burnt out on the Caribbean. I’m thinking of somewhere else. How do you guys know what to serve up in an email to give me inspiration of where to go next?

In our targeted offers, we know who you are and your past cruises. So, we target based off what departure port is close to you, and we make sure to give a variety of different locations that you might be interested in. We’ll shy away from the more remote locations — Alaska will be when it’s seasonal, or the Northeast will be every now and then.

Is there anything interesting that you guys have noticed when you’re looking at ports or geo-targeting, in terms of how that helps the conversion rates or engagement or opens?

We’ve noticed, in particular, when we’re focusing on closer inventory — where it’s a little easier for somebody to get away, if they’re closer to port — when we geo-target, it drives huge lifts both in open rate and click-through rate. We’ve seen bookings lift as well.

Once somebody has booked that cruise, walk us through the process or the flow that you knew you put them in to give them hype to get them going on their cruise.

We have a completely separate series dedicated to booked guests. It’s basically this very flexible and dynamic program where we target guests based off of who they are, whether they’ve cruised with us before, if they’re sailing with their family, if they have spent money in the casino in the past… We make sure to target them with very relevant messages that both engage and excite them — whether it has to do with onboard activities specific to the ship that they’re sailing on, ports of call specific to the itinerary that they’re sailing on, or onboard entertainment, etc.

How many emails are you typically hitting someone with, before they leave, after they’ve booked?

We have perfected a specific cadence, so that we can hit specific dates based off of how long the booked-to-sail window is, which is essentially how soon before they’re sailing did they book their cruise. That’ll determine how many emails they get. We send our first email out three days after you’ve booked, and we’re going to send you emails up until the day before you leave.

Does the messaging change based on the season that they’re traveling in?

We make sure to target our messaging, specific to where you’re going to be, what the temperature’s going to be like, what you need to pack, etc.

The booked-guest series of emails is probably our most sophisticated emails, just because we know so much about the itinerary you’re booked on, and also if you’ve cruised with us before, we know information about past behavior. So, there are over 1300 of permutations that you could get within the series.

I just feel bad for who’s putting together that logic tree…

We have an amazing data team, and the logic tree is built, and it actually, without giving too much detail, does use a different system in the middle of it that helps us kind of manage all the dynamic elements.


Lesson Learned: Geo-targeting is where it’s at, kids. But if you aren’t selling anything geo-specific, then at least tell your boss to let you experiment more, test all the things, and hire a team (or at least a buddy) to get your data working for you.

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An interview with a boat-load of the Carnival Cruise Line email team on how they differentiate themselves and the benefits of geo-targeting

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No matter how super-high-tech, fancy-laser-beam awesome your product may be, email is still the best way to reach customers. Ya know, until we all get those sonic implants we’ve been dreaming of…

While CLEAR does most of their customer acquisition at airports (those friendly folks many of us foolishly walk past on our way to the endless security line), they consistently send some pretty great customer emails after signup. They make the complicated space of biometric security simple to understand, and they manage to keep it friendly and engaging. So, we were stoked to get the chance to ask them how they do it.

Apparently, when you’re not selling something people can hold in their hands, the trick is to focus on the feeling your service or product generates. Remind them how what you offer gives them the warm fuzzies and makes their life easier. Oh, and offer them a cup of coffee or some candy every once in a while.

What are some of the particular challenges you face in designing emails for the security/biometrics space?

One major challenge is explaining what CLEAR is and how our service works, as biometric security is still a relatively new concept for consumers. There’s always a layer of demystifying biometrics, since that word alone can be intimidating. So we soften language and speak more to the CLEAR experience.

There’s also the challenge of striking a balance between portraying ourselves as a secure biometric company and creating a fun, light-hearted email experience that’s compelling to our audiences. To find that equilibrium, we hold our emails to a very high standard with multiple cross-team review and steps in place, including input from our legal team.

One example of finding that harmony was in our recent “your photo ID doesn’t do you justice” campaign, where we paired a relatable experience — not liking your driver’s license or passport picture — with a surprisingly tricky concept to explain — that CLEAR replaces the need for ID entirely. It was a simple, fresh way to educate an audience unfamiliar with CLEAR.

CLEAR’s Photo ID campaign email

How you do explain biometrics to customers. Does that happen in one of your early onboarding emails?

The majority of our members sign up for CLEAR at the airport and are walked through the process in person by our Ambassadors. For those who sign up online, we send a dedicated email explaining how to complete enrollment, which includes adding your fingerprints at the airport.

Wherever we can, we try to reinforce the benefit of experiencing biometrics firsthand — it’s really the best way to understand how CLEAR works!

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What is CLEAR is doing to get non-users excited to become a customer? Are you seeing list sign-ups based on account creation or do you have an outbound marketing email to entice more people to sign up for your emails?

We currently don’t collect email addresses from prospective members who are looking for more information about new airport launches, but we may implement this capability in the future.

We always keep our current and former members up to date on our latest airport openings by sending an announcement to all members, which we support through multi-channel campaigns and experiential activations. We try to build excitement around new airport openings, so that members will be excited to spread the word to their friends and family in those areas, which we’re very appreciative of!

What are the primary value propositions for your emails to customers? In other words, once customers have signed up for CLEAR, what do your emails do for them?

An amazing member experience is top priority for us. Our team is focused on the member and their CLEAR journey, so we’re very thoughtful about messaging cadence, relevancy, and value.

Education is a priority for us. In our welcome series for instance, we try to provide the most relevant information to help with onboarding, such as where we’re located, how to complete enrollment, how to add family members to your CLEAR account, etc. That strategy ties into our main goal of making life simple and stress-free for members. Seeing is believing, so driving members to actually use our Lanes is the best recipe for retention and loyalty.

Overall, we send a wide range of content to each of our segmented audiences — from airport announcements, to transactional emails, to surveys, to exclusive ‘guest passes’ that members can forward to friends.

Have you run any tests that you can share with us?

We, of course, do general run-of-the-mill email testing, such as subject line, preheader, CTA and template variation tests, etc. But we also try to get more creative with our testing.

For our Daylight Saving Time campaign, we tested two offers — one discounted rate offer, and one that also included a coffee gift card. That extra bump [of a $10 Starbucks card] moved the needle in enrollments with a lift in conversion rate, and the increase in revenue offset the cost of the cards — it seems like a no brainer, but we wanted the numbers to measure effectiveness, i.e. whether or not it’s worth the added effort.

CLEAR tested whether a discount was enough to entice customers or whether a discount + a coffee card would do the trick

It also complemented our DST campaign messaging perfectly — you can zip past security and gain your lost hour back with CLEAR, then enjoy a cup of coffee with your newfound time. And again, anything we can do to make members’ lives easier.

We’re a data-centric company, so our philosophy is to always challenge assumptions with testing, especially with a rapidly growing and diversifying audience. Testing is also a great way to introduce new and/or bolder elements and concepts into our brand.

How do you segment your list?

We typically segment based on where a customer is in their CLEAR journey — i.e. whether a member is brand-new, inactive etc. We also segment in order to send relevant information that adds value, for example geography. If we open a new sports stadium, then we’ll send an email to members in that city, speaking to their ‘local’ CLEAR offerings.

We sometimes also segment based on direct feedback we receive from members. For example, we may send a member who provided positive feedback on a survey an exclusive guest pass to forward to their friends and family. By taking direct input from customers, and then giving them the tools needed, we are able to help them grow our community. After all, our members are the best brand advocates!

What phrases or graphics have been effective in getting engagement from your customers?

We’ve seen that expanding on what our members can do with their saved time — you can spend it with friends, activities, etc. — resonates well with our audiences. It’s a more inspirational take on our service offering. And since we don’t have a physical product to market, we often rely on the ‘feeling’ that CLEAR gives you.

CLEAR’s Valentine’s Day follow up email

We love to add our own spin to seasonal messaging, and we love to amplify campaigns with a holistic experience. For Valentine’s Day, we crafted an email campaign, but we also added an experiential element: we handed out candy and cards to members in the CLEAR Lanes, and then sent a more personalized follow-up email to those travelers, saying how much we loved seeing them that day. That personalized email received a 50% increase in open rate from the general Valentine’s Day emails sent to other lists. The campaign also generated hundreds of organic social posts and buzz about the candy and cards. It all tied together beautifully!

What areas of personalization are you exploring?

We’re very focused on ensuring that we leverage personalization only when there is a strong value add for our members.

In our CLEAR Sports welcome journey, which is a free offering for sports fans, we include your ‘home stadium’ where you signed up, along with a detailed map of that stadium. It’s a simple way to create a more personalized experience for our Sports Members. This tactic is a little trickier for CLEAR airport memberships, since some sign up when traveling and not necessarily at their home airport.

CLEAR’s welcome email for CLEAR Sports

Lesson Learned: Basically everybody likes treats and prizes and knowing that you care. Reward customers for filling out your surveys. Remind them how you make their life easier. And make sure the stuff you’re sending is geographically relevant.

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An interview with James Fuller, Katherine Peck, and Stephen Gillmore from CLEAR’s email marketing team on difficult topics, CTA tests, and more.

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Ninjas sneak up on you. Well, at least in the movies they do. You don\'t really know that they are there until POW - surprise attack! That\'s what a good email is all about in some ways: just browsing through your inbox like any other day and then POW - delightful email!

That\'s how we felt when someone forwarded us TL;DR by MailNinja - a simple email that we\'ll get to in a bit down below. And in doing a little more research, we connected with Doug who gave us the down-low on what it\'s like running their email agency. This is how the interview went and what we learned in the process in case you are wondering how ninjas operate.


Yo! What is MailNinja?

Yo back at ya. We’re an email marketing agency who focus entirely on creating awesome email campaigns, and have been doing so for over 15 years.

So you are saying you\'ve been around for a while, eh? What would you say is the most important thing in keeping you in the \\"biz\\" for so long?

As the CEO my goal is always to have more customers using our service, but we purposely keep on our toes; our pay as you go pricing means that if we do a bad job, clients won’t stick around! If we onboard a new customer, we start small, prove ourselves, and in time they send more emails as they are getting a great ROI, I see that as a success.

What\'s the dynamic of your team? Is there a lot of idea sharing and creation or is it pretty linear? How do you think this affects your client’s emails?

Yeh, less white board sessions than before, mainly because we’re all remote and don’t have white boards anymore, but we are always in touch over Slack and chat all the time about ideas. We’re fortunate to have a great team who all have diverse backgrounds and skills, so there’s no shortage of opinions and ideas.

Email is tricky, because it straddles creative, tech and marketing, and in my opinion you won’t find one single person who is great at strategy and analysis, UX and design, development and testing. That’s where we excel, we’ve got people from each area, and we come together to create awesome emails.

How did you collaborate as a team to get it into shape and write the content? What\'s the process of making an email for a client and the tools you use?

We custom built our own coding tool a few years back called Canvas. It’s kinda like Litmus Builder with public preview links and a commenting feature. In terms of tools, we wrote a couple articles about that which you can find on our own blog. Here are some favorites:

Page Layers: If you use a Mac and are an email designer or web designer, you need this handy little tool. In a nutshell, it grabs a screenshot of a website and saves it as a layered PSD with all the colours, assets and fonts ready for you to use.

JPEGmini: If you’re a Photoshop superstar, or indeed have the luxury of time, then you most likely won’t need this tool, but for us it’s an essential bit of kit for quick, bulk compression of email assets before uploading them to the ESP. Image compression is a vital step, as images waiting to load can be a real drag, plus it can affect deliverability.

Google Fonts: Any email developer will tell you, custom fonts are an important part of the email design’s aesthetic, a company will always want the closest match to their premium web font, and this isn’t always possible. Google Fonts is a lifesaver, giving us a wide range of fonts and there’s usually a close match to be found. A quick tip, if you are looking for a specific premium font, even if it’s not available in Google Fonts, run a quick Google search and you’ll find the top result will be Google’s closest match.

WhatFont: When designing and creating emails, we sometimes have brand guidelines, but usually we have just a website to go on. There are some great Chrome extensions that can speed this up a little. WhatFont allows you to click on a font on a web page, and detect the font face used, the colours, size and much more.

Images On/Off: When creating emails, alt text is an important step to ensure when images are turned off, your readers still know what the image was about. This handy tool allows you to toggle images to view the alt text under the images.

How do you QA the process each day for what you build?

We have a multi-step QA process. First the email designer checks the email from a technical and design point of view, then the campaign manager runs come checks from a strategic point of view. This means we get as close to perfect as possible before the customer sees anything. This works pretty well, and has been fine tuned over the years.

Clearly you can\'t always get it right though. What\'s an unsuccessful campaign that you ran? What did you learn?

None come to mind, but without wanting to sound cheesy, even an unsuccessful campaign (revenue or open rate wise) will always give you some insight. It’s a continual learning cycle, so we always take away something that we can learn from.

Is that why you created TL;DR? And what is it exactly?

TL;DR is a new thing for us. I knew we needed to get in front of our audience more consistently, I also knew as a busy agency we couldn’t spend hours writing or gathering content, so TL;DR was born.

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I’m a big fan of scratching your own itch, and TL;DR does that. I’ve got a short attention span, and I’m always saving up tons of articles to read later, but despite my best intentions I never get around to reading them all. Being a big fan of Blinkist I thought it would be cool to summarize some of these articles because I can’t be the only one that suffers from content overload!

I wanted to create an ongoing email series that hits people’s inboxes by 7am as they’re venturing out to work, meaning they get a shot of inspiration with their morning coffee. Start your day with MailNinja.

So what made you decide to do it this way? Did you have a previous newsletter that wasn’t performing well?

We sent emails, but very sporadicly - when we had time or something to promote. We’re always so busy creating and sending emails for our customers we just didn’t focus on ourselves. The sea change was when we treated our own email program like one of our customers, allocating a campaign manager and planning ahead.

We decided early on, that although we are 100% email, we would promote marketing content; our main target customer is a marketing manager who has to juggle lots of channels. I find the top performing content is usually the stuff from sources people know and love, like Mailchimp, Campaign Monitor or Really Good Emails.

What have you learned from the TL;DR series? It is always short and to the point. Does shorter content perform better than longer newsletters?

Yes, in my view, short form content always out-performs long form content. It’s something that I talked about in our Mailchimp Meetup last year. I always encourage people to focus on less CTAs and less copy where possible, take a hatchet at the copy and remove filler words. If your content has loads of products and offers, split the email content into 2 or 3 emails. Send less more often. If you check the sexiest emails (yes, sexy emails) on Really Good Emails, the best ones are the simplest ones.

What shocked me with TL;DR was the feedback we got. I got replies and messages saying how much people love the emails, from customers, but also from people who we know and respect within the industry.

So do you recommend shorter emails to your clients too?

Yes, always. They sometimes listen!

I guess it really comes down to your audience, if you are B2B and sell high value products and services, or send email-exclusive content, then there is a time and a place for longer form content. Generally, less is more.

Do you think email is the best channel to deliver short-form content then?

In my view, email is the best channel to drive people to your long form content, products or services. We try to keep copy to a minimum and let the design speak loud. You have a few seconds for people to act on your email, so I often encourage a ‘glance test’, which basically means you scan the email to see if the message and the desired action is clear, if not, you’ve lost. Most of the most effective emails on Really Good Emails are simple, yet bold.

That\'s some good advice. What else would you tell people? Perhaps something that you know now that you didn\'t when you were starting out...

I think industry average benchmarks and generalized stats are a waste of time; ignore them. Split test every email, document the learning, and set your own benchmarks.

What kind of advice would you give a client about newsletters?

Newsletters are dead. That old way of compiling press articles, news, customer stories etc and sending a single email out each month at a set day and time… So boring! Content should drive the email, and the content needs to be something relevant and interesting. I’m sorry to break the news, but no one gives a shit that you won an award or are featured in the local press. Write relevant and useful content, and push it out through email.




Lightning Round For Kicks & Giggles:


What was the most recent spam message you got in your spam box? What was the subject line?

I get emails all the time by people selling me stuff, I’m not interested, stop it. I’m really bad at this, but if i don’t like the look of an email i’ll report it as spam and block the sender. The most recent was someone selling me mobile app development with the subject line ‘Follow Up...’, which is funny cos i don’t remember the email they are following up.

What is your favorite book?

I skim books, I don’t really read them. I think the Getting Real by Jason Fried and David Heinemeier Hansson stands out to me, mainly cos I’m trying to turn our service company into a SAAS-style company, selling services as products.

Caffeinated beverage of choice: Coffee, Tea, Soda?

Coffee in the morning, Purdey’s with my dinner, then decaf tea in the evenings. So rock’n’roll.

Doug (right) with Ben (middle) and Dan (left), founders of MailChimp.

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An interview with Doug Dennison, CEO of MailNinja, about email agency life and creating emails for clients.

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An Interview with Emily Rusch, Email Marketing Manager and Matthew Culbreth, Senior Designer, about Peloton\'s email strategy.

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Before we talked with the Peloton team, what really stood out to us what how well they’d designed their emails. The transition from inbox to every other platform is visually seamless — and we’re always impressed with that kind of attention to detail.

Peloton’s emails aren’t just a pretty face, though. Their products may be designed to pump you up, but chatting with Emily and Matt, we learned how well they use email to keep the energy high even after a work out. From effective reengagement campaigns, using email to trigger social interactions, and segmenting class preferences into the most relevant info for members, they’re definitely on point across all aspects of their email game.

What are some of the most successful ways you’ve used email to interact with your customers?

We measure the success of an email through traditional email metrics (open rate, click-to-open, unsubscribe rate, and read rate) as well as if the recipient goes even further to engage with Peloton outside of the email inbox.

Our members are extremely engaged with their friends and favorite instructors on the Peloton Bike and App. Email has allowed us to engage with and support our community in other meaningful ways. First, by personalizing our emails with content that’s specifically relevant to our members, like weekly workout schedules and monthly activity recap emails. We also use list segmentation and triggered sends for things like local showroom events and our onboarding series to ensure all members are getting a tailored experience.

The first email in our onboarding series is an instructor quiz that goes out to members while they wait for their Peloton Bike to arrive. With an average 48% click-to-open rate, we are able to provide members with engaging content that will keep them excited about receiving their bike as well as guiding them to the best first-ride experience possible.

What is the hardest part of designing for fitness? How do you think that it differs from other industries? What are your unique challenges?

We think of ourselves as fitness powered in equal parts by technology and community, and we want to deliver on this promise in our work — by immersing our members, and potential members, in how the Peloton experience feels like. We also want to use technology to bring our members together and celebrate their achievements.

These features allow us to differentiate ourselves from the rest of the fitness industry, but they do introduce new communication challenges for us as a brand. Onboarding our members is a priority for us. Since their experience is only just beginning with the delivery of their Bike, we created a series of emails that helps guide our members through everything their Bike can do and all the different types of content we offer in order to make sure they get the most out of their experience.

Peloton emails really stand out with their visual design and imagery. Do you feel like it’s been worth the effort to build something that so nicely matches your brand?

About two years ago, we took a look at all of our emails across our different channels and wanted to see if there was a way we could both consolidate them visually, and push ourselves to improve the design experience overall, while getting our emails to feel more elevated. We also wanted to create a system of responsive elements that could be used across all our emails in various ways to give ourselves maximum flexibility.

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One of main things we wanted to do was to match our emails as much as possible to our existing design guidelines for web. Regardless of whether our members are viewing our emails from their phones or laptops, we wanted to make sure that no image, headline, or body text appears too large (or too small) in any context.

We created responsive components with device-specific sizing and spacing built in that we could then use across our email ecosystem. Building out these reusable components allows us to display multiple types of content while maintaining design consistency, and helps us avoid surprises when we test our emails across all devices and email clients.

By creating this design system, we were able to both create a better experience for our members, and increase member engagement. Since 2017, we’ve consistently achieved better performance than consumer product and technology industry benchmarks.

How do you segment the customer list?

We look at workout data: what type of ride that you do, do you ride in the morning or evening, the days of week you like to ride, etc. We use the workout history to try to send people the most relevant information to them. Then we also look at how long you’ve been a Peloton member, if you’ve used the Peloton app, if you’ve ridden the bike at one of our commercial locations.

What are some of your most successful strategies for retention and engagement?

Some examples of triggered campaigns we have for retention are what we call our Peloversary — when you’ve been a Peloton Member for a year, we send you an email. And that performs really well, people share on Facebook, and are really excited about it. We also have what we call our century club. When you reach 100 rides, you get a badge on the bike that is your century club badge and then you also get a free t-shirt. For that, there’s a triggered email that goes out once you’ve hit 100 rides and there’s a code to redeem the t-shirt.

We also have what we call Official Peloton Member Page which is a closed Facebook group, with over 80,000 people and it’s constantly growing. It’s the most active community we’ve ever seen. People are incredibly dedicated; helping each other. Seeing that trend, and knowing how people are clearly on Facebook and interacting with this page, we’ve added “share to Facebook” from our email.

Have you run any tests that have proven valuable for actionable change, like any small changes that you’ve kept in your emails that made significant impact in retention, quick through, or service developed customers?

One thing that we introduced almost a year and a half ago, is adding a cross-sell to many of our emails. So, you’ll see them normally in scheduled emails — if we’re launching a Boutique collection or we have a new feature or a new instructor, something like that. It has been really helpful, especially I think in the “Your Weekly Schedule” email. We have a visual further down (past the intro copy), and we tie that to the intro copy, and it really grounds what we’re trying to say. We’re also very conscious of how many emails we send to our Members, so we’ll use cross sells when we don’t want to send a dedicated email on the topic, but we do want our Members to be aware or reminded of the cross-sell subject.

Is there a book, podcast, or TED talk or something that has really impacted you lately or that you would recommend people check out?

Dan Ariely’s Predictably Irrational has a lot of gems in it. I use insight from that book to determine how many rides we should feature in the regularly scheduled email — because we used to have probably 15 rides that we would feature. The click through rate was really horrible, and it was just a mess. Now, we do three live and three on-demand. So, using the rule of three from the study that he did with jams and the supermarket. When you have an abundance of choices, you’re not going to make good decisions. That book has helped a lot with thinking about how to guide people.

Lesson Learned: Peloton knows how to bring itThey parlay their data into what’s most useful to members. They get people engaged with CTAs and links to social. And they see the value in both pretty pictures and seamless design.

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An interview with Eva Scazzero, Jessanne Collins, and Adam Pasick of Quartz.

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Including an awesome range of elements (animated GIFs, infographics, videos, and embedded surveys and quizzes), Quartz delivers some of the most engaging and interactive newsletters we’ve ever seen. Design-wise, they’re clean and consistent. Content-wise, they’re smart, relevant, and well-written. And the topics of their Obsession emails are random and nerdy enough to give you a killer edge at trivia night.

Gamifying their newsletter has yielded tremendous results: growing to 700,000 subscribers, they doubled the size of their subscriber base in 2017. Like a boss.

While a recent Digiday article covered Quartz’ content strategies, we wanted more technical details on how they make their email magic. We spoke with several folks over at Quartz about their editorial processes, segmentation strategies, and the particular challenges of designing for news.

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The Quartz newsletters really stand out with clean visual design and focus on content. Has it been worth the effort to design and build something that matches your brand?

Quartz is committed to developing news products that embrace coherence between editorial content and product design. The Quartz Obsession (a daily digression into the most fascinating corners of the global economy) was born out of this collaboration. Our readers love how focused this email feels, both editorially and visually, so it’s definitely paid off. — Eva Scazzero, associate product manager, Quartz

Do you feel that web page optimization is just as important as email optimization?

Quartz treats qz.com and newsletters as separate products so the optimization value is difficult to compare. Growth in both products is important but for different reasons. Given the nature of web platforms, qz.com has the potential for a wider audience, which is important for awareness. Newsletters have an opportunity to grow a deeply loyal readership, which is great for retention. Both are valuable and worth optimizing for. — Eva Scazzero, associate product manager, Quartz

How would you describe the differences in each newsletter type?

Quartz publishes five newsletters, they’re different in coverage and tone but share a common intelligent voice. Strategically, we tend to group them by daily or weekly inbox delivery in an effort to keep the user experience at the forefront. Our daily emails are the Quartz Daily Brief (which covers the most important and interesting news from the global economy) and Quartz Obsession. The Quartz Africa WeeklyQuartz Index, and Quartzy are our weekly emails.

How do you segment subscribers for these emails?

Segmentation of our subscriber lists are based on a reader’s region [and time zone]. If you live in Hong Kong you’ll be getting the email at a different time than someone living in London.

What has been your most engaged or most successful email? How do you measure success? What made this email work?

The most important key performance indicator is the total number of active subscribers we have per newsletter. We measure engagement based on a user’s open rate. We consider those who are consistently engaged with our emails, “active”. This metric comes from a belief that our content is worthy of being opened, and if it’s not we force ourselves to think about how we might improve.

Some of the recent Obsessions with high open rates include AIMPantoneThe nostalgia economyFICOJellyfish, and Concrete. Besides open rates, we look at the qualitative feedback we get from users who are replying to the email, or interacting on Twitter. Some topics provoke more conversation than others (dowsing actually proved a bit contentious) but if I get even one response that says “I didn’t think I was going to be interested in this topic, but I learned some fascinating things” I count that as a successful email.

What are the goals of the Quartz Obsession?

The goal of the Quartz Obsession newsletter is to provide readers with a deep dive into a fascinating corner of the global economy. We dig into phenomenons and surface stories that readers didn’t know they cared about. This happened to me when I read our email about Maple Syrup. — Eva Scazzero, associate product manager, Quartz

What is the hardest part of designing for news? How do you think that it differs from other industries? What are your unique challenges?

I would argue the integrity standards in journalism brings up interesting questions in our design process, more than in other industries. For example, how quickly image credits load may affect the perceived legitimacy of the story.

Strategizing for significant long-term growth while maintaining day-to-day product quality can be challenging. We invest heavily in deepening the loyalty of our existing readers and see value in that. As a product manager I’m aggressive about prioritizing the most urgent user-facing issues first before dealing with the backlog of email improvements.

One practical strategy we use to balance our short-term projects with our longer-term plans is by making space and time for design and editorial teams to meet. This is the best way our products are going to evolve, and we support that by adjusting our email product roadmap based on unanticipated needs or ideas. — Eva Scazzero, associate product manager, Quartz

What does your build-out process look like? Do you go in thinking layout first, content second?

How we’re setup right now, editors place their email content into a template that the product team has built for them. The product team is available for support but editors are pressing publish on all emails. We notice that giving editorial teams access to preview emails and the ability to play with elements before pressing send improves the quality of the product overall. — Eva Scazzero, associate product manager, Quartz

What’s one thing you thought you knew about email at the beginning that you now understand differently?

I think we misjudged how open the biggest fans of newsletters like the Quartz Daily Brief would be to new and different products, like the Quartz Obsession email, and our pop-up email products. There seems to be a common bond among our products that resonates with our most loyal fans. — Adam Pasick, push news editor, Quartz

Has the QZ news chatbot app impacted the newsletters in any way?

The app, released in early 2016, works as “an ongoing conversation about the news, sort of like texting: We’ll send you messages, photos, GIFs, and links, and you can tap to respond when you’re interested in learning more about a topic.”

I think you’ve seen some of the conversational tone and voice of the app leak into some of our emails, mostly at the margins, and there is certainly a lot of cross-pollination in terms of the stories we write and the staff that writes them. But it’s really important to us that each of the different emails and other editorial products has a distinct editorial voice and focus. — Adam Pasick, push news editor, Quartz

If you were going to hire an employee to work on your emails, what traits would you look for?

On an abstract level, I love working with those who adapt quickly to change and have a genuine desire to learn things outside their own discipline. These attitudes are helpful when unforeseen problems come up that demand to be understood, solved, and communicated quickly. — Eva Scazzero, associate product manager, Quartz

What digital tools do you use the most? What could you not live without? Top apps

Slack, Google products, Airtable for editorial planning, GIPHY.— Jessanne Collins, Obsession email editor

What’s a book you’d highly recommend?

I loved Quiet by Susan Cain. Reading it made me aware of my own needs as someone who thrives off both people and solitude. I like to think I’m a better product manager because I read it. — Eva Scazzero, associate product manager, Quartz

Lessons Learned: really good newsletters are awesome for building seriously loyal readers. (Thanks for being the best, by the way!). Besides that, segmenting for time zone is a good idea and so is regularly making space for editors and designers to meet. ’Cause growth is a team sport.

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An interview with Chris Kaundart, Trello’s Email Marketing Manager, about how he handles the email for a large brand by himself and all that entails.

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As a sleek tool for streamlining productivity, Trello is hard to beat. But what they also do well (and what’s most important for our purposes), is send clean, efficient emails that look pretty and do good work. And, as is the case for so many of you brave souls out there, it’s a small team making big email magic.

In our State of Email Survey last year, we learned that at least a quarter of y’all are flying solo on the email jet stream. And that’s true for Trello, too. Chris Kaundart is the man behind the emails at Trello, and we chatted with him about how he manages as a team of one, what his QA process looks like, and what he’s learned about email strategies for product engagement.

How would you describe how Trello uses email? Is the goal to convert new users, update existing ones, upsell paid plans?

One of the big ones is to drive a lot of traffic to our blog. We have a content team that does great work on the blog. Most of our content is very productivity focused (a lot of it’s not even about Trello specifically), but we use our newsletters to serve up blog content. We also focus on just encouraging use of the Trello product.

So what strategy has been most successful for encouraging that kind of traffic?

Since I’ve started, I’ve worked to simplify our newsletter in some ways — it’s pretty good looking now. Our designers did a great job, and we stripped away some of the design elements on it, and just keeping things simple has helped a lot.

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Great dev practices. Fun design. Trendy use of emojis.

","originalWidth":680,"tags":[],"title":"7 Tricks for managing the chaos","companies":[{"slug":"trello","name":"Trello"}],"collectionTags":["newsletter","newsletters"],"litmusApiDate":1573750248342,"screenshots":{"OL2019":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONE8":true},"publish_date":1510670993,"popularityScore":0,"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true},"categories":[{"name":"Newsletter","slug":"newsletter"},{"slug":"saas","name":"SaaS"}],"originalHeight":2144,"slug":"7-tricks-for-managing-the-chaos","hasPrimaryImage":true,"submitter":{"role":null,"slug":"Really Good Emails"},"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"hasHtml":true}},{"type":"text","content":"

What did you learn from running tests?

One of the older newsletters had this huge graphic on the top. And it was this thing where one of our marketing team members would spend like an hour just making this graphic every week. We ran a test, and in a version we sent that didn’t include it, the conversion rate was close to 5% higher. So, it saves her a couple hours a week and helped us focus on the content side. We do a lot of things like that — CTA testing, etc.

I was kind of surprised by a test we ran recently where we tested a CTA as a link versus a button, and the link actually did better. I was expecting the button to do better, but the link had a significantly higher click through rate.

The new branding rocks! How do or did you translate that to your existing email templates?

We did a lot of testing of our old newsletter to try to figure out what works and what doesn’t. And one of our designers who has a knack for email marketing (Samantha Gobert), she tried to come up with a new beautiful design that jumps straight into the content since that was one of our big lessons — that reducing the clutter at the top improves click rate.

So, we did a lot of brainstorming as a team and looking for what looked good (we thank Really Good Emails for inspiration on that!). We collected examples of things that looked good and modern, but we also didn’t want to just follow trends, too. A lot of people are doing white background emails, that’s very popular, so we wanted to be a little different. So, she figured out a way to add a cool background gradient. It actually works in Outlook, too!

"},{"type":"email","content":"

https://reallygoodemails.com/emails/a-brand-new-trello-view/

","slug":"a-brand-new-trello-view","email":{"categories":[{"slug":"newsletter","name":"Newsletter"},{"slug":"product-update-new-feature","name":"Product Update / New Feature"},{"slug":"saas","name":"SaaS"}],"slug":"a-brand-new-trello-view","hasPrimaryImage":true,"submitter":{"role":null,"slug":"Really Good Emails"},"collectionTags":["new","release","gradient","product","feature","update"],"hasHtml":true,"originalWidth":680,"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"tags":[],"litmusApiDate":1572370538837,"publish_date":1527521282,"title":"A Brand New Trello View","litmusApiData":true,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"popularityScore":0,"screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONE8":true},"originalHeight":1468,"content":"","companies":[{"name":"Trello","slug":"trello"}]}},{"type":"text","content":"

As a team of one, we’d love to hear more about your process. What does your typical build-out process look like? Do you go in thinking layout first, news / tips second? How long does it take?

I’m a team of one who also draws on work from people on a number of other teams to put our emails together. I’ve mentioned Samantha Gobert (one of our Marketing Designers), but I also get amazing help from Lauren Moon (one of our Senior Content Marketing Managers), Jessica Webb (one of our Product Marketing Managers), and Lexy Greenwell (one of our Marketing Analysts).

The process is generally that we get a layout or template that works and then don’t really deviate from that for a good chunk of time — as it’s costly for me to update design on emails every week, so it’s not very practical for me to do that. So we focus a lot on lifecycle things — we want to look at user experience and figure out what works and set that in place. In terms of newsletter, my colleague Lauren will look at what’s been doing really well on our blog and pick the content to feature in our newsletter, and I’ll do the set up and prep. But we don’t do unique design updates because that’s not cost-effective for us as a small team.

The build-out usually take a week or so — if we have a newsletter next week, this week on Monday or Tuesday, she’ll pick the articles she wants to include. Then we’ll go back and forth with the team on the copy, and by the end of the day Friday, the email is almost done — so usually 4–5 days.

Do you use Trello to plan out upcoming emails?

Of course we do! We don’t do a lot of the things retail companies might — like promotions and things that would need to go on a calendar. We generally send a newsletter twice a month, so there’s a relatively fixed timeline. Say for example, the newsletter goes out on Wednesday, work starts the week before.

We’ll use a card on our Content Team’s board to solicit feedback, discuss relevant details on the email, and get approval from the right people.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/introducing-hundreds-of-trello-sample-boards/

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This is a beauty! Short content + beautiful illustrations + gradients = really good email.

","hasPrimaryImage":true,"popularityScore":1,"originalHeight":1148,"hasHtml":true,"title":"Introducing: Hundreds Of Trello Sample Boards!","publish_date":1532706718,"litmusApiDate":1571862412887,"slug":"introducing-hundreds-of-trello-sample-boards"}},{"type":"text","content":"

What does your QA process look like?

After we’ve settled on all the copy and the email is ready to go, we have it set up in our ESP and send proofs to the team. The team uses a checklist to check everything off. After that, I will look at it as part of that review process and as part of the set-up process. Then I’ll take a step away from it for a period of time and come back with a clear frame of mind and double check. I also tend to be kind of paranoid, so usually the morning of, I’ll go through it one more time with our checklist. It’s common for me to QA an email 3–5 times, in addition to my teammates checking it as well.

Is there a situation where you have an ask from the marketing team that you have to push back on? And how do you navigate that?

I never enjoy telling anyone no. But seeing how the opportunity cost of me working on an email is pretty big (I can only work on one thing at a time), it forces me to be more selective with how I spend my time.

Generally, I’ve tried to put some friction in our email request process. If someone wants to email our users, I ask the requester to justify why it will benefit them. Emailing our users is a privilege, and it’s one I take really seriously.

The key to all of this, though, is clear, honest, and upfront communication. On our request board, I clearly lay out how I prioritize requests and what we will or won’t do. It seems to work fairly well — we’ve found a great balance.

Seems like some of your campaigns are very seasonal. Is there a time of year or holiday that drives more signups/engagement?

When possible, we try to naturally align our emails with bigger things that may be happening. Since we’re a productivity tool, we’ll do something bigger than usual come January to align with New Year’s Resolutions and things like that. When it makes sense, we align our product with something more seasonal that may be going on. If a major event that may be going on — like Atlassian’s summit last year, we had a big product announcement as part of that.

What does your onboarding look like for new users? Do you have a metric that you measure that will make a user more successful long term (Inviting teammates, creating boards, etc.)

That’s one where we’re still trying to crack the formula. One thing we try to look at is if someone signs up for Trello in a given week, do they come back the week after? We try to measure that, as it indicates if someone is getting value out of Trello. Then I also just go off of click-through and open rates — are people actually accessing the content via email.

We’re still developing our deeper engagement metrics around email, but we’re really looking into things like return rate (weekly, monthly) to see if our emails are helping users find value in Trello.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/boards-lists-cards/

","slug":"boards-lists-cards","email":{"content":"","hasHtml":true,"tags":[],"originalHeight":971,"originalWidth":680,"hasPrimaryImage":true,"companies":[{"slug":"trello","name":"Trello"}],"slug":"boards-lists-cards","litmusApiDate":1575487205503,"accessibilityIssues":{"accessibility-heading-tags":true,"content-titletag":true,"accessibility-htmllang":true,"accessibility-metacontenttype":true},"popularityScore":0,"publish_date":1429780602,"title":"Boards, Lists, and Cards- Oh My!","submitter":{"role":null,"slug":"Really Good Emails"},"categories":[{"slug":"app","name":"App"},{"name":"Onboarding","slug":"onboarding"},{"name":"SaaS","slug":"saas"}],"screenshots":{"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true},"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"litmusApiData":true}},{"type":"text","content":"

Do you segment?

One thing we don’t do is we never look at someone’s content in their Trello boards or account — so we don’t have a great read on what people are using Trello for. So, segmenting has been a particular challenge. We’re exploring other ways to learn about our users like soliciting feedback and exploring some segmentation around their interactions with our emails.

How has your email changed over time? Was it based at all on customer feedback?

The biggest change in our newsletter was the new design, and it simplified things in a lot of ways and let us focus on getting the right content in there. So, our readers are definitely clicking on it more, so I take that as a sign that we’re getting more of the content they wanted in the newsletter.

I really think that even though we have this beautiful design that has some complex things in it (like the gradient in the background), I think the biggest thing is that it’s simpler. I’m just laser focused on making it easier. When I work on an email, I just want it to be as easy as possible for the reader to consume. The actual metric might be click rate, but I frame this internally as our content was easier to consume.

What’s one thing you thought you knew about email at the beginning that you now understand differently? Anything you would change in your emails now that you can look back on it?

This may not seem that big, but I never thought emojis would work in subject lines. I just didn’t see it… I thought it was too unprofessional, but it works.

What’s one of the biggest lessons you’ve learned about email to share with the world of people trying to do email better?

Don’t think about yourself when you do it. Think about what benefits your subscribers. What do they want your email to do for them? Put yourself in their shoes and think about what they really want. If you do that, you probably won’t need to worry about deliverability or really poor engagement with that. Your click rate will be better because you’re doing what they want.

Any reading recommendations — email related or just for generally being a better human?

There’s an email newsletter called Morning Brew that I’ve really been enjoying. I’m trying to wean myself off of a lot of social media and content with an agenda. So, there’s two email newsletters that provide me with great information without all the noise of quick reactions. Morning Brew and Axios — which offer news with a very neutral political view.

Lesson Learned: Simplify, simplify, simplify. Put yourself in your customers’ shoes and provide them with something useful. And even if you’re mostly on your own, get a few extra folks to look things over — typos are the worst.

"}],"secondaryAuthorText":"Host","type":"article","categories":[{"name":"Case Studies","slug":"case-studies"}],"partnerSlugText":"With partnership from","originalHeight":1200,"title":"How Trello’s One-Man Email Team Manages to Make Email Magic","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},30140:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","hasPrimaryImage":true,"originalWidth":820,"primaryAuthorText":"Author","slug":"lessons-learned-typeform","publish_date":1541394000000,"categories":[{"name":"Case Studies","slug":"case-studies"}],"isDraft":false,"originalHeight":512,"authorSlug":"mike","description":"

An interview with Suzie Docherty, Typeform’s Email Marketing Manager, about how simplifying design and targeting behavior improves performance.

","content":[{"type":"text","content":"

We’re pretty used to talking to Siri or Alexa these days (robot overlords though they’ll probably turn out to be), but filling out online forms can be right up there with standing in line at the DMV to make us feel like a cog in the machine. Not so with Typeform.

Offering templates and tools to build everything from job applications to wedding invitations to trivia quizzes, Typeform strives to make data collection personal. Conversational. Fun, even! After going through a huge rebranding over the past year, Typeform has made it a point to really foreground the humanity behind online forms. And they’ve sent some pretty great emails about it.

So, we were excited to chat with Suzie Docherty (Typeform’s Email Marketing Manager) about the opportunities that emerged from the company’s rebranding, the importance of the human connection, and the challenges of engaging such a broad range of users.

Typeform just went through a huge rebranding process at the start of this year — what has that process looked like, and how has that affected email and your job?

During the rebrand, we actually took the opportunity to move ESP as well. So, we shifted from the old automation platform and also shifted to the new-look emails. I’d say that the new look is a work in progress. We’re constantly working on the actual email designs to bring them up to scratch because there were obviously quite a large number of them to change and improve. But one good thing about that, actually, is that it showed me the need for simplification of a lot of the stuff that we do.

So, what’s a specific place where you saw an opportunity for simplification?

One of the areas we’re currently experimenting with is our onboarding emails. Onboarding is one of those things that’s in a constant state of flux — you want to keep changing it, optimizing it, and hopefully not rely too much on email to get users to value to be honest. We have quite a complex journey at the moment, which is segmented by plan. So whenever you change your plan, you get a different set of emails. That’s quite hard to maintain and optimize. We’ve got some theories about things that might work, and we really want to streamline the design, so we’re testing a few things right now that should make them a lot cleaner and effective.

Typeform’s current onboarding email.

What kinds of emails have the best performance for Typeform, and what do you measure?

We measure all the standard things, you know, click through rate, open rate, all of that usual stuff. We also look at engagement with the platform after the fact, obviously, to see what direct impact X campaign had on a related event or a related feature, and the monetary impact where possible. Also we’ll look at things like social media to see the response, as interaction with our audience is really important to us.

For example, one of the recent ones, our GDPR email (a really unpopular subject that we were quite nervous about sending an email on anyway) got an amazing reaction on social, which is something we just never predicted.

We kind of went with something a little bit jokey when it came to the copy. It was the first time we’ve actually ever thought about holding back on an email. It’s a subject we took really seriously and we wanted to be sure we were striking the right chord given the subject. But, being Typeform, we couldn’t just go for the functional — we had to stay true to our voice and be playful with it. But people really responded to it because they loved the fact that it was just trying to — not make light — but make it more palatable and more approachable. Human, as we would put it.

Typeform’s GDPR email.

That’s a good example of how something that you have to do, something that is more functional, can turn into a boost for you and can really have a nice effect. The responses on social were great for that.

Similarly with our Black Friday campaign. We simply tested the subject line for that one, which, I admit, I don’t know if it worked every time, but the subject line was, “I bet this email is about Black Friday and this one, too” with emoji hands pointing up and down. And when it did land — which it landed quite a bit — the social response on that was fantastic as well.

Typeform’s well-played Black Friday subject line.

So, I think on these ones, you’re not always just looking for the open rates or platform engagement. It’s making people excited about receiving the email and understanding that there’s a human behind them.

What are you most excited about with your email program?

I think it’s quite a good time for us because we’ve just recently restructured. So we’re drawing on the knowledge of lots of different teams now (Growth, Customer Experience, Marketing) to really try and look into what we’re doing across the board, trying to optimize and experiment a lot more than we’ve been previously able to. It’s always the case, if you get more buy-in from lots of different people, you can make things happen a lot more.

In terms of a single feature I want to experiment with more — we actually have one where you can start filling out a typeform in an email (depending on what type of question it is). I’d love if we could start sending a full typeform that can be answered directly in an email, but this is a good start. I think it’s such a USP, being able to market a product through using it.

How does Typeform approach email and which projects to prioritize? How long does it usually take to get an email out the door?

We always try and be conversational and to relate to people. But even more so in email, we always want to ensure we’re providing value. When creating a campaign, I always try and think about how I would feel on the receiving end of it. I think that’s something that we all do here, no matter the discipline — we’re all quite good at considering the human aspect.

At the moment we’re trying to not just think about email, but all the other touch-points in a far more comprehensive way. We’re also trying to be far more collaborative. Basically, anyone can bring an idea for a project. If there’s a good one which could have a direct impact on the user experience or revenue , we’ll try and prioritize it. We’re trying to shift to a far more holistic cross-channel strategy, so that can impact the timescale. The volume of work, I would say, is quite large — particularly since until very recently, I was a team of one. I was doing the copy, strategy, testing, and everything for email, so that could sometimes prevent things moving as quickly as I would have liked. So, it kind of depends on where the initiative’s coming from. Sometimes it can be as quick as a day for a single email, or it can take a couple of weeks for a full campaign. It just depends on the scope.

What kinds of tests are you currently running? Are there any that you’ve run lately that have been interesting? Any results you can share?

We’re of course running simple ones constantly — standard copy, subject line type tests all the time. One thing we’re really trying to understand more is the impact of email as a channel, so that we can measure whether email is actually the best medium for any specific communications.

Not so much for A/B tests, but increased personalization is really important to us right now, so it’s something I really want to improve in our emails. No conclusive results yet, but we’re working on it! We’ve definitely noticed whenever we use the name of the person’s typeform [e.g. your “Game of Thrones Quiz”] in the email or in the subject line, that tends to get quite good engagement for us. We’re quite lucky with the tool that we use to automate our emails (which is Autopilot) as there’s actually a Typeform integration in it, so we can also trigger emails based on people’s activity on a specific typeform.

Because Typeform’s a fantastic product, it’s got loads of different uses, but we’re aware that people sometimes don’t know what to do with it after they’ve used it for their specific task. So that’s where we need to step in with relevant content. But we found that if we use the name of the last Typeform that they used (e.g. “Jenny’s Party Invitation”) in the email subject line, then we can send different use cases and different bits of inspiration based on what they last did. That’s something that tends to work quite well for us .

Do you have other re-engagement strategies or strategies for getting people to use Typeform more than once?

That’s an ongoing challenge, obviously, and something we’re testing a lot. I would say providing a combination of product tips, inspiration, and new feature releases are some of the key elements we employ just now via email. It’s definitely a work-in-progress, but giving inspirational cases and really showing other use cases has been the most successful thing for us.

What are the challenges in sending those re-engagement emails?

One of the big challenges is knowing what the next successful use case would be for that person. Essentially, people use Typeform to collect information from people that matter to them. So, this varies hugely between a business or a personal use. If someone’s using it for business for something like a job application or survey, those kind of things, you could potentially go on to do loads of different things with it. You can also use it for quizzes, for polls, contents, tests. Because it is such a useful world product, trying to pinpoint exactly what to engage people with, at the right time, is a bit of a challenge.

Earlier you said you segment by plan. Do you also segment by sort of business and personal? Do you have other segments, or is that the primary?

The plan segmentation is really just for the initial messages. We use a lot of actions in the platform to determine what we would send for behavioral things. So, if someone has been actively using a certain feature, has been doing this, that, and the other, we can segment by that. It’s really important to us that we look at the cues people are giving us through their actions and inactions, so that we can try and understand their needs and provide value at the right time. Also, we’re trying something pretty simple just now — asking people what they’re looking for directly. We’re a conversational platform, it’s important that we practice what we preach to get people to the right place.

What is your biggest headache/pain point in email?

One of the specific challenges is understanding the people that we have using our product. Because Typeform has so many potential use cases, really trying to understand where people want to go next can be a big challenge for everyone. So trying to ensure that we’re sending the right kind of content to people is vital. Keeping it relevant to the individual is a bit of an ongoing dilemma.

Are you ever afraid that you’re maybe over-communicating things? How do you manage that cadence?

I think it’s striking the right balance and owning the strategy by having data to back up our decisions. So, finding a balance between our business needs and what people will benefit from is the goal.

I always try to minimize where possible. You don’t want to be irrelevant to someone — that to me is the worst thing if you’re an email marketer. So, erring on the side of caution is important. But at the same time, one of the principles that we’ve written into the email team is just to be there at the right time. So, what that right time is, I think, depends on the content and the purpose of the email, and the user’s behavior. If that right time happens to be one day after you’ve received another email, I think that’s okay.

Do you like having control of the copy and subject lines and seeing what works? Do you like having access to the data and knowing if a certain word is performing really well, or is that overwhelming?

For me, there’s been a real satisfaction about working on the copy, but it’s something I’m less hands-on with now since we have some great copywriters here. It’s full of surprises. It’s often things that you don’t necessarily think are going to work that have surprising results. But it is nice when things are justified in your head about ideas that you thought might work. Especially when you get a follow up on social and it works in that way as well. It’s nice when an email makes it out of the inbox and onto another channel.

Especially after this rebrand, Typeform seems very culture-focused, especially on social. Is there a model you guys are pushing forward as a company, or is there something you try to think about every time you send an email?

Yeah, definitely. Thinking about the people behind anything is something that comes from from the core of Typeform. It’s the people in the company that really make it an interesting and special place to work, but that same feeling goes through to everything that everyone does, and probably more so in email and social than anywhere else because it’s that direct connection with our audience. So, that’s why I said for me it’s always so important to really think about who you’re talking to and not to patronize and always to just write it like you would talk to someone. If you wouldn’t say it in a conversation, don’t write it because that’s how it should always sound to us. That’s really important.

What’s something you look forward to seeing in your email inbox?

Something surprising, no matter what it is. So, if it’s just not what you’re used to seeing from every other email, then that’s good for me, and I will probably bookmark it. One of the recent ones that comes to mind — there’s a really good newsletter that a lot of us have signed up to called The Hustle. It’s kind of a marketing newsletter, but they basically spice up what other people might deem boring information. And they do nice work with their subject lines!

Lesson Learned: It’s a fact — we gravitate toward brands that don’t take themselves too seriously. So, be playful. Be helpful. Give your users new ideas, keep things simple, and always be human. Unless you’re a robot. Then be a robot.

"}],"title":"How Typeform Keeps Their Emails Human","type":"article","secondaryAuthorText":"Host","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},58657:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"mike","slug":"lessons-learned-vox-media","content":[{"type":"text","content":"

I never would have guessed a book about burlesque could teach us something about newsletter engagement. Or that one person could successfully wrangle over 400+ monthly newsletters across 8 brands. But those are just some of the ways that my conversation with Annemarie Dooling, self-described “reader whisperer” for Vox, kinda blew my mind.

Before Annemarie stepped into the newly-created role last fall, she told me that “newsletters at Vox were sort of a tertiary project to work on when you had extra time. And every brand in the company was figuring it out on their own.” But after Annemarie and her team’s aggressive reader acquisition tactics for Racked grew their list to over 230,000 subscribers, Vox put her in charge of applying their strategies to all Vox brands.

(That’s: EaterCurbedRackedRecodePolygonthe VergeVox.com and SB Nation!!)

Our conversation touched on successful growth tactics, attention to traffic sources, successful re-engagement campaigns, and how newsletter subscribers are amongst the most engaged readers online.

How has your role with Vox evolved into your current position?

I was running the programming at Racked.com, and we had done some experimental things with our newsletter because we were small and no one was watching us. So we changed our newsletter completely — first from an RSS feed to a curated newsletter, then from a curated, handwritten newsletter to something that was more seriously pegged on shopping. So, we had affiliate links, we had discount codes, we had shopping recommendations, we had product reviews, and then that’s sort of the point when the newsletter really started to hit its stride. And soon our list ballooned up to 230,000 subscribers! We had a Facebook group for our readers to discuss things with each other, and we were making money off the affiliate links too. That was sort of the moment when the company was like, “Okay we need that to happen across all the brands,” and so they made this position.

So now I sort of do that with all of them, although it seems like most of my job is things like deliverability, and sender reputation, and templates, and things that no one else at the company understands. So my job sort of spans between that. And, it’s just me. Each brand has someone who is responsible for putting their newsletter together, and only Eater.com has a dedicated newsletter editor. All of the other brands have editors who have a myriad of other duties who also put the newsletter together. So it’s not always forefront in their mind, which is why I do a lot of hand-holding — everything from helping them build a complete strategy, to technical troubleshooting. So my role is sort of unique in the company in that I am embedded in each brand, and what I do for each brand is completely different.

What’s something that’s come up that you weren’t necessarily anticipating as you stepped into this role?

A lot of training. I had to train our editors on how to respond to newsletter readers, which I didn’t anticipate. I started as a community manager, so I always come from this place of you have to reply to people when they email you or respond to you. But it’s been really interesting, and I’m hearing from a lot of other news sites that you actually do need to sit down with someone and be like, “This is a person that you respond to. This is just aggravating, do not respond to it.” So that’s been really fun for me.

So what are some of the things you’ve had to teach people?

Well, first of all, you do not have to respond to every single person. Recently, I heard that one editor got several hundred replies to a newsletter and she did respond to every person. She made a Google spreadsheet and made checks next to them. And I wasn’t aware she was doing it ’til she was done and I was like, “Oh my god you must have spent so much time on this!”

But I also teach people to reply in a way that’s just like you’re talking to your friend. Don’t think you’re replying to a business or a marketing email. And also, asking yourself if that might lead into any other content? Is there anything this person is saying that we can use to hook them in a tiny bit more? Are they giving you a quote that we can use somewhere? Is it a nugget of an idea for a story?

I wrote for Racked about a year ago how much I hate jeans. I hate them, they’re so uncomfortable. And I wrote this whole missive about it. And I got 20 replies, most of them from older women, which was great because it was an audience we had not considered. Ever. And I got all these replies from women 60-plus who were just like, “I haven’t worn jeans since 1965.” So, first of all it was adorable, but it also gave us this really good idea that there are people reading our content that we hadn’t even considered in this different age group that are shopping and looking for specific things.

How do you think you were you so successful with growing the list at Racked?

I’m a pretty aggressive audience development manager, and I knew we had to grow it fast. We put newsletter sign-ups across every single post on the site. We did pretty much everything that you can do to alert people that we had a newsletter. Because, the list was maybe eight years old but it was dormant for quite some time. And the people who had initially signed up for the list had signed up for a sample sales list, which is really nothing like what we were doing anymore. It took a lot of re-engagement campaigns, and weeding the list so it was healthy enough to arrive in inboxes again.

Our success was a big combination of just being super aggressive and smart about strategy and not quite so much about nitpicking about content. Obviously the content is super important, but there’s this whole other realm of things that no one at the company was even thinking about because they were more technical or a little bit more marketing-y.

What are some of the strategies you’ve used to build out your email list on the other brands, and what’s been the most successful, would you say?

It’s very different for each brand. But the thing I like to always tell the brand is that they should utilize every single tool that they have at their disposal.

We try to figure out where the bulk of traffic is coming from and how we can, in a way that’s native to that platform, seamlessly encourage people without being too pushy. Without pop-ups, without that kind of thing. But like, “Hey you enjoyed this. Here’s this thing over here,” and get them to sign up.

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The VoxCare email grew out of a sponsored email, then turned into a service email about healthcare, and is now a community-based service email with an active Facebook group. It’s a great example of how to cohesively take the newsletter conversation and extend it.

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So to that end, we saw that we were getting a lot of traffic through Google AMP. So we had our product team spend a very, very long time creating a newsletter sign-up that would work on Google AMP because our tool just did not work — it would disappear if you opened the post in Google AMP. The sign-up prompt would just go away. And that’s where most of our traffic was coming through, so it was mind-boggling and upsetting to me on multiple levels. So we created the sign-up prompt for Google AMP and sites that are using it are seeing an uptick in subscribers.

And then we did the same thing for Apple News, because we noticed that there were some brands (The Verge and Recode), that just kill it on Apple News. It’s totally their audience. It’s people who want to hear from them — every alert that they send out gets a great response. So we created a way for them to have newsletter sign-ups through Apple News and that’s been working really well for them, too.

How do subscribers differ across brands? And are most people opening the emails on their phones? What sort of trends have you noticed?

Yeah, they’re mostly mobile readers. We tend to break our audience down by where they come from [in terms of traffic]. And newsletter readers spend significantly more time on-site than readers from any other platform.

I pulled the numbers last month and newsletter readers were spending about a minute fifty seconds [1:50] on the site, and about a page and a half, usually a little bit more. Whereas Facebook readers would spend 40 seconds on the site and weren’t even reading an entire page. They’re just zipping in and out, they’re clicking a link and then gone. Which, even for mobile, is very quick. So it was a pretty significant difference.

It became pretty obvious to me that the newsletter readers were a group that, although they were significantly smaller, we could put things in the bottom of the page that they might read or share. We can think a little bit differently about how they are viewing things.

And then of course this is obviously a group that likes to engage more. They want to speak to us. They want to talk to us. Vox.com had a video series called Borders and had a corresponding newsletter, and they had asked their newsletter readers, “we want to share this video in other languages on YouTube, but we cannot write the SRT files because we don’t speak these languages natively.” And their newsletter readers transcribed the SRT files in other languages for them. So that newsletter audience is not only more engaged from a statistical standpoint (reading, time on site), but just overall wants to have the back and forth, and the relationship with the news that they’re reading, more than our other audiences.

What are the goals of each newsletter? Are clicks the main KPIs you look at? Or do you look at other metrics?

I certainly look at clicks as a measure of the health of the overall newsletter program. I look at open rates and click-through rates. And some of our brands do better in page views via newsletters than they do via other social networks. Eater gets more traffic from newsletters than Twitter. So that is certainly a measure to me that we’re healthy, but engagement is probably my top ROI.

I want people to return. I want them to share with people. I want them to respond to us and get a response back. So things like that are top KPIs for me. When I put my reports together for my executives, I will definitely put at the top that Sally from Curbed got 200 responses to her last email, over how many page views we got.

How do you integrate advertising into your newsletter designs?

We use LiveIntent, which I think a lot of other people do. But we’re starting to experiment with using newsletters with our branded content. So we have branded content that lives across the sites and across other social networks, and we’ve just created templates for how it will live in our newsletters as well in a way that’s unobtrusive but also you know it’s branded content — it’s good content, it’s just also branded. So you might click on the Panera Bread ad, you might not. But you definitely know that it’s an ad.

Have you run any interesting tests that have yielded interesting results?

We ran a test on Racked where we did a timed email, a journey. It was called, “Get your shit together,” and it was sort of a spring cleaning thing, but during the fall. It was like, okay you want to clean out your closet or get your bathroom together or just get your life together, and it’s going to be four emails. The minute you sign up you’re going to get the first one, and you don’t need to start any specific time. It starts whenever you start. And we wanted to see if that would continue as long as we promoted it, or if it would just keep going and keep going.

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Very much on-brand in many ways from link colors to logo animation. Short and concise with context around a specific topic I might care about–which matches the title. Text based with links instead of heavy on the images across the board. Actually looks more beautiful on my phone than my desktop. It’s bleedingly short and that feels like a breath of fresh air. I want to open all the Polygon emails now. Seems like all the Vox Media brands are investing in good emails.

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So we had someone on our team create one edition that was like, “How to clean out your closet,” and another one that was like, “Selling resale groups or tailoring your clothes, what should you do?” General get your life together stuff. And then at the end we invited them to sign up for the regular Racked newsletter or follow the Facebook page, join the Facebook group, any other number of ways to be in touch with us. And we did get the initial bump in sign-ups when we first started it.

I think that is largely related to the fact that we, as editors, were doing the program as it started as well. We were on Twitter, we were on Facebook being like, “I’m cleaning out my closet today. Here’s a photo,” or like, “I did this,” or “I just tailored these pants.” And of course, once we finished, there wasn’t that impetus there for people to follow along with us. But people still have done it, and we still get emails from people, and we’ll still see tweets sometimes that are like, “Just finished the Racked get your shit together challenge, and I did my closet and here’s a picture of the closet.”

So it does continue, and it has actually been a model for I think what we’ll be doing with some different brands going forward with some other kinds of time challenges like that. It had a very good open rate. More than half of the initial list opened the first two emails. And then something like 20 or 30% got to the very last email as well. So they stayed engaged through the entire program.

Have you noticed any trends in what leads to subscriptions or unsubscribes? Any sort of overarching idea on this is why people disappear?

That’s a really good question. It’s something I’m thinking of myself. I think that people do get email fatigue, but I’m trying to see exactly how that line is drawn. Because our Eater brands send out two emails a day sometimes, and their readers are not fatigued. We actually did an entire dive into it — like, okay, for the time spent on this second email are you getting enough ROI out of it to continue, or should you use that time towards something else? And came to the agreement that it was fine, they could continue doing it. They were getting a lot of value out of it.

So, I’ve seen email fatigue in some of our bigger lists, the drop-off. The lists will reach 250 or 300 thousand and all of a sudden you’ll see large amounts of drop-off, and people aren’t reading as much. But I’ve come to the conclusion that it doesn’t have to do with exactly how many sends, it just might be that your topic gets a little bit stale.

That’s another reason I’ve been experimenting with these time journeys. We can have something that you don’t need to spend everyday working on, that’s sort of a passive newsletter, and then just continues to amass a list. And then if it stops, you’re not working on it anyway. So I’ve been trying to think about time spent on this stuff, especially because I’m a team of one, and each of the brands doesn’t have a dedicated person.

Do you have a particular email or email campaign that is near and dear to your heart? That is just like, “Oh I love this one!”?

All of them. I love them all equally. The two that I think that are really standout here are the

Eater pop culture newsletter and Recode Daily newsletter.

The Eater one is about what to read or watch that has to do with food. They have a corresponding Facebook group, and the Facebook group is so passionate — they get into heated debates over David Chang and are very, very polite but also heated. And it just reminds me how passionate people can be about food. It’s one of those newsletters that sucks you in.

And the Recode Daily newsletter is short, and the editor who writes it does it severely early in the morning because he’s up with a baby. And it’s like five links, and then something that he thinks is cool. But he writes it from his own voice, and it’s genuinely Peter Kafka, you can hear him in it. And it’s very good content as well. There’s just something about it that’s very special, and they have a really great readership.

We actually did a re-engagement campaign not that long ago and heard from several people who apologized to us for not opening their Recode newsletter, and said, “I’m so sorry I haven’t opened it. I just get so many newsletters. But I’m going to make an effort to start reading yours a little bit more regularly.” Which, we didn’t ask for that. We were just like, “Hey, you haven’t read. We’re just going to take you off the list.” And a public outcry happened, which I think says something really special about the brand and the editors there.

What did that re-engagement campaign look like?

We segmented out people who were just not opening emails. And then we stopped sending to them for a little bit. Then we started sending to them a special version that was a shorter version of the newsletter and just said, “You haven’t been opening. If you forgot, this is the kind of thing that you can get from us. We will delete you from this list unless you tell us that you want to stay on it, and you can always send us any suggestions.” And, my god, the suggestions just poured in.

There were obviously a very small number of people who had blockers on who let us know, “I do read you but I have tracking turned off. Can you please make sure that you move me into an engaged list?” Of course, Recode is very techy and very newsy, so these are people who get quite a bit of news and like to stay immersed in it. So that’s really what we heard from them. Like, “I’ve reached 12 emails a day and I just can’t always get to you, please keep me on the list.”

Very cool. All right, final question. What’s one book everyone should read?

Well you wouldn’t think it had anything to do with newsletters, but it’s actually The Burlesque Handbook by Jo Weldon — who’s the teacher at the New York School of Burlesque. And it sounds so far off, but performers who do that kind of work are basically audience development managers, where they are getting you to join in. People always wonder what’s the difference between stripping and burlesque, and of course the difference is that in burlesque your audience is part of the act as well. It’s not a passive thing, and that is really what newsletters are, too.

Your readers are part of the act as well. You need them to engage with you. You need them to actively open, and then what happens when they click out of the email? Are they still actively engaged? There’s a lot of nuggets in that book about how to engage with an audience that’s right in front of you that are so, so applicable to how to engage with an email audience. Just even things about human behavior and predictability, that are just so spot-on that it’s almost scary.

Lessons Learned: Newsletters are the best at driving traffic. Be aggressive, b-e aggressive! (with newsletter sign ups). Look both ways in traffic (do the sign up links work in all the apps?). And reply to people, but not everybody. Some people are just jerks.

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An interview with Annemarie Dooling of Vox Media on how they use email to drive more readers back to their sites.

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Sending a single email that doesn’t suck is challenging enough. But emailing customers in multiple languages?! While also achieving stellar engagement?! That takes some serious email chops.

The Withings email team (formerly Nokia) runs their operations from two continents — making the most of simple tools and the universal human desire to get healthier. They offered up some interesting insights on managing a global operation, encouraging customer engagement, and building excellent email flows.

Your team manages emails across continents and multiple languages — what does that process look like? What language do you start in?

[Mikael & Raphael]: On our side, it’s mostly in French, that’s our native language. Then we usually have a call with Susie where we explain our initial ideas. Then we try to write solid copy both in French and English, and then translate it into other languages like German, Spanish, Italian.

Does the copy tend to be the same or similar?

[Mikael & Raphael]: It’s not exactly the same, actually. What we do is think about something, but it’s not finalized, and then we create a brief in English. Sometimes we draft the content, but mainly we just structure the content, and we try to give directions. In the end, we have a lot of different people between each level, and at least for the French content, it’s never translated from English.

[Susie]: Not at all, and that’s kind of the fun of it though. They always initially discuss it in French, create an English outline, and we go from there. My French is terrible, (I should never be allowed to write one word in French), but my French is good enough to see what they’re doing. And now that I’ve been here so long, for the first time, I’m stealing ideas from the French.

But some things just don’t work cross-culturally. We had an example of an email we sent out, and there was a misunderstanding when we were talking about the World Cup and we said “white nights” [the term for days when the sun barely sets]. Someone in France on our internal discussion board said, “nuit blanche” means sleepless night, so they thought the English was a mistake. The term “white nights” as we know it doesn’t really happen in French — so yes, there are certain things that are just never going to exactly translate. So being savvy about all languages is really helpful, even if I’m not fluent in all — which I am not.

How many languages do you email in?

Usually five. English, French, German, Italian, and Spanish. Sometimes Japanese and Chinese. But our B2C website, our eCommerce website, doesn’t support Japanese or Chinese.

With the CRM newsletter, we do think through what content works translated. We do translate sometimes, but it’s not like all of our blog content is simply translated and replicated. We have specific stories, for example, for the French and German market. So, if we do a thematic newsletter on sleep, say, it won’t just mean translating these articles across the board, there will also be localized content that gets folded in.

How do you manage all of that? What does the process look like?

I would say it’s hard work and planning on the CRM side, but I would be lying if I didn’t say there’s just a lot of racing to the finish line to get it right.

Sometimes it’s strange to work across the time change, because we [Mikael & Raphael] work on a brief, we share it by the end of our day, and Susie has time to work on it. Then when we come back in the morning, we have most of the work done.

In terms of tools, we tried using Microsoft360, stuff like that. But it didn’t work as well, and now we are coming back Google Docs. We have tried every tool. There is nothing better for content than Google Docs because we clearly see copy and suggest notes, and we leave each other notes day and night. There is nothing that works that well.

It’s so important to have simple tools — it lets us have a clear brief and be on both sides of the Atlantic and work on the same document, at the same time, sometimes during the night… It’s so helpful.

What is the hardest part of designing for a fitness company? How do you think it differs from other industries in terms of your emails and content?

You have to go straight to the benefits for the user — when you have a solution or a device that you want to sell to a user, you have to explain right away what the benefit is for them. You can’t just turn around and say, “it’s a great product, it has a lot of cool features.” Sure, it’s great, but what is the benefit to the user? Because if the end user doesn’t see the benefits from it, they probably won’t buy your product, or buy your solution, or buy your program, or whatever you want to sell.

Using our data and guiding people to understand everything the product can do — is very hard in practice. We like to come at it from the perspective of: there’s tons of health content out there, but you can flatline on being told the same things again and again. You should eat healthy, you should exercise more — these things are true and they have a big impact on health. But the question is how to come at those topics from a point of reality in a way that’s engaging.

I [Susie] like to go to the people who are not necessarily the hard bodies, the people who have proven that just by changing their life a little bit each day, they can achieve great things. That to me is exciting, because I think in the fitness and health space, you’re going to see a lot of sweaty people with perfect abs. That’s not me, and that’s not most people I know.

In addition the health aspect, one of the biggest challenges in connected devices is how you get people to continue using your product after a couple of months, couple of years — how to keep them engaged. We’ve worked hard to have very powerful engagement, content, and life cycles. The big one is to make sure the user knows how to use this product. After a couple of weeks, we teach them how to activate some very cool features we know will help them use this product in their own way.

What are some of the ways you’ve fostered engagement?

The team was very reactive on social with heart rate during the World Cup final — opting in 7,000 users in France for continuous heart rate during the World Cup, seeing the actual heart rate rise with every goal that France took all over the country. This initiative was very interesting because it was a way to engage our users.

And that’s a way to say to people, hey, you own a cool product! It’s a funny way to use it today, because there’s the final World Cup final, but also it’s a way for us to remind them they have this cool feature. Maybe they’re not using it all the time, but that could be the right occasion to discover it and to see what the benefits are.

How does engagement differ across app-based push notifications and email?

If we decide to use the app, it’s not the best channel for deliverability. Not as strong as email. We have less impact, generally with push notifications. But it worked well for the World Cup social campaign since we were targeting mostly active users and people who are using our watch everyday. So it made sense to target them through that channel.

How do you draw on the app to personalize emails?

I think the big advantage we have is connected devices. So we really have the ability to personalize, to do content with users, for them. With the data we can leverage through the app and other places, we can create what I would say is our most impactful campaigns, which is the weekly report. It’s very simply made, but just this email is seen by 600,000 users a week.

It has the biggest open rates, and they love to see the data, the trends. It’s something that is an add-on to the app, but it shows that the email is a very profitable channel to leverage. The weekly report is very efficient. People love it. It’s a very powerful tool, and because it’s by email, it has also enabled us to re-engage users within the app.

How is the weekly report email made, and what possible variations are there?

I think thousands. There are variables like your current weight, the trends, etc. that it displays. But then we also have an introduction paragraph that speaks about your data, and this part is the most complex because it’s all integrated in the email. Based on your data, we randomly show you one piece of copy that’s written several ways to describe the same thing. So, it creates paragraphs that explain to you what your week looked like based on your data. We have an internal CRM tool to send these emails, and we developed an internal tool to make the thousands of customizations possible.

We try always to be positive. If you have gained weight and you wanted to lose weight, we aren’t just saying, “last week was a bad week.” Instead, we try to encourage people and say “okay, don’t worry. If it’s below one kilogram, it’s not significant.” Or, “forget about it, and get active this week.” For people who succeed in reaching their goals after that, we just celebrate it.

We also listen to social from a content perspective. When Susie first came on, a lot of people were saying they thought the app was being too hard on them, bumming them out… I [Susie] had my brother in Los Angeles saying, “I think the app called me fat!” And I’m like, “the app did not call you fat. You are fat, but the app didn’t call you fat!”

So we also tweak content based on user feedback. Nowadays, everyone is so used to personalized emails that you have to go that extra mile to make it special and wake people up. I think listening on social and listening to your users from a content perspective is super important.

What is one of the best ways you’ve found to motivate people?

One of our most successful initiatives was the Healthy New Year back in January. We identified that in January especially, a lot of people want to lose weight, but they also want to keep it off. An idea we came up with was to have a 10-week New Year life cycle. So, for 10 weeks, we sent people daily tips and all the metrics you can improve when you want to lose weight. You have to take care of nutrition, you have to take care of sleep, you have to be more active.

The emails people received were a mix between the weekly reports and some weekly missions (like 10,000 steps). Every week there was one theme with two or three broad articles correlated to the theme. The idea was to make people discover all the possibilities — like walking with a partner or stepping on a scale every day or two to make sure you tracked your progress. In the app we also featured the content in the timeline. So they could read the email, or app users have the same experiences with the same content.

Basically, during the 10 weeks, you would receive daily tips, good content articles, up-to-date tracking, some suggestions to track progress, etc. We also had a community challenge — 10,000 steps a week for all our subscribers. And we put it on social, too, with a Facebook group. People would share their screenshot with 10,000 steps, and we really loved that. The best part was when we received feedback from people after this 10 week program. They told us “yes, I managed to lose some weight, and now I’m trying to lose it for good!”

What’s one of the best aspects of emailing your customers?

We really love the opportunity to do big data studies to help inspire people and say “look, even if you just walk a few more steps a day, you can lower your blood pressure. You’re going to sleep better if you get a little bit more activity. You’re going to sleep better if you lose a little bit more weight.”

Showing the correlations is really fun, and so is seeing people sharing and using it all around the world. When people are trying to walk 10,000 steps a day for a week, seeing them share their pictures was so inspiring. Here they are in Scandinavia, here they are in Germany, here they are everywhere, sharing beautiful pictures of getting outdoors, and for me, that was really inspiring.

What kinds of flows have you built, like the onboarding flows for when a customer buys a device, how many emails are there and how many emails are in each?

There’s one dedicated sequence for each product. I think it’s five emails. We have different sequences, so the first one is welcome, and we have three different emails. First one is rediscover your product, what are the cool features you can activate from the app. Then you have two other emails that are really good at speaking about themes that are linked to our products. For example, if you have a scale, you are going to have an article about weight management, and you’re going to have an article about nutrition. So, things that are really correlated with your experience.

That’s kind of the onboarding sequence: you have welcome, you have engagement, you have satisfaction after that. So, two weeks after you start with the product, you will receive a satisfaction survey to see how it’s going. Are you satisfied with your product, is there anything that we could do to improve your experience? That’s a great tool for us to detect what are the features people are loving, and what are the features that people are not fully satisfied with. And then we can improve it with the product managers after that.

I think we have hundreds of automated emails. Something interesting is the more you interact with us — through the app, through our emails, social stuff — the more you receive follow-ups. If you are identified with a satisfaction survey as a promoter of our devices, we will send you emails so you can share your feedback with others. We may even contact you to create testimonials.

What’s an example of something you learned through those surveys?

An important one is we tried to improve our last smartwatch, and based on the satisfaction survey, we noted that the key improvement request was about notifications. So we have been working a few months now on extending notifications (right now you only have text messages and calls). [Update: After this interview Withings launched smart notifications for all apps.]

That points up another challenge that the CRM team has, which is that you buy your device, but then the app team makes your device do a lot more things than what it did when it was in that box. For example, a big one was automatic swim tracking. We often need to communicate with customers and be like, by the way, now your watch now also does this!

Then later it was “hey, we can recognize up to 30 activities. Your watch will know if you’re playing basketball or soccer. That wasn’t a thing when we taught you about your product!” So, trying to fold that into the original sequence, trying to educate people on how their product does a lot of new tricks now, that’s fun and that’s also challenging, because then you have to go again and tell the full story. Not just tell them how it works, but maybe have supporting content with people who do these different sports, or supporting content for these upcoming features. We’re always having a look ahead. We know it’s on the horizon, and we have to be ready with that content and communication, and sometimes they develop things really quickly, and you just have to be ready to support it.

Have you run any interesting tests lately and have you learned anything surprising from them?

We ran a test a couple of months ago to test what was the impact of the call to action in the email design. We tested two places just under the title of the email. We have the title introducing our latest product (for example Nokia Sleep) and then the product image. Or put the product image first and then the introduction under.

We learned that if the user already knows the product, putting the call to action in the first place will work better. But if the user doesn’t know the product, it won’t perform better.

Importantly, we know we aren’t going to send only one email, so we will have multiple touchpoints, but touchpoints are linked with the activity of the user — whether or not they clicked on the first message. We really adapt the communication. So this test was to try to separate the analysis on these two types of things. We try to maximize the visibility of the message at large but also try to customize the rest of the experience.

Our messages work like a funnel — if we have a launch email for everyone, we’ll send a relaunch with a different subject line to people that usually open our emails but didn’t this time. Then for all openers, we’ll send engagement content related to that product. And then for all the clickers, we’ll send something else.

Lesson Learned: Adaptability is key to engagement — segment based on whether people are paying attention. Ask more questions to people who are willing to answer. Remember to stay positive! And, especially, relevant to your readers.

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An interview with the email team from Withings about localization, segmentation, and personalization to foster engagement

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Basically, my whole thing is using humor in the service of conversion. And I\'m going to explain why I do this, especially in email, in a minute, but before I tell you why and how and where to use humor, I want to tell you how it works a little bit in the brain.

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So we\'re going to talk about why humor affects us and where it works in your brain, both cognitively and emotionally. We will discuss where it works best in your marketing program, specifically in your emails. We will look at ways you can pretend to be funnier, even if you\'re not. Some people are like, you can\'t learn to be funny. While I have met people for whom that is true, most people can learn to be at least a little bit funny or fake it on paper or an email.

Why does humor affect us the way that it does? Why do we see so many funny emails and brands trying to be funny? And why do we feel this pull to do it? And the fear of doing it wrong?

Because making jokes is vulnerable. I\'m feeling that way right now. Luckily they gave me this giant sweatshirt to hide inside. I\'m also very filled with mac and cheese. And like I said, whiskey.

We are vulnerable for a good reason. We\'ve made jokes in the past and said something wrong, and people have just met us with like silence or crickets, which sucks.

Work is serious for most of us. If we don\'t work for ourselves, we answer to someone, and they are very concerned with not coming off as too goofy or too jokey because there is revenue tied to the email. All of these are great reasons.

This is a cat with a human face. His work is serious.

The most important reason is we don\'t want to offend. We respect our customers. We respect our readers. We don\'t want them to open an email and get upset with us or have them think that we don\'t value them. 

I am telling you that we don\'t all have to be Cards Against Humanity. They can get away with it. We can\'t all call our readers horrible friends. We can\'t all call them consumers. That\'s their brand. That\'s not ours.

And often, the resistance that I get to being funny is like, we can\'t just turn that on. But you don\'t turn it on. It\'s not a binary. It\'s not an on/off switch. It\'s a spectrum. You can be a little funnier. You can be a little warmer and not even funny necessarily.

So here\'s an example, scale of humor on all the way to the left. We have Brooklinen. Maybe some of y\'all have bought their very fancy expensive sheets that are kind of like just regular sheets. Okay. I bought them too. I can say that. They have a book pun here. Diving under the covers was like reading books and being in bed. Ha, double entendre, very harmless.

We have a SASS here saying cover your back. Also, very tongue and cheek. The people who get it appreciate it. The people who don\'t aren\'t harmed by it.

And then we get up to like Shinesty. If you\'re not subscribed to their emails, please do that. Where big, bulge hunter is, they\'re advertising like boxers with deer on the crotch. They\'re like balls to the wall, literally and figuratively. You can figure out where on the scale your brand belongs. You don\'t have to just be like from here to here. This is me trying to convince you that humor is good. Let\'s be funny. 

How does humor work in the brain? The same parts of your brain light up when you eat pizza or chocolate or have sex or when your boss says you\'re doing a great job. Those parts light up when we get or make a joke. And actually, I just learned this the other day. This is a simplified way of looking at it, but the cognitive parts of your brain, like the processing parts, get the joke, and then it sort of sifts down into the emotional parts, and we\'re like, ooh, like that, that feels good.

We want to make our readers feel good. There are so many reasons to do that because we\'re helping build a mutually rewarding relationship. So when they see your name in the inbox, they\'re like, I can\'t wait to read that. Not like, oh, these people again, automatically mark as spam, archive without reading, stay on the list for 500 years until you\'ve finally purged it.

When you send an email that says asses instead of assets, you get like that leeway because they think, oh, there are people behind this. They\'ve made me laugh. I like them. And there are also some studies showing that laughing boosts information recall. If you make somebody laugh and say something, they\'re more likely to remember what you said after they laughed. I\'ll try to demonstrate that at some point, but no guarantees. 

Then finally, I think this is where I\'m most interested. This goes along with building a relationship between your brand and the reader. Humans are constantly going through life, like, am I working or playing? The telic state and a paratelic state.

We don\'t know that we\'re doing this consciously. But when we\'re in the telic state, we\'re working hard. We\'re not open to humor, right? You\'ve constantly been plugging away on a deadline, and somebody is like, look at this teacup pig, pushing a shopping cart full of beer. You\'re like not right now, Suzan. I\'m in the zone.

And then there\'s the paratelic state when you\'re like, I\'m going to spend five hours on Reddit looking at teacup pig memes. There is that subreddit. I promise you. We want to help people consciously differentiate between when they\'re working and when they\'re playing, and we want to be part of that play state. It\'s not complicated.

We don\'t want to make people feel like this is homework every time they see our brand name in their inbox. So that\'s a huge reason to use humor here and there and in your emails.

So now you\'re like, all right, I\'m sold. How do I pick what to joke about? And that\'s where people get stuck. They\'re like, I\'d like to be funnier in our emails. I don\'t know what to say. I don\'t know what to joke about. It is the same kind of customer research you should already be doing to figure out your messaging, like the gentleman earlier said about Lucidcharts\' use case emails. They figured out how people were using the product.

So you\'re doing that kind of like an open mic: \\"Hey, what are you using us for?\\" to your customers. You can also say, \\"Hey, what are you watching? What are you reading? What are you listening to? What podcasts are your favorite? What cartoons did you grow up with?\\" And then you ask your team the same thing.

What\'s happening in Slack. What memes are people passing around? What\'s the go-to? Somebody earlier used Friends, right? Cause they were like immediately pulling from that goodwill, that shared goodwill that we all have, like watching Friends. Personally, I hate Friends, but that really alienates everyone. I clearly do hate friends. Ask your people what they like, ask your customers, what they think is funny, and then look for the patterns and preferences.

For example, do people kind of like affiliative buddy comedy stuff? Do they like more dark, morbid humor? Are they crass? Are they high brow and witty? What kind of stuff gets the biggest bang for your buck humor-wise for you and your team. See where those things overlap. What\'s everybody watching? What\'s everybody joking about in Slack. Oh my God. That\'s what you should joke about. Honestly, those things will get you the most return on using humor in your copy and all of your marketing, but we\'re talking about emails today.

Once you figure out what to joke about, you have to figure out how to deliver jokes. I don\'t mean necessarily like jokey jokes where a guy walks into a bar and has some whiskey and then goes to speak at an email conference. Anything can be a joke, right? Anything designed to give us that moment of fun can be a joke. So don\'t restrict yourself to like, I\'m writing a subject line, and it\'s \\"haha\\" funny. It doesn\'t have to be like that. It can be a GIF. It could be whatever. How do you deliver jokes about your topics? 

I think there are two really safe ways to go. There\'s observational humor. When we\'re talking about something that we can both see and observe in the environment that\'s funny or weird. And then there\'s self-deprecation. People can\'t get mad at you for making fun of yourself. They can leave you. Totally not speaking from experience. But they can\'t really get angry.

So as an example, Jerry Seinfeld\'s a great representation of observational humor. He\'s like, \\"What\'s the deal with airplane food?\\" So he\'s talking about something that we haven\'t necessarily thought of before, but once he calls attention to it and says, here\'s why this is weird and funny. We\'re like, that\'s safe to laugh at. It\'s not you. It\'s not me. It\'s that. 

How does that look in copy? Here is Digit. Digit like steals money from you when you spend money, and it saves it for you. It\'s kind of awesome. I made it sound bad, but they\'re like, \\"Hey, Lianna, Your savings should be there when you need it most. Like that time you bought a coffee, and it cost you $5 — plus $35 in overdraft fees.\\" Oh my God. Yes. That\'s happened to me when I accidentally over-drafted my checking account and got socked with another fee because the bank\'s like, that\'s what she needs right now. And Digit is, like, here\'s the thing that\'s happening in the world. It sucks. We have this new feature, low balance protection when you overdraft. Oh my God, what a great segue, right? You made me laugh, and then you told me a cool thing. It doesn\'t have to be more complicated than that.

Here\'s me on stage doing a talk a while back. As I walked on stage, I realized I had dressed exactly like Link from Legend of Zelda. And I said that, and that was like the biggest laugh I got the whole time. So that\'s me being self-deprecating. You have to have the stomach for it. You don\'t want to go too far. You start to erode trust if you constantly make fun of yourself or your brand. Use it sparingly, but do use it. It\'s funny when brands have a sense of humor about themselves. 

How does this look in copy? Here is an example from a software onboarding series I wrote. He is talking about like how to track your follow-up emails. That\'s a dancing cat GIF, and the caption is, \\"And just look at me now!\\" The joke is that the founder of the SASS is a dancing cat. Again, not a jokey joke, not that funny, but like in the B2B SASS world. Hilarious. It doesn\'t have to be like really thought out.

My friend designed my slides, and I was like, can you have two baseball caps for the recap slide? She was like, no, that\'s really dumb. So I was like, do it, Julia. I\'m still pleased with it. I love it.

I talked about why humor is essential and if you need to convince anybody upstairs that it\'s a good idea to start being funnier in your emails. You know that it has cognitive, emotional, and social benefits. We\'ve talked about how to choose your humor topic. Figure out what\'s funny to you. Figure out what\'s funny to your readers. Pick from those topical cultural things. Also, if you\'re at a loss, go to Reddit, it is a cesspool, but they do know what\'s happening. Some parts of Reddit are so bad. 

Now we\'re going to talk about where to use humor. When I\'m talking about this stuff, I\'m talking to people who are not just focusing on email, and I have to convince them, like, if we think about marketing as a funnel, should we use humor up here? Should we use it here? Should we use it here? Where do you all think we should use it most?

There are many schools of thought. Two, at least. I\'m going to give you mine. You probably don\'t want to use it on your homepage. Especially if you\'re B2B and you\'re not sure about it. That\'s a risky play: here\'s what we do and who we do it for and why you should care, and also, we\'re funny. Most people can\'t nail even two out of the first three. So don\'t add humor there. But if people are clicking around inside your site, maybe you want to reward them here and there with like, headers, subheaders, funny photo captions and asides, body copy parentheticals as they\'re reading to be like, oh yeah, someone human wrote this. Oh, I do like this. I\'ll keep reading. And then always, always use it in your emails. Why not? You have this one-on-one connection with people. That\'s where you would be funny to your friends, hopefully, and then they would laugh, and you would feel good.

Where inside your email program should you use humor? Use humor to get people on your list because we\'re so tired of bad popups. Are we not? Why would you not use humor to disarm people at a moment when they\'re likely to be annoyed with you? You\'ll get more people on your list.

Here\'s Suna. They do product photography, and their popup says, \\"hey boo don\'t ghost us! we have a feeling our newsletter could be crush worthy.\\" I love this CTA, \\"please yes.\\" Even just that reversal of like the standard syntax is funny. My favorite part here is what I would call click trigger copy. Or the opt-out copy, \\"no thanks. i\'m seeing other newsletters.\\" Now compare this to, \\"No thanks, I hate saving money.\\" None of us are doing that. You don\'t want to make somebody feel like a turd for exercising agency. They just got to your website. They don\'t want to opt-in right now. That\'s okay. You don\'t have to be like, \\"no, I\'m an asshole who hates money.\\" Don\'t do that.

Is anyone subscribed to Drizzly emails? They\'re so funny, \\"Empty cup? Not On Our Aatch. Get $5 off. Get $5.\\" Simple. Then down here, you\'re like, what is this? Are they going to sell my email address to Serbian hackers? \\"Our lawyers caught wind of this offer and would like a quick word. Must be 21+. New customers only and cannot be combined, blah, blah, blah.\\" Okay. But that first entry sentence tells you, oh, somebody\'s human paid attention to this. I trust you now, right? 

Another example. Oh my God. It\'s Really Good Emails. How did that get in there? So meta. This is one of the first examples that I screenshotted when talking about this: \\"Sorry for being an A Hole and interrupting.\\" Boom right there, where the person is emotionally in their life. Hopefully, they\'re not feeling even worse than that. \\"We noticed that you may not be getting emails.\\" Also, look at the gentle language. \\"You may not be getting emails that give you all this cool stuff.\\" Like you are, maybe, or the popup is firing wrong. And that\'s okay too. And then \\"I\'m okay with getting emails and having that activity tracked to improve my experience.\\" Awesome. Maybe I would make this a bit more fun, but they didn\'t ask me, and now they won\'t ever.

So use humor in your opt-in to get people on your list. Obviously, use it in your subject lines. We\'re all searching for the best subject line for the best open rate because, as we all know, the subject line has one job. Get the email opened. Everything else in the email has its own job. The subject line has nothing to do with click-through rates. I want to say it many times, but you already know this. So how do you use humor in your subject lines? It doesn\'t have to be a \\"haha\\" joke. It can be warm and friendly and pique curiosity somewhere on that spectrum. In copywriting, we say open a loop with your subject line. Just make sure that you close it in the email. Otherwise, people are going to be annoyed. You\'re like, \\"You won\'t believe what this soccer mom did with her belly fat and teeth whitening.\\" I don\'t know. Don\'t do that.

So here are some examples of what I think are funny subject lines. They\'re not necessarily like, \\"haha\\" funny, \\"your dog wants you to open this email.\\" \\"Owls can swim?\\" \\"Here Comes Another Holiday Stunt.\\" That was Cards Against Humanity. \\"SHHHHH JUST FOR YOU.\\" Creepy. \\"So, I was in the fetal position...\\" \\"OMG! There\'s a Dog!!!!\\" And then the preview text, \\"Doggo Inside, Click to See!\\" Guess what? I love Recess. And we will talk about them a little bit more. They are a DTC darling that\'s doing everything right with email. \\"Important note about bones. there are none in Recess\\", so that\'s a fun thing to do.

Open your curiosity loop in the subject line. Answer it in the preview text, but give them a reason to open the email. I opened it looking for bones. Is it working? \\"Our psychic dog picked you some drinks. What a good boy.\\" That\'s Drizzly again. You may notice a lot of dogs. So what I took away from that is when in doubt, add a dog. Honestly, it never, ever, ever hurts. So I went ahead and did it. Here you go. I didn\'t know how to make him transparent cause I\'m not a designer.

So now we\'re getting into your emails, right? We\'ve got people on your list. We\'ve got them opening the emails. We are in your automated flows. Should you bring in more humor? I get so much ROI from working with e-commerce brands and adding funny stuff to the details or the things that come preloaded in Shopify and Klayvio that no one thinks to change because it\'s so easy to just turn them on and leave them alone. Especially like post-purchase or post sign up or post, whatever. You\'re like, all right, we already got their money, you know, send them the default Shopify order confirmation. That sucks. I don\'t know if y\'all have ever bought from a brand that\'s like really fun and cute. And then you buy, and they\'re like, okay fuck off forever. Thanks for buying. And you feel bad, right? I\'m so sorry for cursing. I don\'t know, is that a problem? Not for me.

DTC brands are paying attention here because they\'re usually in such crowded markets that they have to stand out. So they\'re paying attention to the tiny little spots where other brands maybe aren\'t. So we\'re going to look at some examples, and yes, I call these little spots. \\"copy-tunities\\". Thank you for laughing. I really needed that.

Here\'s the girlfriend collective. They have a great email program. Instead of the default Shopify thing, they say, \\"You did that\\" when you place an order. \\"Hey, you just did all these things.\\" like reaffirming your great choice. After your customer makes a decision that benefits you, remind them precisely what\'s happening now that they\'ve given you their money.

They say, \\"Not bad for a few clicks.\\" It underscores how easy it was for you to buy new clothes and save the world. I buy from them way too much.

1-800 Contacts. So I was just talking about earlier, you would not expect them to have such excellent and funny emails, but they do. They have this automated email if you send in a paper rebate, \\"Good news! We received your rebate information and have begun processing it. That means sometime in the not-too-distant-future you\'ll open a piece of mail that, instead of asking for money, is giving you money. And that will be a glorious day. Until then, The 1-800 Contacts Team.\\" Like what, who wrote this? I love them. Are they single? Give them my number.

And because we have so many designers here, I didn\'t want to like leave without talking about visuals. Don\'t worry. I\'m not leaving. There\'s so much more. I\'m so sorry. I\'d like to think about every email as a bit of stage. Or canvas or whatever you grew up being told you were good at. It\'s a tiny stage. What are you going to do with it? It doesn\'t have to be just text. It doesn\'t have to be photos and text. It could be anything. As we saw yesterday, Sticker Mule\'s good at sending those weird one-line sale emails. They\'re amazing. You don\'t have to be a great designer.

Here\'s Recess again. One of my favorite brands to be on the email list. It\'s a long dog. Longdog elongated made longer lengthed. And they say, \\"this is long-boy Barry. he wants you to know that you can subscribe and save $10.\\" They could\'ve just said subscribe and save $10. But instead, they treated us to this, which on mobile is so fun. How can you use the space more interestingly and creatively visually? It doesn\'t have to be designed. It can be text. 

I think this is a hilarious text-based email, but they want you to click on this. So instead of a link, they\'re like, here\'s a big honking button that\'s breaking the formatting of the line above it. I think that\'s hilarious.

I wrote this as a cold email template that I challenge any of you to use. If you have to do cold email because I get so many bad cold email pitches. So this would be the subject line, \\"This email contains weather.\\" \\"Hey, [FIRST NAME]! Dang, this email is so cold. It\'s snowing in here:\\" Then we have some snow, \\"Brrrr! Here, huddle up with me to stay warm. What\'s that? The only thing that could possibly save you from frostbite is hearing about [my product or service]?\\" and it goes on. So far, no one has sent this. As far as I know, yeah, I don\'t cold email, but I would with this. If you use this, will you tell me? Someone said yes. Okay, great. But yeah, I just used a bunch of asterisks and dots. I didn\'t design that. I don\'t know how to design anything.

Another place we kind of touched on this before was where to use funny copy to add a touch of fun and humanity: footer copy and P.S.es. Everybody reads the P.S. People scroll to the email, they see the P.S. are like, oh, this is important. This is drilled into me from decades of reading letters where they\'re like a postscript, \\"I\'m on a ship sailing from England. I may not arrive for 17 weeks.\\" No, just me. Okay. I date old people. In the unsubscribe language, that\'s your opportunity to keep someone with you, right? So don\'t make them angry. And then they scroll to the bottom to unsubscribe, and you\'re like, \\"All right, get out of here, bye. You can go.\\"

Bad unicorn is a fun list to be on. But, honestly, I don\'t even know if they\'re a real company. I think they\'re like a V.C. fund. They invest in bad ideas, maybe. But they say, \\"You received this email because to our list - or someone else signed you up because they have incredible taste and did you a solid.\\" So again, this reaffirms the greatness of staying on the list. \\"If it ever gets too much we added this eject...er... unsubscribe button here for emergencies.\\" So like cute. You might get down there and be like, I\'ll stay. I think the footer in my email list says, \\"You received this because you were a part of a very fun and cool Punchline copy club.

If you have to leave, I\'ll cry forever.\\" Which is becoming a theme with me today. I cry a lot. It\'s fine.

Even when they click through to update preferences, cause maybe they don\'t want to leave. We all know that if you have different segments, don\'t let someone just unsubscribe because you forgot to add a link to the preference center. So nobody ever updates the copy in the preference center. Here\'s AppSumo, \\"It\'s time we have \'the talk\'. What are we? Where is this relationship going? Can we meet your mother?\\" They\'re also doing a fun thing here with the rule of three, which I don\'t have time to talk about today, but the rule of three is vital in both copy and comedy.

We\'re going to look at ways to edit your existing copy to feel friendlier and warmer even if you are having a terrible day or you don\'t feel funny, or you\'re not funny.

I\'ve helpfully divided these punch-ups into three categories. So when you\'re writing your copy, you want to show your emotions, piss off your grammar teacher, and lead the way.

I put a dog on it. Judging by the stack of CD ROMs in the background, this dog has been dead for decades. This dog is just dust. He is no longer. He was haunted before he left this plane.

What\'s an easy way to show your emotions in copy? Write in all caps as if you\'re yelling. Do it sparingly. Choose one word or a short phrase because you don\'t want to be like your grandma texting.

So here\'s an example. Rockin green sells laundry detergent. They say, \\"Ahh the never ending chores. The dishes. The tidying up after the kids. The laundry. Oh for crying out loud, the LAUNDRY!\\" We all heard it that way. Right? Like when reading it. That\'s how you add more emotional cadence to your emails. You can also do it in italics. That\'s fine. I like caps. 

Describe a sound. When you read a description of a sound, your brain actually is like, I hear that sound. So choose comic book words or onomatopoeia, like bang, boom, crash, pow, zap, and wap. I\'m just reading off the graphic now. Or describe the sound.

So Purple. I love their emails. I love all their copy. \\"*Awesome explosion noise.\\" It\'s lazy, but the fun is that it\'s lazy, right? Like what would an incredible explosion noise sound like? You get to decide yourself. None of this is rocket science. 

Make \\"asides.\\" So an aside is as if you were whispering into your reader\'s ear in a parenthetical, usually like here\'s where we\'re going to tell you a joke or like we\'re best friends now.

So here\'s Warby Parker\'s transactional email could have just, \\"Hey dummy, you lost your password. Sucks for you. Here\'s the link.\\" Instead, they say, \\"Sorry to hear your password has gone missing! (It happens to the best of us.)\\" Oh my God. Thank you. Warby Parker. I don\'t feel like such a dumb ass. I\'m picking the little pieces that nobody thinks about enough.

They say, \\"Confirm your awesomeness/your subscription. If your spouse signed you up as a stinky hint, or if you accidentally signed up during sleep-internetting, or if you simply received this email by mistake, just delete it. You won\'t be subscribed if you don\'t click the confirmation link above (but we might cry a little).\\" And I was like, oh, fellow criers, my people, I found them.

Another way to add emotion, fun, and visual interest to your text-based emails is if you\'re like me and mostly write text-based, use GIFs and emojis.

Here is a fun way to use an emoji. What emotion is the person feeling as their read this? And then pick the emoji that\'s that emotion. It\'s like easy. It draws your eye around the email. Can I do this? I don\'t know.

Here are MeUndies using a fun GIF in their order confirmation email. It\'s pretty simple, but that\'s fine because it\'s a short email. You\'re gonna open it and be like a celebration visual celebration here. My order details. I\'m done.

Here is how not to use a GIF. And I think Megan kind of touched on this from the accessibility standpoint. They can get really distracting. They can be kind of weird. They can be irrelevant if you haven\'t done that customer research to know what kind of things people think are funny.

So here\'s an email from a SASS. Allie helpfully forwarded me a reminder to add your sink today. This is a reminder to add your sink to the product name. You can change the time of this reminder, and then there\'s like this really long, weird, small anime GIF, and there\'s making out in it, and it takes like, you know, a few full seconds, and then it\'s above the button for what you want somebody to do. It\'s like, they just get stuck on that. So I like to say, even if it\'s not a reference, your reader will get it. Make sure it\'s like universal anyway. So like a cute animal, cute baby. Even if I don\'t get what show it\'s from, it\'s still going to play. Maybe no kissing, perhaps nothing that lasts a really long time. 

Another section of punch ups: piss off your grammar teacher. I feel like we\'re all millennial gen X. We grew up learning that good writing had an intro sentence, three body sentences, and a conclusion. We\'ve learned in an email a little bit of one-sentence paragraphs are okay because they\'re easier to skim. But, you can take it further than that.

Oh, that\'s the acronym for piss off your grammar teacher. Super memorable.

Contract and abbreviate your words. This is, again, an easy edit you can do with your existing copy.

Here\'s an example of a thing that I\'m trying to explain right now. Here\'s a SASS. They send me a check-in email trying to be conversational and fun, and they say, \\"Hi, Leanna, How is it going?\\" Which automatically made me think a human didn\'t write this. How\'s it going? It\'s the way that we talk like humans. It\'s okay to speak human. Even the stodgiest CEOs at the most giant B2B corporations are humans. To put it another way, everybody poops.

Here are some more examples, gonna, wanna, gotta, ASAP, newb. And I really want somebody to use all of these in the same email and then send it to me. I\'ll give you something cool. I don\'t know. We won\'t agree on what the something cool is.

Chop up your sentences. We all learned that a sentence has a subject, a verb, and a direct object. But, no, it doesn\'t. That\'s not the way we speak.

This is Who Gives a Crap, and they say, \\"Delivered to your door. Well, to your front door. To your bathroom would be creepy.\\" \\"To your bathroom would be creepy\\" is not a full sentence, but we know what they\'re talking about. Feel free to do more of this kind of fragmenting agent copy because it gets you where you\'re going faster, and it is more conversational.

Here are some cliches to cut that I see all the time.

Everybody wants to save time and energy. That\'s like literally what we\'re on the planet. So maybe stop promising that as a benefit. Cause it\'s like, what does that actually look like? How much time? What kind of energy is it like? Stay in and Netflix energy or go out and meet somebody new energy? Not the second one. I can tell you that.

Yeah, \\"It\'s easy and fun.\\" \\"Cute and comfortable.\\" If it comes to mind very quickly, it might sneak into your copy and be like a nothing phrase. So when in doubt, try to be more specific. Go through and look at your verbs and adjectives and see where you can replace them with something that you could see, smell, or hopefully not taste.

So sensory words touch, taste, smell, and then emotional words, like, how do you feel about this thing we\'ve already talked about using GIFs and emojis and all the other good stuff to add emotion to your copy? It specificity helps with that.

So this is a client of mine. They are a consulting company for SASS, and I wrote, \\"We don\'t think it should take a cereal-box decoder, Rosetta Stone, or black-magic goat sacrifice just to get more insight into the AWS services you\'re paying for.\\" Previously, it said, \\"We don\'t think it should be so hard to understand your AWS bill.\\" So more people will remember the black-magic goat sacrifice and maybe reply and be like, \\"Hey, that\'s weird. I just sacrificed and goat this morning and still don\'t get my AWS bill.\\"

Oh, and in CTAs. This is the best place, to be specific. You\'re going to preview what\'s coming after the jump. You\'re going to make them excited. You\'re going to deal with any doubts or objections they might have about clicking. And then, I don\'t know, make it funny. So instead of \\"Shop Now,\\" try something like \\"Launch Me Into the Shop-O-Sphere.\\"

Was it Chubbies that sent the abandoned cart email? That was like, \\"Whisk me back to my cart, James.\\" Or like, \\"Teleport me back to my cart.\\" Like it\'s fun, right? When you\'re shopping for swimsuits and shorts, like have a good time. You can still do this. If you\'re not in a fun industry, I promise you will get more clicks.

So here\'s Lush saying instead of \\"shop now\\" or \\"shop Halloween\\" or \\"shop new in-store,\\" they use \\"SUMMON THE NEW.\\" Spooky. This isn\'t like \\"haha\\" funny, right? This is just like having more fun.

Ooh, here\'s one of my favorite tips and tricks. Sometimes people who are getting started with humor and copy are like, I want to exaggerate, but I don\'t want to lie about what we do or can do. So instead of using exaggerated funny language around yourself or your product, use it with what your people are facing and what problems they\'re having.

So here\'s how that might look. You\'re not making claims. You can\'t turn people into six-foot, four astronauts, but you are saying when you wake up in the morning feeling like you got hit by a dump truck, right? No one feels that way. Everyone here sleeps terrific. It must be nice.

So we talked about showing your emotions in fun ways using visuals, we talked about shortening your sentences to get to the point faster using hyperbole. Now we\'ll talk about the most essential part of every email, the CTA. 

So what is the best way to get somebody to click, to go where you want them to go from the email? Cause that\'s the point of sending an email, right? To get them to go somewhere.

Ask and answer questions. Cause that\'s how people talk. So it helps set you up for the copy point you want to make. 

So \\"The good news? You can improve your overall flexibility without stretching.\\" I especially love this as a text-based CTA because it\'s super long, clickable, and readable. When you skim the email, you see it stand out, right? So it\'s not just like, \\"improve your flexibility.\\" Three words. Like someone\'s looking at their phone. Like, I can\'t click this. And he set himself up for the CTA. It\'s great.

Another way to set yourself up for the click-through is to trail off with an ellipsis. We\'re copywriters. We don\'t have fun drum rolls. This is the best we can do is the dot dot dot.

Ooh, something exciting is going to happen. But also notice the second sentence here is shorter. So when your eye gets done with that first sentence, you kind of move down to the end of that second line, and you see the dot dot dot, and that cues you like, oh, something important is below this. I should look at that. Look at the shape of your copy while you\'re writing it. Not just the words. We\'re not even gonna get into that because that\'s a whole thing. But look up the iceberg layout. 

I had to say it. I still get emails from established brands like, \\"Hey, here\'s a photo, alight, bye.\\" And it\'s like, I feel angry that you stole my time from me. I don\'t even know what I\'m supposed to do. So yes, please include a call to action. It can be a button. It can be a button and linked images. It can be linked text. It can be whatever. I don\'t care. Just tell people what to do next. 

Here\'s a fun example from TunnelBear. They\'re a VPN service. They\'re doing so many things right with this CTA section. Notice how they\'re setting you up with a question, \\"Need even more data?\\" And they say, \\"Upgrade My Bear!\\". It\'s super-specific. I know what\'s going to happen. It\'s written in the first person, so it\'s easy for me to parse. And then underneath it, it says, \\"Have something else to rawr about? Contact one of our friendly Support Bears.\\" Well, that is just so, gosh, darn cute. I love them. I don\'t even use a VPN. I don\'t know why I got this email. I bet they get a higher click-through rate on that than a, you know, test variant that says like \\"Add More.\\"

Here is an example sent to me by my friend, Allie, bless her heart, who gets bad emails and sends them to me. A bad call to action. It\'s on its own line. It\'s centered, not underlined. It\'s a link, right? It\'s like, \\"Take a look inside brand name.\\" Oh, I added the vomit face in case that wasn\'t clear. That\'s me. That\'s me barfing on this email. There was no reason for me to click this. I don\'t know what\'s going to happen when I click through. There\'s no urgency. Also, the copy that precedes it. Somebody was like, I don\'t know. What are some words that start with M? \\"Take a peek into our musings.\\" It\'s like, I\'m at a slam poetry event. I don\'t know what that means. Okay. So that\'s bad. Don\'t do that. Be specific.

I will leave you with this. Sending an email without a call to action is like sending a pregnancy announcement featuring a bazooka. You can, but you shouldn\'t.

To sum it up, everything we talked about today using humor is a scientifically proven way to build a better, more rewarding, and longer-lasting relationship with your email audience.

You\'ll figure it out by asking people what they think is funny. That includes your team. Make jokes about what\'s around you or yourself to avoid offending people, and then go through your existing copy line by line and punch it up, using the techniques I just showed you. And that\'s it.

I\'m on the internet. Oh, and I teach a course about this. If you want to get real deep in the weeds about comedy. Thank you so much. punchlinecopy.com/course-prelaunch

"}],"originalHeight":4500,"categories":[{"name":"UNSPAM","slug":"unspam"}],"slug":"lighten-up","hasPrimaryImage":true,"publish_date":1649134800000,"title":"Lighten Up!","type":"article","secondaryAuthorText":"Host","description":"

Comedy-inspired email copywriting tips anyone can use from Lianna Patch

","partnerSlugText":"With partnership from","authorSlug":"punchlinecopy","name":"Lianna Patch","authorBio":""}')},70178:function(ep){"use strict";ep.exports=JSON.parse('{"isDraft":false,"originalWidth":2160,"secondaryAuthorText":"Host","content":[{"type":"text","content":"

B2B email doesn’t have to be boring. In this workshop, we’ll talk about how to jazz up your B2B email strategy and better leverage your CRM data to improve your recipient relationships. We’ll take lessons from B2C email strategies and discuss how they can be applied to B2B relationships, see what B2B marketers can learn from ecommerce email, and open up the possibilities of B2B email beyond the standard newsletter.

You’ll learn how to:

\xb7 Explore new ways to use email as a B2B relationship tool

\xb7 Experiment with fresh email designs, strategies, and messaging for the B2B inbox

\xb7 Work within the Outlook inbox

Who should come?

Email marketers, data-driven marketers, B2B marketers

Who should maybe skip this one?

B2C email marketers

Natalie Jackson is the Marketing Director for the emfluence Marketing Platform and for emfluence\'s Digital Marketing. She has nearly a decade of experience in B2B marketing and in digital marketing, including more than eight years of geeking out over all things email and marketing automation strategy. Natalie has spoken on email marketing, CRM strategy, and content marketing for storytellers at Digital Summit Kansas City and Digital Summit At Home, Microsoft Dynamics CRMUG Summit, emfluence’s And Then Some Conference, and for countless local marketing organizations.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Emfluence (if you aren\'t already). You can unsubscribe from either or both at any time.

"}],"authorSlug":"valgeisler","originalHeight":1080,"title":"The B2B Marketer’s Guide to Better Email","publish_date":1597765414085,"secondaryAuthorSlug":"","description":"

B2B email doesn’t have to be boring. It\'s time to open up the possibilities of B2B email beyond the standard newsletter.

","classRecording":"https://my.demio.com/recording/OooFevUh","hasPrimaryImage":true,"categories":[{"slug":"courses","name":"Courses"}],"type":"class","partnerSlug":"emfluence","created_date":1597765416331,"primaryAuthorText":"Teacher","slug":"marketers-guide","classDate":1597204800000,"partnerSlugText":"Subsidized by our friends at","name":"Val Geisler","authorBio":"Customer Evangelist at Klaviyo"}')},7001:function(ep){"use strict";ep.exports=JSON.parse('{"authorSlug":"kellylamano","publish_date":1617155400550,"type":"article","originalHeight":600,"title":"How to Measure Customer Relationships with Survey Forms","isDraft":false,"originalWidth":1140,"partnerSlugText":"With partnership from","slug":"measure-customer-relationships-with-survey-forms","hasPrimaryImage":true,"created_date":1617155401211,"categories":[{"slug":"tutorials","name":"Tutorials"}],"content":[{"type":"text","content":"

Typeform. Google Forms. Survey forms. Gym form. Collecting feedback can help quantify the customer experience.

It’s easy to get wrapped up in the fuzzy, feel-good part of doing the thing, like making the product, baking the bread, and hosting the event, forgetting how important the results are. 

We also need to know if the shirt fits true to size, how well the bread was toasted, and what people loved (or didn’t love) about an event to continuously improve the experience. Surveys measure your relationship with your customers, making the results crucial to growing your company, products, and services.

Building your survey

With most builders, you can start on a free plan and upgrade for advanced features. There are tons of form builders out there, so here’s a few examples to get you started:

Typeform

Typeform offers a sleek interface with answer-one-question-at-a-time templates. You can create three forms per account on the free plan, a limited number of questions, and 100 responses per month. Typeform integrates with Salesforce, Zapier, MailerLite, Zoho CRM, Shopify, HubSpot, and more.

Google Forms

Google Forms is always free and gives you eleven different field options for your forms. You can easily share forms with your team, export survey responses to Google Sheets, and fully integrate these forms with your Gmail or Google Workspace account. Google Forms integrates with Slack, Mailchimp, Salesforce, HubSpot, Pardot, Marketo, and more.

Keep in mind that you have the option to make form responses public or private. So, if you don’t want customers seeing each other’s answers, make sure you check that setting!


SurveyMonkey

Create an unlimited number of surveys on all plans, ten questions per survey on the free Basic plan, and view a set number of responses per survey on each plan. SurveyMonkey integrates with Tableau, Microsoft Power BI, DataHero, and more to analyze survey reports a step further.

Ad:


HubSpot Form Builder

If you’re using HubSpot CRM, you can create a standard form or a pop-up form with the HubSpot Form Builder. HubSpot offers a few form templates, or you can build a form from scratch. People who fill out your form will be added to or updated in your HubSpot contacts database so you can manage your contacts from there.

Microsoft Forms

Another free option, you can add multiple choice questions, ratings, or text questions with Microsoft Forms. Then, you can link to the survey in an email, embed the survey form on your website, or embed the form in an app called Microsoft Sway, where you can share reports with your team.

Mailchimp

You can create a survey landing page in your Mailchimp account. Then, add Mailchimp merge tags to your email template to add a poll or survey question in your email. When subscribers click on an answer to your poll or survey question, that link will redirect them to your survey landing page.

Creating a survey landing page is available on both a free Mailchimp plan and upgraded plans. When you create a survey in your Mailchimp account, you can choose whether to let your audience fill out the survey anonymously or connect responses to specific contacts.

Encouraging subscribers to fill out your survey

Once you create the survey, tell the world about it.

1) Create a survey email. Keep the text short and sweet, and add a button, image, or underlined text that links to the survey as the CTA. Your CTA will take subscribers to your survey landing page to complete the survey.

2) In the survey email, offer an incentive to your audience for providing feedback, such as a percentage off their next purchase, a gift card, or a virtual high-five.

3) Send a survey invitation from your survey host. For example, you can choose “Send by Email” in SurveyMonkey’s interface on a paid plan. SurveyMonkey will send an email to your audience from your sending address (an address that you choose). Plus, you can personalize the message requesting feedback from your audience.

4) Embed a survey form in your email so subscribers can update their preferences or complete the survey without leaving the inbox.

Embedding a form in an email

If you want to get fancy, you can embed a form in an email template. Interactive forms make it easy for subscribers to fill out a form right there in the email instead of being redirected to an external form. The less work your subscribers have to do, the easier it is for them to complete the survey.

4 of the 5 top email clients support interactive forms, including Gmail, iOS Mail, Apple Mail, and Yahoo! Mail. Check out Litmus’s handy guide to interactive forms for a more in-depth look at building an interactive form for your emails.

Adding user-generated content by sharing survey responses in your emails

Chris Vasquez from AWeber, and the survey pro behind the Would You Rather newsletter, shared the power of user-generated content (UGC) with us on Feedback Friday.

https://www.youtube.com/embed/szzDTSQ8KHk 

“One of the biggest things I learned, and something that I think other folks could adopt when they\'re sharing UGC like this, it\'s the community leaving their answer and why they left it,” Chris said.

“I found that people got really stoked when I would include their comment and a link to their Twitter profile or Instagram. So you\'ll see there\'s an opportunity in the survey that people click through to leave a contact, either Instagram handle or a Twitter handle or something, and folks get really excited.”

Chris asks, “Would you rather...A or B?” in his newsletters (“Would you rather have: A dog body or a dog head?”) and then shares survey responses in future newsletters. The “Best Darn Responses” section gives his audience something to look for to see if they’ll be featured and how other people responded.

Like what Chris does with Would You Rather, you can include survey responses - anonymous responses or using someone’s first name next to the response quote - to create a unique experience for your audience. Collect survey data, and then share that information.

Capturing feedback during a live virtual event

You can also capture data by serving up polls during a virtual event. For example, Zoom offers polls in meetings and webinars (on a paid plan). You can ask your audience how many people are watching (if they’re sharing their computer screen with someone in their household) and throw in trivia questions for audience engagement.

If you’re hosting a larger event, such as a conference, you can capture that data with live polling and surveys. Platforms like Hopin and Bizzabo offer real-time polling and results. 

You can also use a tool like Slido to customize live event Q&As for meetings and events in Hopin, Google Meet, Microsoft Teams, and more.

Make it easy

Wherever you collect feedback, the key is to choose a tool that works for your organization and a tool that’s easy for your audience to use. 

Keep it simple. Know your audience. Keep the conversation going by including survey responses in future emails and follow up with your customers to nurture your relationship with them.

Take the RGE UNSPAM2021 survey

Speaking of surveys and forms, we couldn’t help but drop in our own survey here. We want to hear from you on a possible UNSPAM 2021.

What do you want to get out of the event? What are you most curious about? Would you rather have cheese or pepperoni pizza at our booth? (Disclaimer: We’re not promising pizza, but it can’t hurt to know, right?)

Tell us what you’re thinking here.

Ad:

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Typeform. Google Forms. Gym form. Collecting feedback can help quantify the customer experience. We need to know if the shirt fits true to size, how well the bread was toasted, and what people loved (or didn’t love) about an event to continuously improve the experience. Surveys measure your relationship with your customers, making the results crucial to growing your company, products, and services.

","secondaryAuthorText":"Host","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},27809:function(ep){"use strict";ep.exports=JSON.parse('{"description":"

Really Good Emails\' co-founder, Matthew Smith, guides us through our thoughts, feelings, and fears, challenging us to bring ourselves and our customers to a safe space.

","partnerSlugText":"With partnership from","title":"Mental Inbox with Matthew Smith from Really Good Emails","type":"article","primaryAuthorText":"Author","secondaryAuthorText":"Host","originalHeight":1080,"isDraft":false,"categories":[{"name":"UNSPAM","slug":"unspam"}],"publish_date":1605753637505,"originalWidth":1921,"content":[{"type":"text","content":"

Matthew Smith: Happy Friday, everybody. I\'m going to be curious what you think about this talk because it\'s my first time giving this talk, but this is zoning in on something good. It\'s an amalgamation of many of my different talks. I love using that word, \\"amalgamation\\".

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https://www.youtube.com/embed/sct6UTiVHlI

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Has anybody seen Small Time Crooks by Woody Allen? No? Small Time Crooks is a fantastic movie. We\'re all going to be inside for a while, so watch that. It\'s a great movie where Woody Allen is a New Jersey guy, and he\'s got out of jail for bank robbery, so the first thing he starts doing once he gets out is to start planning the next one.

His wife is in on it, and long story short, they end up not robbing a bank but instead starting a cookie company. This company goes gangbusters, and she is still kind of a poor low class, New Jersey gal, but she has to figure out how to be like a wealthy, rich, cool person. So, she memorizes all the A\'s in the alphabet, and she uses all the A\'s at all the parties, and amalgamation is one of those words. It\'s a good movie, watch it. 

All right, in all seriousness, I\'m excited to be here. The preparation I\'ve done for this talk is a little unusual. The first thing that I decided I needed was an alcoholic dad. The second thing I needed was a difficult childhood with a mom who was emotionally unavailable because of her upbringing, so that makes me a unique bird. Perfectionist parents taught me how to work my ass off, raised me to be an Eagle Scout, and to work hard. I have baggage. Who has baggage here? All right, love that. We should start a baggage company like Away.

So, listen. I had to do that. I had to become an alcoholic, and then I had to quit drinking three and a half years ago, which is incredible, thank you. There are people here who probably need to stop drinking, and there are people here who are suffering from other kinds of addictions. Many of us are addicted to our phones and all sorts of things. Many of us are experiencing all types of panic and anxiety right now. We are addicted to the internal drugstore that happens with anxiety when we feel all that\'s going on. That\'s what I\'m going to talk about today. That\'s the preparation I\'ve been doing, plus, you know, putting together some slides.

I\'m grateful to be here today. 

We are @reallygoodemail on Twitter, and I am @whale on all the things.

Look me up if you want. I am an open book. Ask me any email questions, ask me any design questions, ask me questions about alcoholism, addiction, recovery, parenting, and whatever you want. I am available. I like helping people. 

All right, I\'m here to turn those kinds of emails (gross emails) into a unicorn. This is my mission in life.

Here\'s the thing, I want to know from you, and I want real audience participation, who is feeling stressed today?

Now, for a moment, I want you to close your eyes and think about where you are feeling the stress. Can you put your hand on it, on your body? I mean literally, not like the way that teenagers use the word \\"literally.\\" Yeah, that\'s good. Notice that.

Who\'s feeling anxious? Raise your hand. Yeah, me too. Take a deep breath. Where are you feeling it? Put your hand there.

Who\'s feeling fear? Interesting, that\'s good. Notice where that\'s coming up in your body. See if you can sense that. Is it different from these other emotions? The more that you can become aware of what your body is doing, the more powerful you will be at owning your reactions, for yourself, and in your work.

Who\'s feeling confused? I am. I don\'t know what\'s going on. There is uncertainty. What will they think of my talk?

Who\'s feeling anger? I can feel some anger. Yeah, I definitely can. 

All right, whose customers feel (or have felt) any of these feelings, and maybe you\'ve experienced their wrath, fear, or confusion? I have. I\'ve made some mistakes that have caused people to feel some of those things. I\'ve sent emails that had issues that caused people some of those feelings. We all have to deal with this. Putting COVID aside, putting the pandemic aside, these are real problems. Emergencies happen but also working with emotions happens, and uncomfortable feelings happen. 

One of the things that I want to point out is, who would say that these are bad feelings? Who would say that these are good feelings? Okay, one person thinks these are good feelings. One of the things that we usually do here with feelings like this is create a binary. We say those are bad feelings. I do not want them, and then with elation, joy, excitement, and ecstasy, we say more, please.

Did you know that apparently, if you touch your heart right here like this, it releases dopamine, and I\'m like, oh yeah, more dopamine. These feelings that can cause discomfort, which we generally think of as bad, but every one of us and our customers feels those emotions. That is something that we have in common with our customers, and that should create something really powerful between you and your customers.

I want to reinforce, though, that there are only two ways of dealing with these emotions,...

complete and utter relaxation...

or total freak out...

False. That is incorrect.

You\'re more complex than that. Your customers are more complex than that.

I want to talk about how we can serve ourselves with equanimity.

We can help our customers, colleagues, and friends with equanimity. Who knows what equanimity means? That\'s what I thought. It\'s not a very common term.

Equanimity means mental calmness, composure, and evenness of temper, especially in a difficult situation. She accepted both the good and the bad with equanimity.

That\'s a neat idea, a-hole but be practical. It\'s nice to talk about things like this, but what do we do about it?

Okay. I\'ll show you. 

As I\'ve said, I\'ve had to give up alcohol, which was tough, but the more challenging thing underneath that was dealing with all my insecurities and a deep fear of abandonment, which comes with many people who deal with trauma. So, I learned some cool tricks along the way. What I want to help you do in this exercise is to clear your Mental Inbox.

It\'s a term that somebody used recently with me as we talked about some of this topic and how I want to talk more about it. It made sense about this relationship I have between my recovery world, and I write on Instagram quite a bit about it at @matthew.lloyd.smith, and then my email world and my design world. Let\'s get into this.

The first area for practicality is mindfulness. Mindfulness talked about, and mindfulness practiced, mindfulness understood are two different things. I want to help you understand something.

Mindfulness is being present with people, places, things as they are, yourself as you are, without evaluation or judgment is another way of saying this. Is COVID bad? It\'s a hard one. People are dying. We know that it is. We know that it\'s uncomfortable. Is the mistake you sent out in the email to 100,000 people bad? It feels terrible. It feels uncomfortable. It is what it is.

How about that colleague who will not stop doing that one behavior? Is it bad? Well, it is. Okay, what about that behavior that you have? That you can\'t seem to change? That addiction that you keep coming back to, the weight you can\'t lose, the alcohol you can\'t quit? Any behavior, anything that you keep coming back to. Can you accept it about yourself? Can you accept the temperature in this room, as it is? Can you accept the smell when you\'re sitting next to somebody who\'s all up in your space on that airplane? Can you deal with it? That is where mindfulness meets a real road. 

I\'m going to take you through a process of mindfulness now called RAIN. Who knows Tara Brach? Oh sweet, this is great, so you all are going to know Tara Brach now. So, the next time I say that you will not have an excuse. She is amazing. She is one of probably 10 U.S. Western-oriented mindfulness practitioners in this area that is changing everything. She has a great podcast, she\'s on Twitter and some other things, but a genuinely beautiful soul. She has a process called RAIN, and it starts first with breathe.

So, we\'re going to do some mindfulness together. Sit up straight in your chair. Get yourself ready. First, everybody close your eyes. You\'re in a safe place; these are safe people. These are not people that make fun of each other. We are a community. We\'re in a good place together.

Take a deep breath in through your nose and a slow breath out through your mouth.

Deep breath in through your nose and a slow breath out through your mouth.

Deep breath in through your nose and a slow breath out through your mouth.

Keep your eyes closed.

The first thing that we\'re going to do now is recognize all the thoughts that are coming and swimming around in your mind, and that\'s okay. Mindfulness is not about not having thoughts. Mindfulness is about noticing what\'s there. See the thoughts. Notice what color they are. Notice if they create a feeling in your body. Notice where that feeling is. Without judgment. Without criticism. Without assessment. Without comparing. Let that thought go. Let it flow down the river and come back to breathing. Keep moving the breath in and then out.

I want you to recognize for a moment, sort of a mental break from being at an email conference. Do you remember whom you are as an individual, having this human experience in the middle of a very unique, challenging time in history? How are you feeling? What is coming up? Notice it. It\'s okay that that feeling is there, stressors and anxieties. It is okay. It\'s understandable. Notice it, be aware of it. Notice the way your body feels in the temperature of this room. Is it a little cool? Are you a little warm? Can you feel your heartbeat? These are all good things to notice.

Now I want you to do something where you notice the way you feel in your body, the feeling of your feet against the floor, your bottom on the chair. I want you to sync up what is similar between those and the feelings you\'re having in your mind. They\'re just things, no judgment.

Now we\'re going to go from recognizing those feelings to allowing those feelings.

I want you to be able to allow the emotions that are happening right there in your mind, keep breathing, and let them be, let yourself be. By allowing those feelings, you\'re creating a safe place for you to be integrated. You\'re saying to yourself, no part of me has to leave and go away. All of me is acceptable right here, right now, as I am. This is self-compassion. Keep breathing, making sure that that breath is full and big. Give your body and give your mind the breath.

Now I want you to investigate a little bit.

Ask the feelings, ask the fear, ask the stress, ask the anxiety, the confusion, the anger, whatever you\'re feeling, you can ask it, \\"Would you be willing to tell me more about where you come from?\\" You can ask it, \\"What are you afraid will happen if the fear were to subside?\\"

What are you afraid will happen if the anxiety subsides? You can ask it, \\"What job are you doing for me?\\" Hello, fear, thank you for being here, thank you for helping protect me, thank you for taking good care of me. What are you hoping to do for me? What is the job that you\'ve come here to do? Listen; the way you would listen to a child who\'s scared and needs to talk to an adult. Honor that feeling, respect the sentiment. It has something to teach you. 

Now, we move into nurturing.

As you breathe, you can tell the feeling, tell your body, tell yourself, it\'s okay to be where I am. It\'s okay to be as I am. Thank you for showing up and listening. Thank you for being here. You can hug yourself. You can give yourself one of those awesome, dopamine, crazy things I did. You can take care of yourself and your body, and you\'re nurturing. Fantastic work, everyone.

Now, take a big breath in through your nose and out through your mouth.

Two more. Great. Fantastic.

All right. Now open your eyes, please. Well done. It\'s tough for us, especially an American audience, to stay still that long. No joke. I do about 15 minutes of this every morning, all silent, and it has changed my life.

Tara Brach calls this \\"Recognize. Allow. Investigate. Nurture.\\" or RAIN.

I call this \\"Feel. Accept. Research. Tenderize.\\" or FART. 

*Audience Laughs*

What else can we do?

We can observe without evaluation. I went through that; I think you all understand that now. We can also do this for others. At Costco earlier yesterday, Matt Cook was getting some water and some bananas for the conference, everyday needs. He saw some people getting into a fight. He saw a man arguing with his presumable now ex-wife on the phone, cursing at her, and being angry and upset. He saw lines out to the back and people stealing each other\'s parking spots. You can either get right in there, you can try and change that, which isn\'t changeable, or you can observe yourself and others without evaluation. 

When you do that, you move into a place where you create distance between your observation and your action. That little distance is where sanity lives. The more that you practice that, it makes a change in your brain circuitry. It\'s called neuroplasticity. Who\'s heard of this?

I love seeing that because this was not known ten years ago, and this is changing. This is how I\'m up here today, and not either wholly gone or somewhere else in a terrible spot. My brain changed, and it took a ton of practice, but I changed my mind every day doing this kind of work, and it\'s so powerful.

Let\'s see how he\'s observing first. This is good. Look at that, oh, that\'s beautiful. 

This is the next one, shaking your body. Who\'s ever seen a dog have one of those moments where the dog is sitting there, and then they shake out their cheeks? That\'s genetics. Some of us are closer to the link to dogs and apes than others. I believe we are completely evolved from animals, and we have these instincts in our bodies.

Everybody get up. I\'m not going to ask you to get crazy and move too far. Stand up where you are. What I want you to do is take a moment, first watch me. You can feel it. You can see the body go, whoa, reset. Then, imagine yourself being in a depressed state, an anxious state, an upset state, or a stressed state and doing that three or four times in one minute. It\'s a game-changer, no joke. This is not like, haha, okay, Matthew. It\'s the real deal.

It\'s also that, but anyway, ready? Okay, 1, 2, 3.

*Audience shakes their bodies*

Oh, baby, that\'s awesome. I love that. All right, thank you. Wonderful job. Round of applause here for everybody.

*Audience claps”

That is awesome. No joke, this is a technique. This technique takes you out of your amygdala, where you\'ve been hijacked with your stress, and it gives your body a response to take you out of there, and it puts you back in your prefrontal cortex. I\'m not a neuroscientist, but I\'m learning a lot, and I think that\'s what happens. That is potent shit right there.

Let\'s see how he\'s doing. He\'s doing a beautiful job, oh man, look at that, all so good. I wish I had so much skin like that.

All right, let\'s get grateful. Who practices a gratitude list? Yes. This is how our nation heals y\'all. This is how it gets done.

One of the things here, this is the kind of feeling that we\'re looking for, this little happy guy. What I want you to do right now is let\'s go around, and I want you to say things that you\'re grateful for, but I want you to think outside the traditional stuff and see if you can say some things. Think about some things that are not your standards, or it\'s the stuff that you don\'t think about.

For instance, in one of my 12 step meetings, I have a guy who comes in now and then. Not long ago, he came in, and he was grateful to be in the meeting with people he knew had his back. He\'s trying to get out of a situation where he\'s been homeless. He\'s having ALL of his teeth pulled because they\'re all diseased. I realized how thankful I am that I have teeth. That\'s crazy. I\'ve never once thought that until that happened. I took it as well; I\'ve got teeth. They\'re great. Good, move on, but no, this would be a different presentation if I had no teeth. What are you thankful for right now? Go for it, hand up, and I\'ll call on you. 

Audience member: This community, which sounds very cliche, and also a very, very supportive partner.

Matthew Smith: And a very supportive partner, Fantastic, thank you. Yes?

Audience member: I’m grateful that I get to work for a company that doesn\'t make me grind away until there\'s nothing left. I get to go home and do something that I care about or nothing at all. 

Matthew Smith: That\'s beautiful. Thank you. Yes?

Audience member: I’m so grateful for my cat.

Matthew Smith: Awesome. What\'s the cat\'s name? 

Audience member: Louis.

Matthew Smith: She\'s so grateful for her cat Louis. I love it. Thank you. Yes?

Audience member: That I can work from home.

Matthew Smith: That’s awesome.

Audience member: I’m grateful that I spent time with my daughter when she was very young and growing up. I got to be there every day. 

Matthew Smith: I love that. He’s grateful he gets to spend time with this little girl.

Audience member: That I’m in long term remission from cancer.

*Audience cheers*

Matthew Smith: She\'s grateful she\'s in long term remission from cancer, gorgeous. All right. Isn\'t that awesome?

All right, who else? Yes?

Audience member: I\'m grateful for all the people today working to serve this conference and the people doing the labor-oriented work, such as food service. 

Matthew Smith: She\'s grateful for all the people serving this conference doing the hard labor-oriented work and for all the foodservice folks and all the people who can\'t work from home.

Remember, whatever you think is the best tip you can give, add $3 or $4 more. Every time you have a chance, like a woman who was around here cleaning up yesterday, it was a great moment. I thought, man. I\'m going to embarrass myself. She\'s going to think I\'m weird. I went up to her and was like, thank you so much for being here, for helping, this is such a hard time, and she was like, \\"Really? Thank you\\". I felt, yes, a human moment, connection! That\'s what we\'re looking for, so take that time. Anybody else?

Audience member: I’m grateful for opposable thumbs. 

Matthew Smith: We would be toast without them. What else? Yes?

Audience member: I\'m grateful for the opportunity to be able to drive. I recently heard a story about a woman in Syria who has a car, which is rare for women there since most women don\'t. I\'m grateful we live in a country that supports us and supports us as women to do these things and travel by ourselves. 

Matthew Smith: Fantastic, she\'s thankful she can drive, and that we live in a country where that\'s possible for a woman and celebrated, and it\'s easier to get than in most other countries like Syria, where that\'s very unusual. That\'s fantastic. Thank you. One more. Yes?

Audience member: After our accessibility session, I\'m happy that I can see and I can read all the emails that annoy me so much. 

Matthew Smith: Yeah, she\'s grateful that she can see all the annoying emails. Yes, I like that, that’s good. 

All right, what do you put into your customer\'s Mental Inbox, now that we\'ve done a lot of self-healing work? Do you see where this is going?

\\"At the end of the day, people don\'t remember what you said or did; they remember how you made them feel.\\" This quote is attributed to at least seven people. Maya Angelou is one of them. She\'s cool. She\'s black. She\'s a woman. She gets my vote.

How are your customers feeling?

These are feelings, everybody, for those of you who don\'t know. They start here with sad, mad, scared, joyful, powerful, and peaceful and go out here. Look at this, spend time in this wheel, spend time thinking about what you are, spend time thinking about what your customers might be feeling. 

Why am I shopping for a go-bag? Because I\'m afraid that the world\'s coming to an end in a pandemic. Why am I shopping for pet insurance? Because I\'m terrified that my cat will die or that she\'s going to get sick or that something will happen and I won\'t be able to afford what\'s going to happen. Why am I shopping for softer sheets? Because I want to sleep better because when I sleep better, I am saner.

How am I feeling? Why am I on Dribbble? Because I need a job because I need to connect with the community. What is the feeling I get out of enjoying a great meal through Yelp that helped me do that? What is the feeling? What are you helping your customers achieve? What happens if things go wrong? How do they feel then? Do you know? Have you spent time getting in their heads or talking to them? Whoa! Can you imagine? You should write to them, \\"Hey, Louisa or Jorge, what are you feeling, what\'s going on in your life? How is our product serving you? Or, have we missed the boat?\\". Find out how they\'re feeling.

What can you do to help them feel more safe and secure?

Who knows what this is? Maslow\'s Hierarchy of Needs. Good, okay. Look at this and think about where we are right now. First, we want to make sure that we and the people we love and others have these physiological needs met. Look how low down this base pyramid safety is. 

Now, who knows that when you write an email to a colleague or a client, or if you are the client, back to a vendor or something like that, and you need a response on something, if a day goes by, what happens to your safety? What happens to that feeling of security? That uncertainty that starts tickling you on day 2, day 3, what if things are depending on you? What if other people are counting on you? What happens to that? What happens if you need a shipment to come for something important?

Your mom is sick, and she will probably have her last birthday, and you\'ve ordered something really special. Do you care about when that\'s going to arrive or if it\'s going to arrive on time? You better believe your ass you do. This is more about safety than some kind of customer service issue. This happens all day long. You need to understand their feelings. See if you can spend some time in your heart understanding those feelings and then be able to communicate to that.

When we are consistent,

when you try listening,

when we show compassion,

when we create clarity,

when we are honest,

when we stay curious, with our own emotions, and then with other people, when we do all these behaviors; this is how you get functional. This is how you get relational. This is how you start communicating in your emails as though you give a shit, and I know all of you do.

So whatever your boss told you to send, and you think it doesn\'t feel right, stand your ground. Tell him what you\'ve learned here, go and do some other research and say, no, that doesn\'t feel human, that doesn\'t feel right, and I\'d like to do this. Take a chance on me. I want to show that if we can connect relationally, oxytocin is released, and we will create a better, more creative, more powerful bond with our customers, and we will develop greater loyalty. 

So one of the stories I want to tell you about real quick is when I worked as a chief creative at Relay Foods, it was an online grocery. About a year and a half into our work, we saw numbers continue to go up, and we were trying to figure out who are the customers have the greatest lifetime value. Who are you?

We had this weird metric for all of them; they all had a mistake in their first order. I\'m sorry, that doesn\'t make sense. It does not compute. Well, it turns out, that means that they had an experience with customer service. It means that they got to experience our effective customer service. \\"I\'m so sorry, Lisa, that your avocado was demolished when it got to you. It was gross, and I know we blew it. Would it be okay if I brought you another couple?\\". \\"Sorry, what did you say? Of course it would\\".

That\'s insane. That\'s amazing. Then, boom, she\'s hooked because she was heard. It was mirrored back to her what she was experiencing, how shitty that experience was, and then we did something about it. 

We took action. Our apology is not enough. Action is an apology. Then, we develop loyal customers. You can do this too, by responding to your mistakes, by replying to the feelings that people are having, getting to know them, all of these things. We know this already. If we acted the way we do in our email marketing lives on Tinder or Hinge or any of those things, we\'d get people to swipe left all day long. All-day long. It\'s left, right?

So, be human, show up, and stay curious.

I have no idea why he did this, but this is beautiful. One more time, this is so good. Push it out, there it is.

Listen, email is not marketing.

Email is relationship designed.

You can clear your Mental Inbox.

I know you can do it.

Be really good.

Thank you. I appreciate you. You have done a great job.

Mike Nelson: So before he walks off, stay up here. I\'ve known Matthew for five years. I knew him during alcoholism, and there is a 100% difference between him as a man and as a friend.

We\'re here because we love you guys, but we\'re also here because we love each other, in a bro kind of way. Now you can join our cult. We hope you know how much we love you.

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When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn’t know was possible.

Now it’s on all brands to live up to these high standards. Though challenging, there’s hope—83% of consumers will share their data in return for more personalized experiences. This where Iterable can help!

In this class, experts from the Iterable team will reveal how to achieve advanced cross-channel personalization by building individualized recommendations and dynamic content based on product metadata.

You’ll learn how to:

  • Sort and filter dynamic content groupings using multi-attribute criteria
  • Create localized recommendations, like “5-star restaurants, in my price range, near me”
  • Use Iterable Catalog to build personalized content collections and automate messages in real time

Who should come?

B2C marketers that focus on customer lifecycle / retention / CRM

Email, mobile and cross-channel strategists

Verticals: retail/e-commerce, subscription services, media & entertainment, food & beverage, travel, consumer tech

Enterprise businesses looking to replace a legacy marketing cloud

People looking to see what Iterable is capable of

Who should maybe skip this one?

B2B marketers, Small businesses, Marketers in highly regulated industries (healthcare, finance, etc.), developers and designers who strictly write code and design from scratch

Note:

This class is part 3 in a 3-part series. While you\'re encouraged to attend all 3 classes, each class stands well on its own. Choose 1, 2, or all 3!

Alyssa Jarrett is Head of Brand & Content at Iterable, where she specializes in creating data-driven content to educate growth marketers on how to develop world-class customer engagement. She has previously served in marketing roles for companies in SaaS and big data, including Ripple, Objectivity, Splice Machine, and Cray.

Katie Barends is a New Jersey native turned California girl now living in Denver (with a few years in Florida along the way). Katie got her start in journalism, focusing on communicating and storytelling in every interaction. She has a knack for strategic conversations and helping others realize and achieve their goals. She\'s been in the tech world for the last 5 years working with Fortune 100 and C-Suite decision-makers across all industries. In that time, Katie has held a variety of roles in solutions consulting, sales coaching, and product and customer marketing to support both not only customers and prospects but also internal partners.

*All classes are recorded and will be sent out to all registrants for those that can\'t attend live and/or want to rewatch over and over again (who wouldn\'t?!)

**By joining us for this class, you’ll also get free newsletters from Really Good Emails and Iterable(if you aren\'t already). You can unsubscribe from either or both at any time.

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In part 3 of this 3-part series, you\'ll learn advanced personalization using product metadata.

","classDate":1602043200000,"primaryAuthorText":"Teacher","publish_date":1597767905944,"isDraft":false,"secondaryAuthorText":"Host","hasPrimaryImage":true,"eventbrite":"https://www.eventbrite.com/e/metadata-a-3-step-plan-to-cross-channel-personalization-3-of-3-tickets-111896992918","originalWidth":2160,"type":"class","categories":[{"slug":"courses","name":"Courses"}],"created_date":1597767907995,"name":"Val Geisler","authorBio":"Customer Evangelist at Klaviyo"}')},41843:function(ep){"use strict";ep.exports=JSON.parse('{"description":"

We started ReallyGoodEmails.com in 2014. Five years later, what did we have? Over 2 million and a site that still was not that great. So we changed that.

","authorSlug":"mike","originalWidth":2400,"content":[{"type":"text","content":"

2014.

It was the year of our lord, Two Thousand and Fourteen. That’s when ReallyGoodEmails.com poked its little gofer head up into the internet. It wasn’t some type of site that we spent months white-boarding, debating where to add text or buttons, figuring how to attract Monthly Active Users, or securing some of that cash-money from VCs. We knew we could get a few of our email friends to help us out because it was going to be good for the internet and we all love “good.” Since the beginning, RGE has been a place for us to share screenshots of emails that are, in our experience, well…really good.

Our mantra since year one: Design Better. Spam Never.

We posted thousands of emails and millions of visitors showed up at ReallyGoodEmails.com again and again despite our warnings that taking email seriously would result in a rare rash. Over the next four years we grew older and more decrepit—particularly Matthew—and the site was failing to keep up with demand. It was years wasted. Wasted because it was crummy in both performance and our vision of what it could be.

With ideas piling, and several false starts that would make your brain hurt, we pulled together all the gold we’d been hiding away in our gringots vault (converted from muggle money from sponsorships), speaking fees, consulting, and the like, and hired some amazing friends to build a spiffy new site with us. (Is spiffy still a word?)

Despite all four of us having full time jobs with other great companies or running our own businesses, we’ve spent the last 5 months making it special. We’ve rolled out some hot new features. Even Mugatu thinks these are steamy. Some of the new features will move to pro accounts but for now we wanted everyone to see what’s under the hood.

New features for Really Good Emails 2.0

Collecting

Our most requested feature is front and center. As you hover over any email or dive deep into the detail-view, you’ll find it easy to save the email into a collection.

Creating a new collection gives you the ability keep your favorite emails all in one place. But don’t stop there — you can create any collection you want. Want to collect only transaction emails with the red CTAs? Weirdly specific, but go for it. Want to collect emails from brands that start with the letter “Q”? The world is your oyster.

We see people creating collections for all sorts of reasons. For example, take Ted Goas, designer at StackOverflow, who uses the collection feature to track ideas and analyze trends. Or Jason Rodriguez, community and product evangelist at Litmus, who links to his collections from articles, webinars, and more. And because collections are (currently) public, they are easily discoverable from the site search and can be followed by others as you update them with more emails from the site.

RGE is already an authority for email design, which makes using RGE collections the best place to collect and share competitive teardowns around a specific email theme. — Ted Goas from Stack Overflow

Collections, as a foundation to the site, also allows us to build a private mode and team mode in the future. We are also looking at the ability to collect other content types, such as articles, videos, or code snippets related to your collection. Keep an eye out for those updates later on.

Smiling (aka “likes”)

Giving a smile is an outward expression to yourself and others that an email is especially good and a vote to be highlighted more on the site. Also smiling sends dopamine through your brain. If you see someone over-smiling, they are probably smile addicts and like a lot of things. The more “likes” an email receives, the higher it will occur in popularity rankings. To “like” an email, simply hover over it and the smiley face will appear. Clicking on it gives all the good feelings.

You can also use the “like” feature to quickly bookmark one you want to remember for later. This is because all “likes” are tracked to your profile for easy reference. (More on Profiles below.) If you want to remove one of your “likes”, simply click on the button again and it will remove the like. We can’t be held responsible for the pain and suffering you may end up causing an email when you unlike it—nor the email uprising the may ensue if the emails band together with all their hurt feelings.

I’ve been using RGE for years now, to find inspiration, whether design or content. Having the ability to easily bookmark emails is really amazing for that! — Elyssa Verhoogen from SkyScanner

Code View & Editing

Wondering how an email was built? Now you can. With Code View (click on the “view code” button at the top of a full-email), you can jump right into instant geek mode. If you know your way around HTML, simply edit it in real time and see the changes render while you are connected to the internet.

What’s neat about having the code stored in RGE’s database is that it allows us to do some cool stuff that we haven’t been able to do before. Look out for updates for this feature, such as saving code edits, exporting to an ESP or email tool, or even getting some code help from other geeks.

A profile to rule them all

Having a profile is crucial to making the site more personalized and functional as a user. While you can browse and search without a profile, having one gives you access to the new features we’ve mentioned above, get alerts, and connect with other users. If you decide to have natural jerry curl like our friend Aeryk, that’s up to you.

As more people interact with your profile or collections (or you interact with them and their collections), the alert feature will keep you up to date on what’s going on in your email network and ecosystem. Watch for the alert bell at the top of the page to indicate a new notification pertaining to your account. This will come handy especially when you are following a company (i.e. Nike), a category (i.e. Newsletters), or want to catch up on the latest updates from RGE. As we march into the future, we’re excited to be able to finally do things with email automation that many of our partners and the companies we’ve collected from have been doing well for ages. Yippee we’re joining the future!

We are already thinking of ways to make profiles even better, such as connecting with Slack / Microsoft Teams, showing off your “status” (i.e. freelancer for hire) and skills (ie. Salesforce certified), controlling your company page, and much more.

Search & Reccos

While it may not seem like a huge feature, we’ve rebuilt search and discovery from the ground up. Yes, you can still browse by categories, but our semantic search finds keywords and also determines the intent and contextual meaning of the the words a person searches for as they are typing it. This is why we’ve downplayed categories and increased the search box size.

As you find an email and view it in full, you’ll notice related categories and emails are constantly updating based on correlated searches and onsite click behaviors. We’ve done this specifically so that that the recommendations stay “so fresh and so clean.” And if you were wondering, “Reccos” are not tribal raccoons; they are a neat word for recommendations. All the kids are saying it now — trust us.

Our goal is to make search go deeper and more connected, such as reaching into our entire email code database (i.e. show results for all emails that contain font-family:’Cereal’) or proactively recommend an email category for you to follow (i.e. because you searched for “hello,” you should follow welcome emails).

Third-party integrations

Because RGE is now built off of some wicked APIs, that means that we can use our data to match it up with other information out there. For example, we are pulling details about companies and matching their logos, their sending habits, or their Email Service Providers of choice.

What’s next for our integrations? Maybe even more data about the companies that send emails. Maybe a chrome plug-in for your G-suite inbox. Maybe a connector with an email testing company. Maybe email job openings you’d be a good fit for based on your LinkedIn account? You’ll have to wait and see.

More to come

This post is full of plans to make Really Good Emails better than it currently is, but we cant do it without you. If you want to let us know how we are doing, what you want to see next, or just want to see if we’ll respond, send us a chat on the site or send us an email: hello|at|reallygoodemails.com.

And of course, thank you

We are regularly humbled by the incredibly positive community of designers, marketers, thinkers, VCs, web folk, and other lovely humans who cheer this small team on to do amazing things. Seriously. Thank you. We’re really excited to finally have a home where we can all participate.

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","originalWidth":2400,"originalHeight":1175,"type":"article","content":[{"type":"text","content":"

One year ago I entered the wild world of email. I was confident in my HTML/CSS skills and ready to rock it.

But then… tables(!) and inline CSS(!!) and Microsoft Word as a rendering engine(!!!)… I quickly realized the intricacies of email coding were way beyond my expectations, and consequently the past year has involved a steep learning curve.

If this sounds familiar, welcome to the club! With the clarity of hindsight (but also as someone still fairly new to this), here is the humble advice I would give to anyone new to email coding:

The sooner you stop fighting the quirks of email, the sooner you can use them to your advantage.

I highly recommend checking out The Better Email by Jason Rodriguez. Even if you can’t pay for the book and/or video courses, at least download the free PDF.

It contains six pages of tips for transitioning from web to email that will save you weeks of trial and error. It’s also good for throwing at your friends when they make fun of you for coding like it’s 1999.

Another must-read on this topic is Chad White’s article “Why is email rendering so complex.”

Short answer: 15,000 possible renderings.

Email can seem like a tangled mess, and you will deal with some crazy parameters. But once you learn to embrace the peculiarities, beautiful things begin to happen.

Ready to dig in? Here are some tutorials that will help set you up for success.

I used the tutorial “Build an HTML Email Template from Scratch” by Nicole Merlin when I started out. It’s a few years old, but it still gets the job done.

Another helpful tutorial from the same series is “Creating a Simple Responsive HTML Email.”

When you’re ready to dive deep, EDMdesigner’s “Modern HTML Tutorial” is a great resource.

They take an element-by-element approach to building emails and share the results of their tests for each method on all major clients.

Of course, what worked for me may not work for you. I haven’t tried the following courses and tutorials, but they come highly recommended by other email geeks:

Take advantage of available tools. Here are a few your future self will thank you for bookmarking.

Campaign Monitor’s Ultimate Guide to CSS (recently updated)

This searchable database breaks down which CSS properties are supported in which email clients, and it is invaluable when you are coding emails and figuring out where fallback options are needed.

Buttons.cm

I virtually always use Stig Morten Myre’s bulletproof email button tool (hosted by Campaign Monitor) to create calls to action.

It generates code for buttons that are bulletproof in Outlook as well as all other major email clients. There are other options for creating buttons in email, but in my opinion, this generator is the best way to go for beginners.

EDMdesigner on background images

Background images in email are difficult, but this guide from EDMdesigner takes out the guesswork.

They have tested various methods so you don’t have to. If you find yourself needing to code background images in an email, check it out.

Inliner tools

Most clients now support embedded CSS. However, if you are sending to international webmail addresses, or for some edge cases such as non-Gmail accounts opened in the Gmail app, your emails may not render properly without inline CSS.

Litmus started testing non-inlined CSS in its newsletters this year, but until this is tested more widely, most developers will likely continue to play it safe with inlined CSS.

Fortunately, you can save time by coding with embedded CSS and then using a tool to automatically inline it. I currently use the built-in inliner tool in Litmus Builder.

If that’s not for you, there are some other free options available. (This list is from a Litmus article on the subject):

Or, if you’re into task runners like Grunt or Gulp, you can incorporate an open source inliner tool within these frameworks.

Email Check’s Knowledge Base

A go-to resource when trying to target specific email clients is HTML Email Check’s Knowledge Base.

The directory in the sidebar leads to specific, to-the-point directions for targeting each client in your code.

(Googling phrases like “target gmail app html email” also works!)

Email Design Workshop’s Glossary

For anyone new to the industry, this glossary is a helpful place to brush up on your email vocabulary.

Microsoft Outlook gets its own section. Because Microsoft Outlook.

Email on Acid has a great PDF that explains why the phrase “because Outlook” is part of every email developer’s vernacular. In addition, here is my list of top things to know when coding emails that may be viewed in desktop versions of Microsoft Outlook:

Outlook comment tags

Wrap anything you want to show only in Outlook desktop in these comment tags:

<!--[if (gte mso 9)|(IE)]>

<![endif]-->

Wrap anything you want to show in all clients except Outlook desktop in these comment tags:

<!--[if !mso]><!-- -->

<!--<![endif]-->

Memorize those. Tattoo them on your hand. Or, if you’re cooler than me, make a snippet. (I wrote them on a Post-it and pinned it to my cubicle wall. Old school, yo).

When starting out, you will most likely use this tactic for GIFs. Outlook does not support animation, so it will only show the first frame of your GIF.

If your first frame isn’t great, wrap a nice static image in <!--if (gte mso 9)|(IE)]><!-- --> <![endif] -->

and the animated gif in <!--[if !mso]><!-- --> <! — <![endif]-->

For example:

<!--[if !mso]><!-- -->

<img src=\\"http://image.member-email.com/lib/fe961570756600747c/m/1/em746-tech.gif\\" alt=\\"Animated image in the style of an 8-bit video game of knight upgrading his or her cell phone from an old to new model\\" width=\\"600\\" style=\\"display:block; font-family:\'Open Sans\', \'Arial\', \'Helvetica\', sans-serif; font-size:16px; line-height:24px; color:#4a4a4a; mso-line-height-alt:exactly;\\" />

<!--<![endif]-->

<!--[if (gte mso 9)|(IE)]>

<img src=\\"http://image.member-email.com/lib/fe961570756600747c/m/1/em746-mso.jpg\\" alt=\\"Animated image in the style of an 8-bit video game of knight upgrading his or her cell phone from an old to new model\\" width=\\"600\\" style=\\"display:block; font-family:\'Open Sans\', \'Arial\', \'Helvetica\', sans-serif; font-size:16px; line-height:24px; color:#4a4a4a; mso-line-height-alt:exactly;\\" />

<![endif]-->

Spacing

A rule to keep in mind for spacing is that Outlook only honors margins (not padding) on <p> and <h> tags, and only honors padding (not margins) on <td> and <table> tags.

(And its interpretation of padding on <table> tags is sometimes sketchy, so to be safe, put your padding on <td> tags only).

EDMdesigner explores this in depth in their Modern HTML Tutorial.

Line-heights

Set line-heights for all of your text AND use CSS property mso-line-height-alt: exactly. Otherwise Outlook may surprise you with its own interpretation.

Images

If you are having trouble with images in Outlook, try setting a pixel width directly in the <img> tag. Outlook struggles with percentages and undeclared widths. You can always change an image’s width to a percentage with media queries. (Note: Outlook desktop sometimes ignores properties with !important attached. Fun!)

Also, if you use a width or height HTML attribute, don’t use “px” after pixel widths or Outlook may not honor it. (For example, width=\\"300\\", not width=\\"300px\\").

Responsive Frameworks. Templates are your new BFF.

All of that said, fortunately you don’t need to start from scratch. There are plenty of responsive frameworks and templates to get you started. (I so wish someone had told me this a year ago!)

Templates

Litmus and HTML Email have free templates you can use as a starting point.

From HTML Email

Or you can check out templates by companies like Paper Plane or Mailto.

Frameworks

I haven’t used these much (recall my Post-it notes featured above), but I know they are commonly used in the industry:

Testing, testing… 1. 2. 3.

Once you’ve built your email, it’s crucial to test it before sending. If you’re lucky, you have a QA specialist on your team to make sure all links are going to the right landing pages and that you don’t have any extra “r”s in the word “cart.”

If not, you just have to be extra vigilant when checking your email. A preflight checklist like this one from Campaign Monitor is a good way to make sure you don’t miss anything.

Send test emails

With upwards of 15,000 possible renderings, it’s important to check an email on as many platforms as possible before sending the real thing. Viewing the HTML file in your browser or editor works during initial development, but you can’t be sure how it will appear to your users without test sends.

If you don’t have the option to send preview emails through your ESP, you can use a service such as PutsMail to send test emails.

PutsMail platform

When I started, I set up a new email account on Yahoo, Outlook, Gmail, Apple Mail, and AOL just for testing (yes, even AOL), and made sure to check each account in the corresponding desktop, webmail, and mobile app versions. (Please note: There are more efficient ways to do this. See next section).

Preview tools

A preview tool such as Litmus or Email on Acid saves you the hassle of sending and checking a million emails.

While you may still want to test the final version email with a few real clients and devices, a preview tool is far more efficient during the build process. It’s also more comprehensive, since it would be virtually impossible to send and view test emails on every available client, operating system, and device that your readers will use.

Which email clients to test

When deciding how much effort to put into coding for any particular client, it’s helpful to know what percentage of your audience is using which clients. Every audience is different, so if you have access to this data, definitely take advantage of it.

If not, Litmus puts out a list of the overall market share for email clients each year, so you can at least have a general idea of where your priorities should be.

From the 2017 Email Client Market Share infographic by Litmus

It’s dangerous to go alone! Connect with other email developers.

At some point, after hours of testing and retesting, you will finally scream out to the universe “why isn’t this working?!?!” And, fortunately, a fellow email geek will come to the rescue with the fact that Yahoo Mail sometimes ignores !important if it’s preceded by a space. (Seriously, that’s a thing).

I may be biased, but email geeks comprise the most amazing community in the world.

Join #emailgeeks on Slack, or Women of Email on Facebook. Participate in discussions on the Litmus community boards. Search #emailgeek or #emailgeeks on Twitter and connect with folks there.

Also subscribe to email-related blogs and newsletters to stay in the loop. Here are just a few I recommend, especially with coding in mind:

Webdesigner Depot, Web Designer News and Hey Designer Weekly also occasionally feature articles related to email.

Last but not least, check out the Email Design Podcast.

It’s about a half-hour each week and will keep you up to date with changes in the email world.

Accessibility matters. And, surprise! It’s a little different for email than web.

I promise your email lists include users who rely on assistive technology. Fortunately, it’s not hard to make sure their experience with your email is as frictionless as possible. Here are some best practices:

ARIA role attribute

Tables are necessary for emails, but also problematic for users who rely on screen readers. So be sure to add role=\\"presentation\\" in all <table> tags that are purely for formatting. This attribute tells screen readers to simply read the contents of the table, rather than describing the positioning of contents within a table and then reading them. The impact of this tactic is powerfully illustrated in this 30-second demonstration from Mark Robbins.

Use the alt attribute on all images, and please actually describe the image with your alt text. Don’t be that guy and use this space to say “turn on your images.” It is lazy, dismissive, and annoying. (Styling alt text is a good practice as well).

If an image is purely decorative and does not add to the content of the page, be sure to still add the alt attribute but use alt=\\"\\". Otherwise screen readers may read out the full URL of the image source.

Semantic tags

Use <p> and <h> to add semantic hierarchy to your email. While other semantic tags are not supported across the board, paragraph and header tags are now supported by all major email clients. Use them. (Just make sure to assign a margin value or you’ll get inconsistent results in…you guessed it…Outlook).

And more accessibility

There are endless resources when it comes to accessibility in emails. Wilbert Heinen has made a list that, if not comprehensive, is pretty close. If that seems overwhelming, I recommend starting with this video.

Good luck!

Every email journey will have its own twists and turns, but hopefully these tips give you a head start. What would you add to this list?

"}],"isDraft":false,"slug":"new-to-email-coding-heres-where-to-start","primaryAuthorText":"Author","secondaryAuthorText":"Host","created_date":1586217317316,"publish_date":1522731600000,"title":"New to email coding? Here\'s where to\xa0start.","authorSlug":"caitygoconnor","hasPrimaryImage":true,"name":"Caity O\'Connor","authorBio":"After a successful run as a project manager in the world of library services, Caity jumped head first into her email marketing career and never looked back. She holds a Master of Arts degree in Mass Communication and is passionate about delivering the right message at the right time to the right user. Previous experience working closely with a UX team led to her user-optimized approach to email design and development. She believes that decisions should be data-driven wherever possible. In previous roles she has helped clients implement interactive elements into their emails to increase engagement and has also used third-party services to serve dynamic content to recipients. Caity understands the value of teamwork and has created documentation libraries, checklists, and tutorials related to email development and the Adobe Campaign platform. She enjoys any opportunity to teach and learn from others. In her spare time, she can be found hiking in the beautiful mountains surrounding her home in Salt Lake City or boxing her heart out at the gym. She also enjoys baking, painting, reading, and watching the occasional Red Sox game with her husband."}')},63644:function(ep){"use strict";ep.exports=JSON.parse('{"hasPrimaryImage":true,"secondaryAuthorText":"Host","categories":[{"name":"Inspiration","slug":"inspiration"}],"created_date":1595891327755,"description":"

These newsletter examples get it. They\'re personal, detailed, and filled with great, original content. \uD83D\uDC8C

","isDraft":false,"partnerSlugText":"With partnership from","originalHeight":920,"primaryAuthorText":"Author","type":"article","content":[{"type":"text","content":"

The best newsletter emails engage readers, share industry trends, and focus on informing an audience with a personable approach.

Grab some coffee or tea and check out these really good newsletter examples.

1) Airbnb

"},{"type":"email","content":"

https://reallygoodemails.com/emails/discover-your-new-favorite-singer-on-airbnb/

","slug":"discover-your-new-favorite-singer-on-airbnb","email":{"accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"originalHeight":4336,"originalWidth":680,"screenshots":{"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true},"title":"Discover your new favorite singer, on Airbnb","content":"

A killer example of a (mostly) non-responsive email that works well across devices. Even when scaled down, the design is still readable and usable. Something even some responsive emails should try to hit a little better.

","categories":[{"slug":"travel-and-leisure","name":"Travel and Leisure"},{"name":"Newsletter","slug":"newsletter"}],"publish_date":1519230189,"litmusApiData":true,"litmusApiDate":1572881771495,"tags":[],"hasHtml":true,"popularityScore":0,"slug":"discover-your-new-favorite-singer-on-airbnb","hasPrimaryImage":true,"submitter":{"role":null,"slug":"mtthlbg"},"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"companies":[{"name":"Airbnb","slug":"airbnb"}]}},{"type":"text","content":"

Airbnb’s email design delivers every time. This newsletter example gives us all the details on what we can find in Melbourne, what we can do, and what animals we’ll run into. The email is consistent with Airbnb’s branding, and the first image immediately draws us in, putting the reader right in the middle of a smokey club with a pianist.

Why it’s really good

  • Interesting layout
  • Engaging photos
  • Informative
  • Newsletter fits with brand
  • Optimized for mobile

2) Tattly

"},{"type":"email","content":"

https://reallygoodemails.com/emails/diy-tattly-eggs/

","slug":"diy-tattly-eggs","email":{"hasHtml":true,"publish_date":1592868069906,"originalHeight":5065,"submitter":{"slug":"whale","role":"None"},"hasPrimaryImage":true,"categories":[{"name":"Easter","slug":"easter"},{"slug":"holiday","name":"Holiday"},{"name":"Newsletter","slug":"newsletter"}],"author":{"slug":"whale","name":"Matthew Smith"},"content":"","originalWidth":680,"litmusApiData":true,"title":"DIY Tattly Eggs","tags":["stayhome","diy","project"],"screenshots":{"IPHONE8":true,"OL2019":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true},"accessibilityIssues":{"accessibility-linktitle":true,"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true,"accessibility-htmllang":true},"slug":"diy-tattly-eggs","popularityScore":1,"submittedEmailId":"4SVhUHlWcjqojXPWIM16","litmusApiDate":1592868134208,"companies":[{"slug":"tattly","name":"Tattly"}]}},{"type":"text","content":"

Remember those temporary tattoos you used to find in cereal boxes or spend your coins on in prize machines? Well, Tattly shows readers how to get creative with their high-quality temp tattoos in their newsletters, like this one: how to decorate an egg.

Tattly’s email breaks down the creative idea step-by-step and uses a good mix of crisp photos and text to walk them through how to use the product. The company ties in prints and colors in this email that they don’t usually associate with their brand, but it works because the design is consistent throughout the email.

Why it’s really good

  • Creative use of product
  • Crisp product photos
  • Interesting layout
  • Goes further than advertising a product; provides the reader with value

3) Smashing Magazine

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smashing-newsletter-238-email-design-teams-regex-and-compression/

","slug":"smashing-newsletter-238-email-design-teams-regex-and-compression","email":{"publish_date":1582187580921,"categories":[{"name":"Publication and Blog","slug":"publication-and-blog"},{"name":"Newsletter","slug":"newsletter"}],"litmusApiDate":1584459510140,"originalHeight":15811,"tags":[],"screenshots":{"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true},"litmusApiData":true,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-linktitle":true,"accessibility-htmllang":true,"accessibility-justified":true},"submitter":{"role":null,"slug":"Really Good Emails"},"hasHtml":true,"originalWidth":680,"content":"","popularityScore":0,"title":"Smashing Newsletter #238: Email, Design Teams, Regex and Compression","hasPrimaryImage":true,"slug":"smashing-newsletter-238-email-design-teams-regex-and-compression","companies":[{"name":"Smashing Magazine","slug":"smashing-magazine"}]}},{"type":"text","content":"

Smashing Magazine is one of the go-to newsletters for web developer news, events, workshops, and resources. They send this newsletter four times a month to more than 230,000 subscribers.

With a good variety of content, Smashing Magazine updates readers on company news, conferences, finding their next job, and improving their coding skills. They even include a handy Table of Contents in their emails. Smashing Magazine includes a healthy mix of text, images, links, and formatting to make this extensive newsletter easy to read.

Why it’s really good

  • Nice layout
  • Informative
  • Personable content
  • Email table of contents
  • Optimized for Mobile

4) Grammarly

"},{"type":"email","content":"

https://reallygoodemails.com/emails/5-steps-of-the-writing-process-you-can-master/

","slug":"5-steps-of-the-writing-process-you-can-master","email":{"litmusApiData":true,"originalWidth":680,"hasHtml":true,"publish_date":1583387324268,"submitter":{"slug":"Really Good Emails","role":null},"originalHeight":1694,"categories":[{"name":"Newsletter","slug":"newsletter"},{"slug":"gif","name":"GIF"},{"name":"SaaS","slug":"saas"}],"title":"5 steps of the writing process you can master","litmusApiDate":1583951276064,"hasPrimaryImage":true,"screenshots":{"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true},"accessibilityIssues":{"accessibility-gif-detected-bfbe-c-fb-b-edba.gif":true,"accessibility-linktitle":true,"accessibility-presentationtable":true,"accessibility-gif-detected-def-f--a-debf.gif":true,"accessibility-justified":true,"accessibility-gif-detected-c--d-ba-ef.gif":true},"tags":[],"slug":"5-steps-of-the-writing-process-you-can-master","companies":[{"name":"Grammarly","slug":"grammarly"}],"popularityScore":2,"content":"

The usage of GIFs is excellent - not distracting but eye-catching. Well laid out and clear with a prominent CTA.

"}},{"type":"text","content":"

Grammarly’s newsletter gives me some summer email vibes with their bright colors and popsicles (No? Just me?). While Grammarly offers free and paid versions of its uber-editing tool, the company expands its message outside of making suggestions in your content. This newsletter provides readers with quick tips for a concept related to writing, organically tying in their writing assistant while providing value in their newsletter, a free resource.

Why it’s really good

  • Interesting layout
  • GIFs
  • Informative content
  • Colorful

5) Asana

"},{"type":"email","content":"

https://reallygoodemails.com/emails/we-love-marketing-and-creative-teams/

","slug":"we-love-marketing-and-creative-teams","email":{"submitter":{"slug":"Really Good Emails","role":null},"title":"We ❤️ marketing and creative teams","companies":[{"slug":"asana","name":"Asana"}],"litmusApiData":true,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-justified":true},"slug":"we-love-marketing-and-creative-teams","screenshots":{"IPHONE8":true,"OUTLOOKCOM":true,"IPHONEX":true,"OL2019":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true},"popularityScore":5,"originalHeight":2720,"tags":[],"publish_date":1586764123702,"hasPrimaryImage":true,"litmusApiDate":1586764222322,"categories":[{"slug":"newsletter","name":"Newsletter"},{"slug":"onboarding","name":"Onboarding"},{"name":"SaaS","slug":"saas"}],"hasHtml":true,"content":"","originalWidth":680}},{"type":"text","content":"

In this meta newsletter email, Asana shares how it uses its own application to plan events and manage content. \xad\xadThe email showcases consistent layout patterns, pastel images aligning with Asana’s brand, mobile optimization, and clear CTAs to engage readers.

Why it’s really good

  • Interesting design, on-brand
  • Provides value to the audience
  • Clear CTAs
  • Subject line emoji
  • Interesting concept: how company uses its own product
  • Optimized for mobile

6) Calm

"},{"type":"email","content":"

https://reallygoodemails.com/emails/fall-asleep-with-sam-smith/

","slug":"fall-asleep-with-sam-smith","email":{"tags":[],"slug":"fall-asleep-with-sam-smith","title":"Fall asleep with Sam Smith.","hasPrimaryImage":true,"litmusApiData":true,"content":"","hasHtml":true,"accessibilityIssues":{"accessibility-presentationtable":true,"content-titletag":true,"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-htmllang":true},"originalHeight":4795,"author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":4,"litmusApiDate":1587048846866,"companies":[{"name":"Calm","slug":"calm"}],"publish_date":1587048787686,"screenshots":{"IPHONE8":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"OL2019":true},"originalWidth":680,"submittedEmailId":"YyT4DWnsdh5RpWZe6k0c","categories":[{"slug":"app","name":"App"},{"name":"Music","slug":"music"},{"name":"Health and Wellness / Medical","slug":"health-and-wellness-medical"},{"name":"Newsletter","slug":"newsletter"}],"submitter":{"role":"None","slug":"whale"}}},{"type":"text","content":"

I can already hear Sam Smith singing “How Do You Sleep” as soon as I see this email (and I might have listened to the original version a few times while writing this). Calm cross-promotes its meditation and sleep app with Sam Smith, a member of the Calm app.

Promoting the two together can be a great selling point with triple the advertisements, presented in an organic way (Calm app, Sam Smith’s album, and being a Calm member). The photos also include stunning, attention-grabbing lighting while maintaining Calm’s branding in the CTA buttons.

Why it’s really good

  • Great colors
  • Cross-promotion
  • Eye-catching images
  • On-brand
  • Clear CTAs
  • Includes a different way of engaging with the product (music and meditation inside the app)

7) Peloton

"},{"type":"email","content":"

https://reallygoodemails.com/emails/parenting-workout-hacks-restarting-your-routine-and-how-peloton-can-help-you-train-for-a-100-mile-race/

","slug":"parenting-workout-hacks-restarting-your-routine-and-how-peloton-can-help-you-train-for-a-100-mile-race","email":{"tags":["bike","workout"],"submitter":{"slug":"whale","role":"None"},"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-linktitle":true,"accessibility-heading-tags":true,"accessibility-justified":true,"content-titletag":true},"popularityScore":0,"companies":[{"name":"Peloton","slug":"peloton"}],"publish_date":1588787864937,"content":"","submittedEmailId":"fpsYjQ9oEN7kF6XFs90w","hasPrimaryImage":true,"originalHeight":2622,"hasHtml":true,"title":"Parenting Workout Hacks, Restarting Your Routine, and How Peloton\\r\\nCan Help You Train For a 100 Mile Race","originalWidth":680,"slug":"parenting-workout-hacks-restarting-your-routine-and-how-peloton-can-help-you-train-for-a-100-mile-race","author":{"slug":"whale","name":"Matthew Smith"},"litmusApiDate":1588787936747,"screenshots":{"IPHONEX":true,"OL2019":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"FFYAHOO":true},"litmusApiData":true,"categories":[{"name":"Exercise and Fitness","slug":"exercise-and-fitness"},{"slug":"trial-free-trial","name":"Trial / Free Trial"},{"slug":"newsletter","name":"Newsletter"}]}},{"type":"text","content":"

Peloton opens the email by asking a question and offering solutions to its readers. The email includes a good mix of blog post previews and how the Peloton Bike can help, as well as straightforward information (trial, free pickup, full refund). The newsletter is informative while promoting Peloton’s product in a natural way.

Why it’s really good

  • Engaging content
  • On-brand
  • Photos show the perspective of the reader
  • Clear CTAs

8) Abstract

"},{"type":"email","content":"

https://reallygoodemails.com/emails/4-ways-to-scale-design-from-leaders-of-lyft-salesforce-zendesk-and-yelp/

","slug":"4-ways-to-scale-design-from-leaders-of-lyft-salesforce-zendesk-and-yelp","email":{"accessibilityIssues":{"content-titletag":true,"accessibility-gif-detected-commit--header.gif":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-justified":true},"title":"4 ways to scale design from leaders of Lyft, Salesforce, Zendesk, and Yelp","content":"","companies":[{"slug":"abstract","name":"Abstract"}],"popularityScore":0,"originalWidth":680,"hasPrimaryImage":true,"litmusApiData":true,"collectionTags":["newsletter","newsletters","digest","cool"],"submitter":{"slug":"lilylitmus","role":null},"originalHeight":7255,"litmusApiDate":1570895284282,"slug":"4-ways-to-scale-design-from-leaders-of-lyft-salesforce-zendesk-and-yelp","hasHtml":true,"screenshots":{"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"OL2019":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true},"categories":[{"slug":"app","name":"App"},{"slug":"email-digest","name":"Email Digest"}],"publish_date":1570682344900,"tags":[]}},{"type":"text","content":"

Here’s another email that opens with a question, and dives into answers in a personable tone. Abstract includes a lot of links, resources, and clear CTAs throughout this newsletter example. The email circles back to its subject line, listing the 4 ways to scale design in an easy-to-read format. However, it could use plain text instead of images for headlines.

Why it’s really good

  • On-brand
  • Email copy opens with a question, getting the reader to think
  • Personable tone
  • Closes with a call for content pitches

9) Litmus

"},{"type":"email","content":"

https://reallygoodemails.com/emails/slim-down-your-gifs/

","slug":"slim-down-your-gifs","email":{"submittedEmailId":"lk89Qoswt0mGC9IqSceO","accessibilityIssues":{"accessibility-justified":true},"litmusApiData":true,"screenshots":{"OUTLOOKCOM":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true},"categories":[{"name":"Newsletter","slug":"newsletter"}],"litmusApiDate":1584460476174,"popularityScore":2,"publish_date":1582050472101,"slug":"slim-down-your-gifs","submitter":{"role":"None","slug":"mtthlbg"},"title":"Slim down your GIFs","author":{"name":"Matthew Smith","slug":"whale"},"companies":[{"slug":"litmus","name":"Litmus"}],"hasPrimaryImage":true,"originalHeight":5970,"content":"","originalWidth":680,"hasHtml":true}},{"type":"text","content":"

Litmus always delivers a jam-packed newsletter filled with the next best thing in email. They present their emails in a way that’s easily digestible for anyone from an email expert to Smiles Davis who’s opening his or her email for the first time ever. Readers can breeze through the different email sections to find the information they need while interacting with the email. Although Litmus includes a lot of CTAs in this newsletter, these are well-thought out. Each CTA and each section demonstrates its purpose.

Why it’s really good

  • Interesting layout
  • Interactive elements
  • Use of GIFs
  • Optimized for mobile

10) MailNinja

"},{"type":"email","content":"

https://reallygoodemails.com/emails/five-email-marketing-trends-leading-in-2020/

","slug":"five-email-marketing-trends-leading-in-2020","email":{"companies":[{"name":"MailNinja","slug":"mailninjauk"}],"accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-htmllang":true},"submittedEmailId":"ueKrAiJWFqFD71Q610LF","title":"Five email marketing trends leading in 2020","hasPrimaryImage":true,"categories":[{"slug":"newsletter","name":"Newsletter"}],"originalHeight":1396,"popularityScore":1,"tags":[],"slug":"five-email-marketing-trends-leading-in-2020","author":{"slug":"mtthlbg","name":"Matt Helbig"},"submitter":{"role":"None","slug":"mailninja"},"litmusApiData":true,"screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true},"hasHtml":true,"originalWidth":680,"content":"","litmusApiDate":1594366298125,"publish_date":1594366254747}},{"type":"text","content":"

MailNinja keeps it short and sweet in this newsletter example. The tone is conversational, engaging readers with a single call-to-action. They keep the design simple with check marks as bullet points and two images: their logo and the newsletter curator, helping readers focus on the content. The simplicity makes it easy for readers to skim and jump right to the key takeaways.

Why it’s really good

  • Short and sweet
  • Easy to read or skim
  • Conversational content
  • Clear CTA

11) allplants

"},{"type":"email","content":"

https://reallygoodemails.com/emails/new-dish-alert-tempeh-rendang-curry-/

","slug":"new-dish-alert-tempeh-rendang-curry-","email":{"originalWidth":680,"litmusApiDate":1590706138017,"publish_date":1589844939857,"originalHeight":2388,"content":"

Celebrates the food created by allplants. Highlights specific yummy ingredients utilised in the conception of the dish. Clearly shows what is to love about it.

","popularityScore":2,"title":"New Dish Alert! Tempeh Rendang Curry \uD83C\uDF31","slug":"new-dish-alert-tempeh-rendang-curry-","accessibilityIssues":{"accessibility-htmllang":true,"content-titletag":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-heading-tags":true},"tags":[],"litmusApiData":true,"submitter":{"role":"None","slug":"petec"},"companies":[{"slug":"allplants","name":"allplants"}],"author":{"name":"Matthew Smith","slug":"whale"},"screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONE8":true,"IPHONEX":true},"submittedEmailId":"R9zdeixMtW7pF8tCvVub","hasHtml":true,"categories":[{"slug":"food","name":"Food"},{"name":"Subscription","slug":"subscription"},{"name":"Announcement","slug":"announcement"},{"slug":"newsletter","name":"Newsletter"},{"name":"Ecommerce","slug":"ecommerce"}],"hasPrimaryImage":true}},{"type":"text","content":"

This newsletter example from allplants looks great from top to bottom. They included engaging content, clear CTAs, and the design is on-brand. The company dives into the ingredients and flavors that make up this tempeh rendang curry, complementing the descriptions with high-quality food photography.

Why it’s really good

  • Subject line emoji
  • Interesting layout
  • Delicious photos
  • Easy to skim
  • Optimized for mobile
  • Clear CTAs

12) Food52

"},{"type":"email","content":"

https://reallygoodemails.com/emails/-the-italian-pasta-trick-no-one-talks-about/

","slug":"-the-italian-pasta-trick-no-one-talks-about","email":{"tags":[],"submitter":{"slug":"mtthlbg","role":"none"},"popularityScore":0,"originalHeight":6009,"title":"\uD83C\uDF5D The Italian pasta trick no one talks about.","litmusApiDate":1584457682388,"screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true},"content":"","slug":"-the-italian-pasta-trick-no-one-talks-about","categories":[{"slug":"food","name":"Food"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"newsletter","name":"Newsletter"}],"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-gif-detected-deddcb.gif":true,"accessibility-linktitle":true,"accessibility-justified":true,"content-titletag":true},"author":{"name":"Matthew Smith","slug":"whale"},"originalWidth":680,"companies":[{"name":"Food52","slug":"food52"}],"submittedEmailId":"g00fUmIsvv1ZZ8ok3rxc","hasHtml":true,"hasPrimaryImage":true,"publish_date":1584222391226}},{"type":"text","content":"

This newsletter already has my heart, growing up Italian. Food52 delivers a fun, creative email with a clear focus: pasta. Kristen’s signature at the end of the first section gives the email a personal touch. The email continues to tell a story and provide the reader with a lot of options to take action on – checking out a pasta trick, watching a video, and browsing recipes.

Why it’s really good

  • Interesting layout
  • Engaging content
  • Personable
  • Easy to skim
  • Clear CTAs

13) Greatist

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-greatist/

","slug":"welcome-to-greatist","email":{"tags":["workouts","tips","clean-recipes","wellness"],"popularityScore":3,"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-justified":true},"author":{"slug":"whale","name":"Matthew Smith"},"hasHtml":true,"publish_date":1593523128496,"slug":"welcome-to-greatist","companies":[{"name":"Greatist","slug":"greatist"}],"submittedEmailId":"UCNaKDuRG7HRvowsWPEK","hasPrimaryImage":true,"screenshots":{"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true,"OL2019":true},"originalWidth":680,"title":"Welcome to Greatist","litmusApiDate":1593523180457,"originalHeight":2380,"submitter":{"slug":"whale","role":"None"},"litmusApiData":true,"categories":[{"name":"Welcome","slug":"welcome"},{"name":"Health and Wellness / Medical","slug":"health-and-wellness-medical"},{"name":"Exercise and Fitness","slug":"exercise-and-fitness"},{"slug":"onboarding","name":"Onboarding"},{"name":"Newsletter","slug":"newsletter"}],"content":""}},{"type":"text","content":"

Greatist engages readers in this part newsletter, part welcome email with bright colors, trending blog posts, and clean, consistent branding. The company puts the focus on the content by encouraging readers to explore Greatist’s blog posts, providing clear CTAs throughout the email. Would love to see a bit more personalization in the message.

Why it’s really good

  • Interesting layout
  • Bright and colorful
  • Engaging photos
  • Blog post roundup
  • Optimized for mobile
  • Clear CTAs

14) Switch Weekly

Just as its name implies, Switch Weekly sends a weekly email on Sundays, rounding up Nintendo news for the most dedicated fans. Email Geek Chris Brandrick curates the newsletter, including a healthy mix of upcoming releases, Nintendo game news, and links to game resources. Switch Weekly gives readers a fun and conversational read filled with emojis, easy-to-read tidbits, and plenty of links to click through.

Why it’s really good

  • Fun layout
  • Specific audience
  • Easy to read and skim through
  • On-brand
  • Good use of links
  • Accessibility
  • Emojis break up the text and act as bullet points
  • Informative with release dates, video game news, and quick links

15) Kat Boogaard

"},{"type":"email","content":"

https://reallygoodemails.com/emails/lets-talk-about-cold-emails-

","slug":"lets-talk-about-cold-emails-\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Freelance writer Kat Boogaard sends this weekly plain text email on Friday mornings, giving freelancers and entrepreneurs actionable tips. She writes on a range of topics and informs her audience on how to raise their rates, how to deal with difficult clients, how to send better pitches, and updates on her own freelancing career.

Kat’s longread newsletters always include a great subject line to draw in the readers, and then she keeps readers engaged with humor and wit throughout the email. At the end of the newsletter, readers can find a list of additional blog posts resources, her 1, 2…Freelance Facebook Group, and available freelance jobs.

Why it’s really good

  • Personable content
  • Suits the target audience
  • Funny
  • Good subject line
  • Fits with Kat’s branding
  • Easy to skim layout
  • Optimized for mobile
  • Helpful content with a tip of the day, blog resources, and jobs for freelancers

16) Pulptown

"},{"type":"email","content":"

https://reallygoodemails.com/emails/-100-days-and-counting

","slug":"-100-days-and-counting\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

Pulptown delivers freshly squeezed Orlando news three days a week. The hyperlocal newsletter covers a wide range of topics, including small business news, sports, politics, community, a list of weekly events (now virtual), and a series such as “What we love about the library.”

Their motto “Live Like You Live Here” encourages Orlandoans to not just live in the City Beautiful but get to know the city and the people in it! Pulptown Founder and Orlando curates a fun yet informative newsletter filled with emojis, reader quotes, community business ads, user-generated content, and polls, all presented in an easy-to-read format.

Why it’s really good

  • Accessible
  • Easy to skim
  • Consistent branding
  • Includes user-generated content
  • Nice layout
  • Personable content

17) Colin Wright

Speaker, writer, and podcaster Colin Wright left behind his six-figure business at age 24 to explore the world. He got rid of the material things he felt weren’t serving him in his life, and he\'s now visited 60 countries and all 48 contiguous U.S. states. Colin shares his travels, thoughts, and projects in these personal essays.

These essays, delivered in a newsletter at least once a week, are lengthy, but make it easy for the reader to skim through. Colin also includes links to quirky best-kept secrets, like Shared Piano and a Short Trip.

Why it’s really good

  • Personable content
  • Accessible
  • Fit’s with Colin’s minimalist branding and lifestyle
  • Optimized for mobile
  • Easy to skim through sections
  • Good mix of personal photos and check-ins
  • Encourages reader engagement by asking questions

18) The Freelancers Union

The national nonprofit organization sends emails to more than 500,000 freelancers, entrepreneurs, and small business owners at least once a week. Their newsletters focus on updates in the freelancing world, including helpful blog posts written by freelancers, when new laws get passed, like the Freelance Isn’t Free Law, Freelancers Hub events (their partner), and insurance resources.

Why it’s really good

  • Fun design
  • Consistent branding
  • Speaks directly to its targeted audience
  • Provides a good mix of resources (funding, blog posts, and virtual events)
  •  Accessible

BONUS: Newsletter Example Collections

What are Email Collections?

Email Collections are a group of emails created by Really Good Email users. Think of it as a custom inspiration board with your favorite emails from a specific category all in one place. You can browse Category Collections, such as “Newsletters,” you can create your own Email Collection, and you can browse other users’ Collections.

How can you browse Email Collections?

  1. Type in our search bar what emails you’re looking for, or browse Emails and Categories at the top.
  2. Click “Collections.”
  3. Click on a Collection.
  4. Browse and collect emails!

How can you create an Email Collection?

First, make sure you have an account with Really Good Emails. 

If you’re not already signed up, follow these steps:

  1. Go to the Really Good Emails homepage.
  2. Click “Sign up and smile.
  3. Enter your information in the fields and click “Sign up with email.”

If you have a Really Good Emails account…

  1. Log in.
  2. Search for your favorite emails.
  3. Once you come across an email you love, you can “like” the email, and you can add that email to a Collection.
  4. Hover over the email you love, click the smiley face to “like” the email.
  5. Click “+ Collect” new Email Collection, then click “Create New Collection.”
  6. Name your Collection and add a description. The Collection name and description are both visible to anyone browsing Really Good Emails.
  7. To add an email to an existing Collection, navigate to the email, click “+ Collect” and then click the plus sign to the right of the Collection you want to add the email to.

In the meantime, check out these Newsletter Email Collections!

Toph\'s Newsletters Collection includes a mix of some of our favorite brand emails: Airbnb, Headspace, Invision. Clean layouts with clear CTAs.

"},{"type":"collection","content":"

https://reallygoodemails.com/toph/collections/qzTbaSxFFYdXnXl3iVVA/

","slug":"qzTbaSxFFYdXnXl3iVVA","userSlug":"toph","collection":{"slug":"qzTbaSxFFYdXnXl3iVVA","ownerSlug":"toph","firstPost":{"email":{"originalWidth":680,"slug":"congratulations-your-listing-is-published","originalHeight":1038},"dateAdded":1572909056285,"privatePostId":"n7nPIdVU3L9hVt17AqIt"},"totalPosts":44,"dateCreated":1572902890118,"description":"","name":"Newsletters","thirdPost":{"privatePostId":"B2d9JctMMNnVoBvQZQFc","dateAdded":1572907624543,"email":{"originalWidth":680,"slug":"celebrate-in-nyc-with-airbnb","originalHeight":4099}},"secondPost":{"privatePostId":"YpWT2KtTM6TFTKHvKExY","email":{"originalHeight":4336,"originalWidth":680,"slug":"discover-your-new-favorite-singer-on-airbnb"},"dateAdded":1572907631049},"dateUpdated":1572909056674,"posts":{"10-ways-to-give-back":{"slug":"10-ways-to-give-back","privatePostId":"ZYm5uFTmHdj5KOkQmKL2","dateAdded":1572907617087,"email":{"originalWidth":680,"originalHeight":3862,"slug":"10-ways-to-give-back"}},"black-friday-angebote-sind-da":{"slug":"black-friday-angebote-sind-da","privatePostId":"c8N6zYw3MQGJa4uTeEEL","dateAdded":1572906261295,"email":{"slug":"black-friday-angebote-sind-da","originalHeight":4626,"originalWidth":680}},"celebrate-in-nyc-with-airbnb":{"slug":"celebrate-in-nyc-with-airbnb","privatePostId":"B2d9JctMMNnVoBvQZQFc","email":{"slug":"celebrate-in-nyc-with-airbnb","originalWidth":680,"originalHeight":4099},"dateAdded":1572907624543},"congratulations-your-listing-is-published":{"slug":"congratulations-your-listing-is-published","dateAdded":1572909056285,"privatePostId":"n7nPIdVU3L9hVt17AqIt","email":{"slug":"congratulations-your-listing-is-published","originalWidth":680,"originalHeight":1038}},"design-systems-arent-new-but-theyre-not-a-cinch-to-build":{"slug":"design-systems-arent-new-but-theyre-not-a-cinch-to-build","privatePostId":"GN3rGe34DWXAzQDnMcmq","email":{"originalWidth":680,"slug":"design-systems-arent-new-but-theyre-not-a-cinch-to-build","originalHeight":2651},"dateAdded":1572906330433},"discover-your-new-favorite-singer-on-airbnb":{"slug":"discover-your-new-favorite-singer-on-airbnb","email":{"originalHeight":4336,"slug":"discover-your-new-favorite-singer-on-airbnb","originalWidth":680},"privatePostId":"YpWT2KtTM6TFTKHvKExY","dateAdded":1572907631049},"dont-lose-sleep-over-a-good-nights-rest":{"slug":"dont-lose-sleep-over-a-good-nights-rest","email":{"slug":"dont-lose-sleep-over-a-good-nights-rest","originalWidth":680,"originalHeight":2116},"privatePostId":"pqAnUjawy8d28KNq9x45","dateAdded":1572907145188},"get-5-off-fandango-movie-tickets-with-apple-pay":{"slug":"get-5-off-fandango-movie-tickets-with-apple-pay","dateAdded":1572904965977,"privatePostId":"xKFrHvCwoEXvpDaLPCkl","email":{"originalWidth":680,"originalHeight":2471,"slug":"get-5-off-fandango-movie-tickets-with-apple-pay"}},"get-beats-when-you-buy-a-mac-or-ipad-pro-only-at-apple":{"slug":"get-beats-when-you-buy-a-mac-or-ipad-pro-only-at-apple","dateAdded":1572902978731,"privatePostId":"jsU6rITZubRmEjOCEUTw","email":{"originalHeight":5406,"originalWidth":680,"slug":"get-beats-when-you-buy-a-mac-or-ipad-pro-only-at-apple"}},"get-more-stress-less":{"slug":"get-more-stress-less","email":{"originalHeight":1585,"slug":"get-more-stress-less","originalWidth":680},"privatePostId":"Qy6zuH7TzHI0zEyS3FCL","dateAdded":1572906439276},"get-started-airbnb":{"slug":"get-started-airbnb","privatePostId":"j9bZuC5lOo59AVYVCIJx","email":{"originalWidth":680,"slug":"get-started-airbnb","originalHeight":1438},"dateAdded":1572907587243},"get-your-head-straight-with-3-months-off-headspace":{"slug":"get-your-head-straight-with-3-months-off-headspace","dateAdded":1572906446035,"privatePostId":"Vp4UMFMx3KfWjctxm0vK","email":{"originalHeight":1080,"originalWidth":492,"slug":"get-your-head-straight-with-3-months-off-headspace"}},"get-your-insiders-look-at-design-at-evernote-huge-adobe-soundcloud-and-more":{"slug":"get-your-insiders-look-at-design-at-evernote-huge-adobe-soundcloud-and-more","dateAdded":1572906314782,"email":{"originalWidth":680,"originalHeight":1459,"slug":"get-your-insiders-look-at-design-at-evernote-huge-adobe-soundcloud-and-more"},"privatePostId":"6fCJpT33FV8Cwyn4GYjz"},"gift-headspace-25-off-a-years-subscription":{"slug":"gift-headspace-25-off-a-years-subscription","privatePostId":"4tlhw8IDhFjlFtfQ4w2q","dateAdded":1572906491185,"email":{"originalHeight":1080,"originalWidth":476,"slug":"gift-headspace-25-off-a-years-subscription"}},"give-the-gift-of-headspace":{"slug":"give-the-gift-of-headspace","privatePostId":"LLCh28mqmV6fP5zhtuof","dateAdded":1572906451605,"email":{"originalHeight":1686,"slug":"give-the-gift-of-headspace","originalWidth":680}},"google-home-hub-is-here":{"slug":"google-home-hub-is-here","email":{"slug":"google-home-hub-is-here","originalWidth":680,"originalHeight":2665},"privatePostId":"yugVkpVTNaSJZ2MdGY5j","dateAdded":1572906256074},"improvements-to-our-privacy-policy-and-privacy-controls":{"slug":"improvements-to-our-privacy-policy-and-privacy-controls","email":{"slug":"improvements-to-our-privacy-policy-and-privacy-controls","originalWidth":680,"originalHeight":2360},"privatePostId":"gyBpS9JjBLMbRjhi7oEm","dateAdded":1572906269684},"iphone-8-productred-special-edition":{"slug":"iphone-8-productred-special-edition","privatePostId":"hmpdo6yi8NT3UrQoEyp2","email":{"originalWidth":680,"slug":"iphone-8-productred-special-edition","originalHeight":2601},"dateAdded":1572904916835},"last-chance":{"slug":"last-chance","dateAdded":1572906431554,"privatePostId":"bhXNtjfDOjKfK9RpkNtg","email":{"originalWidth":680,"originalHeight":1408,"slug":"last-chance"}},"learn-create-and-be-inspired-at-the-apple-store":{"slug":"learn-create-and-be-inspired-at-the-apple-store","email":{"originalWidth":680,"originalHeight":5037,"slug":"learn-create-and-be-inspired-at-the-apple-store"},"dateAdded":1572902993973,"privatePostId":"wr5K3IwpbcI1wraApXmq"},"meet-the-incredible-new-imac":{"slug":"meet-the-incredible-new-imac","dateAdded":1572902961322,"email":{"slug":"meet-the-incredible-new-imac","originalHeight":4068,"originalWidth":680},"privatePostId":"jrjcz9J9lL24wlxiYzJl"},"new-styles-moleskine":{"slug":"new-styles-moleskine","email":{"originalHeight":1292,"originalWidth":680,"slug":"new-styles-moleskine"},"dateAdded":1572906295454,"privatePostId":"4l1AYXJOJVpbG20R7GMm"},"one-week-left":{"slug":"one-week-left","email":{"slug":"one-week-left","originalHeight":1742,"originalWidth":680},"privatePostId":"K2G6I2TBIY2gc9H8ru1l","dateAdded":1572906425432},"order-last-minute-gifts-from-apple-by-december-22":{"slug":"order-last-minute-gifts-from-apple-by-december-22","email":{"originalWidth":680,"slug":"order-last-minute-gifts-from-apple-by-december-22","originalHeight":3374},"dateAdded":1572902890430,"privatePostId":"NtXGs8GxMzYrvEyC8BHk"},"president-s-day-sale-starts-now":{"slug":"president-s-day-sale-starts-now","email":{"slug":"president-s-day-sale-starts-now","originalWidth":680,"originalHeight":3433},"privatePostId":"zXGwEAKRXYGB9fpFwd3h","dateAdded":1572906190019},"registration-is-now-open-for-next-19":{"slug":"registration-is-now-open-for-next-19","email":{"slug":"registration-is-now-open-for-next-19","originalWidth":680,"originalHeight":1383},"privatePostId":"tOEUq2IQiaRlXQYhVj6j","dateAdded":1572906246782},"smiles-davis-accept-smiles-daviss-trip-invitation-to-denver-co":{"slug":"smiles-davis-accept-smiles-daviss-trip-invitation-to-denver-co","email":{"slug":"smiles-davis-accept-smiles-daviss-trip-invitation-to-denver-co","originalWidth":680,"originalHeight":1782},"dateAdded":1572907521811,"privatePostId":"7QIT4c0xUM0e8B1Gr219"},"smiles-davis-try-these-fun-holiday-features":{"slug":"smiles-davis-try-these-fun-holiday-features","email":{"slug":"smiles-davis-try-these-fun-holiday-features","originalWidth":680,"originalHeight":2924},"privatePostId":"2JkCBAumOTreRmP0HHiN","dateAdded":1572906238709},"the-new-ipad-pro-is-here":{"slug":"the-new-ipad-pro-is-here","privatePostId":"VMcbKGWbBzMkF7tB0ezu","email":{"slug":"the-new-ipad-pro-is-here","originalHeight":3848,"originalWidth":680},"dateAdded":1572904906286},"theres-still-time-to-order-holiday-gifts-from-apple":{"slug":"theres-still-time-to-order-holiday-gifts-from-apple","dateAdded":1572906151513,"privatePostId":"3dWbxWjKKGFoWxf2wY1e","email":{"originalWidth":680,"originalHeight":4176,"slug":"theres-still-time-to-order-holiday-gifts-from-apple"}},"time-to-get-exactly-what-you-wished-for":{"slug":"time-to-get-exactly-what-you-wished-for","email":{"originalHeight":6809,"originalWidth":680,"slug":"time-to-get-exactly-what-you-wished-for"},"dateAdded":1572904923773,"privatePostId":"wm7oolww2RHvohZ6NDoE"},"weekend-getaway-la-beaches":{"slug":"weekend-getaway-la-beaches","dateAdded":1572907612594,"privatePostId":"8ynNrrDPsndfmDK1ssVk","email":{"slug":"weekend-getaway-la-beaches","originalWidth":680,"originalHeight":3692}},"welcome-invision":{"slug":"welcome-invision","dateAdded":1572906369847,"email":{"slug":"welcome-invision","originalHeight":4491,"originalWidth":680},"privatePostId":"umRMCQ1z4JkHTM9oGBOD"},"what-do-new-guest-standards-mean-for-hosts":{"slug":"what-do-new-guest-standards-mean-for-hosts","privatePostId":"s6SXRAAC0R8IxAZPeCR9","email":{"originalWidth":680,"slug":"what-do-new-guest-standards-mean-for-hosts","originalHeight":3948},"dateAdded":1572907539409},"write-a-review-for-smiles-davis":{"slug":"write-a-review-for-smiles-davis","privatePostId":"QC2JJLC35IghoV2NpRWe","email":{"originalHeight":964,"slug":"write-a-review-for-smiles-davis","originalWidth":680},"dateAdded":1572907565323},"year-end-offer-buy-1-year-get-6-extra-months":{"slug":"year-end-offer-buy-1-year-get-6-extra-months","privatePostId":"T0F9vRC17z6OO9QemDLh","dateAdded":1572906283822,"email":{"slug":"year-end-offer-buy-1-year-get-6-extra-months","originalWidth":680,"originalHeight":915}},"you-sent-money-to-your-guest":{"slug":"you-sent-money-to-your-guest","email":{"originalHeight":750,"originalWidth":680,"slug":"you-sent-money-to-your-guest"},"privatePostId":"8eZcaKfV9szg5A6z5qmb","dateAdded":1572907554517},"your-evernote-installation-is-incomplete":{"slug":"your-evernote-installation-is-incomplete","dateAdded":1572906307175,"email":{"slug":"your-evernote-installation-is-incomplete","originalHeight":681,"originalWidth":680},"privatePostId":"pHhrGP6qWgnlmUxVeqxF"},"your-ios-11-upgrade-comes-with-three-months-of-free-music":{"slug":"your-ios-11-upgrade-comes-with-three-months-of-free-music","dateAdded":1572904931070,"email":{"originalHeight":3076,"originalWidth":680,"slug":"your-ios-11-upgrade-comes-with-three-months-of-free-music"},"privatePostId":"0uMtM4OMHgg5Lrdn94UZ"},"your-trip-to-alvor":{"slug":"your-trip-to-alvor","email":{"originalHeight":2386,"slug":"your-trip-to-alvor","originalWidth":680},"privatePostId":"XYvk5Cuo4UdmghlGcKdv","dateAdded":1572907499484},"your-trip-to-berkeley":{"slug":"your-trip-to-berkeley","dateAdded":1572907515190,"privatePostId":"QKVHiXIxm18uxQxEAldb","email":{"originalWidth":680,"slug":"your-trip-to-berkeley","originalHeight":2887}},"your-trip-to-san-francisco":{"slug":"your-trip-to-san-francisco","privatePostId":"Bqry446H5sEfbZnlTPvF","email":{"originalHeight":3642,"slug":"your-trip-to-san-francisco","originalWidth":680},"dateAdded":1572907508449},"youre-a-superhost":{"slug":"youre-a-superhost","email":{"originalWidth":680,"slug":"youre-a-superhost","originalHeight":1762},"dateAdded":1572907532580,"privatePostId":"AFKvlFm0WqjFFQqoyIz5"},"youre-first-in-line-for-invisions-design-system-manager":{"slug":"youre-first-in-line-for-invisions-design-system-manager","email":{"slug":"youre-first-in-line-for-invisions-design-system-manager","originalWidth":680,"originalHeight":2040},"dateAdded":1572906344880,"privatePostId":"VQNW45gLKJQaCVksjYW0"}}}},{"type":"text","content":"

 

Justine\'s Newsletter Collection favors brands like Litmus, emma, DoorDash, and more with a mix of blog post resources and news.

"},{"type":"collection","content":"

https://reallygoodemails.com/justinekim/collections/vxKJ7MpZ0hsOUugZkp0D/

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Sara’s Newsletters Collection shows some more love for Airbnb, Oscar, and Mailchimp with a mix of illustrations and photos of people.

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Ifran\'s Newsletter Collection contains bright, bold examples from Litmus Offscreen, Vimeo, and more.

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Kelly\'s Newsletter Collection includes crisp photos of people, products, bright colors and clear CTAs (hey, that’s my collection!).

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Did we miss your favorite newsletter?

81% of B2B marketers consider newsletters to be their most used form of content marketing. While these are just 18 really good newsletters examples, we know there are a TON of other newsletter examples out there that are a joy to open. Got a newsletter worth sharing? Send it to us.

"}],"title":"18 Newsletter Examples to Get You Inspired","originalWidth":1496,"publish_date":1595889933794,"authorSlug":"kellylamano","slug":"newsletter-examples","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},50175:function(ep){"use strict";ep.exports=JSON.parse('{"isDraft":false,"content":[{"type":"text","content":"

The most powerful nonprofit emails tell compelling stories through videos, interviews, and long-form blog posts. Educate the audience, thank them, and share campaign milestones in both your emails and your website to increase donations. These elements can help your audience understand the value of the nonprofit organization and why they should support the mission.

Nonprofit emails should be transparent with audiences, answering the following questions: Who is the nonprofit organization? Why is the organization asking for money? What is the organization’s mission? What does the organization do with the money?

Here are six types of emails every nonprofit should be sending:

1) Welcome Email

A welcome email can help set the tone for any organization. With a nonprofit, a welcome email can showcase what we mentioned above: who the organization is, what they stand for, where donations go, and how readers can help. This introductory email should show the value of the organization. Tell a story by celebrating a victory or a defining moment. Explain what cause(s) the organization supports so the audience can understand the full picture and feel compelled to donate.

2) Storytelling Email

Sharing success stories and powerful journeys helps your audience connect with people, pushing past the barrier of an unknown company or corporation. Who are the people your organization is helping? What is your “why?” Use photos, articles, videos, interviews, and recaps of fieldwork to personalize storytelling emails.

3) Educational Email

Inform your audience on what’s going on in your industry. For example: how many people are homeless or living in poverty in the country you’re serving? Who is affected by these statistics? What additional resources can you provide that confirm this information? How will donations contribute to your mission? Feed your audience information and they’ll be moved by facts.

4) Updates / Milestone Email

Share updates on…the organization’s facilities, staff, clients, a new website, celebrate milestones hitting $$$ in donations or filling homes with clean water. Send a milestone email as frequently as it’s appropriate for your organization. Some nonprofits send an annual roundup with the year’s donations, who received help with these donations, and how many people the organization helped thanks to the donors. This helps your audience understand that they’re part of a larger cause.

5) Call for Donations Email

These emails are also known as a donation appeal or appeal emails. The message of this email is for the reader to do something, to act, persuading the reader to donate blood, volunteer, drop off supplies at a food bank, or donate funds. Think Giving Tuesday emails.

A call for donations email is also a good opportunity to explain any special details related to the funds, such as matching donations (if you donate, we’ll match your donation amount).

6) Thank-you / Retention Email

Thank-you emails nurture an existing relationship with your audience of donors. Thank them for their support, update them on where the organization is in its fundraising goals, and remind them of upcoming opportunities to get involved. You can also encourage your audience to keep the conversation going by asking them to share the organization’s updates on social media using a hashtag that helps spread the word.

Check out these 12 really good nonprofit email examples:

1) Charity Water – Thank-you Nonprofit Email

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This email immediately sets the tone with an uplifting message and a GIF of people smiling and folding their hands together as a symbol of gratitude. Charity Water keeps the email content short and sweet with how their Giving Tuesday campaign began, where the campaign is now, and thanking readers for their support.

2) CARE Australia – Milestone / Storytelling / Thank-you Nonprofit Email

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CARE Australia created a combination of a thank-you email and a milestone email with this message. The nonprofit shares concrete numbers of total donors from that year, how those donations helped, and how many people they were able to help. This is a great example of an upbeat thank-you email with specific milestone examples to persuade donors to continue giving.

3) Canadian Red Cross – Storytelling Nonprofit Email

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The Canadian Red Cross puts the reader right in the middle of its story, sharing an experience in which the organization brought Syrian refugee teenagers to a children’s camp in another country. This is a powerful example of nonprofit storytelling, leading the reader to watch videos or click to learn more about the stories. While there’s a large “donate now” button at the top of the email, the focus here is to educate the reader.

4) Charity Water – Thank-you / Retention Nonprofit Email

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This highlights a simple yet effective thank-you email from Charity Water. The organization shares its love for its supporters with a GIF and a clear CTA to continue supporting the nonprofit while keeping donors interested.

5) Help for Heroes – Storytelling Nonprofit Email

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This Help for Heroes email is a great example of storytelling through written and visual content. The organization jumps right into Carl’s personal veteran story with quotes and photos from Carl and his family.

Help for Heroes sent this email during the UK’s month of remembrance, mentioning, “Rather than just ask for a donation, we wanted to tell the story of one of our veterans so subscribers could understand why their support was so vital.”

The email includes a “Donate” CTA at the top of the email and goes into more detail after Carl’s story about how donors can help and where the money is donated.

6) JustGiving – Updates Nonprofit Email

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This nonprofit email announces a branding update, something that’s crucial for donors and supporters to be aware of. With a fun GIF and celebratory photo, JustGiving explains what the update means for donors and how to learn more about its new platform, something donors will need to get familiar with to continue interacting with the organization and donating.

7) Simons Foundation – Updates / Educational Nonprofit Email

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Outside of asking for donations, nonprofit emails can share helpful insights with its audience to further educate them about related topics, in this case, research and data. Sending an educational nonprofit email like this gives readers a taste of articles on the Simons Foundation website to keep up with industry-related news and organization updates.

8) MS Society – Educational Nonprofit Email

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This newsletter email from MS Society gives the reader a lot of action options; the audience can read articles, nominate a hero, watch a video, or donate. While there’s a lot going on with the CTAs, it works in this format to give the reader a choose-your-own-adventure experience.

An educational nonprofit email like this can keep readers engaged and persuade them to donate as they grow accustomed to the newsletter format.

9) American Red Cross – Appeal Nonprofit Email

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In this email, the American Red Cross asks readers to donate blood. How can a nonprofit make that sound appealing? Enter: technology. The hero image showcases a screenshot of the app and its scheduling tool, showing donors how they can easily schedule an appointment on a mobile device, track their journey, and earn rewards within the app.

10) Save the Children – Welcome / Storytelling Nonprofit Email

Save the Children includes all the best components of both a welcome email and a nonprofit email here. Their comforting tone helps the reader feel welcomed (“Thank you…” “Thanks to…people like you.”). Consistent branding and CTAs lead the reader to a video about the organization and the people they help, which can help persuade readers to donate.

11) The Sharing Center – Donations / Storytelling Nonprofit Email

Right off the bat, the hero image addresses where we are (living during the pandemic) and immediately asks the reader to donate to a specific campaign (Operation Good Samaritan). The Sharing Center goes on to explain its increased supply needs and how the audience can help.

The email includes a clickable video image, leading to a client’s personal story of how the Sharing Center helped her (storytelling elements), and the email ends by directing the reader to make a gift.

12) Feeding Children Everywhere – Welcome Nonprofit Email

Similar to the Save the Children email, Feeding Children Everywhere contains welcoming language that can make the reader feel like they’re part of the family (“…discover the hunger hero within you. Here’s to the start of a great relationship!”). The GIF is a clever choice, showing what could be teammates and volunteers celebrating in a large convention hall where they assemble meals for the nonprofit’s cause.

Really Good Nonprofit Email Collections

Check out these nonprofit email collections from RGE users:

Rob’s nonprofit email collection shows some love for emails by Canadian Red Cross, Patagonia, and Deki.

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Check out some of my favorite nonprofit emails, including emails from this article:

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Make the process user-friendly

From email to website to donation, the entire process should be seamless for the audience and the design should be consistent. Ensure the organization’s landing page to subscribe and donate matches the email to keep the branding cohesive. Readers should know where they are no matter what channel they’re on.

Make sure the website is easy to navigate as well. Where you’re leading people to find more information, read articles, and donate, the website experience is just as important as the emails.

State the Mission, Be Transparent

With any nonprofit email, make sure you’re clear in explaining your mission to your audience. Be transparent about where the donation money goes by sharing stories. People connect with stories about other people.

They’ll be driven to donate based on these stories, so keep your readers in the loop as much as you can! Share success stories and thank your audience to keep them interested in your cause.

Know of a really good nonprofit email? Submit your favorite to RGE!

"}],"authorSlug":"kellylamano","title":"How These Nonprofits Drive Donations with Email","publish_date":1600367025076,"slug":"nonprofit-emails","categories":[{"slug":"inspiration","name":"Inspiration"}],"created_date":1600367029426,"originalHeight":720,"partnerSlugText":"With partnership from","description":"

Storytelling plays a major part in crafting strong NGO and nonprofit emails. These messages should show the value of donations in written and visual stories. \uD83D\uDCDD

","primaryAuthorText":"Author","originalWidth":1280,"type":"article","secondaryAuthorText":"Host","hasPrimaryImage":true,"name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},48388:function(ep){"use strict";ep.exports=JSON.parse('{"title":"What’s a North Star metric, and how can a control group help in A/B testing?","created_date":1625597738310,"categories":[{"slug":"tutorials","name":"Tutorials"}],"secondaryAuthorText":"Host","content":[{"type":"text","content":"

Some people might think of the North Star as the guiding light home, taking us back to days of navigating our way home on the ships. When it comes to reports, a North Star Metric goes beyond a clickthrough rate to measure what’s working in your customer journey experience and what you need to work on. So, how can a North Star Metric help you keep your campaign goals focused, and where does A/B testing (with control groups) come into play?

A North Star Metric gives your company a focus

When it comes to campaigns, a North Star Metric might be something beyond a clickthrough rate or a read rate. This metric guides us in achieving long-term goals and long-term company improvement.

Examples of this starry-eyed metric:

  • Airbnb: Number of stays booked
  • Figma: Time spent designing
  • Headspace: Number of meditation sessions
  • Jeni’s: Number of ice cream boxes ordered (or number of Everything Bagel orders)
  • Slack: Daily active users
  • Spotify: Time spent listening on the platform

Ad:

A/B tests campaigns

Creating an A/B test campaign can help you learn more about what your audience likes, dislikes, where they’re at in their lives right now (like if they really want the extra guac or if they’re more apt to go for the double protein...or maybe both), and what metric to focus on.

There’s the standard A/B test where you send one email to 50% of your audience (Test A) and another email to the other 50% of your audience (Test B). You might send a different subject line to each group, a different email from name, or an entirely different message and design to see which email performs better.

For example, in e-commerce:

  • 10,000 subscribers in the audience
  • 3% conversion
  • 300 orders
  • Average order value (AOV) = $50
  • Revenue = $15,000

Then, there’s the A/B test with a control group added to the mix. Adam Bianco, The Beard Club’s previous Director of Customer Marketing, dove into the value of adding a control group to A/B tests at UNSPAM 2020.

https://www.youtube.com/embed/UgIeV_kyUzA 

What’s a control group got to do with it?

Adding a control group to the A/B test campaign means that your audience will be split into three groups: Test A, Test B, and the control group. The control group will not receive any email OR the group will be excluded from receiving certain emails in an email series.

So, 45% of your audience will be in Test A receiving one email, 45% of your audience will be in Test B receiving another email, and 10% of your audience will be the control group where they do not receive an email (or the control group receives a portion of the emails in a series and are excluded from other emails in the series).

With onboarding emails, the control group might receive transactional emails (order confirmations, shipping, refer a friend), but they’ll be excluded from receiving alerts about promos, rewards, or abandoned cart reminders. In this case, the North Star Metric could be the number of friends referred, number of orders placed, or post-purchase actions (such as upgrading an order within 2 hours).

Measuring email lift

The control group helps measure the value of your email marketing efforts more accurately while connecting revenue to email marketing for non-opens. Since some open rates might be up in the air, look for different Metrics and strategies to account for the value of the emails you’re sending to customers.

Another example campaign:

  • The marketable audience has 9,000 subscribers, conversion rate - 3%, number of orders - 270, AOV - $50, revenue - $13,500
  • The control group has 1,000 subscribers, conversion rate - 1%, number of orders - 10, AOV - $50, revenue - $500
  • The email lift = 9,000 subscribers with a 2% conversion rate, 180 orders, AOV of $50, generating $9,000 in revenue

Adding controls can help you better understand how many people converted even if they didn’t open the email. If a subscriber sees a subject line in their inbox with something straightforward and urgent (“Shop now! 24-hour sale”), that subscriber might go right to the website in their browser without opening the email so they can shop the sale ASAP. They’re included in the conversion rate without being included in the email open rate.

Measuring the customer journey experience with control groups can help you nurture relationships and understand what resonates with your audience.

How do you get your whole team to get behind finding that North Star Metric (and maybe even A/B testing with a control group)?

Look at your company’s goals from a birds-eye view. What can help the company grow in the long term? Brainstorm who your audiences would be for Test A, Test B, and the control group. Write down how they would benefit from split testing (and how the company would benefit from this).

If you’re talking to your boss about figuring out or adjusting that North Star Metric, go in with the facts, the numbers, the customer focus, and the strategy behind building and nurturing those customer relationships. At the end of the day, email is relationship designed.

Ad:

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Some people might think of the North Star as the guiding light home, taking us back to days of navigating our way home on the ships. When it comes to reports, a North Star Metric goes beyond a clickthrough rate to measure what’s working in your customer journey experience and what you need to work on. So, how can a North Star Metric help you keep your campaign goals focused, and where does A/B testing (with control groups) come into play?

","hasPrimaryImage":true,"authorSlug":"kellylamano","primaryAuthorText":"Author","originalWidth":1140,"publish_date":1625597737624,"type":"article","partnerSlugText":"With partnership from","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},14465:function(ep){"use strict";ep.exports=JSON.parse('{"hasPrimaryImage":true,"secondaryAuthorText":"Host","title":"Making Emails Not-So-Scary Looking","content":[{"type":"text","content":"

“Beauty is in the eye of the beholder,” as some theologian-people would say. But guess what? Not everything is beautiful. For example, that strange conjoined twin thing from Total Recall or the zombies from Walking Dead which are still moving even though most of their bodies have been eaten away. Gross. Not even a face a mother could love.

Another thing that isn’t beautiful? A poorly designed email. You may think that an email wouldn’t be in the same realm as the first two examples, but in reality, people’s eyes divert faster from a bad email design than the other forms of visual stimuli mentioned. This is because the average individual spends less than a few seconds judging if an email is relevant, important, or trustworthy — with design playing the biggest factor. In cinema, you are compelled to keep watching, even if it grosses you out. In books, you want to know if the main character survives. In email, you could care less… which makes that really scary sh*t.

I can see the Goosebumps title now:

So what makes a design in email really bad? Well, there are a lot of elements that create visual confusion or disgust. But let’s focus on the biggest elements that you can change to make your emails more compelling and soft on the eyes so they don’t look like this:

Oh! The Horror! So many fonts. So many colors. So many text boxes you can’t read on your phone.

1. Not Enough White Space

Whitespace is often referred to “negative space,” but shouldn’t be thought in a negative way because it is amazing. Remember when you learned how to write and you would put your finger in between words to make sure you spaced out the letters from forming different words? It is kind of like that. It gives you breathing room between elements, such as graphics, columns, images, text, and margins.

And even though our examples below use actual white space, it can be any color — black, blue, magenta — except for brown. No one likes the color brown. See how the spacing between columns, text, and colors below in Designer News’ & Medium’s onboarding email are well spaced? Even without divider lines, you can clearly see where a content element starts and stops.

A designer’s main goal is to make an email look simple and to un-clutter the visual frenzy that often pollutes the message. This can be done by stretching it out and not trying to fit it all “above the fold.” So while you are thinking of what goes into your message, develop layouts that are easy on the eyes and that make people want to keep reading. The more simple, the better when it comes to white space.

Also, keep in mind that to make text readable you need more space between letters and headers (more on that below). Instead of stacking tons of information to take advantage of all of the space you have, you can have two or more nicely spaced rows and columns showcasing only what is truly important to the readers.

2. No Hierarchy

Like white space, creating clear groupings will establish a hierarchy that is easily scanned. The best way to think of this is establishing a primary message and a secondary message. For example, in this post, primary messages use a larger, bolder font, while the supporting (secondary) message is typed in paragraph format. You are probably thinking that this is where it gets boring, but it this is the most important part of an email because the sizes and colors you use will help queue your readers’ minds into what is important and what can be skipped (kind of like what you are doing right now). So before I lose you, here are some more examples to the point.

Why is this email great? It shows that hierarchy isn’t always text. This uses a bold image, then moves into a larger header, a smaller supporting paragraph, and then to an orange Call-to-Action (more on CTAs below). With such a bright color CTA, you would think that your eye would go straight to that, but it naturally flows downward as it should.

When in doubt, think of the squint test. While squinting at the image, what can you see clearly and what seems important to you? If you can’t make anything out, think of using some more white space and creating some difference in sizes and colors.

3. Unclear Layouts

How many columns should your email have? 2? 3? 7? Definitely not 7. And actually, 3 is pushing it. We are fans of the 1 column approach, but see plenty of 2 column layouts that look great. And sometimes you can trick people and make them think that it is 1 column, but it is really two. Take the one below:

As you look at it, the rows are very apparent due to the background image changing colors. But more subtly, the switch between image and text is how this email is laid out. It uses the famous Z pattern, where your eye starts at the top left, moves right, and then is horizontally reversed the next row down (alternating between images and text). The content isn’t too heavy either, allowing the email to look uniform.

We have similarly been running a one vs. two column test to our subscribers and the results vary based on content (images in both columns, text in both columns, mixture of text and images) and region (our friends on the other side of the pond have been engaging with two column more than one column, for example). Definitely something to play around with.

Here’s another layout that is extremely simple to replicate:

The receipt has a few different columns — the billing and payment columns and then service and price columns. Just because you have multiple tables, doesn’t mean that the widths have to stay the same from one table to another.

4. Contradicting Fonts

Any designer will tell you to not even mention the Comic Sans font — not even in a joke. That is how bad the font is. It is kind of the Voldemort of the font world. But there are a lot of other good fonts out there. Where people go wrong is at the place where they use too many fonts or font styles. Be mindful of leading, kerning, and font sizes. There’s a really in-depth article from Anna Yeaman on the use of font in email if you are interested. Again, this is where a good squint test comes in.

When it comes to size, our general guidance is size 16 (depending on font) or higher. Also think about your visual hierarchy when aligning and sizing your text. Reading distance is a key consideration when choosing font sizes. On the desktop, with an arm’s length between me and the monitor, larger is usually more comfortable while considering how many characters exist on one line and the what the leading line height is (around 60 characters and 1.5x the font size respectively).

5. Boring Images

To use another cliche term, “an image is worth a thousand words.” But often, especially with stock imagery, the phrase would be “this is a boring image worth a thousand worthless words.” If you are going to put an image in an email, make sure it is supplementing the message and make sure you didn’t just download it from some stock website that everyone uses. If you aren’t making it rain in dollar bills, chances are that you also don’t have the budget for a photographer or high-end photo-shoot. But there are still places to grab free, awesome images — like Stocksy, Death to the Stock Photo, Unsplash, and many others.

As you notice, when you have a great image, you don’t need to use that much text. The image here is a high impact statement, supplemented with a few words and a contrasting CTA.

You can also take a boring, lifeless product and create a design with it that speaks well for itself. For example, take this one from Apple:

While we hate using the term “best practice” (because we are strong proponents of testing everything), these are some pretty unanimous recommendations of what to do with your images in your email:

  • Your email should be between 600 and 800 pixels wide. Anything wider and the kids will probably make fat jokes about it. (Also, many clients have this as a standard.) If you want to get crazy, you can make it edge-to-edge and code for all different types of media queries so it can be larger or smaller. Eat your heart out.
  • Don’t design an email that is just one big-a** image. Even slicing that image down into smaller images doesn’t perform as well. Try to add in some text in there to break it up.
  • Account for fat fingers on mobile devices — allowing for ~46x46 hit areas for links.
  • Add support text to all images to help your email get through spam filters. It doesn’t add a ton to get it through, but every little bit counts.
  • Gmail clips emails after 20540 characters of code, or roughly 20kb of size. So make sure your email is smaller than that, including images.
  • (We are fans of compressor.io and tinypng.com)

6. No Clear Call-to-Action (CTA)

Just like how your email needs a purpose, so does your CTA. What do you want your subscribers to do? How will they know what you want you to do? Why should they do it? Emma has a great reference guide if the points below are too short for you. Or you can read our research on all Email CTA buttons that we presented at #LitmusLive a couple months ago.

  • Design: Keep these buttons big enough for big thumbs like ours to click on them (Apple suggests 44 pixels) and give them spacing from other elements (images and text). You’ll want to place the most important CTA early (from our tests, the first CTA is clicked on the most) and provide enough contrast from the background and other text that is apparent that they are focus points. Blue seems to be the trendy color of choice, but it probably doesn’t matter that much. Go with your gut and test it out.
  • Language: The biggest mistake is using a weak, passive call to action. The classic example is: “click here.” There’s no incentive and there’s no indication of what will be waiting for them after they do (if they ever do). So what you should be doing is including some active verbs that describe the benefits or create some urgency. But at the same time, keep an eye out for “high commitment” CTAs, such as “Buy Now.” Do you really think that someone is going to buy something just because you sent them a few sentences and an image in an email? Maybe. Even better, use low commitment CTAs that doesn’t infer a high amount of time, stress, or money. Think along the lines of “learn more” but something a little more interesting than that. From our CTA research, the most used verbs are: Get, Shop, & Take.
  • Image vs Code: If you don’t know how to code, then using a button image will accomplish what you need to. However, the main problem with image buttons is that many email clients block images automatically. This means that your CTA (the most important part of your email) won’t be seen. So we encourage using a “bulletproof” button — which is a small snippet of HTML and inline CSS that creates dead-sexy buttons that render well across email clients even with images disabled. This is why we also campaign to use text outside of your images.

While the email below from InVision is a little longer than what we usually suggest, their CTAs are non-disputably the sexiest we have ever seen.

It Shouldn’t Be Found in the Horror Genre

In the movies, the storyline keeps us glued. In the inbox, nothing keeps us glued. However, when you start to bring the elements above together, you create reasons for people to look and interact with your emails. And that is the entire goal for a good design. So whether you are using a template or designing your own email, remember the elements above to make for a great experience that doesn’t scare your readers off. Or you can just offer them candy instead. That seems to help.

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In cinema, you are compelled to keep watching, even if it grosses you out. In books, you want to know if the main character survives. In email, you could care less… which makes that really scary sh*t.

","primaryAuthorText":"Author","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},64281:function(ep){"use strict";ep.exports=JSON.parse('{"created_date":1615528477449,"hasPrimaryImage":true,"content":[{"type":"text","content":"

Members. Non-members. Gold members. Lapsed members. Your audience is full of them. And by segmenting and creating different content according to status, you\'re one step closer to sending the right message at the right time to the right people. 

It\'s this targeted message that starts in the inbox and leads your varying loyal readers to your different part of your website, a purposeful landing page, a thoughtful article, an exclusive behind-the-scenes video, and other personalized places to entice them to take a further journey into your product, service, or content.

Here are a few good ideas on how to get started, starting with the most loyal down to your newest members.

Members: Give them the VIP treatment

When people sign up for a membership, they’ve given you their information, their time, and maybe their money in exchange for a unique experience. Whether that’s free shipping, an exclusive local guide in the newsletter, or a coaching call once a month, build a memorable experience that will entice people to sign up, keep them coming back, and sharing your product. One way for product-based businesses to give people the VIP treatment is by giving subscribers early access to limited edition products.

Target releases exclusive toys and other products like the red metallic Mando, giving RedCard holders early access to preview and buy the exclusives first. Sending out promotions for store-exclusives, member/cardholder previews, and early access options all create urgency for loyal customers who love the brand.

Company: theSkimm

Subject Line: Birthday suit, on

theSkimm newsletter rewards their subscribers for sharing the inbox love, referring to their brand ambassadors as “Skimm’bassadors.” Subscribers can earn swag with newsletter referrals and share their input about the newsletter or events, giving readers a say in the content and an incentive to share.

Company: Morning Brew

Subject Line: Caution: Morning Brew coming in hot

Morning Brew also incentivizes sharing its tech newsletter, assigning a referral link to each subscriber, and rewarding them with Brew swag like sweatpants and mugs when subscribers reach a certain number of referrals.

Ad:

Non-members: Show them what they’re missing

We say this a lot at RGE: Show your audience the value of your products and services. Don’t just tell them you’re funny. Tell them a joke.

Keep subscribers in the know with membership updates on an FAQ page on your website or by answering questions in an email specifically for non-members. Include descriptive visuals like graphics and photos of people using your product.

Company: Thrive Market

Subject Line: You asked, we answered: What do I get as a member?

Thrive Market takes the initiative in this message to non-members. They kick it off by putting the reader in the email with the subject line: “You asked, we answered…” Thrive Market shows that people consider them a trusted company based on the number of dedicated members (650,000+), who Thrive is, and how signing up for a membership can benefit the reader.

You can also send non-member emails as an opportunity to upsell non-members. If they’re using the freemium version of your product, encourage them to take the leap to a paid membership or a paid service plan by offering an incentive like a trial, discount, or a free gift.

Company: Grammarly

Subject Line: Rock Your Next Project. Take 50% OFF the Plan of Your Choice

Grammarly shows an upgraded version of its product in action (suggesting how to adjust a sentence written in the passive voice). This email leads the reader’s eyes from the subtle 50% off discount in the top right corner, to the product, then the larger discount sticker, and then all the way down to the main CTA button, encouraging the reader to upgrade.

Company: Glitch

Subject Line: Become a member to upgrade your apps

In another example of showing the value of upgrading, Glitch shares a quick look at why subscribers should upgrade, and how it can help them in a playful way “Give your apps superpowers....”

Company: The New Tropic

Subject Line: \uD83C\uDF44 The Magic City may be getting magic mushrooms

The New Tropic, a daily newsletter with news, events, and stories for Miami residents showcases this “members get it” section to show non-members what they’ll get by joining. They let the member quote showcase the value of the membership, adding a human touch to the membership ask.

Company: Chime

Subject Line: What Chime Members Are Saying

Show non-members what they’re missing and add social proof. What are people saying about your exclusive content? Why did they join? What do they love? People love reading reviews. These experiences help other people decide if they want to take the leap and join based on what other people are saying.

Trial membership campaigns

Sending out emails to encourage subscribers to try your product is a great way for people to test the waters of what being a member is like. People like free things. Offer a free trial of your product, software, services, whatever it is that you’re advertising to non-members, and serve your audience a retention message once the trial\'s up.

Company: Grubhub

Subject Line: Your free Grubhub+ membership starts now!

Grubhub shows the value of their upgraded membership with a fun GIF at the top of the email - food delivery rolling up on a scooter - a personalized “Thanks for joining” message, mentioning exclusive benefits, and all the info the reader would need to get started with their order. The email is bright, fun, and direct - a great way to welcome someone who wants to try Grubhub’s membership.

Company: Scott’s Cheap Flights

Subject Line: Free trial of Premium membership

Scott’s Cheap Flights highlights the benefits of a premium membership with fun graphics and minimal text, showing subscribers the value. The email also includes screenshots of reviews on why people love the premium membership, leading right to the main CTA to encourage readers to upgrade to a premium membership.


Help Subscribers Feel Like They’re Part of the Club

Whether people are cruising on a freemium version of your product or they’re early adopters of your products, craft every email message with a clear intention. Get to know your audience through signup forms, ask for direct replies and surveys, and use that data to personalize your emails.

The more invested you are in your audience and the more that you vocalize that, the more valued your subscribers will feel, and the more likely they’ll want to upgrade or become a member when the timing is right.

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Members. Non-members. Gold members. Lapsed members. Your audience is full of them. And by segmenting and creating different content according to status, you\'re one step closer to sending the right message at the right time to the right people.

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Building your email and SMS subscriber list can seem more like a complex puzzle of deciphering user behavior, A/B testing incentives, and more. It may sound easy enough to get an email or phone number, but it’s daunting to not only build email/SMS lists but ensure it’s valuable. Don’t get hung up on vanity metrics of list size. A big list is great but it’s only as good as its engagement and conversion rates. Similarly, every business wants more revenue, but optimizing the customer journey for higher order values is not always easy.

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Building your email and SMS subscriber list can seem more like a complex puzzle of deciphering user behavior, A/B testing incentives, and more. It may sound easy enough to get an email or phone number, but it’s daunting to not only build email/SMS lists but ensure it’s valuable. Don’t get hung up on vanity metrics of list size. A big list is great but it’s only as good as its engagement and conversion rates. Similarly, every business wants more revenue, but optimizing the customer journey for higher order values is not always easy.

Fortunately, there are a few best practices to follow when building an effective email and SMS database along with increasing your revenue. In many cases, these two go hand in hand, collecting high-value subscribers, nurturing the relationship, and eventually converting them again and again. 

If you think email or SMS marketing isn’t worth it (“Email is dead!”) - think again. Email has proven itself time and time again, year after year. Additionally, SMS marketing is exploding, and for good reason. With a 98% open rate for SMS texts and an extra $500-1,000/day from SMS campaigns, it’s hard to imagine why retailers aren’t adding SMS to their marketing strategy. 

Let’s dive into our five hacks for growing your subscriber lists and five tricks to increasing your business’s revenue.

Growing your subscriber base

1) Start With The Basics: Lead Capture Pop-ups

If you’re a newer business or a veteran in e-commerce, you can never go wrong with a traditional lead capture promotion on your website. The most common example of this is when a new visitor lands on your website and, after a set amount of time or a percent of how far they’ve scrolled downwards, a pop-up appears greeting them and asking for their email or phone number. This is often paired with a percentage discount off their first order or brand updates to stay in the loop. 

With the right targeting rules in place, which are easy to set up through Justuno, this is a perfect way to start engaging more of your site visitors and growing your subscriber list. Plus, you can send the data directly to your email service provider (ESP) via integrations to trigger an automated welcome flow. Best of all? You can get a lead capture promotion live and integrated in less than 15 minutes.

2) Tap-to-Text for Mobile Visitors

Using a tap-to-text website promotion makes it easier than ever to engage visitors by displaying an SMS opt-in where all the visitor needs to do is tap on it, have a fill in, then click send, and boom - they’re in the system! This is a great way to reduce user friction when asking for their contact information and get them directly engaged with your brand. According to Omnisend, their customers see an average ROI on SMS campaigns of 2755%, don’t miss out on this opportunity and start collecting subscribers with ease.

3) Be Creative: Offer More Than a Discount

While offering a simple 10% discount off a new subscriber’s first order is a great starting point, think creatively about what you can offer these potential new customers. For example, do you have an e-book or product guide they might be interested in? Can you offer free or reduced shipping costs for their first purchase? Can you send them a sample of your products or a free small gift? If your bottom line doesn’t allow a discount on every order, a giveaway promotion where subscribers are entered into a sweepstakes is a great way to build a list of highly engaged and interested subscribers. 

It\'s crucial to provide genuine value because they will notice the gesture and return the favor by giving you their contact information more often than not. Of course, these are just a few ideas to start with, but the more creative and tuned into your target audience’s motivations, the more likely visitors will take note and engage with your brand.

4) Out of Stock Notifications

Do you have products that routinely run out of stock, or are you going to be releasing a product that will have a lot of demand? Then, create an out-of-stock notification or pre-release promotion on those product pages to gather visitors’ contact information so you can let them know when that product will be back in stock. 

Not only will this increase the size of your subscriber list, but you’ll also automatically create a segment that you know is very interested in your brand and products which you can then use to re-target with specific emails and nurture flows.

5) Used Advanced Targeting to Engage Visitors

You can have several different promotions built to fire for specific visitors with advanced targeting rules in place. For example, with a source targeting ruleset, you can target visitors from your social media pages like Instagram or Facebook and engage them with a promotion that mirrors the messaging they saw on that channel.

For example, if they came from your Instagram page that has posts specific to that channel, mirror the language and imagery you used to create a cohesive, personalized for that visitor. Additionally, mirror the same copy, offer, and imagery used in a paid ad campaign you’re running for the same effect. These added personalization elements can go a long way in converting more visitors, especially as consumers are bombarded by so many different brands when they’re online. You’ll maximize the ROAS of any paid media campaigns while also creating audiences for re-targeting later on using matched or lookalike audiences synced with your on-site collection efforts.

5 Hacks to Boost your Revenue:

1) Place your best-selling products on your home page

Your best-selling products are flying off the shelves for a reason. So advertise them on your homepage to visitors so you can get what\'s most likely to sell in front of them. At the very least, you’ll increase the number of pages visited, time-on-site, and ultimately help new visitors better navigate to the product they’re most likely to buy. 

2) Take advantage of cross-selling on product description pages (PDPs)

Cross-sells are a great way to recommend complementary products to visitors, encouraging higher order values through additional products. By showing customers these similar products, you’re increasing the likelihood of them buying more and showing them how to maximize the satisfaction from a purchase they were already interested in making.

3) Target highly abandoned URLs with strategic exit offers

Take a look at your store’s different product pages and find the URLs with high abandonment rates. Rather than letting these visitors bounce off your site, target them with highly motivating exit offers the remain on-site and check-out. These can come in various forms, by creating a product bundle of that item alongside one of your top sellers, a higher discount than anywhere else on your website, etc.

4) Turn Shipping Into An Incentive Instead of a Deterrent 

Most customers expect free shipping these days, but not every retailer\'s bottom line can handle this additional cost. To avoid shipping being a deterrent, use shipping threshold offers to encourage higher AOVs while also giving customers what they want. If your average order value is $50 and shipping costs you $5, create a promotion unlocking free shipping for visitors who spend $60. Visitors get the shipping offer they want, your costs are covered, and you end up increasing your AOV by $5. Everyone wins.

5) Strategically Place Low-Cost, High-Engagement Products In-Cart Offers 

Target visitors who have items in their cart with an in-cart offer for last-minute add-ons. This works especially well if they’re accessories to the original item that are lower price points making it easier to impulse purchase. Some retailers favor the “mystery gift” add-on where the visitors aren\'t necessarily sure of what they’re buying but know they’re getting a deal on it compared to other products on the site. Others favor small items from a similar collection, like socks with running shoes or a scrunchie with workout gear. Whatever it is for your niche, make it a small ask that’s easy to say yes to on the path to conversion.

Be consistent with your efforts

These tips for subscriber list building and revenue generation are sure to help you scale your brand even faster. The more effective you are at building an email and SMS database and then strategically approaching the customer journey on your website, the faster your bottom line and owned marketing channels will grow. 

Need help implementing an effective on-site lead capture and revenue optimization strategy? Check out Justuno, the leading conversion optimization platform for marketers looking to take the brand to the next level growing their subscriber lists and personalizing their on-site experience. 


Learn more about Justuno

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Allie Donovan, Director of Email & Retention at Brooklinen, uncovers how to create a seamless customer experience to prevent lapsing before delivery.

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https://www.youtube.com/embed/dmpXi_ErBc8

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Allie Donovan: You're probably wondering why I'm here to talk to you about relationships, so I thought I'd tell you a little bit about myself.

This is the love of my life, his name is Dougal, and he's a seven-year-old Beagle who enjoys long walks on the beach. I thought about putting my husband up here, but honestly, Dougal is much cuter.

So I would describe myself as a retention marketer. I've worked in retail and D2C brands for the last ten years. I'm 20. I just look a lot older. I work on a small, scrappy team, and like a lot of the email teams out there, like just yesterday, we learned that most teams are three people or less. 

I'm a little bit of everything. I don't have an analyst, engineer, email developer, or therapist, so I kind of do a little bit of all of those on the team. How many of them I do well is debatable, but we give it a good go.

So a little bit about Brooklinen for those that don't know it (shame on you). We started in 2014 from a husband and wife team that went on vacation and had a great night's sleep, and they loved the sheets. So, they went down to the hotel reception and said, can we buy the sheets? And they said yes, of course. The reception then said the sheets would be $800, and Richard and Vicky, our co-founders, were like \\\"ouch.\\\" They then dedicated their lives to finding out how they can make a great set of sheets that did not cost them that kind of money.

So that was in 2014, and it's six years later. We opened our first store this year in Williamsburg, New York. So we're branching into the retail world. We have discovered many things along the way - even things like the shop fittings. If you want to try your sheets and feel the sheets, most shop fittings are not made for hanging up sheets. It's been an exciting road, but here we are.

I'm going to talk to you about retention. I want to talk to you about what is the problem? Your growth team or acquisition team has probably spent a lot of money getting a customer in your door. They come, they put something in their cart. Hopefully, they purchase, and then they ghost you. If you're lucky, they might visit you a few times before they leave you, but chances are, at some point, they're going to leave you.

So the way I think about this is there are three separate groups of how much I dislike these people. There are your \\\"one and dones\\\" or your one night stands. They come, and sometimes they cost a fortune to come in, so you don't even make it back on your first purchase, and then poof, they're gone. They never get in touch again, and you don't know why.

Then, we have the lapsed customers, they try you a few times, and they liked you the first time, so they came back, but then they disappear. Then, my lapsed loyals. These guys drive me crazy. They told me they were loyal because they came back enough times that I thought they were faithful, and then they disappeared too.

Naturally, people will disappear, but what we want to do is figure out how to get as many of those back in the door so that I can keep my job. 

So the big question is - what is lapsed? I don't know about your office, but my office has a big argument about what is lapsed. It's going to differ between every single organization and every different business. If you're lucky enough to have a data science team, they might tell you it should be based on the customer's probability of returning. If you're working with marketers, maybe it's the time frame since the last period. Honestly, the only way to find out what is right for your organization is to test it. 

We set up a test where we sent an email like this with an offer to a broad range of customers that we thought might be in the lapsed group. We sent half of them the offer, and the other half, we didn't communicate at all. Then, we compared how many orders came in with the test group versus the control group. We created a little chart like this with the bars that shows that at different time periods, people are more willing to come back than during other time periods. 

Then, of course, we had to figure out how expensive it was for each group to come back. When you're thinking about costs, yes, it's channel cost. I know everyone claims email is free, but it's not. However, it could also be things like direct mail. Especially when dealing with lapsed customers, often, they're not opening their emails anymore. It's important to think through other channels that you might need to contact them through. 

If you're giving an offer, if only 50% of my orders come in as incremental, I've still got to pay for the other 50 that came in that weren't incremental, which bumps up the cost as well. Finding a sweet spot for you, where you feel that the number of cumulative orders you're getting is high enough, and the price is something that you're willing to pay. How much you're ready to pay will depend on the amount of margin that you get back from those customers when they do return.

Even though that might be the best time to think about, \\\"what is a lapsed customer for you?\\\" it's never too early to start.

This is a chart of how long it takes our customers to come back and even bizarrely in the sheets industry when you think you don't need to buy your sheets very often. People are most likely to come back really soon after they just purchased. You need to capitalize on that love, where they feel that they want to engage with us and want to make a purchase. We start our retention campaigns pretty much the moment you make your first purchase. 

I'd also tell everyone to understand who's a good customer. For all of us, it's going to be different. Whether you need to set an average order value so that your shipping is profitable, whether it's the amount of time people come in, if it's a subscription, how long they stay subscribed for. By understanding what is a good customer for you, you'll know whom to target. Let's be honest; if it's not a good customer for you and you're losing money on them, you might not want to bring them back.

Another big tip is to look for correlations for the first purchase, to see what makes them more likely to return. In a variety of different businesses, I found this to be random things. 

My favorite was the day of the week they purchased on. We eventually dug deeper into this, and we found out that if they purchased on a Thursday, by the time it shipped on Friday, then nothing was moving through UPS, FedEx on Saturday or Sunday. So, the time it took for the item to get to them was so much longer than if you ordered it on a Thursday, your chances of coming back were pretty slim. 

The correlations don't necessarily have to make sense to you at first glance. Other correlations I found were a discount amount on your first purchase, the number of categories you purchase in, and whether you were referred. In some companies, I've seen that if you were referred by someone, that could make you a great customer, and in other organizations, it can make you a terrible customer. It's very much down to an individual basis.

Yesterday we talked about stealing email ideas. I'm a big proponent of stealing things. Please don't tell the cops. I like to steal processes, and people should feel that tuning your process is not a bad thing. \\\"Process\\\" is not a dirty word. Even in a small team, process is a good thing to make sure that you're giving information and telling everybody everything they need to know. 

I like to steal this from our product team. Our product team works on two-week sprints. I love this because we tend to set up workflows, and maybe it's for an abandoned cart, and you set it up, and you forget it. Perhaps if you're lucky, you tested it when you set it up, but then, you're not continually optimizing. There's always room to improve, and we know that our lifecycle flows are probably the most valuable things that we send as emailers. 

It's important that you make sure that you continuously test and continuously evolve. It's going to make a huge difference. Unless you strike gold the first time, it is probably not the best flow that it could be. 

Every two weeks, I sit down with my team, and we start designing tests, and we talk about all the tests we want to do. Each team member is given a separate segment to work on. So they all have objectives to make sure that their segment performs as well as it should. If it's making your first purchase, there's one person who sits there thinking about that flow to get them to make their first purchase all the time. Then, another person is thinking about why people stopped opening up the emails. They're continually trying to get that engagement rate up.

We sit down as a group, and we design the tests. These aren't necessarily pretty. You can see that they're hand-drawn things. We don't necessarily have beautiful documentation, but we make it work. We'll then go into a development phase, and often we'll try to do a quick dirty test. It doesn't matter if it's not the best thing we ever wanted to create. It may not be the most beautiful email because in two weeks, honestly, we're not going to get anything through our design team. We'll do something quick and scrappy to get a test and proof of concept. We will set it live and test. 

I'm a big proponent of the promotions annotations in Gmail. If anyone's not using it, you should, unless you're in the linen industry, in which case, don't. If you don't mind just getting up and leaving, that'd be great. Everything I've told you here is a lie.

**Audience laughs**

Every two weeks, we then get back together and talk about what was successful and what we learned. It could be related to that one test, or it could be simple, like you know what, when it says their name in the subject line, they seem to open more. Stuff that can be shared between the different segments. 

I know a lot of retention tests can not be done in two weeks. If you're trying to see your 90-day retention rates, it's tough to change in two weeks. This gives us that reminder to go back every two weeks, check how it's doing, and see if we should be changing it. Is it working? It gives us that little nudge, so that's why we do it.

I will give you some tips that we're using. All the email examples are, unfortunately, Brooklinen. Sorry, but I'll be honest, they were the easiest examples to get a hold of. 

So, how do we prevent lapsing? One of my biggest recommendations is that you can start changing the way people feel about your brand even before delivery. People are excited when they make a purchase, and you can see that they'll go back to the transactional emails for order confirmation delivery multiple times. They want to find out where their orders are, and they're excited. They feel that love for you already. You need to think, how can we contact them and give them useful information before they get their item that's going to make their experience better? 

These are examples of tips that we send out before you get your package that should tell you useful things like, \\\"you need to wash your sheets if you want the softest experience.\\\" It also helps us set expectations that if you put sheets that aren't washed on the bed, they're probably not going to feel as soft and lovely as once they've been through the wash and dry cycle. That also really helps keep our customers happier when they try the product for the first time. It makes everyone feel loving toward our product, rather than having a bad experience and then not realizing that they're not fantastic for one or two weeks until they wash them.

Then, we ask our customers how they're feeling. I'm going to share the most useless fact with you that you'll probably learn today; you are 70% more likely to repurchase if you're happy. I know you're thinking, no shit Sherlock. I flew out here to be told that your customers will buy more if they're happy. The reason we do this is not so much for that number, but really to understand who is happy and who is not. Self-declared data is probably the most powerful thing you can use to personalize your emails to people. 

If our customers tell us they're happy, then we're going to give them an offer. That works to get you to come back because we know that you're likely to come back pretty quickly if you're happy. If not, we will try to offer you help and either send you to the website or get our customer service team in touch with you to make it better. What we also do that is quite interesting is that we put this on their profile. Then, in our ESP, we can now see if they were happy or not happy during the first purchase. We can always go back and target, and then try to look and change behavior later. 

After we've asked, we ask again. We tend to use a really simple question for the first purchase. After the first purchase, we rely on NPS for a couple of reasons. I know everybody has mixed feelings about NPS, but it works well to score how happy our customers are in general. You'll see it fluctuate after we have an event and different types of customers come in. We also put this score on their profile, and we track their NPS scores, so we can see when their behavior changes. As a newer customer, we often see that they're much likely to rate us lower, and as an older customer, though, they will rate us higher. 

I know this email example is hideous. This was a two-week test. He's getting a re-design, so hopefully, if you do make a purchase anytime soon, you'll see a prettier or more handsome email.

We discovered a quick little cheat, with me being the engineer on the team, and I know nothing about engineering. I wanted a way that if you said you were unhappy, customer service could get in touch. What we didn't do was connect it to our customer service platform. However, what we did do was trigger another workflow that would send an email that said, \\\"we're sorry, get in touch and reply to it,\\\" so that it would filter directly to our customer service because all of our emails go to our customer service team when you reply to them. That was a little hack to get around having to do any engineering work and still get everything to customer service.

I'm a big proponent of showing emotion, talking about your feelings, not to your partner, but just to your customers. It makes it easier. 

*Audience laughs*

Especially in the retail world, we tend to focus on the negative emotions- fear, urgency, and the feeling you're going to miss out. When you're building long-term relationships, you want to think of those positive emotions, the achievements, the appreciations of the world. You've unlocked, you've done it, we're thankful for you. Those kinds of emotions help you build those relationships with your customers. 

Then, we have a cute example of our post-purchase flow, where they make a heart shape because we love you, and we'll give people $20 credit to come back and try us a second time. 

I know we just talked about personalization, so I'm not going to repeat it, but we want to make things personal. We were one of that 70% who did not know how to use our data and couldn't do any personalization a few months ago. We had to get a little scrappy and a little hacky. 

The problem we had with our ESP was, we knew what you had purchased in an order through an event, and you could use that event to trigger in a workflow. However, if you wanted to use that information anywhere else in any other workflow, any additional email campaign, you are out of luck. If I wanted to send you an email about towels because I knew you bought towels, there wasn't much I could do about it, apart from creating a list and blast people. 

What we did was when you make a purchase, as an event, we now put another attribute on your profile so that we know what you purchased, and we can use that again. Then they all add up. So we can see how many different categories you're buying in, and we use them to personalize.

This top example is from one of our emails that essentially will either show you loungewear, towels, or sheets, depending on what you've expressed interest in. We found this powerful. Even simple segmentation, here we only have three versions, but they can do a lot before you start thinking about getting into really deep personalization. 

We've recently gotten into personalized product recommendations. I'm going to be honest; we cheated. We got someone who could do this for us. We pulled these in using Movable Ink because we felt that the algorithms they could do and the information they could provide with us were much more robust than anything that we could develop in-house that wouldn't take a good couple of years.

The way this works is it looks at the items you've browsed, then it looks at the things that everyone else has browsed, and what they went on to purchase, and it will show those recommendations to you. We're still working on not having white items on a light gray background. It turns out that was a big technical problem. Otherwise, we've seen a 30% increase in clicks. 

What's interesting is we can get to the type of sheets you're interested in. If you ever want to be bored by sheets, just let me know. There's a lot of different weaves. I know more about sheets than I thought I would ever know, honestly. Various sizes, different materials, and we sell a lot more than just sheets these days as well. All those things get pulled into the recommendation engine, and the computer is 30% smarter than I am, which is great.

I also want to talk about making it easy. We've tried to replicate the email experience with our web experience. This is an example where you click through from an email, and it gives you the same $20 offer. It's both at the navbar on the top of the website and in your cart. This worked well for a while. If we were sending you an email that said $20 off, click through, this worked. 

What wasn't working was that if we sent you any other email that didn't specifically say $20 off, there was nothing in the email that would tell the website to trigger the same offer. One day I might be telling you $20 off, but the next day, maybe I'm just saying you should buy sheets, and now you're $20 appears to have disappeared.

We put a fix in place, again a little hacky, but just by having UTM's will help our website understand what that customer should be seeing. Again, it's all related to the attributes we put on their profile. Pretty much, the easiest thing we figured out how to do in our ESP is put something on their profile, and then you can target it anywhere else. A big recommendation is to put as much information as you can on someone's profile.

Now, offers. I'm sure most people have probably tested offers in some form or other. Maybe you know that dollars off does better than percentage off, or perhaps it should all be about a free gift. However, what is difficult to get down to is, what does each individual need? Even if you test your offers by segment, different people will respond to offers differently.

Some people like to do the math and figure out that 15% off may be better than $15 if I spent $100. Other people might just be like, I don't care about $15, but free stuff gets me. 

One of the tactics we do is that we rotate our offers. So, to the same segment, one week, they might get a 15% offer, and then a couple of weeks later, maybe they get a $20 off offer if they didn't purchase and take the action we wanted them to take. This also helps those offers from becoming stale. If we send the same offer every single email, there's only so many times someone can see 15% off before they just decide it's not for them, and they unsubscribe.

Continue testing. You never know what's going to work, you're lucky if you strike gold the first time you test an offer, but sometimes it's the bizarre constructs, whether it is tiered promotions, which might help increase your AOV if that's important for you, or, it could be that your customer is looking for something straightforward, easy to understand. Then, maybe a straight discount off works better for you. Keep testing and keep rotating and just making sure that your customers are not getting bored with your offers.

I just told you how great artificial intelligence could be. Now I'm going to tell you how dumb it can be—artificial unintelligence. So, my ESP came to me and said, You know what, we have a model that can predict when your customer will make the next purchase. And then anything later than that would be lapsed. This sounds great. My job is over. You've replaced me. We're good.

However, we decided to run a test on this. We took everyone that the model said would purchase in the next month from just one segment of people, they were all multiple purchasers, so we had a lot of good data on them. Then we watched. The ones that model said, a 90% higher conversion rate, which we are re like great. This is perfect. This is everything we ever wanted. Something that can predict who will make a purchase.

We then looked at the rest of the segment and who made a purchase during the exact same timeframe from the same segment. We saw that 89% of all the purchases during that time from that segment did not come from the people in the model. So, there's an element that yes, they certainly can predict some of the people that are going to make the next purchase in the right time timeframe, but they're missing the far majority. 

This is a real risk when we think about segmentation. If we start segmenting this 10% off that we're going to miss 90%. We're going to miss the larger part of the segment. That's where a lot of the money will be coming from. I'm always very skeptical about artificial intelligence. Test it, make sure it works for you. Then make sure that there isn't anything dirty hiding there, which makes you lose at least 90% of your revenue.

I know we're at an email conference. But you know, many people yesterday said that 

we have other channels, other things that we're all doing. So I would encourage everyone to work with your partners in other channels or with yourself if it is you. Think about how your channels can work together. 

So we run a big campaign for President's Day. We sent it to people via email, SMS, an SMS and email, or nothing. We found that if we sent an email, we got a 25% lift over sending nothing at all. So at least, my job is doing something. SMS, we got a 33% lift. Let's be honest SMS gets a better lift because our most engaged customers are on SMS. That's whom we asked for SMS details originally. So it's a bit of a hack. I do love SMS, but it's not quite as rosy as the picture looks. 

Then email and SMS. The email had a 75% lift. And even with my bad math, like the sum of the whole is not the sum of the parts. So it's really interesting that sometimes people need multiple communications on multiple channels. So I would implore everyone to find what those channels are. Maybe it's SMS. Perhaps it's direct mail. Perhaps it's smoke signals. It could be anything.

I'd also like to make an impassioned plea; if there is an ESP in this room when you're building emails and looking at GIFs. This drives you crazy. Does anyone else look at their GIFs for hours on end, going around and around and around? I'm tempted just to leave it up here so that you can look at it for the next like two hours, and we'll go stir crazy. So yes, any ESPs in the room, can you please make a way to stop having to look at the GIFs 70 times? If one thing comes out of this, I would like it to be that.

The last thing I'm going to recommend to you is to try, try, try again. Your customers will lapse, and they're going to become less engaged, and they're going to leave you more. But you can still get them back. These are two examples from one year and two years elapsed. 

Sure, the results are nowhere near as good as if I send an email to people who recently purchased, but people do come back. People don't necessarily mean to leave you. They might think that they don't need any sheets. They just ignored your email for two years, and now I've decided to look at it again.

It's tough to know what's going on in people's lives. Keep contacting them. Don't give up on your customers. They may come back eventually.

That's it from me. Thank you.

Any questions?

Audience Member: Do you split test or track retention by gender?

Allie Donovan: So we've struggled to get good gender information. We use some tools that can tell us from credit card details and are general. Sometimes we do ask people. We found that we sway more female than we do male, not that surprising, but we haven't explicitly tested gender. We do try to have a mix of models when we're using humans in our photography. It's still not something that we mainly focused on yet, but it could be in the future.

Audience Member: So the \\\"make it personal\\\" email you referenced, do you use one email with conditional statements to render each version? Or do you send all three separate emails?

Allie Donovan: The answer is one email with multiple conditions. It's easy when you have two or three versions to manage three different emails, but by the time you get to more and more versions, it doesn't become sustainable. It also means that your process gets longer. Now somebody has to QA three whole emails. So I'd always instead build one email with more versions, just to cut down on the production time as well.

Audience Member: You showcased the one-year and the two-year retention emails, but how much during those times of retention are you still emailing them actively, or have you sunsetted them?

Allie Donovan: Pretty much constantly. It depends on how they interact with us. So if they stay interacting with our emails, they'll keep getting them. If they interact less or stop, they'll start getting them less frequently and only get the big messages from us, the sales or Black Friday type messaging. We try to keep everyone on the database for as long as possible, but we also try to re-engage them in other channels. So if you still open our emails, we might send you a direct mail to just kind of be like, \\\"Hey, remember us?\\\" We never stop emailing until they completely stop opening our emails.

Audience Member: I have a question about your post-purchase survey if you are happy or not. If they say they are happy, you give them an offer. I was curious about the process behind that decision because you might have spent so much money to acquire this person, and you finally got them to purchase, and then you're spending more to get their next purchase. What was the testing process behind the different offers? Why are you choosing to send an offer to someone who just purchased?

Allie Donovan: Yeah. We don't want to pay for all this we don't have to. We did do the math and figured out whether it makes sense to or not. The return we get by getting so many customers back does make it worth it. It's going to depend on how much it cost you to acquire in the first place, what your margins are, all those kind of things. But for us, it does make sense. They don't necessarily all use it, but it gives us a great way to say thank you to them to make them feel appreciated. Even if they don't use it then and come back a few months later, it warms them up for us.

Audience Member: For those unengaged subscribers, do you put them on a separate IP for sending purposes until they re-engage?

Allie Donovan: We do not. Right now, we keep them all together. We do monitor our deliverability. We make sure that if they stop engaging with us, they eventually stop receiving emails.

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Do you really need another gift guide? Probably not, but being people of the variety with eyeballs, hearts, and legs we wanted to share a little bit about our team and a gift guide was a cool way to do that. It\'s been a wild year for everyone on planet earth, or \\"erf\\" as my 9-year-old would say, and yet I\'ve seen some of the best of humanity this year despite the challenges. Giving and receiving gifts is a fun tradition in my family and on our team. Learn a little bit about us based on our gift ideas below.

Matthew (@whale)

What do you want for the holidays?

I already have essentially everything I need in life, but this 12oz Camp Cup is one of my favorite objects. I bring it nearly everywhere with me. It keeps coffee perfectly hot, but not too hot for 25 years like some other brands. I like my coffee drinkable within a 2 hour period. Small cup. Black. Matte. Fucking cool. Get it.

What do you love to give?

I want to give Jeni’s Ice Cream Box. This is the perfect gift for anyone who loves Ice Cream. Wait, sorry, that’s all the good people on earth. If you have evil relatives they may not like ice cream and prefer things like dried marmite discs. Trust me this Jeni’s shit is gold.

What do you love to support?

I want to support my favorite charity GOAT. Great Outdoor Adventure Trips (for disadvantaged youth). This group supports outdoor life and training for kids who’d normally never have access to something that was super important in my own upbringing. You can donate here.


Mike (@mevlow)

What do you want for the holidays?

Something that makes me more active / reminds me to move around. I sit all day at my computer, watching this “dad bod” become more like a “Jabba-the-Hutt bod.” I’ve been really eyeing an overpriced Peloton but will probably just settle for an apple watch for fitness since I also need a reminder to not be late to zoom meetings on my wrist.

What do you love to give?

I’m the worst at gifts. Seriously. I once gave my brother a disco ball and still not sure why. What I’d love to give versus what I typically give are two different things, but recently I’ve been getting some joy out of putting together quarantined weekend getaways. You can find some killer deals in some obscure places right now if all you want to do is hike, watch movies, and sit around a fire pit.

What do you love to support?

Since my wife and I got together more than 10 years ago, we’ve participated in something called Fast Offerings, where we give up eating for most of a day – at least once per month – and give what we would’ve spent on those meals for our family to feeding and sheltering the poor. It’s a great way to make sure that we’re helping the people around us and to be grateful for what we have. We serve at local food banks or homeless shelters throughout the year when we can.


Matt H. (@mtthlbg)

What do you want for the holidays?

I love me some dry spikey plants that remind me of my feelings for bad emails. If you\'re also a cactus freak, this is a great gift.

What do you love to give?

I know the other Matt* based team members live in the South where BBQ is contested and debated like mad, but people need more Japanese in their lives and so I prefer this mad science of Japanese BBQ sauce. Makes for a hot little gift.

What do you love to support?

I love supporting my friends without mustaches. What better way than to give to the businesses that they run through Women Owned Logo.


Matt C. (@mattecook)

What do you want for the holidays?

I\'m neck-deep in the little years with my wife and 4 amazing kiddos. With the prospect of soon being able to get back outdoors and adventuring, I\'m dusting off all the old outdoors gear and replacing the equipment that\'s just too old for use. I\'m hoping for some Burton Ruler Boa boots. I know I\'m receiving an Anon Raider 3 snowboarding helmet because my family values my noggin. I\'m pretty sure a long-term client is getting me a Giant Talon 4.

What do you love to give?

I love giving my time. The most valuable thing I have in life right now is my time and there are so many folks around me who could use it. I have friends and community members struggling to adapt their work and businesses to the trauma of a global pandemic. Truly giving time without expecting anything in return is a gift few people give and many people need. I\'ve given my time to help pivot a catering business to an online meal delivery service. I\'ve given my time to ideate on a personal finances startup being fueled by one person and a dream.

What do you love to support?

I\'m eager to support local families in need and (as cliche as it may seem) Wikipedia. Lots of families around me could use supporting hands and help--especially with the amount of illness keeping us all distant. I\'m impressed by the Million Meal Movement and a local nonprofit called Loaves and Fishes. You can also find me trying to spin up Take them a Meal for family and community members.

I have a passion for people being able to search for truth and information and I can\'t think of a better organization for self-education than Wikipedia. Check out exactly what the Wikimedia Foundation does.


Krista

What do you want for the holidays?

To this day, this Nespresso is still the best gift I ever bought myself. I am a bit of a coffee fiend and drink about 4 cups a day, which you can imagine adds up quickly. However, this simple, wonderful, minimal effort, espresso machine makes all my mornings better. Whipped cream sold separately but 10/10 recommend you put some on top.

What do you love to give?

I am the best and the worst at giving presents. I love coming up with unique presents for everyone I love, but I also want to give them out right away! Patience may not be my strongest trait! This year, I’ve been gifting all my fellow dog mamas, the Furbo Dog Camera. I’m a crazy dog mom so I’m obviously obsessed with mine, and I feel so much better knowing I can see my pup and give him treats when he’s an extra good boi!

What do you love to support?

I’m supporting a wonderful adoption agency, Special Angels Adoption. This organization helps children with special needs find a loving, safe home with parents who have firsthand knowledge of how to care for these children. They also offer support services to both the birth parents and adoptive families. 


Alex (@aclaussdesign)

What do you want for the holidays?

Spending so much time in my house this year has made me reevaluate how much physical \\"stuff\\" I want to surround myself with. For retro gaming fans who also like to do some light hardware tinkering, you can set up a Raspberry Pi with RetroPie as a cheap and easy way to condense a huge game library down to one tiny device. Most controllers work with it, and there are tons of easy-to-follow guides online to get you set up.

What do you love to give?

This year, I\'ve tried to buy as many Christmas gifts as I can from small makers. If you do a little hunting on Etsy and Instagram, there are mountains of ultra-talented artisans with great gift options. And if all else fails, getting gift cards to your favorite local restaurants and businesses is a great way to share hidden gems with friends and family.

What do you love to support?

Girls Make Games organizes camps to teach young girls the ropes of game development and increase representation in the historically male-centric games industry. I\'ve worked with them in the past to help make prototypes from attendees into full-fledged, playable games, and it\'s an amazing thing to be a part of. Especially this year when they\'ve had to pivot to digital teaching, any donations help a lot.


Chin

What do you want for the holidays?

I\'d really like to go for a vacation with my family just to wind down. A change of environment to reflect for the coming year instead of being stuck at home (which many of us are right now due to the pandemic).

What do you love to give?

I want to give this drying rack, especially for calligraphers! Love the workmanship. I\'m all out to support our small local businesses here :)

What do you love to support?

I want to support the National Autism Society of Malaysia (NASOM). It was founded by a group of parents and professionals to help children or people with autism to reach their full potential and participate in their communities, because they can also lead a meaningful life with dignity. With more and more children having autism in recent years, I think it is important to support them so that they can carry out what they have envisioned to do.


Will (@will)

What do you want for the holidays?

If 2020 has reminded me of one thing, it’s this: family really really matters. Having not seen my brother, who lives in Sydney, and my sister who lives in Auckland for over a year, all I want for Christmas is a travel bubble!

What do you love to give?

I live on giving and receiving knowledge. I love sharing ideas, concepts and information with people in ways where the information truly sticks. I’ve had a year of doing this at Ausmed, and would love to continue to doing this forever.

What do you love to support?

I care deeply about the environment, and our animals. From the smallest insects to the largest beasts. COVID has been good and bad for our environment; reducing carbon, but increasing plastic usage.


Kelly (@kellylamano)

What do you want for the holidays?

When it comes to physical items, I’ve been in two modes this year: buying quirky things (like a Pac-Man suit) and minimizing by getting rid of or donating things I no longer need. With less “things,” I\'m still a sucker for acoustic music and I miss going to live shows. So, I want to see more music performances.

I’ve been loving artist livestreams lately, like Young the Giant (a band I was fortunate enough to have seen in person three years ago), Ryan Cabrera (yes, that guy), and the documentary concert film folklore: the long pond studio sessions.

The performances are affordable, plus, I can watch them in comfy clothes and get some background on the stories behind the music.

What do you love to give?

I love to give advice. I host free workshops for freelancers, and recently I’ve been meeting virtually with people one-on-one who are unsure about their career or want to learn more about where to start with freelancing.

In the early days of my own freelancing, I asked people to meet for coffee or emailed them questions to learn from different perspectives. Talking to people was instrumental in making sure I had the resources I needed before I took the leap. I love paying it forward by listening to people, answering questions, writing recommendations, and sharing resources.

What do you love to support?

I love to support Give Kids the World Village, a nonprofit resort that works with wish-granting organizations like the Make-A-Wish Foundation. The Village provides a free, week-long vacation for critically ill children and their families who want to visit Orlando, FL.

I volunteered at GKTW for 4 summers, and one of the most moving experiences is the Castle of Miracles. It\'s usually each family\'s first stop in the Village. The Wish child gets a gold star, writes his or her name on the star, and then drops the star into a tree stump. Then, the Castle fairy hangs up the star on the Castle ceiling, which stays there forever. Families usually come back to the Castle later that day and volunteers help them find the child’s star on the ceiling.

Sometimes Wish families from 5, 10, even 20+ years ago return to see their child\'s star. It might take the whole crew - employees, volunteers, a ladder, flashlight, craning necks - to find stars on the ceiling from years ago, but it’s an amazing experience for everyone.

GKTW temporarily shut down this year and has been hosting virtual events, so the organization could really use some support with donations.


Much Love, Email Geeks

Seriously, we benefit so much from being part of this community. Everyone on the RGE team still has full time jobs doing other things and creating this resource to make the world a little less spammy is a big piece of joy for us. Thank you for being part of that. We hope everyone\'s holiday season is filled with something that reminds you of the joys associated with being human. You do that for us.

Hugs and High Fives,

Matthew & the Really Good Emails team.

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Bailey Busch: Welcome to Really Good Migrations. I'm your host Bailey Busch, Senior Client Success Manager here at Cordial. I've had the pleasure of working with a ton of our clients over the past years here at Cordial, particularly when it comes to migrations and getting them all set up and migrated over from their old platform to Cordial and getting everything up and running. I'm happy to introduce my guest today, Mike Nelson, from Really Good Emails, a founding partner there. I love that site, by the way, because I always reference that when folks are moving over. It's like, “I need an example on my welcome series or something”, and I tell them to go to Really Good Emails, punch that in and you have everything that you need there. Super cool to see that. 

Mike Nelson: Thanks, Bailey. I'm glad I could be here with my man crush today. Bailey is awesome. I got introduced to Bailey back in August or September of last year, on another migration that we did, and it was awesome. I've done quite a few of these, not as many as Bailey has, but quite a few of these to lots of different ESPs so I'm super excited to talk about things to avoid, as well as things to think of as you go through this.

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Bailey Busch: Awesome, yep. Kind of unique here, we've had the chance to do a migration together a couple of times. Pulling from both of our experiences on this is pretty fun. Glad to do this with you. Our agenda, quick run-through, is we're going to do five questions, a rapid-fire interview. I wanted to get Mike’s take on what are the important things you think about when migrating over. We’re going to roll into some features, some important things to look for when you’re evaluating an ESP. Then, strategy and timeline come up in this process so we'll touch on that. Then, we have some online resources for you, some resources to follow up at the end of this. Let’s jump in. 

We did want to throw it to the audience here just to get everyone's take. A quick question is, “How soon do you plan on migrating to a new ESP?”. Less than three months, I'm looking at three to five, six to eight, or not until next year, some time off in the future. We’re curious about everybody's take. Go take a second to punch in one of those answers and we'll get the results up on the screen here too. Okay, most of the folks say in less than three months, we've got 50% of the folks that say that, but we have six to eight months as the next category, and then not until next year. It’s awesome that folks are thinking about that in short order here. We'll jump into the content because it'll be pertinent to what you're thinking about here.

Mike Nelson: Yeah, we have some aggressive migrators here, three months. Ooh, this is going to be fun. 

Bailey Busch: Let's go. We'll talk timeline. Alright, rapid-fire interview questions, Mike. Here we go. Some questions, “What are currently my biggest pain points?”. This comes up, right at the beginning, it’s part of the impetus of somebody moving, so how do you think about pain points? How do you think about calibrating that in a business? What's been your experience there? 

Mike Nelson: Yeah. In terms of client work, who I’ve worked for, businesses, they all have different pain points. Usually, the biggest point is why does it cost so much or can we get this cheaper? That's the one thing that you as a boss looks at, how much am I spending on this? Is it giving me all the bells and whistles that I think I want to get with this? That's kind of one of the big things they want is how cool it is, I guess, can it do the things that you want it to do? Can it be the magician so that it makes you look better in the business, but also connects with your clients? There are some new features you might not have. Maybe there's clunkiness to your old ESP or the ESP you’re on now. Maybe there are some restrictions in terms of how you get your data. There may be issues with customer support and client relationships. Maybe there are things with templates and the ability to create your templates, your own things within your emails that you can't do because you might just have a simple WYSIWYG editor. 

There are a lot of things I can think of off the top of my head that I've dealt with over the past few years. How about you, anything that you think of that everyone that comes to you comes to you because…?

Bailey Busch: Yeah, I mean with a lot of people we’re talking to, personalization is super key there. They're like, “Hey, I'm trying to do XYZ, where we came across these use cases, we can't personalize the way we want to across our program, and we can't scale that up. We have these aggressive growth goals and in some cases, personalization is a goal for an organization to increase. That's one of them. The second piece that's important but not necessarily verbalized all the time is automation. We touched on doing the magic part of it. In some cases, there are limitations, or let's say we dropped somebody into a flow, they've got to go all the way through the flow, and you can't kick them out. It's nuances of the old platform feature functionality-wise, but being able to automate your program and do personalization in a more automated programmatic way is a big driver and a pain point for a business to go looking for another place to send emails. 

Mike Nelson: Definitely. I know we're going to talk about that a lot later. There's some good content there for us all to chat about in about 10 minutes so get ready. 

Bailey Busch: Question two, what matters most to my business right now, and could that change in the future? The pain point might be where you start, but then you also need to consider the business requirements and what's important to the business at the moment, within the next three months that you're going to be making the switch. Then, you also need to think about how you calibrate that going forward because obviously, businesses change as you go.

Mike Nelson: As you grow, you start to think about the lifetime value of a customer (LTVs), you might think about loyalty programs, all the data that goes into that, you might be thinking about events that happen on your website, you might want to think about setting up your website holistically so that you get a lot more data from those programs, your apps, and your retail brick and mortar, so that everything's going in the same place, and all firing correctly. I think you think about “okay, maybe at this time I do a newsletter today, but what do I want it to be?”. That's built on your business decisions and where you want to be in the next two to three years. 

I think a lot of it's going to be around how much you know about this customer? How much can you connect with this customer based on that data? 

Bailey Busch: That's a good point, one way I would say that too, is thinking into the future, the different systems that you're going to need to make sure email is connected with and make sure that the data can play nicely across all those is going to be important. 

Mike Nelson: Then also, I think we talked about this earlier, Bailey, but it's the buy-in, getting buy-in from my manager so that he knows that things are going to change in the future. Not what's the status quo currently, and do I have buy in to make sure that the status quo changes or gets bigger or better as we grow as a company. 

Bailey Busch: Yeah, that's a good point. There are the pain points, you can't do these things potentially, technically or tactically, with the email platform you have today, but there's also the buy-in from everybody else in the organization who are stakeholders that need to be on board. They see why it is important and see that if you change these things you can increase growth.

Mike Nelson: A lot of your stakeholders might say, “I only care about open rates”, and you're like, “No, we need to talk about click to open rates and revenue per email send”. These are some things that the business might not care about now, but you'll want to care about in the future so you want to get down to the details of your messaging and marketing platforms to do that. That was my last thing there. Let's go to the next one. 

Bailey Busch: Great, question three, what is the ideal time to migrate? That comes up all the time. What's your magic answer to that?

Mike Nelson: Right around Black Friday,

Bailey Busch: Maybe not around Black Friday.

Mike Nelson: I’ve done that, I’ve been there, Bailey was part of that stress. I didn't need to send you a nice wine or something still from the private PTSD that I put upon you. I guess your ideal time is probably the time that you are the slowest in your business. So that doesn't mean that hopefully, you’re going to be slow for a few months, but hopefully, there's a few weeks in there where you know that you can transfer everything over and test things out. Then you'll have ramping up and warming up periods as well on top of that. Things to consider, if Q4 is your really strong sales season, you might want to go into Q2. If you're preparing to migrate in the next three months, but the next few months are crazy for you, you probably want to adjust that. 

Bailey Busch: Yeah, and the reality is I’ve personally done migrations all year round, believe it or not. Sometimes it's industry-specific as well. For example, if it's publishing, and you're not necessarily busy during the main eCommerce holidays, then that puts you at a little bit different of a timescale, but it's a good point. Looking for when things are a bit slower for the business is helpful to make sure that that's a time slot that you can align contracts to and think about, when's a good time to do it? 

Alright, rapid question four, how much bandwidth do you need to be able to do something like this? What are the requirements from that perspective? Who needs to be on board? 

Mike Nelson: I think this also goes back to question number three, do you have the resources in-house to do these things? I mean you’re going to need some developer help, most likely, when you do a migration. Do you have someone on your team that can help with that? Do you want to create new templates? Now that you have this idea of, “oh, I’m going to go to a new system, why don't we also revamp our welcome series, and revamp our transactional emails?’. You'll need designers, copywriters, and developers on board to do that. Or you can go the easy route and just migrate all your data, get everything set up one to one, and then you can change it once you’re live. That might give you a better perspective on AB testing, how your old performance compares with your new performance. 

There's a lot to think about with contract rates and your manager to make sure things are going on smoothly and everyone gets a nice little gift card for doing the migration because it's not a fun thing to do in the first place. I don't think I've ever been through a fun migration. I’ve been through a really fast migration, Bailey made the last one enjoyable, but there are still things that take a while. 

Bailey Busch: We can make it fun, we can figure out how to make it fun. I think that's more of an attitude to take towards it. 

I’m going to jump to the next question, because this kind of rolls into this, where do I see my email program going in the next two years? There are bandwidth teams that I need, I have to get buy-in from those folks, and then looking forward, what's the roadmap for email look like to an organization? You've been in that position at some of your other past companies, like how do you align the roadmap, and where do you want to take messaging? What's your perspective there? 

Mike Nelson: Yeah, I think if you have a good business, who has a good head on their shoulders, and they don't think, “Hey we’re going to grow 600% next year”, those are always kind of hard to project. However, if you’re like “hey, we have a typical growth of about 10% or 20%”, that's pretty easy to say, okay, this is where my subscriber base should be at that point, maybe we'll do some things to make it better. Maybe we'll clean up our list and have fewer subscribers. We’ve done that Bailey, where we cleaned out a ton of subscribers that weren't interacting with us when we did the transition.

One of the other things is, where will your tech stacks and data stacks be by that point and will you have a lot more data to pull through or pull from into your ESP, that they can make use of? Maybe you don't have that set now, but maybe you're thinking, “hey in a year, I may have access to all this loyalty data”, or “we might be setting up a new data warehouse for all these click events or category events, that I’ll have access to”, and how will that change my email strategy? Once you go past 2 years, you're probably going to be in the route of renegotiating contracts anyways, so you just need to think about one to two years, three years maximum. Anyone who tries to put you in more than a three-year contract is probably a legacy ESP that is trying to hold onto you. I'd advise not going that far in advance, even if they give you a 30% discount. Getting sunk into somebody for three years is kind of tough. Two years is probably the sweet spot, about one to two years. Think about where you want to be in terms of that.

Bailey Busch: Yeah, a couple of things from my experience that's helpful in this is thinking about the campaigns that you want to do. If you're going to break this down to be a bit more tactical by doing an ROI analysis and finding out, “okay, I have a desire to send all these types of campaigns, I'm not sending them today”, but you can come up with some benchmarks, which can be helpful to work with the ESP you’re evaluating on. They should have some good data on this. 

Come up with some sort of benchmarks to say, “great if I started sending that back in stock campaign, or this abandoned cart campaign”, these things that I might not be doing today, but I could add personalization or automation to do so, what's that going to impact? Then, stair step those out from a revenue perspective. That can also then help inform your timeline like you show that to your key stakeholders that want a buy-in. They may go “great, shorten that timeline, let’s do it all right now as fast as you can”. 

To me, I've seen that work well, it’s thinking about how do I take these things in just over the next year or two, plan for an email roadmap, tie revenue numbers to it, and then go from there?

Mike Nelson: Yeah, one of the other things I want to mention here is, at the end of the two years, you're probably going to be lightspeed ahead of where you are today, and if you get to a point where you're like, “Shoot, I chose the wrong ESP”, that can kind of suck. You've built all this stuff into it, and then you have to migrate again, that's not fun. You want to think about what will get me here, but also who has the tech chops to continually improve the experience, who’s forward-thinking. We're going to talk about NexGen in this a lot, too. You want to think about who's improving the platform, and being a partner with me in this program, and making it better? When you're two years down the road and thinking that you have another contract coming up, and deciding if you should stay or go, you just went through all that, and then you don't want to redo templates and don’t want to transition. There's a lot of things like putting the effort now to make sure this is the company you want to be with, even if you do renegotiate. It still may be beneficial to think about that more than two to four years down the road. 

Bailey Busch: Yep, I mean in most cases, it's a longer-term decision, especially if you're going to set up a lot of this stuff, particularly from an automation standpoint. That's great advice there. It rolls right into a good segway to features. Let's jump to that next. We have an audience poll question. Again, to turn it to the audience here, what features in an ESP are most important to you? Mike, how should we think about this? 

Mike Nelson: This is going to be like, if you're on a stranded island, which one would you say is the one thing that can get me off this island, from a business perspective? All these things are important, but what's going to be the one thing that you're like, “oh, that will move the needle for me and get me off this island”. Is that a good analogy? I don't know.

Bailey Busch: I love it. Not a literal island, but a figurative business island, that's going to get me off to get my growth. I like that. I like the literal Island analogy, maybe we roll with that.

Mike Nelson: It goes back to the beginning of the whole thing where we had the palm trees and everything else. We were setting everybody up.

Bailey Busch: Alright, a few more seconds there. 

Okay, we've got results in, 78% of you are saying real-time audience building and creating for advanced segmentation. That's awesome. 11% is scaling with your business, and then 11% project management deliverability solutions support. That's awesome. Good, take towards long-term thinking. Yeah, I love the real-time audience building, that's super important. We're going to talk a bit about that as well. 

I would’ve thought personalization would have had a higher percentage with that group, with everyone talking here. Maybe they're already doing it well and they just need to make that super fast. We'll talk about some of those things top, but interesting. 

Alright, so the bad, the good, and the ugly. Let's talk about what's hard with a legacy platform. First off, what is a legacy platform to you? You've used several different ESPs in the past before, and so just to get your take Mike, how do you frame this in what's hard with ESP platforms? 

Mike Nelson: Yeah, you say what's hard, I say what sucks. We were talking about this and coming up with some ideas for this webinar, and I said that I just wanted to get to what sucks, that’s the whole reason someone's moving. 

Anyway, to me, what sucks is an old platform, that has just been Bandiaded over and over again, and maybe they purchased some other companies to leapfrog them into, “well we were an email provider, but now we have SMS”, but then we had to log into this other text messaging system to do it and the data is not connected. Also, maybe customer service is archaic and you can only reach them at two o'clock in the morning. 

I just got off the phone with Southwest, and I was on the phone for 78 minutes before I talked to someone and that is definitely not a fun experience when you have sent something or you're about to send something and you're like, “can I just talk to somebody?”.

So, having Slack integrations or something with that team has become very beneficial for me in the past, which I didn't think was one of the features I want with this team. It just sucks not being able to talk to somebody when I want to talk to them. 

There's also a lot of things where you might get lots of other features you just don't like and that’s the last bullet point, but you might get like, “oh, we have this social media retargeting analysis thing that we add” and I don't care about that, but it’s just part of the package. Why would I pay for that if I'm not going to use it? There are sorts of things where you're like, “okay, hopefully, there's a company that has what I need, and I can a la carte it, piecemeal it, or they're just very strategic in what they offer and they don't go into other features that I don't necessarily need. Those are some things that suck, I think, and then there’s pricing, which sucks sometimes too.

Sometimes you’re charged for contacts that don't ever get an email sent and just because they're on your list, you get charged for those people. That's something that sucks. I think that's the standard cost of business, but there's a revolution that is going to happen there. Those are some ideas. 

Bailey Busch: One thing that sticks out to me, or at least that I feel like I encounter, even sitting on my side helping clients migrate, is the time that it takes working in another platform, and it fits well with what the audience had said too, real-time audience views, segmentation, and things. I am aware of the pain, I know the pain of sitting there waiting for a query to come back for 15 minutes and you're thinking, “well, this is going to be tough” or that job to export just so you can export it and import it again to get some counts can be a hard thing. That's why it's seemingly a kind of small thing, but I know that when you're working in a platform, it's just like, boom, there are the counts, is this real life? I get jaded. They're all supposed to work, right? 

Mike Nelson: I remember when we did the last transition migration, where I wanted something specific to make sure that we're reducing specifically with our active subscribers, and I don’t know if you remember this, Bailey. I went back to our ESP and I was like, “Hey, can I get this?” and they told me yes you can, but you have to write an SQL query that does this thing, and then you've got to write another SQL query to do this other thing, and then you have to do a lookup, and that's how you're going to get that information. First of all, why is this so difficult? That sucked, having the data in the system, but not being able to access the data, totally made me irate, which was a big reason why we migrated in the first place. 

Bailey Busch: Yeah, alright, let's transition to the good then. Why are brands switching, you mentioned this term earlier, nextgen, that's just in terms of email service providers out there in the market today. They've been built post-Facebook, Google, YouTube, all of those, and are built on a little bit different architecture and offer things such as real-time data. What are the main selling points there that you saw?

Mike Nelson: All these bullet points ring true to me, being able to activate with your data and bring those data sources in from other places. If you look at the legacy stuff, they'll just be like, “here's your list and this is what they do, this is what they open”. Maybe they can get you more granular, what the individual clicked on, but they don't give you what they purchased, usually. They don’t give you what they’re browsing. A lot of these nextgen are going to be going towards customer data profiling, or CDPs, and allowing you to see the data holistically for an individual, and being the messaging or marketing engine for that customer. 

We talked about ESPs, and we talked about this the other day, but ESP has become an old term, I think because only being focused on email is not the thing of the future. You want text messaging, you probably want some social connections there, and we'll talk about those. A marketing platform or marketing service provider (MSP) might be better. 

With the good things here, you're going to want flexibility. I think that's kind of the big thing, being able to get into the data, do the things you want to do with the data, trigger automations and personalization off of that, but then make sure the data is in real-time or somebody made a purchase. I'm sorry, I can talk about this forever, but one of the things I keep thinking about is, I constantly make purchases, let's say like protein drinks, and I’m a chocolate protein drinker, but then tomorrow I'm going to try out the new strawberry drink. However, when I go look at it, an hour later I get this promotion for chocolate. I'd think, I was just looking at the strawberry drink, why don't you guys know that I was looking at strawberry? As you can tell I work out all the time with this sweet dad bod. 

Personalization and real-time data are really important in this next phase of what consumers expect. 

Bailey Busch: Yeah, like you said, being able to act on it more in real-time and making sure that that's all there within the platform and not having to download it, import it, all that stuff.

Mike Nelson: You're going to have to speed me up Bailey, I think I've talked too much during this thing. Let's move on to the next one.

Bailey Busch: I want to break this down then too because not all nextgen platforms are the same. There are a variety of platforms that exist out there today, but I wanted to provide what are some key things that we should talk about? What are some things we should ask a nextgen ESP about? I can offer a perspective on this, that largely I love starting here, this is always ground zero whenever we're starting a migration, which is what does your data look like? Data should have a platform that should be able to ingest everything about your customer, customer attributes, lists that they’re on, geolocations, and storing various types of data about a contact or a customer. Within the platform, you should be able to see all of that as well. 

Then, there are events. Events are also a really important part, to be able to have events streaming in from a website, and understanding what people are doing in real-time on the site. Then, there’s business data. This is everything from a product catalog, if you’re eCommerce, to say in an article catalog, or various categorizations of the different products that you sell, kind of the metadata that goes into powering a lot of the personalization as well. 

These three to me represent a foundation that's super important to make sure that the platform that you're looking at can support all of these things.

Mike Nelson: They’re all going to be working together in some way so you need to make sure that it’s almost standardized, that your email address or the customer profile is the unique identifier across all these other things. I think that business data is really important for you to think about catalogs and what you can recommend. It’s not only what the person has done, but what this person can do. How do we get them based, it looks like modeling, into segments that are similar to others so we can recommend some cool things based on the business’s needs. That's all going to pull from customer historical data, what they’ve been doing on the site, and then how we introduce new categories, new products, new articles, etc. 

Bailey Busch: Yeah and that rolls into this slide that we had here that we were talking about, which is, how do you activate on that? You've got this data in the platform now and you should be able to activate on it in a variety of ways. What are all the different places that you're allowed to, I would say, see that data? Everybody mentioned here real-time querying, how much of that data do they allow you to query? If it's a complex data structure can you just query one level down or are you able to target various custom properties that you’re able to put into and append to this data to be able to get way more granular? Is that real-time or does that take time to process that so you can get that? How many of those processes are you allowed to run? There are sometimes nuances where you'll be looking at a nextgen marketing platform, let's use that, and they're like, “yeah, we do all that, you can activate on this, you can personalize, you can build audiences on it”, but then you get into the nitty-gritty, and you just pumped in all this data and spent some time building a data foundation, but I can't actually access that deeper level or I can only access one event inside of a message, or I'm only allowed to trigger off of certain things and not everything. 

How about audience building? When you think of that, using this data, how did that shift for you, when you jumped over to a new platform? 

Mike Nelson: Yeah, there are a lot of things that go into this, especially when you're pulling in event data. We use Segment.io for a lot of our properties. There are a lot of things that are tied to that individual based on the event conversions that you set up on your site, but essentially you use that with where they are in their certain journeys. Then, you say, “cool, they've looked at category x so many times”, so we can set some rules around that, we can push them into different segments, and we can do things based on geolocation. If they move, we can move them automatically, we don't have to physically move that person based on their IP address. There's a lot of cool things that you can do with audience building in that sense. A

Then, on the growth side of it, where it's referral-based, people that have done x, y, z, you can find similar customers like them, and get them toward your more business goals and build your audience that way. You can figure out, “okay, cool, let's export this list of whatever this is, and then import that into Facebook and do some demographics and do some look like modeling off of just those individuals, based on all the data that we've already captured”. Then, they can be pulled into this one data source.

Bailey Busch: Yeah, that's solid. I'm going to keep moving on here in building on this. We've got the data, we can build audiences and personalize it, and then activate on it. Then, the next phase of that is, where can you reach out to your customers about that? You touched on it before, but the different channels that you want to be able to send this data to would be to reach them on SMS, MMS, or reach them on a mobile app, if you have that, to be able to send down a push notification or in-app. 

Then, I'll send these things over to social media to target folks over there and connect with other aspects. Maybe it's an email team, but maybe there's this other marketing arm that's focused more on paid stuff that can be helpful to leverage sending that data out too.

Mike Nelson: Yeah, and being a guy who's the co-founder of a site called Really Good Emails, SMS plays a big part in your overall strategy, especially if you're retail, maybe not so much, if you're a publisher, maybe it can be. That's one of the things that I've opened my eyes to within the last three years, is how much more lift you can get by having a targeted strategy there, with using both SMS and email. 

Then mobile, it's a no-brainer. If somebody is using the app, and they don't get straight to that last frame that you want them to, or that last page that you want them to, and they went back somewhere, you can hit them with a little message within that saying, “Oh, yeah if you buy now, we’ll give you 15% off”. That’s the promotional side of it, but the other one can just be a little nudge, like “oh, did you know that you were just a step away from getting XYZ?”. 

API’s are a no-brainer, you want your data to go wherever you want. You want to know which subscribers are opening them and pushing that data back into other places. For example, you can tell this is an active subscriber, let's make sure that from a mobile perspective, or similar perspective, that we aren't over-sending them messages. We're not texting them on a huge frequency because we know that email is their channel. There are a lot of things that could connect dots with their audience there too.

Bailey Busch: Yeah, API is an interesting one too. From Cordial’s perspective, we think about sending an API call outbound, for example, if you're going to integrate with a direct mail partner, or at the same time, make sure the nextgen platform has a robust set of API's to be able to pull this data about sending on all of these channels out of the platform or be able to interact and programmatically send some of these via API as well. There are two parts of how you interact via API that can be really, really impactful to a business.

Mike Nelson: That good direct mailer gives me all the feels when I open up my mailbox, my physical mail. I think, “oh, wow, they got this right”. I mean it's not good for the environment, there are new ways of offsetting that, but I’m always so impressed because they say that I didn’t check out and I didn't care about that follow-up email, but now they have my attention. 

Bailey Busch: Now they've got something in my hands. To comment on the channels as well, another interesting thing here looking at the average marketer is that they work with five different messaging platforms. Then, you’re represented by your promotional email. Maybe you send a promotional email on one platform, you send a transactional email on another platform, and you send triggered emails on another one. That’s three platforms, three contracts, three different points of contact, and support for sending an email. This is the same thing for push notifications, for SMS, and other channels that you can send on. 

Nextgen platforms, particularly Cordial, in this scenario, in this diagram here, shows that you're sending all of these things within one channel, which is nice because it's cohesively using all the same data. That wraps things all together in real-time. Did I just send to somebody on a mobile app, and then I'm going to send them an email? Being able to have that insight and awareness in real-time is super impactful. 

Mike Nelson: Yeah, and as a manager, consolidating as much as I can is better. From my perspective you can save on contracts, you've got contracts that are expiring at different times. Maybe as they expire you say, “cool, I'm just going to use that part of the ESP now”, and then apply it because you're probably paying for it already. There are things that you can save money on by consolidating the format, and there are also fewer sales guys that you have to work with.

Bailey Busch: Another key point in choosing and evaluating a vendor is that your ESP and your marketing platforms should be a partner. We think of this, this is particularly my view of the world here, but as a client success manager I have access to a variety of different teams on my side, that all represent what Cordial is, but we're here to partner with your team directly. That's representative in Mike and I’s relationship here, how we instantly come into their team, help them throughout the whole process, from a migration standpoint, down to us integrating with Slack and being able to talk directly. Sharing pictures of the weekend and all the fun stuff that goes along with it and just “hey, how can I do this thing in the platform?”. 

It’s cool when you can have a good relationship with somebody and answer things in real-time. It's extremely helpful from my perspective, I'm curious about your take, Mike?

Mike Nelson: I don't know if you've caught this throughout the last 40 minutes on this call, but being sold by one person, being passed off by an onboarding person who has no idea what your business is like, and then being pushed off to various random people when you have questions who don't have any information on who you are, becomes very tedious because then they have to go look at other tickets and your customer history. That’s not to say that reps aren't going to change, but having somebody that is a little bit more dedicated to who you are, your own goals, and they’re aligning with how you try to grow. That incentive is there for them because they know you’re going to stick with that ESP. 

They want you to be successful because if you are, you’re going to stay with us. Having that set up from the get-go is important. If I were in your shoes, and you're migrating somewhere else, then I would want to talk with the rep that's going to be my rep the whole time. I want to know how they think, I want to know how good they are at developing, how good they are at coding, what their design chops are, what resources they can give me, and how fast they are to respond. I test all those things out because you're going to be with this person or this company for at least another two years. You want to have somebody in your pocket that you can rely on.

Bailey Busch: That’s a great point. Yeah, we pride ourselves on being part of your team so we're pumped about that.

Timeline! Moving right along, this is an important part of all evaluations and something that's not lost in the evaluation process. Here's an example timeline of evaluation, onboarding, implementation, and thinking through marking out on a calendar your holiday code freeze, that will have an impact, of course. We go “oh, oops, we started a migration and now we've got a holiday code freeze that we have to contend with”, which can happen. 

This is just to lay it out as an example. This changes and depends a bit on the size of your mailing list that you need to warm up and the complexity of your program that needs to be brought over. I definitely would encourage folks to think about this. If your list is anywhere near the size of a million contacts that you're sending to regularly, think about the migration and implementation warm-up period lasting for somewhere between four to six weeks on average. It's helpful to have a site, that means you're up and mailing. 

Now, the trick here is, Mike, even with what we've done, is that we were up and sending messages very quickly, messages are going out the door, there is still the ramp-up period, and then thinking through the other side of your contract as that winds down as that comes into play as well. You've been through that so how do you balance between two contracts, setting all this stuff up, the work that comes between, and getting the emails out regularly?

Mike Nelson: There are a lot of things it depends on. One of those is your contract end date. If you have the leeway to walk away from your current ESP to migrate and have time, and that contract is still going to be going on, that’s awesome. However, most people reach out saying their contract is due and it’s ending in the next, three months, or four months, or five months and they need to give them notice, probably within 90 days, so you have that three-month period. That's when the fire starts, and you're like, “shoot, can I get all this done in three months?”. 

If you know that a contract is coming up, at least in the next six months, please start looking at this now. It just sucks and you start untangling the spaghetti bowl that you probably try to create with your legacy ESP and then you have data over in your app, your site is 10 years old, and you have these form fields that are being pushed through an API through this other thing. You have to start using some investigation work to be like, “alright, we have to fix this”, or you just go the method of we're still migrating and what breaks, breaks, we'll fix it later. I’ve done that before and that isn't the best experience. However, if you are in a crunch time, and you know that you're going to be kicked off your ESP or you don’t want to be with that ESP, you make consolations and decide that you need to migrate everyone over and get ramped up before we go. 

Holiday time is possible, Bailey proved that we could do it. We didn't lack in open rates or inbox placement or anything like that, but again, we were very strategic on who we ramped up and how we ramped up, and how long it took making sure that the most active subscribers were hit first. There's a different kind of strategy when you are in a time crunch, then if you have some extra time, so please give yourself extra time. Every time I don’t give myself the extra time I always regret it. 

Bailey Busch: Good wisdom there. Time is always helpful. This is another important one and you have experience doing this jumping platform to platform. With training and support, what's your comment on learning curves and picking up a new platform? 

Mike Nelson: Yeah, I mean, if you go from something that's based on SQL queries to just an export, and you're like, “oh, finally, I don't have to do all this other stuff now”, so you can save some time doing things. There are also aspects of the new platform where you’re going to think, “where is this at?”, “where is this saved at?”, “how do I access this data?”. Me pinging Bailey or somebody else even though I know I saw that somewhere during training or onboarding, but I don't remember where it was. Those are the things that are a little bit more obscure that you don’t access all the time. 

Then, there are also learning curves on language or coding if the new ESP does something wildly different. If you're used to a WYSIWYG editor and you go to something a little bit more complex, then I would think, “okay, I've got to bake in some time to learn how to code dynamically here”. Do I use open brackets, do I use squiggly lines, do I use all these other things? How do I use if-then statements to get in this personalization? There's a learning curve when it comes to personalization if you're not familiar with that, and you're trying to get that, but those are all things you can learn and make iterations on over and over and over again, over the months. At Really Good Emails we're still working on some of those things and we've been up and running on a new ESP for a long time. There are still a lot of adjustments to make as we learn more. 

Bailey Busch: Yeah, and to emphasize it again, us going over Slack helps reduce that learning curve in my experience, not only with you but also with all the other clients that I work with. That support is also a big one. That comes up often when we're talking with new clients that are coming on board. Their view of the world is that they’re going to have to submit a support ticket, they’re going to have to wait, and it takes three days to hear back. They ask, “how am I going to do this and factor this into migration as well?”. That’s a different perspective.

It depends on the support model and how that's set up when you're evaluating, looking, and talking to other ESPs. How quickly are you expecting turnaround and questions to be answered? What does that team look like? Maybe they tell you, “yeah, we're on Slack, we're doing all that stuff”, but that only exists for a month. Then, as you said, sometimes you're moved to another team and then they have to relearn you, and you have to relearn this other team and how everybody works and factor that in. Take a look at that, because that will help align on timelines and what you can expect going forward. 

Mike Nelson: Yeah, and the support team from the ESP that you're moving from, definitely doesn't bend over backward to get you what you need if they know that you're not going to renew that contract. I’ve dealt with that multiple times, they tell you to get in the queue even when it’s just a very simple thing. You have to bake that into your timing as your past support team is willing to get you the information you need to make the migration. 

Bailey Busch: Good point. Alright, audience poll question three, turn it back to you. On a scale of 1 to 5, how excited are you to migrate? 

Mike Nelson: I think we probably scared them off a little bit. 

Bailey Busch: Yeah, I think it’s 5, extremely excited to migrate. 

Mike Nelson: I love that we use the term excited on this. It can be fun, you’ll get in there and see all the cool bells and whistles you have now and see what you can make with the new designs you come up with. It will make you think, “oh, I can use this journey mapping or automation series, and I can grow this, this way”. That’s the kind of excitement that we’re looking for. It’s not the, “I have to download all this information and put it into a CSV and upload”, that's not exciting. Oh sorry, I’ve just been giving bias.

Bailey Busch: Yeah

Mike Nelson: What do we have here?

Bailey Busch: Here we go, we’ve got a little bit excited. We moved the needle, awesome. Alright, looking ahead here, just as a quick recap, we've got some resources coming your way. We’ll be sending out an email, which will have a Forrester Wave in it, which is an independent analysts report that they've gone through and looked at a bunch of ESPs all across the market. You'll see legacy and nextgen outlined on that. That's a helpful resource to see where various vendors place, and how an outside, independent firm has analyzed that. 

We've got a couple of guides, for example, how to choose an ESP you love, as well as we recently did a three-part series on LinkedIn from another resource, Brian Rants at Cordial. That's on LinkedIn and you can go find that. Then, if you do want to speak to us, we're always here to help. Reach out afterward and we’ll be able to connect with you.

We did have one question that we got some time here for a quick Q&A. The question was, “what's meant by the ramp-up period and warming up the IP and ramping and moving over automations and triggers and journeys and stuff?”. That’s a good question and I will jump back to the slides here. This is speaking towards this here. When we're talking about deliverability, we'll designate a warm-up period, which is going to be the first 2 weeks of you sending new messages, so that's a pretty critical time especially when you're sending on a new IP and a new sending domain. That particular period is where we’re sending the first messages to Gmail, AOL, and the rest, so we need to send controlled low volumes, which is the best. Warm that up, say, “Hey, we are about to send you some messages”. 

The ramp-up period is going to be more tailored to the engagement that you have within your audience. We typically build a custom ramp plan, we did that with Mike, where we evaluate the engagement of the audience. We then decide that there are certain amounts we could go faster in Gmail, we need to go a little slower at Microsoft, and we’re going to go average at Rise Media Group. We will space that out and then ramp up all of those domains independently. That speaks to how we were able to ramp up in a fairly condensed time period, but very strategically, to make sure that we're hitting a good reputation and stride. That was a great question there. 

Once you’re up and sending then you’re ongoing. Triggers, and any others, and automation journeys can be done either way. You could start with those, or you can, more commonly, we do everything we need to get sending, and then after we've been sending for about two weeks through the warmup period, we start layering on the automations and journeys on top of that. That's the typical cadence of how that works. 

Mike Nelson: You'll probably get assigned a promotional and a transactional IP address. For your promotional, it will be your newsletter, ads, and whatever will go out of one, and that will usually have a little bit longer of a warm-up period because you don’t know how good your open rate will be, or how often people are going to click on things. For your transactional, everyone's going to open that because they just bought something and want their receipt. That can go way faster. I don’t remember a warm-up period for our transactional Bailey, and we had pretty high volumes. You probably did it, but it was nothing that we needed to worry about. 

Bailey Busch: It's pretty much right out of the gate on transactional because there's such high engagement like you were saying. 

Mike Nelson: Yep. The other ramp-up stuff is all the engagement, it’s like, “cool let's not change anything that we've been doing, let's just see how things work”. Then, you can go in and A/B test things later after you've already established your ramp up because you've set a baseline and now you've got a way to get more and get better click to open rates or figure out who's clicked on things. I wouldn't worry about changing an A/B testing period during a ramp-up, I probably would advise against it, but those are things to consider. 

Bailey Busch: Yep, we've got two more questions, and this is a good one. Mike, I want to ask you this, would you recommend migrating your existing HTML or building new templates?

Mike Nelson: You're most likely going to have to build new templates, especially if you're going through these modular components. If you're going block style, which allows you to do a lot of personalization based on what's inside that block, and you can have if-then statements, so you can omit that block if that person doesn’t fit the criteria to get what's inside that block. You'll probably need to rewrite it anyway, especially if your new ESP does not have the same coding language. 

Bailey, Smarty, is what Cordial uses, which is a little different than what I was used to. There are some learning curves to figure out double brackets, if-then statements, and all that kind of stuff. However, once you get it down, and you get into how to build a component, you go from building a whole email to only building out these individual blocks. Then, you can drag and drop those blocks as you see fit, and you can update blocks and change the colors or whatever in the future. You can build them so that you can have a WYSIWYG to go with it so that you develop the block, and then you hand it off to somebody else and they're like, “okay I'm just going to type in the text here”, and it will automatically push it into the block. There's a term for that, Bailey, what's that called? 

Bailey Busch: Just updating the block, I think. 

Mike Nelson: When you're ramping up, you can have it be one-to-one; this is HTML, throw it over, here we go, this is what we had. Then, we started thinking about what we wanted to do with this. The whole reason you move is to make it more personal, to bring in that real-time data, and most likely your old ESP doesn't have that or it's written differently, so you're going to have to rewrite it. That's where you get into the knowledge base, that's where support is really helpful because you ping them and say, “Hey, I've got gift card numbers I want to decrement, how do I do that?”. That was a question I had with Bailey from one of the ones that we did. We have coupon codes that we want to decrement, how do we set up a table so that we’re eliminating the coupon code as it gets pulled into a new email? There are other things you need for personalization. You'll have some HTML to do or block building to do. 

Bailey Busch: Yeah, I would say from my experience, most people like to rebuild a template because it's a good excuse to get that work done that you don't otherwise have time to prioritize. It's a natural place for it to fit. Then, it also depends on how much personalization is in it. Like you were saying Mike, if there's not too much personalization, it's easy to bring it straight over just as regular HTML, if you can get access to it in your other platform, and then start sending theirs.

Yeah, good question. Question three is, what advice would you give to someone who may not necessarily have internal resources to help with migration, and when would an agency be appropriate to help support that? 

Great question. I've worked with a handful of clients that have done it either way. They're either doing it all in-house, internal, or we've also coupled, where there’s the brand, and then there is an agency that's brought in that handles migration. I would say the most important part if you're going to bring in an agency to do it, is well one there's a cost component to consider there, and that's going to vary depending on your business and what you have to be able to spend on that. However, if you're going to bring in an agency, it's ideal if that agency also has access to your other platform and knows your other platform, I'd say it's less optimal if you've hired an outside agency and they've never worked with your incumbent ESP, or your existing, new ESP. I wouldn't recommend that because you've just offloaded money, to say, I'll pay you guys to learn both platforms and struggle to try and figure out how to extract stuff over here and then get it all set up here. 

Make sure that they've worked with your old platform, and can have access, can go get the data, and can help you in moving the data over. That's one of the bigger parts, so that's why I'd say it's helpful to have an agency that can do that. Then, it's possible to have a successful migration using an agency, but just seeing it both ways. 

Mike Nelson: Yeah, I'm going to raise my hand and say, I did the last migration all by myself, and I'm not super technical, I'm more on the business and strategy side of things than I am on actually jumping into the data, and I was able to find how to get all the data I needed from my incumbent ESP. Then, we packaged that up, gave it to Bailey's team, and we uploaded it there. They were able to figure out what the ramp-ups were based on the engagement that we could pull out of the old ESP. Again, we were using more of those bigger legacy ones, where they say they have more bells and whistles, so we could grab that if you’re going from maybe a MailChimp or Campaign Monitor, not to throw anyone under the bus, but when you export those customers, they're not going to come with how engaged is this individual so you will probably have to roll out some more filters and figure that out with some pivot tables, which is not that difficult if you know anything about Excel. 

Bailey Busch: Cool yeah, and I would go back to this slide too, kind of what you said. You did that with basically just support from us at Cordial here and the team. Between deliverability, between solutions, and between myself, we were able to help you through the migration so it does depend a bit on the services and what the services that an ESP can offer. That can help maybe move the needle if you're just a team of one or two. As you said, Mike, there are often email marketing teams that are pretty small and nimble, so you're not alone there. That is a common thing where you could be a team of one or a team of two, but you can pair with an ESP that's got these services to help you, and you can have a very successful migration.

Mike Nelson: Would I have hired somebody to do it? Yes, but could I have afforded it? No. 

So if you have the luxury of hiring somebody, I say go for it. That's probably the easiest way and less stressful way of doing it. 

Bailey Busch: Awesome. Well, thanks for all the questions. Thanks for joining in with us, answering the poll questions, listening to our silly jokes, we appreciate you joining us for Really Good Migrations and you'll get the recap of this later.

Mike Nelson: Cool. See you guys later. 

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Your boss tells you they're planning to switch ESPs. Do you have all your ducks in a row for the migration or do you split to fly back up north for the summer? Mike from our team chatted with Bailey Busch, senior client success manager at Cordial, about the good, the bad, and the beautiful parts of migrating ESPs. At the end of the day, don't sweat it. It's all about what matters most in your company, how to work with different messaging platforms, and viewing your ESP as your partner in crime.

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Matthew Smith: All right. Yeah. Let's give one more round of applause for our sponsors. Thank you all. Who here has run an event? Raise your hand if you've run an event. Okay, let's pray for those people. It's hard. It's crazy. And you know, sponsorships are an interesting part. We really try and not have it be, you know, as you know, like the skull in our brand for UNSPAM and you see it throughout the Really Good Emails stuff.

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Is all about death to spam, right? Design better. Spam never. Right? So that's what we're bringing here to UNSPAM. But these are great services, right? These tools are fantastic. So please do engage, ask them questions that are intriguing. If you have feedback about their tools, they want to hear it, like go in and and share with them.

Have an authentic, community oriented conversation. I think it's great. So as we said, @reallygoodemail is where you can find us on Twitter. Would love mentions and promotions and whatever you want to... is awesome. I am @whale. One of the things I've decided in my life is, there are too many, Matts and Matthews and Mateos in the world.

So I just go by @whale. I'm @whale on Twitter and Dribbble and LinkedIn and Facebook and every other thing. And so you can find me there if you need. And then I wanted to reveal this is what we do. We turn shit into unicorn, right? For email. This is one of the first slides I use in every talk that I give, cause it's just a lot of fun.

But it's, this is what we're all here for, right? We're trying to figure out how we take, you know, something, these emails that have been going out for ages now. And how do you take them from something that was, you know, really crappy, and, and turn it into something that's really good. It's been a mystery for a long time, and that's actually why I started Really Good Emails.

Right? So, It was around 2014 and I had done a product and had done my own business for a while. And I kept seeing over and over that these different products that I had been a part of where I was chief creative and creative director, et cetera. So for some reason, the lowest budget that we had out there was for the email team and they were getting, you know, off-shored or outsourced and all that kind of stuff.

But consistently our customers were seeing emails more than the actual site they were using because that's how we were communicating to them. Transactionally. That seems off right? So I said, Hey, this doesn't seem right, like let's do something to fix it. So on those products, I began working hard on that.

I knew nothing about email except that it was a pain in the ass because of tables. And so I was like, Oh God, okay. I guess I'll work on this because I care about users. So I get into that. I start focusing, and then around 2014 I realized, you know what, nobody out there that I was finding is systematically categorizing best in class emails.

I'm going to do something about that. So here's the beginning.

Who remembers Really Good Emails from these days? Yeah. Awesome. Old school. So, you know, really exciting stuff. This is a WordPress theme. Whoa. I had done another business that was similar to this where I had collected screenshots.

Of lists and navigation and articles and footers and headers and all those things. It was called PatternTap. Anybody remember PatternTap? Sweet one two sweet. So that was like maybe 2012 and I'd spent a ton of time, ton of energy, and made very little money on that. Sold it. You know, successful exit. But I learned a lot.

One of the main things I learned is how can I get to a testing point faster? So I just came up with this, I sent it to MailChimp and, my buddy over there, Mark D Christina, I said, Hey dude, I'm gonna put this on the internet. Seems like a good thing to do. Do you think you could sponsor it? And he wrote back just with a GIF that was from a Jerry McGuire. It said, you had me at hello. 

So that was cool. That was our first endeavor into this world. And so from there, that was, in 2014 and then, into 2018, you can see massive changes. Incredible. Just growth here. You know, it was really exciting what happened in those three and a half to four years.

We got way more emails.

You could see that the menu got way smaller, which is super cool. And a dropdown, I don't know if you guys know what a drop down is, but you click it, boom. And it's just, it's incredible. So that was neat. but we, you know, this jokes aside, we just kept growing the emails.

We kept just getting content out there. We were writing on Medium. The team went from just me to Mike and then Matt Helbig. And then we added Matt Cook not long before, UNSPAM last year. And this is how we felt about what was happening over the four years.

But, eventually we landed with this, right? So this was our new site that we launched before UNSPAM last year. Really proud of how fast it is.

People were able to have more emails, new site, collections, likes, follow alerts and code view. So just to kind of touch on each of those, so one, it moved in a very quickly, much more quickly than the WordPress site.

And then who here has started collecting emails. Great. Fantastic. For those of you who don't know, like Pinterest or some of these other things, the benefit of collecting emails means that you can go through the site, collect them for yourself into a bucket for a client or a project, et cetera, and then you can share that link of all those emails you've collected with your team.

All right. So, Hey, let's review these. We know of several different teams that will make a collection and then review that collection before their team meeting so that they're able to grow in like what successful, what other competition is doing, what other people in other industries are doing. It's a fantastic way to be able to refine down and then have a conversation about it.

And then of course, likes are a similar way of doing that. So you're being able to go through. And you can then track on your own profile, your own collections and your own likes. So lots of things that we were excited about adding. And then at the beginning we had follows and alerts. So you can start following other users and then the opportunity is going to expand where we can follow companies and we can follow tags and we can follow search results.

So we're coming up with that. But then the code view, who's explored the code view. All right. Awesome. So for those of you who don't know, almost something like 75% of all the emails that we have on the site have code. That means that they've been hidden away in somebody's inbox previously. No longer. You can go in and you can see how other teams are building their emails.

You can go grab that code, same as you would on the internet with view source, and now you can expand on what they've done, right? Like don't just scrap it. Put your own logo on, right? That's stealing. But instead, you know, do the other kind of good stealing, which is like, grab the code, learn from it, tweak it, make it your own.

Lot faster to get to an execution than going and having to build it from scratch. Right? Like that's how I learned the internet. That's how you know, I got to be a successful business person is not having to, you know, start from scratch on everything, but learn from what others are doing. That was impossible in email or very difficult until people started putting code out.

CodePen is another place where we've kept a lot of that code, but we've got it on the site. So check it out, make it your own. Then. This year we have a shit-ton more email. Shit-ton™ is a term that if you need to use it, just let me know. My lawyer said I could trademark that. You owe me $5 every time you use it.

But we just, we added a ton of more emails, so I think we're up to 5,300 or so on the site already more than anybody else out there. And we continue to curate. You know, there's emails that are always coming in and what we are trying to do, whether we collect them or somebody else collects them, we run them through a gamut of criteria that they have to meet.

Right? And it's always a balance. Well, this one's really strong in strategy, not as strong in design. So it just makes it through. This one's incredible at design, but it's all images. Okay. It makes it through, but you know, we send a remark sometimes to people to improve them. That's another thing that we've just launched, that we're testing is now when submissions come through, we'll be able to say why they made it in, or why they didn't.

So I know those of you who submitted. All right. Thank you for doing that. So when you submit, will be able to start saying, Hey, here's some things that need to improve about that, right? A lot of cool things coming. Also since the last time, we've launched our own blog, so previously, we were always on Medium.

Now we have our own blog, so check out our articles. We also have MailCharts integration. Who's noticed this. All right, so check this out. This is actually, you can go and see your competition or other people's emails and see who they're using and some of the data about it. MailCharts itself has a ton more information about that, but we're pulling in some, so check that out.

We also haveLitmus email client, oh-hell-nah visual check. So that is basically your ability to go and see, Oh, okay. This email, either did or didn't have a consistent visual check across all these email clients. If you're not already using a Litmus or Email on Acid, you need to be like, it's how you can be consistently showing your emails to your clientele. Right?

All right. Next up is Litmus check yo'self accessibility review. So this is really cool. Litmus has an algorithm to really be able to go through your email. And check and see how you're performing in your accessibility. Also we show that then for all these other emails, this is the first time that this information has been public.

So this is our commitment to accessibility. Our own stuff, always needs improvement, our own stuff. like as we critique other emails, we're also critiquing hours, right? But we're doing this as a group. So my hope is that we are improving and accessibility for everybody by making this public, and we're improving, across the whole board.

So, have you guys ever heard a term, \\\"a rising tide raises all ships\\\"? This is what we're trying to do for the entire industry. So join us in this. If you see errors in the accessibility or errors anywhere else on the site, like let us know we're hereto move this forward. All right. So then, we also now have EML file submission support.

So what this means is previously, if you wanted to submit an email, you needed to get the URL, from your email service provider and then use that to submit, and put in the different information throughout the submission process. Now you can take an email, whether it's yours. Or if it's been sent to you, and if you're using like macOS 10 email, you can just drag that to your desktop and that's an EML file.

Right? There are several other ways of getting it. Like if you're on Gmail, there's some other, I think there's a save to EML or there's some plugins you can get for that, but that's a fantastic way to start submitting. And because you have a public profile, you could start to get known for submitting fantastic emails and where we're going with profiles, that would really matter.

Especially as you all are starting to look for jobs or wanting to move up in your career. Having a profile on Really Good Emails, will really start to matter. We also now have auto-complete on categories during the submission process.

Instead of a guessing on categories, you can see here that as somebody starts to add a category, you can choose one and then it starts to auto suggest. So it's just a lot more simple. I know this probably is like, yeah, duh, everybody does that. But like a feature like that takes time and money to produce. And just a reminder, this is not a full time thing for us.

All four of us have full time jobs. We're doing this on the side. We're doing this conference on the side. Can everybody just recognize that it's insane? Hey, like Mike was saying, thank you. It's crazy. We're like, Mike was, you know, kind of joking, like, you know, ah, mental illness. No, really like this cuckoo. Woohoo. 

So like we're having a lot of fun, but we really appreciate you all doing this cause this is how we are able to make, you know what we do a reality. But hopefully it shows you that we're passionate about this. I never wanted to be, Oh yeah. You know, Matthew Smith, he's that whale email design guy. That would never was like on my radar.

Like I wanted that to be the thing. But it's become that. And it ends up that like that's one of the primary ways that I can serve my clients and users because emails go out to them constantly and there's still a long way to go, right? There's so much poor email that's hard to read or not serving the user or not meeting their needs and it's just noise going into their inbox, right?

Spam is still something people get angry about. But we can do something about that. And I think that's why you're here. All right, so another one, we've got most popular categories on the homepage now, and that will get expanded soon. So the direction that we're going is pretty exciting to take those popular categories and expanding categories throughout the site.

Just as I was telling you, go and grab code from other people's emails. I am regularly checking on what Unsplash is doing. Dribbble is doing, Behance is doing, Pinterest is doing, they're very similar sites. I want to learn from them. That's a fastest way I can move to a product that is moving and then we can test once we become billionaires.

This is definitely $1 billion product. Right? All right, so what's next.

So then one of the next exciting things that we've got, if you all are part of ESPs, we're starting to have ESP profiles. So if you're like me, it's very difficult to know which ESP should I choose for this client or for our team.

We're trying to change that picture so that it's easier to understand, you know, what are the differences? Who's using them, that kind of thing. Right? So in this case, we've got Iterable. They can put a full overview here. They can put custom known for information and their top clients and they have an exclusive, you know, deal that they can offer you all.

So we're going to start having that for all ESPs. If you are part of an ESP or if you know one and you want to promote that, that's an opportunity. Send them to me or Mike and we'll get them rolling. But that's an exciting thing.Down the road, one of the things that we really want to help people do is be able to help them make a decision.

I'm interested in either Iterable or Customer.io and I don't know which one to choose based on our needs. And we would want you to be able to get in touch directly with the company here or and, or other users and, and help you make that decision. The learning curve in email is huge. Am I right? And so how do we improve that?

We want to be a service to you. So also, if you see things, I wish Really Good Emails did this or that, please let us know. I'm really dying to know how I can make your lives easier. Cause if we do that, then we succeed and we really end up being a real companion to you on the road. All right, so here's another one is, you know, like if your mom's co ends up being like a company that wants to be represented on Really Good Emails. 

Then this is another opportunity. So this could be a Digitas, this could be Ogilvy. This can be a company that does email services, and they can also have their own profile. But also notice that we've got these other companies, so when company profiles, we're going to start having them show up in the feed. 

So if I search for personalization, then Iterable could show up. And if Fathom & Draft is a team that is able to offer personalization services, then you know, they'll show up. So that's another thing that we'll be offering is we've just talked about email service provider profiles, but also email pro accounts.

So if you're a freelancer or offer some of your freelancing capabilities. This'll be a way for you to be able to get out there and make your services known. Cause if you're like me, it can be hard to find the clients and know where they are. This is a way for the clients to start finding you, which I think is pretty exciting.

We'll also start having membership features this year, I think, and membership education. We have two different directions that we're gonna head on membership education. One is learning about specific ESPs, so if you're part of an ESP or if you are using an ESP right now and would like to learn about how to use it more, we're going to run a webinars specifically how to use MailChimp in this very specific way. How to use Iterable in this very specific way, 

There'll probably be a cash amount for non-members and then members get a whole year of those for free. That kind of thing is what we're heading toward. The other one is more general, like how to grow in my email career or my marketing career, where again, we're trying to figure outwhat is the hardest thing that you all are facing? And then educate around that. 

So if you have suggestions, please hit me up again @whale on Twitter. And again, we'll have company profiles, suggested categories, collections, ESPs, and companies within search results. So, just trying to make the site more useful.

So we're super excited about all of this. And again, thank you all for helping make this just an amazing reality. It's just been a really cool, journey for us, to be able to bring this to you, to work hard, to make these events happen, to work hard to make our articles happen, but we couldn't do it without you.

I've been a part of a lot of different communities. I helped start Atlas Local, which is a local, co-working space. Matt Cook is also, one of the founders there. And just, it's incredibly difficult to run a community and it can't be done without really positive, healthy people. And thank you for being those people.

It makes a huge difference. So we've got a few more minutes here. What questions do you have or suggestions do you have for Really Good Emails? How can we serve you? 

Audience Member: I'm just kinda curious. Out of all the submissions you get, what percentage do you put on the site? 

Matthew Smith: That's a great question. I'm going to guess probably 10%. It's extremely low. There's a technical term in the dictionary, picky asshol\xe9 . And I ascribed to that and, basically I just, there are so many emails I turn down. I'll tell you the core reasons, One, emails are not scannable.

So email is the kind of, tool that comes into somebody's inbox. It is not generally speaking meant for extensive copy. It is meant as a quick read to drive somebody into the places that they're truly interested in. Right? So it should be something that should be scannable. How do you get there? You get there with good headings, right?

And real readable copy. Small tiny copy. Hard to read. Like these things, I need them badly. So if I can't read your email or if it's hard to read your email, boom, like that's a strike against you immediately, right? The number of colors. So I talk about this a lot in my talk on What Makes a Really Good Email?

But, you should be playing design golf. This is the way I think about it, right? Or visual golf. So I don't play sports ball, but I guess I like a Frisbee golf. So I use it like that, but get your score as low as possible. So every point of difference in your email is a point. So you want to drive your score down as much as possible.

So how many colors do you have? Three colors. That's three points. Is it worth it? Could you get away with two? You know, how many different pieces of topography do you have? And I don't just mean fonts, I mean, or, type faces. I mean, okay. You've got, you know, Helvetica at 36 point dark for your headings.

That's one. You've got Helvetica at 18 point gray for your, you know, body copy. That's another point. Drive those points down to the lowest common denominator. So it's simple to scan and read, right? Then you've got to ask, is the email doing the job that the customer hired it to do or is it just promoting the company.

These kinds of things are what we are turning away emails for because generally speaking, most emails that I see are narcissistic, right? So there's a lot of talk right now about narcissists and I get that. But we all can be narcissistic. I can definitely be narcissist, like to ask my team. But like generally speaking, we need to get into a position where with our emails, where we're relating relationally.

Right? And I'll talk about this a little bit more tomorrow, but you've got to be in a position where you're essentially, you've already listened to your customer well enough that you're able to, move into a place of serving their needs, not just telling them about you. So we turn so many emails away for things like that.

And then another one would just be like all images. So unless it's an incredible design, if it's all images or mostly images, we're turning it away. The email industry needs to get ahold of this. So the moment that Outlook adapts and becomes, and I am like pro Outlook, I do not want to say a bad word about them because I want to get on the inside and I want to work with them to improve their product.

So when Outlook becomes more future compatible. We will suddenly see things like, you'll be in a logged in state, in your email client, and you will be able to click and buy like Amazon, you know, one click right in your email client. It will be like a new browser. It will change everything. It will drive commerce.

We will see massive changes. You all will start making a lot more money. So start promoting this, like we will be at the forefront of commerce and organization growth. And so anything that we can do to start moving that forward, you know, all image websites, if anybody had that, you'd look on them with deep shame.

But that still happens in email. That's incongruent and unacceptable. If you have a problem where you, well, it justs cost too much. No, it doesn't. There's a group like uplers.com, used to be Email Monks, they're are good example. MailBakery is another one where they can produce your emails at a very inexpensive rate, and they're doing a great job.

You have to be very explicit about how you want it done since you're not doing it in house, but very affordable. And we do this all the time for our clients and it's extremely successful. So you don't have any excuse. So those are the things why we're turning away emails. Any other questions. Yes. 

Audience Member: Would love to see some type of A/B test support where you consider the user testing or some type of versioning?

Matthew Smith: It would be cool. Hit me up about how we could maybe do that. So one of the things that we really push our customers to do is to offer us more transparency, right? Because it's marketing, people want an edge, right? They want to be able to have that edge on their competition and I get that.

But it does mean that there's, it's difficult to find who's doing the split testing, who's doing multivariate testing? How do you ask them, did it, how well did it perform? Right? It's nice to see if they're doing it at all. More difficult to be able to figure out like, how did it perform? Right? So, one, if you're interested in sharing your own split testing, we will make an article about you. Like that.

So if that's something you're interested in because you'd like to hire new people to your team, you want to promote what you all are doing, you want to promote how intelligent you are, come and share with us. We will promote your company and your product because we value transparency that much. Anybody else? Yes. 

Jason Rodriguez: What's your favorite category? 

Matthew Smith: Jason Rodriguez. Oh, sorry. That's not a, that's not a category. That's a great question. for me, I probably click on typography more than any other. So in my opinion, if all you do is get the topography in your email right, you've already surpassed 80, maybe 90% of the emails out there. And that also relies on good hierarchy and scan-ability. But I'm always looking, who's doing really fantastic typography. 

Two books that you can read that really move you forward in this category. one is Web Typography by Richard Rutter. Another is, The Elements of Typographic Style by Robert Bringhurst. Web Typography is a little more accessible. Bringhurst is for the nerds. It's awesome. Good question. Thank you. 

I think we're out of time for this section, but I really appreciate you spending time with me going through this again. I really appreciate you all being part of this community.

Especially in some of these new areas. Please reach out with your suggestions. If you are an email pro, if you think you might be looking for a new job soon, those are some of the areas I'm really curious about. If you are part of a company and want your ESP or peripheral product to be listed on the site, we are starting to launch those. frequently. They're a paid situation, but we would love to get you on there. So thank you again. Appreciate it.

\"}],\"primaryAuthorText\":\"Author\",\"hasPrimaryImage\":true,\"title\":\"RGE Roadmap with Matthew Smith\",\"originalWidth\":2400,\"publish_date\":1587697395548,\"partnerSlugText\":\"With partnership from\",\"originalHeight\":1200,\"created_date\":1587697915876,\"description\":\"

The past, present, and future of the site.

\",\"authorSlug\":\"whale\",\"type\":\"article\",\"name\":\"Matthew Smith\",\"authorBio\":\"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day.\"}")},16076:function(ep){"use strict";ep.exports=JSON.parse('{"content":[{"type":"text","content":"

Skillshare offers thousands of inspiring classes for creative and curious people. Topics include design, creative entrepreneurship, email marketing, web development, and more. In other words, an audience that is smart, savvy, and has lots of creative juices running through their bodies – which makes nailing the email experience even more stressful because of how easily the service can be judged from the inbox.

So when we saw a brand new redesign and strategy come out of Skillshare (we\'ve been tracking them for a while), we dug deeper with their Jeremy (JPC) and Mary (MB) from their team to figure out what caused the change and what they are learning. Here\'s a recap of that conversation.


The Skillshare emails stand out due to the vibrant colors, background images, and live text. How would you describe Skillshare’s design language?

JPC: The Skillshare visual concept leans into the idea of the creative journey. Very specifically, about the journey itself and not worrying about an endpoint. By emphasizing lines, we explore the use of meandering paths and bold colors to create a graphic and eloquent personality to what Skillshare is about – finding yourself. We’re a digital-first company, so we’ve really leveraged the vibrancy of color in RGB to generate excitement and to help grab focus in a world where every brand is vying for attention.

Recently Skillshare had a rebrand. How did that impact your email template design and sending cadence?

JPC: The rebrand was really the impetus for new email templates. We began by simply “reskinning” the “old” email suite to have them match the new visual identity. After the first set launched in January, we began more extensive re-designing of emails, using tests and experiments to validate some of our design choices and email formats. We had some grander ideas during the concept phase, but, as is typical, we’re hitting some roadblocks in development and consistency across all email clients. Really keeping an eye on accessibility across platforms.

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What is the hardest part of designing for an online education company? How do you think that it differs from other industries?

JPC: First and foremost, we want to make sure the content and comms are accessible to everyone. Education shouldn’t have blockers, and we really try to design with enough flexibility that the site and emails work for everyone. The next challenge is also related to our audience in the sense that there are a lot of creative professionals – designers, writers, marketers – who use Skillshare. We do our best to create objectively well-designed things, because it’s important that we “walk-the-walk” in order to build trust in the audience. If our design is bad, why would you want to learn design from our teachers?

What has been your best email, and what specifically made it the best?

JPC: We were really proud of the design for our web relaunch in the new year. It was one of the first newly-skinned emails to go out, and the fact that, for many, it was the first impression of the new brand, we wanted to make sure it looked great. It took some dev trickery to have the journey path work top to bottom and across all clients, but it was great to make it happen in the short timeframe. We also reimagined our perks email, imbuing it with new copy and a new design. Really happy how it turned out - the mobile and desktop views are both great.

Objectively, the emails that have performed best have been more interactive. From our downloadable wallpaper email to a recently launched quiz experiment, we’ve found really high engagement when our audience is invited to participate.

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What’s one thing you thought you knew about email at the beginning that you now understand differently? Anything you would change in your emails now that you can look back on it?

JPC: I’m the first to admit that I know nothing besides that it’s really hard to design for email. A lot of companies use workarounds like text-in-image to get a good looking email, but we really want to make sure our comms are accessible to screen readers and dynamic across mobile and email clients. We err on the side of clarity and editorial sensibility over design trickery. It keeps us honest, our design simple, and our work available to everyone.

What tools do you use when designing / building emails? What could you not live without?

JPC: Figma has been a game-changer. Collaborating with designers and developers remotely within a shared design system has made the entire process faster and more fun. Most of my independent contract work has been around design & innovation sprints, and Figma fosters that sprint mentality - work quickly, iterate constantly, and no one person owns a design. 

MB: We also added in Email on Acid last year to help us QA emails across devices and providers. It’s taken out a lot of guesswork with email design, and we can be confident now that every user is going to receive a stunning email (even if they are using 2007 Outlook).

What new tool do you wish existed for email?

JPC: No “tool” specifically. Personally, I wish email wasn’t so fragmented. We have, generally, strong standards and coding languages in place for the web and mobile. Email is very much stuck in the past and due to the competitive landscape, I don’t see it catching up any time soon. As various OS have evolved, email has just gotten trickier. Dark mode has been a particular pain point. 

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Some Questions About Skillshare Strategy:

What kind of tests are you currently running? Any results that you can share? Any small changes that you have tested in your emails that made a significant impact in retention, click-through, or service to Skillshare paid customers?

MB: Explore interactive + AMP for Email - Interactive elements and AMP for Email provide a lot of opportunities for us to create moments of creativity and discovery directly in the email, without ever having to go to the site, so from a brand perspective, these can be really powerful. We’ve tested interactive quiz emails and seen promising results, and we’re in the process of scoping out additional interactive campaigns for the 2nd half of the year.

In a COVID-world, we are trying to retest a lot of baselines given the world looks so different right now, and that’s impacting who is coming into the funnel. EX: timing of triggered emails to bring users back to saved classes, subject line language, and onboarding content.

One of those things is class recommendations - testing both algorithms feeding them and how we frame them for users. For example, we’ve sent an email with personalized class recommendations several times a month for the last two years. Late in 2019, we did testing on changing the formatting for the classes without touching the algorithm. By packaging classes in digestible pairs, instead of just listing 6 to 8 classes, we improved CTOR by 16% and class engagement by 19%. We didn’t need to touch the algorithm at all, so it was a very simple test that had a significant impact for us.

Do you think email is a good tool to build community?

JPC: Absolutely. If we provide quality “stuff” (comms, tools, insights, etc.), it gives us consistent and direct access to our audience. By our community opting-in, we’ve received an invitation to create valuable dialogue. We view that responsibility with weight, and we work hard to make every email feel useful - whether that\'s letting them know about a class they may like, communicating our support for social justice, and reminding them that they will be charged for their membership. We use email to live our values – of transparency, community, and curiosity – and that builds not only a large community but a diverse and engaged one.

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How are you balancing a strong design aesthetic and the need for these emails to perform well and aid in growth and service to existing paid customers? What would you say is the most important email KPI to your organization?

JPC: As mentioned above, we strive for performance-first. That\'s what separates design from fine art - we\'re here to communicate, make good choices clear, and move the business forward. It just so happens that better-looking emails happen to perform better. The most important KPIs are probably similar to many companies - Acquisition, Retention, and Engagement. We happen to believe a strong brand sentiment helps with all of those, and that sentiment is cultivated through great customer experiences.

What kind of triggered campaigns are you running at Skillshare?

MB: General philosophy on these emails is asking how we can get Members to more deeply engage with classes and their creativity. We don’t generally use it to celebrate milestones such as birthdays or anything like that. But here are some that work well:

  • Member onboarding - 5 send series focused on educating the user on the various offerings included with their Membership and how a creative practice can fit into their life.
  • Saved class - If user saved a class but hasn\'t engaged with it, we send a reminder email to bring them back to the class.
  • Class completed - Watch class, prompted to do project.
  • New user/abandoned membership onboarding - 4 send series. These are folks who created an account without starting a free trial, so in a lot of ways they are an abandoned cart customer. Unlike the Member onboarding, this is much more focused on value.

Do you treat transactional and promotional emails differently?

JPC: We do. We’ve been slowly migrating our product emails (mostly transactional) into Blueshift to better align with our general email process from a template, experiment, design and copy perspective. However, we want to be as transparent as possible when it comes to transnational emails, so we tend to use simplified, clear templates in direct support of the messaging. We also do our best to remove “noise” from those comms, like additional class recommendations, unless they directly support a value prop.

How do you choose between using a designed template (colors and images) vs. a plain text letter style template (styled text)?

JPC: This relates to the transactional question above - really, we look at the goals and the types of communication and try to be as direct as possible when applicable. Not every type of communication should be wrapped in surprise and delight. Transactional emails, comms on COVID and Social Justice are just some that we’ve chosen directness for.

What\'s an unsuccessful campaign that you ran? What did you learn?

MB: When we launched the rebrand earlier this year, we tested different types of playful emails to inspire Members. One of these was timed with Love Your Pet Day in February, and we showcased Member projects inspired by pets, with the hope that is would 1) get Members with pets into their next class and 2) be a moment for delight for users without pets (who doesn’t love some pugs and kittens?).

The answer is apparently our list! It did not perform well on any of our KPIs. It was very clear we pushed too far on “surprise and delight” and did not clearly provide a learning path for our Members. It was a disappointment, but we look back on that email when we’re formulating new campaigns now and use it to interrogate the strategy and if it’s helpful for Members.

Some Questions About Skillshare Culture:

What\'s the dynamic of your team? Is there a lot of idea sharing and creation, or is it pretty linear? How do you think this affects Skillshare\'s emails?

JPC: We’re fortunate that Skillshare is still a relatively small company, which means there feels like a lot of room for collaboration. We’ve got a smart, humble group of people doing work that we believe in. Sometimes it can be linear but, more frequently, we’ve had an agile workflow throughout the marketing, product and brand teams. 

If you were going to hire an employee to work on your emails, what traits would you look for?

MB: These three things:

  • Curiosity - There’s always something to test or a new way to approach a foundational campaign.
  • Empathy - Being creative and sharing that with others is a vulnerable thing. Keeping that mind in our emails so we can be focused on getting people comfortable and believing in themselves is extremely important.
  • Diplomatic - Email is a collaborative channel, and there’s always going to be a tension between various goals and resources. Being able to navigate that is critical.

Lightning Round For Kicks & Giggles:

What is one piece of advice that you could give about building a brand through communication?

JPC: Be consistent, transparent, accessible: Your audience wants to know what to expect, and they want to be able to trust you. It’s hard to build those other two if people can’t access the information.

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What other emails inspire you? Which company that you subscribe to does email the best?

MB: Headspace - I love the design of the emails, and they do a great job of explaining the value of meditation and nudging users to keep up with it.

Grammarly - I love the stats and performance emails, as we think of incorporating that into emails, they are a source of inspiration.

Babbel - Just signed up for this to learn Spanish, and I found the onboarding helpful and encouraging. 

I love Harry’s emails — The copy is fun, informative, and clear. The design is unique and consistent. Engaging overall.

JPC: Nike, Apple, Aesop, Uber. They all look good across platforms - though, sometimes really too heavily on images-as-text. They all also need a wide variety of emails - marketing, transactions, shipping notifications, etc. 

What was the most recent spam message you got in your spam box? What was the subject line?

MB: Before Skillshare, I did email fundraising for political campaigns, so I still get a ton of political email. The most recent was from “CNN JUST REPORTED” with the subject line “Amy McGrath DOMINATING Mitch McConnell.” Political emails are a completely different league than our emails, but ultimately we’re both tasked with figuring out how to get readers to believe in rather intangible concepts like growth, change, and progress. We won’t incorporate all-caps into our emails anytime soon, but they give me food for thought.

 JPC: Lots of political emails these days. Interestingly enough - I got an event added to my calendar (via google) with a spam link in it. Which I thought was pretty savvy/sketchy (don’t worry, I didn’t click it). 

What is your favorite book?

MB: \\"The Amazing Adventures\\" of Kavalier and \\"Clay\\" by Michael Chabon.

JPC: That’s like asking my favorite song! I tend to go back to Hemingway & Murikami most frequently.

Caffeinated beverage of choice: Coffee, Tea, Soda?

JPC: Coffee forever. 

"}],"title":"Rebranding, activism, and interactivity: What you can learn from Skillshare\'s email design and strategy","authorSlug":"mike","publish_date":1600714843097,"secondaryAuthorText":"Host","created_date":1600714843899,"partnerSlugText":"With partnership from","categories":[{"slug":"case-studies","name":"Case Studies"}],"primaryAuthorText":"Author","hasPrimaryImage":true,"type":"article","originalHeight":920,"isDraft":false,"description":"

Skillshare is an online learning platform providing access to thousands of classes for curious, creative people. Here\'s what they do with their emails.

","originalWidth":1496,"slug":"skillshare-email-design-strategy","name":"Mike Nelson","authorBio":"RGE co-founder. Speaker. Lame marketing guy. If you found a typo on the site, it was probably my fault. "}')},93518:function(ep){"use strict";ep.exports=JSON.parse("{\"type\":\"article\",\"title\":\"So, what is a Really Good Email anyway? Doug & Friends x Really Good Emails\",\"slug\":\"so-what-is-a-really-good-email-anyway-doug-and-friends\",\"isDraft\":false,\"primaryAuthorText\":\"Author\",\"content\":[{\"type\":\"text\",\"content\":\"

Doug Dennison: Hi everybody and welcome to another episode of Doug & Friends with me, Doug Dennison, and my special guest today is the CEO of Really Good Emails, Matthew Smith, aka Whale. Thank you for joining me.

Matthew Smith: I feel like I need to make some kind of weird whale sound now, but yeah, it's good to be here.

Doug Dennison: You are briefly going to have to try to explain to people listening what the whale thing is all about. You did tell me before but just go for it in a nutshell.

Matthew Smith: Well, I've been around in design for about 16 years and one of my first forays into that world was I owned a design studio called Squared Eye. The character for that brand was this cute whale that if you are on a Dribbble or Twitter or Instagram, with a caveat there, I'll tell you in a minute, but basically, I have the username whale all over the universe as often as I can get it.

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https://www.youtube.com/embed/ze6p5yNCq-k

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I switched from Squared Eye to doing some other things, but I kept the whale. At the time I knew all the right people at Twitter, Instagram, and some of that stuff, so I snagged this kind of cool name and it was fun. The interesting part of that is that I've now had three severe hacking attempts because of having that name so I don't recommend having a cool OG name. It's a pain in the ass and somebody is doing a story on the most recent one because it was pretty gnarly. Somebody started sending me endless pizzas to annoy me and threaten me and my family. They sent it to my parents, to my ex-wife, to my kids, and all these things to create a maelstrom of pizza that you pay for upon delivery so that I would give up the handle.

Doug Dennison: Wow.

Matthew Smith: Yeah, so that's a whole other story, but just a warning to everybody else, stay away from the OG handles. Your john25holidaytrip69, whatever your handle is, that's awesome, stick with it. You get no pizza.

Doug Dennison: That's bizarre. So when a new platform, I mean, we won't go too much into this, but when a new platform launches, are you straight on there, making sure that you just get whale, on the off chance you might want to use it in the future?

Matthew Smith: If it has any legs or if I'm interested in it. I recently started switching to whale.fyi, wherever dots are available because that's a site that I'm going to launch. You know, I'm 42, almost 43, and the social game isn't very interesting to me anymore. Primarily, I hang out on Twitter and that's a really good place for me.

The dopamine hit from a \\\"like\\\" isn't like it is on Instagram, the ads are better, and the community is better. I'm five years alcohol sober this June, and so anything that even smells like addiction, I don't like it, it doesn't feel right. I stay away from that kind of stuff.

It's fun to be on the internet. Most of the friends that I know now, that aren't in my community here, are friends who became real friends through starting as Twitter friends or forum friends, et cetera. It's even one of the things that I love about Really Good Emails. We've developed a community of people, or maybe the community was there, and we're a rallying group. The Email Geeks community is awesome. It's so similar to the early web and things are hard, it's hard to figure out email, it's hard to figure out design, it's hard to know how to use the tools, so there's a lot of banding together and it's just awesome. I'm stoked to be a part of it.

Doug Dennison:: Yeah, that leads me into one of my first questions. What was the idea behind Really Good Emails? What was your motivation? Why did you do it in the first place?

Matthew Smith: The background starts with another site that I built probably close to 10 years ago now, it was called Pattern Tap. I had been taking screenshots of headers, footers, articles, lists, link styles, and all kinds of design patterns. I was keeping them in Flickr. At the time, when Flickr was really big, I had all these folders or collections in Flickr. Then, Flickr introduced analytics and it was nuts to see how many people were accessing my Flickr collections of these different patterns. It even got some tweets from some very well-known designers, like Khoi Vinh who helped design the New York Times as you know it and see it now, and another woman named Verla Peters, who is a well-known designer. 

I just kind of blew this thing open and I spent a bunch of my time designing a new site. I spent a lot of barter hours having a friend of mine build the site and I sunk so much time into this thing. Then, I was able to sell it, but only for about $25,000. That was like, “wow, lesson learned.” I dumped all this energy into it and that's what I got out of it, but I was well known for it. I made it on the web by getting known for that. 

Fast forward, maybe five years, and I had led creative at a couple of different startups and I had been very involved in helping our customers get connected with the brand, the product, et cetera, and that meant touching email. However, I was consistently surprised how much of a second-hand experience email was getting in terms of a product getting all this attention and detail, and then it was usually a secondary thought, “Oh, what do we do with the emails? I don't know. Let's get a marketing agency to just do them for us.”

I couldn't believe that because the customers were getting exposed to emails, at least as much as the actual product, if not more. So I thought, “Oh, this isn't right. Well, let me go see what's out there.” I looked at “best welcome email,” “really good onboarding series,” “triggered emails,” and was looking up things because I didn't know what I was doing, I'm just a designer. I wasn't finding a great set, it was hard to find. Since I knew enough about how Pattern Tap worked and how that attracted users and the model there was an advertising model, and so I said, “You know what? I bet you, I could do it a lot easier these days.”

I took about 10 or 15 emails and I stitched them together in Photoshop. I put it up on a WordPress site that I grabbed off a template and within about a day I had the site, I had the URL, and I wrote my friend Mark DiCristina at MailChimp, and I said “Hey dude, I think this site needs to be a thing. What do you think about MailChimp sponsoring it for like $1,500 bucks a month?” I was going for it, that was way above what I thought I could get. He just sent me this reply with the GIF from Jerry McGuire where it said “you had me at hello” and so I was just psyched. I couldn't believe it. 

Right away I realized I didn't want to stitch all these emails together, this is going to be crazy, this takes way too much time. Immediately I worked out an arrangement with really my first contractor who's still working with us, her name is Chin, and she lives in the Malaysia area. I found her on desk.com or Upwork or something, but she's become a real part of the team and we get to know her and her story. Until we got the technology to not need stitching together she was doing all of that for us. It was just a fun way to start it. 

Then, from there I put the product on a tool called Assembly, which was a way to collaborate on a project across borders. That's where I met Mike Nelson and Matt Helbig and they joined the fray and started adding to it. We started having our own email newsletter, which seemed appropriate. These days, I think we're up to about 7,500 or 8,000 emails. We reject probably 90% of what we receive, which doesn't feel great. I don't love feeling like I'm rejecting people's submissions, but we have a high standard of what we think makes a really good email and we try to maintain that. 

Now we're working on some things that will hopefully be revealed this year to show people what we've been working on. More or less, we're trying to be in that space where we're serving people to help them strategize. For example, if I'm strategizing on an email series, I'm going to reallygoodemails.com to find out what people are doing for welcome emails. What are they doing for their onboarding? What are people doing or our competitors doing for retention? I'm able to get a lot of, not just a good design example, but also I can read the copy and see the strategy. I can go and see the code and see how they're handling unique display types. I could even grab that code, go pop it in a text editor, and then change things to make it my own. 

We just tried to create a space where there was more transparency around emails, where on the web, you get to see the web, you have a URL that you can go to that website, and then you can right-click “view source” and see how the code was built. That’s the transparency and beauty of an open-source language like HTML and CSS. Why shouldn't email be like that? That was our effort, it's been fun. 

We've had UNSPAM now for 2 years. We’re probably not doing anything this year because of COVID, we barely skirted by before COVID hit last year. It's been fun to bring the community together and not just around email, but around our shared humanity within the email space, believing everybody's doing the best they can, wanting to explore diversity and equity among the community. It's just been a neat experience.

I'm glad to do it. Many days I feel burned out, but I guess I should say this is a side project. Not one of us is full-time. Sorry, that's not entirely true, we just hired one full-time developer to work on our new stuff and that's our first time doing anything like that. Most of us have made very, very little money off of the project because we've poured it back into UNSPAM or supporting the community or trying to build the product, which is challenging when you have six people that are full-time on other jobs and doing this on the side, but it's been worth it. 

It's neat to see people benefit. I think email is one of the most important channels around, there's so much opportunity to treat customers more personally, more effectively, and gain their trust and give them things that matter to them through a medium that is more conversational than one-sided, the way a website is. I get excited about it.

Doug Dennison: Yeah, I mean, it's great. I'm a fan of Really Good Emails and we have a board on there. We showcase emails there as well. It’s great and if you haven't gone to reallygoodemails.com it's a great resource.

So you reject a lot of emails that are submitted there, right? What are your criteria for a really good email or what is it you're not looking for? Only because if anybody's listening, they know when they're submitting, like, “alright this is what these guys are looking for”. What makes a really good email?

Matthew Smith: It's a good question. Thing one to throw out there would be, I think most recently our current queue of email submissions is something like maybe 600, and so I apologize in advance for the people who've submitted and had to wait. We have so many submissions to work through and again, we're all part-time so it's a challenge to work through them, but thank you for submitting them. 

What we're looking for first and foremost, is does the overall design and experience serve the customer? Right? That's what we're going to lead with. That is intuitional, meaning I'm not necessarily the customer, so I don't know, but I've been in design for a long time and I have good intuition about this so I'm using that. Some of those things that do serve the customer are appropriate text sizes across mobile and desktop. It has easy scanability, an email needs to have what I like to play, something called design golf, that I talk about on some of the other podcasts, interviews, and things I've done. 

The idea is when you're creating a design, in this case in email, every time you add a difference, a different button, a different color, a different line, a different bit of topography, like a plain text email with no links is zero points, that's the base, and every time you add another point, you need to make sure it's doing a job. Generally speaking, most email designs are not at the level that the current web is at, like good web design, and we need to keep upping that. As you use one strong, clear bit of topography, let's say Helvetica 18 point regular, and if you decide you need to make your headings different, that's appropriate, but they need to be doing a job. It needs to be probably bold and bigger to do the effective job of helping people scan through the email. If it's not, then it's not doing its job. It's a heading, but it's almost a heading by name and not effect.

Those are the kinds of things that we're looking for. Other things include, does it have live text, we're going to generally value emails with live text over image text when we can. Some emails are so wonderful that if they have image-based texts, they make it through. My heart dies a little bit every time that happens, but whatever.

It’s looking at accessibility, it's looking at does the email do its strategic job? Meaning is it showing somebody at the top of the email, what the job of the email is, and how it is serving the customer? “Hey, here's this sale, here's exactly what's on sale, here's exactly how much it costs, here's what you do about it. Would you like to learn more? Here are three sub-points and another CTA.” That kind of patterning helps the person be able to get the information they need and then go to the sale. Things like that.

The reason we reject most designs is they're too busy. They're chaotic. There’s not enough white space between sections so it's hard to read and scan. They have broken parts. Sometimes, if there are too many grid alignments, meaning if you have a left alignment, and then there are three or four different left alignment points instead of a clean line all the way down, that causes a lot of cognitive dissonance for the viewer where they're having to jump around. Things like that we markdown. It adds up. 

The ones that make it through are good examples for you to look at. See what about them helped them get through and mimic those.

Doug Dennison: Yeah looking around, not necessarily on Really Good Emails, but I get a lot of emails myself and sometimes you look at an email and go, “That is a beautiful email. That's great. I can see from a design point of view, that's an amazing piece of art”. However, effective email sometimes isn't the most beautiful-looking thing.

Do you balance between design and effectiveness? Do you try to balance the two things there? Because obviously, you can always tell when an email has been designed by a non-email professional, completely in Photoshop, and then they slice it all up and put it all together and it's all images. It is completely design-focused. It may look beautiful, but it is not very effective. You must balance between the two I'm guessing.

Matthew Smith: Yeah, we're bringing our experiences. We talk a lot about this as a team. We have several people on the team that have all done email from different perspectives. Some of us are marketers, some of us are hands-on, heads of email programs, and some of us are designers like myself. Our unique perspective is that there is no not design. You're either coming to an email and creating an aesthetic that serves the customer or you're not. We probably lean toward the idea that aesthetics should not be left behind.

I know some emails are very performant because they're a little bit predatory, they prey on people's fear of missing out or some needs that maybe aren't being met. I think we're not trying to support some of those. We're looking for emails that balance performance and design. Obviously, we can't know how well an email performed. Wouldn't that be a nice superpower, but we don't have that so we're using our best judgment. 

I do think we're not going to be able to cover everything. Can you imagine if we tried to capture emails that we thought were ugly, but probably performed well? Where would we put them? We've thought about that a lot. I think our unique perspective is that it has to make it in the design door and then we evaluate performance as important, but secondary. That's just our unique perspective. Believing that design softens the customer's experience in a helpful way and aids the performance or aids the strategy in being performant.

Doug Dennison: Okay. I'm guessing you're the recipient of a lot of emails yourself, right? 

Matthew Smith: You have no idea.

Doug Dennison: What drives you mad? What mistakes do people make over and over and you think, why are you doing this, you should know better?

Matthew Smith: Most people make emails far too complex. They're working way too hard on them because of that. The amount of effort that I know goes into some of these emails with just an incredible level of complexity, that's unnecessary. This idea of design golf again, is how do you get down to what I would call a minimum viable email and reducing the number of differences down in your email to the smallest possible version? It makes your email so much more essential so that the customer can effectively look at the email, know exactly what it is trying to do, and then solve it.

The other thing that I think often gets missed is copywriting. I feel like very limited, simple, but good design with great copywriting is going to win all day long and just do fantastic. There's great stock photography out there that you can use, especially from Unsplash or things like that, but great copywriting, you can't make that up. It's not just fun copywriting, it's copywriting that does a job for the customer that serves them, that understands them. 

Lastly, when you can do custom photography, even if it's not perfect, your phone can take awesome photos if you get some methodology or some small training to see how to create great product photography. 

Sorry, my dog is growling at me. We've got people working on our deck outside, so she's been inside. 

Doug Dennison: Part of the modern world.

Matthew Smith: I think if you can do photography that's not stock it's been proven that it converts better and it can be effective, again if it's done simply. Generally, I see most people adding far too many things to emails and they're making them too complex.

Doug Dennison: Yeah, I completely agree with that. I think it comes back to that whole adage of newsletters are dead. Because, if you think of the traditional way people did email years, years, and years back where they would wait to send a monthly newsletter, cram all of their stories and their features in the press, and all the kinds of traditional newsletter things a company would send out every month. 

However, nowadays, it's moved more towards smaller, shorter, simpler messages, a lot more frequently, more personalized, targeted, and the thought that less is more when it comes to email. Less copy, less imagery, and just focusing on one message. It drives me mad when you see an email and there are about 10 different things in there, 10 different products, 10 different messages, and calls to action. I think if you can simplify that and boil it down, that's 10 emails. Spread them out and send 10 emails for 10 different messages, rather than one email with 10 different messages in one email. That's what we try to encourage.

Matthew Smith: A lot of email marketers think, “well, how do I do this? How do I create the right email series that people are going to like?\\\" Well, I like to think about this relationally and I've given talks on this that I love giving because it’s about relationships and understanding, empathy and personal relationships, and relational dynamics, it’s such interesting stuff, but it's stuff a lot of us intuit. 

If my girlfriend were to tell me, “Hey I'm exhausted from work. It's been a rough day”, but then if I came to her and said, “Hey, what's for dinner?” That would be like you're an asshole, and I wouldn't need to know that. Instead, I know, okay, girlfriend is tired, rough day. I have a couple of options; I can ask her, where can I get takeout for you, where can I take you out to eat, can I make you a nice meal, or would you like to zone out and I'll leave you alone for the night so you can decompress? That's investigation. I'm getting to know her needs, but I'm being attentive to them. 

When we do that with our customers and we think about who our customers are. What are they going through? What is sucking in their lives? What is going great? Then, craft your message to that reality. It's not very difficult. It takes a couple of people just being slightly empathetic to be able to figure out that these long emails we've been sending are probably pretty taxing to the moms that we have as our primary audience. Maybe we should interview some of our customers and find out what content is doing it for them. Oh, it turns out one simple tip, three times a week, extremely simple, is the magic sauce for this group. Then, that's a very clear call to action on what to design and how to develop it and et cetera.

If you think about all these things much more relationally, I think that gets interesting. For example, the emails that you were doing a while back that were so great about the email tips. I can't remember the exact name that you all had for them, but I just thought they were amazing because from a customer point of view they were getting out of the way. They were solving some interesting education problems. However, meeting me in my busy day and not giving me this exhausting 20-minute article to read, helped me get educated in snacks rather than a five-course meal. Stuff like that. 

Doug Dennison: It's about serving the person you're sending to, it's about serving your audience rather than your agenda.

Matthew Smith: Exactly. 

Doug Dennison: Okay. Are there any hard and fast rules in creating emails that work, that are effective, that are really good, or is it always context-dependent, depending on the person you're sending it to, your message, the goal ultimately? Are there things that people can take away and go, “I'm going to apply this now to my emails because I know that’s what's going to work”?

Matthew Smith: It's a good question. I think there are some standards that are appropriate. First, there are the things to not do, which have to do with ethics and other things. I won't cover that in my answer, but I think people need to be ethically responsible.

Then, you’ve got to be responsive. You need to make sure your email is viewable on a mobile or there's a high probability that it could fail because of how many people utilize mobile email. Outside of that, I think the essential standard is it's a little bit like, we were talking about this the other day, the product that we're working on right now for Really Good Emails, our motto internally is it has to be better than copy and paste and copy and paste works very well. It’s pretty straightforward, super standard, super simple, get out of the way, so our emails have to be better. A designed email has to be better, not in a light way, not in a superficial way, than text email. Sometimes text email is the way to go. 

If your message, if your design is not quantifiably more effective at serving the customer than a text-based email, then maybe you should look at text. I think it's a subject line drawing them in using something that serves them through either giving them information or piquing their curiosity, and a pre-header that amplifies that, or gives a little bit more information. Then, creating the top part of your email that is clear and precise, and then going from there.

Doug Dennison: Yeah, I think it's kind of what you were saying. What you've touched on previously is that people get hung up and focus on the wrong things. They get focused on spending hours on structures and complicated layouts and fancy designs, when really simple wins.

As long as it's focused on the person you're sending it to, make it simple. Don't get too complicated, but focus on the right things. Don't get focused on complicated structure, but instead focus on effective copy, making it original. Don't just copy and paste it from your website, repurpose it for email so it's effective. 

Matthew Smith: Yeah, that's exactly right. 

Doug Dennison: Cool. Okay. All right. In terms of structures and layouts and things, I always favor simple as well. I always look at emails on Really Good Emails and whenever we are designing an email I don't say, “Look at what we did six months ago”, I always say, look at Really Good Emails. See what people are doing right now. Look at the bigger brands. Look at what they're doing, because these people are split testing everything. They know what's working, they’re ultra optimized. A lot of them structurally, when you go into the code, strip out the images and hide the images. They are so simple in terms of structure, a lot of them are one-column layouts. I always favor that as well. 

Do you think a simple one-column structure works better?

Matthew Smith: Back to your question about context, I think it depends. There are types of content, Pinterest might be a good example, where if all of the images from a Pinterest email came in as one column it would be sort of exhausting because I would have such a long email. When I have an array of photos, for instance, it can be helpful to have multiple columns. 

Generally speaking, the traditional width of an email at around 600 pixels with a reasonable body copy of somewhere between 16 to 20 is a really nice way of receiving some pretty straightforward content. Plus, if the typography is well taken care of, then getting your message in front of the person so that they can read it quickly, scan what's interesting, and be done, or, take the necessary action; I find single-column to generally be the most effective. 

Some of the most standard-looking designs are consistently some of my favorite and easiest to read. For example, I think Everlane kills it at this from an e-commerce perspective, just really elegant, super simple emails, easy to read, et cetera. I think from a newsletter perspective, if you look up MailChimp on Really Good Emails, you'll see they have a long history of just a great job of sending out email newsletters in one column that just read clean and simple. Some of the designs in there I got to design with them, which was fun.

Then, I think Postmates has done a great job, and Unsplash does a great job as well. Recently, I've been impressed with Zapier, some of their latest work. Framer does a great job at that. It's a style, but it can be adapted to any kind of brand. I find that an email, generally speaking, and you need to know your audience, but generally speaking, it is not a place where people want to read long-form emails. They want to get in, get out, and move on with their day. 

The difference between one column and two-column is you're adding complexity, not just two different places to look, but visually you end up having more borders, and every time there's a little bit of a border, there's a difference, and a little more visual noise. You've got to make sure that that's doing a job, not just a neat layout.

Doug Dennison: Yeah, we create templates for people and sometimes templates can be quite restrictive so you end up using the same kind of layouts for all of your emails. However, I always recommend that you have five, seven, nine different modules so that you can mix them up. 

You mentioned a few brands that you, what is it that you like about them structurally? Have they got a similar flow and feel throughout all of their emails or do they kind of mix it up each time? 

Matthew Smith: It's a good question. These emails that I'm interested in, generally speaking, have a strong design pattern or a strong design language. They use consistent sizes for headings, they use consistent sizes for body copy, they use consistent layouts for imagery, they have consistent ways of displaying links, et cetera. It creates a visual pattern that the user can then easily go through, and see, read, and doesn't need to rethink, “What is this?”, each time they see it. 

A lot of times I see designs come in where there's a different color for each section of heading and there's different types of CTAs, et cetera. What you're doing there is you're ruining any potential design language. A design language is, when I see a red sign that's octagonal with white letters in the center, it means stop. Honestly, it could be written in Arabic and I would know that means stop. That patterning in our emails and our designs is and should be, the same or similar to what's on the website that you're working with. It is a way of creating a communication language so that people can more rapidly ingest what it is you're trying to say. My favorite emails are consistent in that way while allowing for variation from section to section.

To your point, having modules is a great way to build what I would call an email design system, where you have components and each time you make a change to the headings, then it adapts across all the headings, across all those components. Then, you can have these different types of components that serve different purposes and mix and match them on different kinds of emails. 

Doug Dennison: We've talked a lot about email design and Really Good Emails. I'm just going to turn this over to you because we will go through the quickfire questions that I ask everybody to wrap things up.

The first question and you've had these in advance so you've been prepped, you should have some answers prepared for this. What would you tell your 16-year-old self?

Matthew Smith: I would tell my 16-year-old self you're doing a great job. You're doing the best you can. Life is going to be super challenging, but you're up for it. I would probably tell my 16-year-old self if there's any way you can avoid alcohol, do it. 

Doug Dennison: It’ll take you years to get over it.

Matthew Smith: Yeah, I'm not neutral on the alcohol story. I could go on and on about it, but I think the biggest thing is I would just try and encourage myself that you're doing a great job. Life is challenging and I think we need a lot more encouragement. I needed that when I was 16 and I'm proud of the work that young guy did, he was killing it.

Doug Dennison: Yeah. Would you have listened to yourself? That's the other question. 

Matthew Smith: F*** no. 

Doug Dennison: I wouldn't have either.

A second one, what is the best advice you ever got?

Matthew Smith: This is an interesting one. I think the best advice that I've ever received has come through, and I'm sort of beating this drum, but through my recovery work. The work that I've done is about learning to let go.

One of the things that I've learned as somebody who's trying to run a company, run two companies actually. My main thing is I run a design studio called Bunsen where we do creative for biotech and life sciences companies, and it's incredibly rewarding. I do that and Really Good Emails. 

While running Really Good Emails, one of the best pieces of advice that I've ever heard from a therapist was, “the amount of control you try and maintain in life is directly commensurate to the amount of suffering you experience”. They're proportional. Because of that, I spend a lot of time looking at what I'm trying to control and observing that, and saying, “Is that something I can let go of?”. Doing that over the last five years has dramatically increased my joy. That's probably one of the best pieces of advice I've ever received.

Doug Dennison: Cool. Okay. The third one, who inspires you and why?

Matthew Smith: The people that inspire me, honestly, are the people in India right now who are suffering through COVID and figuring out life with very little resources and figuring out how to love each other despite that, and show up for each other.

I have enormous admiration for people who suffer and take that suffering and let it soften them. I have heroes, like these days my spiritual mentor is a woman named Tara Brock, and she doesn't know she's my spiritual mentor, but I love her podcast and I love what she does. I learn a lot from people who've suffered well and have let it turn them into people of compassion. Those are the people I look for in my life. 

Doug Dennison: Okay. Slightly lighter one, what is your favorite album of all time? I'll go for a song if you haven't got an entire album.

Matthew Smith: No, consistently I come back to Siamese Dream by Smashing Pumpkins. Yeah, for me it was like 1994, I think maybe 93 and the, “Today is the greatest day I’ve ever known.”, just gave me chills. It's just so damn good. Whenever I need to wake up and just feel like today is going to be insane, it's going to be so good, I just start blasting that whole album. It’s that and Blood Sugar Sex Magik by Red Hot Chili Peppers is my style.

Doug Dennison: It’s their best album. We're a similar age and you've had the same musical experience as me growing up. The whole ’90s was just a wash of great music. 

Matthew Smith: Yeah, agreed. 

Doug Dennison: Cool, last one, what is next for Matthew Smith? What's the next thing you're working on?

Matthew Smith: For me, growing Bunsen, my design studio with one of my best friends, Michael, has just been an incredible joy and Really Good Emails is in a great spot. What we're working on is the idea of being able to allow our users to collect and share emails the way that we already do, internally, and strategize and communicate about them with their teams. We're excited about where we're heading with that and that just gets me excited. Getting Bunsen moving and being able to work with science-oriented clients who are changing the picture of health and wellbeing in the world is incredibly meaningful for me.

I realized through a lot of personal work, obviously that I've been kind of talking about on the show here, how important it is for the next 30-40 years of work to be meaningful. For me, I worked hard on figuring out what it is that I'm about and I landed on this phrase, “I design relationships between people and organizations that drive human positive impact”. That is what Matthew Smith is here on this earth to do and so I'm pursuing that. Some days that means design, some days that means taking my kids out to Wendy's and getting a Frosty and just trying to listen to their days.

I'm having a good time. I'm grateful to be here.

Doug Dennison: Yeah, good. Matthew, thank you very much for your time. This has been great. Where can people sign up, hear about you, find out what you're up to? 

Matthew Smith: I think twitter.com/whale is always a good place to kind of see what I'm up to and keep up.

Obviously, check out reallygoodemails.com, where you can get a ton of inspiration about how other companies are doing emails and then use those as a guiding light about how you can make your emails. Sign up there and start collecting emails. You can also find really good emails on Twitter at @reallygoodemail because we ran out of characters. Can't do that on Twitter. Then, I’m on Instagram as well. Yeah, sign up for our newsletter where you'll get a lot of great information and updates on what's happening, best emails of the week, those kinds of things. Great article curation. 

Be good to each other. That's a real hope for me and what we're putting out in the world. 

Doug Dennison: Good. Lots of positivity. Thank you very much, Matthew, and thanks for being a guest on the show. 

Matthew Smith: Yeah, it's great to be here, Doug. Thanks so much for having me and keep up the great work, man. 

Doug Dennison: Thank you very much.

\"}],\"originalHeight\":1440,\"originalWidth\":2560,\"created_date\":1626100348953,\"hasPrimaryImage\":true,\"authorSlug\":\"whale\",\"publish_date\":1626100347161,\"partnerSlugText\":\"With partnership from\",\"secondaryAuthorText\":\"Host\",\"categories\":[{\"slug\":\"interviews\",\"name\":\"Interviews\"}],\"description\":\"

Live text. Accessibility. The original Star Wars trilogy. These are just a few things that inspired the vision behind Really Good Emails and sharing our love for great email designs with the world. Matthew from our team sat down with Doug Dennison, CEO of MailNinja and Owner of Chimp Essentials, to chat about pizza, whales, the infamous Really Good Emails submissions queue, and the inspiration behind RGE.

\",\"name\":\"Matthew Smith\",\"authorBio\":\"CEO at Really Good Emails. CEO at Fathom & Draft. I love to hustle and have fun. Ask me anything. Have a great day.\"}")},59650:function(ep){"use strict";ep.exports=JSON.parse('{"categories":[{"name":"Tutorials","slug":"tutorials"}],"isDraft":false,"originalWidth":2916,"type":"article","slug":"submit-an-email","partnerSlugText":"With partnership from","hasPrimaryImage":true,"description":"

Found a really good email you want everyone to know about? Or maybe you or your team made one and want the world to know about it? Then, you\'re in the right place. So relax and follow these steps to upload the email for review.

","originalHeight":1426,"publish_date":1634674314212,"authorSlug":"mtthlbg","content":[{"type":"text","content":"

First, be sure that you are logged into your Really Good Emails account. Then, go to Your Library and hit that \\"Upload an Email\\" button at the top right of the page.

We are almost ready to upload. Choose the \\"Upload to RGE Public Feed\\" option since you are submitting the email to be featured on the site. The \\"Upload to Private\\" option is a Pro feature if you want to keep your own private emails.

Drag and drop up to 10 EML or HTML files to upload. Alternatively, tap the \\"Browse for Files\\" button to select files to upload.

Once you upload, our capture tool will process your files and show previews of the uploaded emails.

Here you can add information to help your email stand out and be found if featured. The original subject line should populate, but if not, you can edit it here. We like to include the correct subject line as it\'s a significant factor in the success of an email campaign.

The description field is where you can give a more in-depth public explanation of the email and why you think it is really good. A good description is a concise explanation of why this email caught your eye or a insight only you might know about an email you\'ve created.

We\'ve taken great care to categorize the emails on our site for better discoverability and so other email marketers can find high-quality examples. Include a few relevant categories that you think apply. Most submissions have only 1-3 categories.

If you can\'t find the category you are looking for, then it is likely a tag. Tags are a way to add additional keywords to your email submission that may not be an existing category. A category would need at least ten examples to be created, so a tag is an excellent option for a more niche email example.

We aim to create polished company pages for each brand that is featured. If we don\'t already have a brand page for your company, we will create one if your email submission is featured.

Hit \\"Finish\\" once you add email details to submit the email or emails to the site.

Huzzah! You\'ve submitted your first email for review and possible admission to the \\"Really Good\\" club. \uD83C\uDF89

Ok, so what happens next? After you submit, we fully review your email and remove any sensitive information (Names, phone numbers, etc.). We also remove any unsubscribe links, tracking pixels, or anything else that may be identifiable. What is left is the email as close as it was sent, minus anything that can dox you.

Next, you will hear back from us if your email is approved or denied via email. If your email is denied, that means there are some areas of improvement before we can feature. Feel free to submit future campaigns to be featured. Emails that are all plain text also don\'t get featured as it doesn\'t fit the type of emails we showcase.

If your email is approved, we will send a confirmation that your submission was accepted and is now live on the site. Now that you are in the email hall of fame be sure to let your friends know on social or internally at your company. Only 10-20% of emails that are submitted to the site are accepted, so it\'s a high honor.


Some frequently asked questions:

What is a really good email anyway?

Luckily for you, we wrote a blog post about it here. The email should serve the customer more than the company and check all the best practice boxes.

Why should I submit an email?

We are taking the personal swipe file and making it public. Sharing knowledge about email marketing will raise all ships and make the industry better. 

How many times can I submit emails?

You can submit an unlimited amount of emails. We just ask that they are not only your emails. Submitting a mix of your inspiration and your created email is preferred. Most brands do only have a few examples, so send us the best of the best!

"}],"created_date":1634674316245,"secondaryAuthorText":"Host","title":"Submit an email","primaryAuthorText":"Author","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},26505:function(ep){"use strict";ep.exports=JSON.parse('{"categories":[{"slug":"inspiration","name":"Inspiration"}],"partnerSlugText":"With partnership from","slug":"summer-emails","content":[{"type":"text","content":"

When we think of summer, we see bright, bold colors both in our emails and off our screens. Cold drinks, grilled burgers and hot dogs, hanging out by the pool, straw hats, shades, and tropical prints. Even if we’re kicking it at home during the summer, we’re searching for creative staycation ideas.

Summer emails can give us a fresh perspective on the design and content that makes readers want to click and learn more during the hottest months of the year. So, kick back with your favorite cold drink and get some inspiration from these sunsational summer emails.

1. Warby Parker

"},{"type":"email","content":"

https://reallygoodemails.com/emails/double-tap/

","slug":"double-tap","email":{"originalWidth":680,"title":"*Double tap*","screenshots":{"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OL2019":true},"litmusApiData":true,"litmusApiDate":1574818314676,"publish_date":1470986066,"hasHtml":true,"categories":[{"slug":"gif","name":"GIF"},{"slug":"optical","name":"Optical"},{"name":"Seasonal","slug":"seasonal"},{"slug":"social","name":"Social"},{"name":"Summer","slug":"summer"}],"originalHeight":1868,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"content":"

Of all the emails I received today this stood out for it’s simplicity and social engagement messaging. The animated GIFs and layout on mobile along with the light color scheme looked great and encouraged me to take a moment on this summer afternoon to see what other people were posting at #seesummerbetter

\\n

The # message made me aware that they were on social, also reminded me that I needed to order new glasses soon.

\\n

Short message, great images, colorful, delightful.

\\n

View the Live Email
\\n Edit on CodePen

\\n","popularityScore":2,"companies":[{"name":"Warby Parker","slug":"warby-parker"}],"hasPrimaryImage":true,"slug":"double-tap","accessibilityIssues":{}}},{"type":"text","content":"

We see what they did here…Warby Parker includes a nice mix of images, animation, and text in this summer email.

Pros

  • Use of GIF
  • Interesting layout
  • Optimized for mobile

Cons

  • All images

2. Trunk Club

"},{"type":"email","content":"

https://reallygoodemails.com/emails/beat-the-heat-boss-here-is-our-summer-office-style-guide/

","slug":"beat-the-heat-boss-here-is-our-summer-office-style-guide","email":{"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"content-titletag":true,"accessibility-justified":true,"accessibility-htmllang":true},"companies":[{"name":"Trunk Club","slug":"trunk-club"}],"hasHtml":true,"originalHeight":1564,"litmusApiDate":1574820297130,"publish_date":1470059755,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"screenshots":{"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true,"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true},"popularityScore":2,"originalWidth":680,"slug":"beat-the-heat-boss-here-is-our-summer-office-style-guide","title":"Beat the heat, boss. Here’s our summer office style guide","hasPrimaryImage":true,"litmusApiData":true,"content":"

Visually, this is a great email. Dark background with a good photo to make the products distinct. The downside is that it is one big image. This could easily be coded so that the text and button are not dependent on “images-on” clients.

\\n

View the Live Email
\\n Edit on CodePen

\\n","categories":[{"slug":"newsletter","name":"Newsletter"},{"name":"Seasonal","slug":"seasonal"},{"name":"Summer","slug":"summer"}]}},{"type":"text","content":"

Trunk Club’s email gives us summer inspiration “without the perspiration.” 

Pros

  • Interesting layout
  • Crisp header image full of office must-haves
  • Clever CTA

Cons

  • Making the email more accessible

3. J. Crew

"},{"type":"email","content":"

https://reallygoodemails.com/emails/inside-a-big-end-of-summer-treat/

","slug":"inside-a-big-end-of-summer-treat","email":{"screenshots":{"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"IPHONE8":true,"OL2019":true,"FFYAHOO":true},"popularityScore":7,"litmusApiData":true,"hasPrimaryImage":true,"categories":[{"slug":"ecommerce","name":"Ecommerce"},{"name":"Fashion","slug":"fashion"},{"name":"Product Sale","slug":"product-sale"},{"name":"Promotion","slug":"promotion"},{"slug":"seasonal","name":"Seasonal"},{"name":"Summer","slug":"summer"}],"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true},"companies":[{"slug":"jcrew","name":"J.Crew"}],"title":"Inside: a big end-of-summer treat (for two days only)","hasHtml":true,"originalWidth":680,"originalHeight":4312,"litmusApiDate":1575313169774,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"publish_date":1455285606,"content":" View the Live Email \\n","slug":"inside-a-big-end-of-summer-treat"}},{"type":"text","content":"

This email is short and sweet, and we’re here for the scroll. Plus, this layout reminds us of this tasty email from Olive Garden.

Pros

  • Interesting layout
  • Clear CTA

Cons

  • All images
  • Making the email more accessible

4. Leesa Sleep

"},{"type":"email","content":"

https://reallygoodemails.com/emails/100-endless-summer-offer-catch-the-perfect-mattress/

","slug":"100-endless-summer-offer-catch-the-perfect-mattress","email":{"companies":[{"slug":"leesa-sleep","name":"Leesa Sleep"}],"litmusApiDate":1574804997750,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"popularityScore":2,"title":"$100 Endless Summer Offer — Catch the Perfect Mattress","slug":"100-endless-summer-offer-catch-the-perfect-mattress","categories":[{"slug":"coupon","name":"Coupon"},{"name":"Home, Decor, and Furniture","slug":"home-decor-and-furniture"},{"slug":"offer","name":"Offer"},{"slug":"promotion","name":"Promotion"},{"slug":"seasonal","name":"Seasonal"},{"name":"Summer","slug":"summer"}],"originalWidth":680,"hasHtml":true,"publish_date":1482543074,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true},"screenshots":{"IPHONEX":true,"OL2019":true,"IPHONE8":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true},"hasPrimaryImage":true,"content":"

View the Live Email
\\n Edit on CodePen

\\n","litmusApiData":true,"originalHeight":1455}},{"type":"text","content":"

Pros

  • Interesting layout
  • Clear CTA
  • Fun lyric reference

Cons

  • All images
  • Making the email more accessible

5. Harry\'s

"},{"type":"email","content":"

https://reallygoodemails.com/emails/the-cleanser-that-gets-us-through-summer/

","slug":"the-cleanser-that-gets-us-through-summer","email":{"companies":[{"name":"Harry\'s","slug":"harry-s"}],"originalWidth":680,"content":"

https://codepen.io/reallygoodemails/pen/aeEmVe

","litmusApiData":true,"litmusApiDate":1570896440908,"categories":[{"slug":"beauty-and-personal-care","name":"Beauty and Personal Care"},{"slug":"summer","name":"Summer"}],"hasHtml":true,"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-heading-tags":true,"content-titletag":true,"accessibility-justified":true},"collectionTags":["beauty","newsletters","product"],"originalHeight":1574,"popularityScore":0,"slug":"the-cleanser-that-gets-us-through-summer","publish_date":1566311164668,"screenshots":{"IPHONE8":true,"IPHONEX":true,"OL2019":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true},"title":"The cleanser that gets us through summer"}},{"type":"text","content":"

Harry’s includes some great visuals, showing the face wash in its natural state of being.

Pros

  • Interesting layout with product photos
  • Clear CTA

Cons

  • Mostly images

6. Penguin Random House  

"},{"type":"email","content":"

https://reallygoodemails.com/emails/summer-s-better-with-a-book/

","slug":"summer-s-better-with-a-book","email":{"accessibilityIssues":{"content-titletag":true,"accessibility-metacontenttype":true,"accessibility-heading-tags":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true},"categories":[{"slug":"newsletter","name":"Newsletter"},{"slug":"seasonal","name":"Seasonal"},{"name":"Summer","slug":"summer"}],"companies":[{"slug":"penguin","name":"Penguin"}],"popularityScore":2,"litmusApiDate":1574182138793,"originalWidth":680,"originalHeight":2289,"hasPrimaryImage":true,"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"content":"

View the Live Email
\\n Edit on CodePen

\\n","screenshots":{"IPHONEX":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONE8":true,"OL2019":true,"ANDROID8GMAILAPP":true},"slug":"summer-s-better-with-a-book","litmusApiData":true,"hasHtml":true,"title":"\uD83D\uDCDA️ + ☀️= \uD83C\uDF89\uD83C\uDF89\uD83C\uDF89","collectionTags":["books","newsletter","summer"],"publish_date":1502117584}},{"type":"text","content":"

Penguin does a nice job advertising the joy of books while helping the reader picture where they’re going to read these books. They even give you an alternative way to enjoy their products if it’s raining: enjoying a calming cup of tea in one of their mugs. 

Pros

  • Interesting layout
  • Something for everyone
  • Good CTAs
  • Author quote about summer

Cons

  • Mostly images
  • Making the email more accessible

7. AO

"},{"type":"email","content":"

https://reallygoodemails.com/emails/staycation-or-vacationwhich-are-you/

","slug":"staycation-or-vacationwhich-are-you","email":{"popularityScore":3,"publish_date":1565767809390,"originalWidth":680,"slug":"staycation-or-vacationwhich-are-you","content":"

https://codepen.io/reallygoodemails/pen/vqMbxv

\\n

 

\\n

All key information and CTAs in live text, with good use of imagery in the background and foreground.

","accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true},"litmusApiDate":1570555082108,"categories":[{"slug":"promotional","name":"Promotional"},{"slug":"seasonal","name":"Seasonal"},{"slug":"ecommerce","name":"Ecommerce"}],"screenshots":{"IPHONE8":true,"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"OUTLOOKCOM":true},"collectionTags":["layouts"],"companies":[{"name":"AO","slug":"ao"}],"originalHeight":2928,"hasPrimaryImage":true,"litmusApiData":true,"title":"Staycation or vacation - which are you?","hasHtml":true}},{"type":"text","content":"

We love the split “vacation and staycation,” giving readers options for their summer relaxation.

Pros

  • Interesting layout with product photos
  • “Vacation or Staycation” includes all readers
  • Good CTAs
  • Optimized for mobile

Cons

  • Making the email more accessible
  • Busy layout with the kitchen appliances and TV image blocks at the bottom

8. Brit + Co

"},{"type":"email","content":"

https://reallygoodemails.com/emails/break-out-the-sparklers-its-time-for-a-4th-of-july-picnic

","slug":"break-out-the-sparklers-its-time-for-a-4th-of-july-picnic\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

This summery Independence Day email includes all the fun holiday things you might find at a DIY party. Patriotic jello shots, ombre funfetti cake, and tie-dye placemats. 

Pros

  • Interesting layout
  • Clear CTA

Cons

  • Making the email more accessible
  • Mostly images

9. Airbnb

"},{"type":"email","content":"

https://reallygoodemails.com/emails/this-summers-hot-spot-mexico-city/

","slug":"this-summers-hot-spot-mexico-city","email":{"publish_date":1502376114,"litmusApiData":true,"categories":[{"slug":"seasonal","name":"Seasonal"},{"slug":"summer","name":"Summer"},{"name":"Travel and Leisure","slug":"travel-and-leisure"}],"originalHeight":3638,"originalWidth":680,"slug":"this-summers-hot-spot-mexico-city","screenshots":{"OL2019":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true},"content":"

Originally published on Kuratedemail.co

\\n

View the Live Email
\\n Edit on CodePen

\\n","companies":[{"slug":"airbnb","name":"A‌i‌r‌b‌n‌b‌"}],"hasPrimaryImage":true,"title":"This summer’s hot spot: Mexico City","accessibilityIssues":{"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true},"hasHtml":true,"litmusApiDate":1574114798592,"popularityScore":0,"author":{"name":"Really Good Emails","slug":"chinpeiyew"}}},{"type":"text","content":"

We’re already hooked with the luchador smackdown. This email does a great job giving readers an idea of what they can do and what they’ll find in Mexico City with engaging photos.

Pros

  • Interesting layout
  • Good CTAs

Cons

  • Making the email more accessible
  • Mostly images

10. Thumbtack

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https://reallygoodemails.com/emails/this-is-not-your-basic-get-together/

","slug":"this-is-not-your-basic-get-together","email":{"hasPrimaryImage":true,"hasHtml":true,"tags":["party"],"content":"","author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":2,"litmusApiData":true,"originalWidth":680,"litmusApiDate":1588787901352,"originalHeight":2279,"publish_date":1588787849618,"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true,"OUTLOOKCOM":true},"slug":"this-is-not-your-basic-get-together","categories":[{"slug":"home-decor-and-furniture","name":"Home, Decor, and Furniture"},{"slug":"summer","name":"Summer"},{"name":"Newsletter","slug":"newsletter"}],"submittedEmailId":"SKnteTVIWb59P70Sud2R","submitter":{"role":"None","slug":"whale"},"title":"This is not your basic get-together","accessibilityIssues":{"accessibility-justified":true,"accessibility-htmllang":true},"companies":[{"slug":"thumbtack","name":"Thumbtack"}]}},{"type":"text","content":"

We love how Thumbtack highlights a block party with...blocky graphics.

Pros

  • Interesting layout
  • Email series

Cons

  • Making the email more accessible
  • Needs one clear CTA
  • Move the “Start a summer project” button below the last image and remove the blue “Start a project” text

11. Friendly\'s

"},{"type":"email","content":"

https://reallygoodemails.com/emails/so-long-sweet-summ

","slug":"so-long-sweet-summ\\" target=\\"_blank\\">https:","email":null},{"type":"text","content":"

The centerpiece banana split sundae in this email really is the cherry on top!

Pros

  • Interesting layout
  • Bright colors
  • CTA

Cons

  • Mostly images
  • Increase the size of the “50% off” text
  • Remove the blue line in the header image just below the “s” in the Friendly’s header logo

12. terrain

View email on Pinterest

Terrain draws readers in with a fun mix of creative illustrations and product photos.

Pros

  • “Vacation or Staycation” includes all readers
  • Interesting layout with product photography and illustrations

Cons

  • Keep the “shop” individual collections text, but remove the italics
  • All images

Know of any summer emails you love that didn’t make the cut?

While these are just 12 really good summer emails, we know there are a TON of other email designs out there that capture the essence of summer in our inboxes. 

Got a good summer email? Submit your email to RGE.

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These summer emails will knock your socks off and keep them off because who wears socks in the summer? ⛱

","title":"12 Summer Emails That Bring the Heat","isDraft":false,"secondaryAuthorText":"Host","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},31872:function(ep){"use strict";ep.exports=JSON.parse('{"title":"The 15 Most Popular Brands of 2021!","created_date":1644949410322,"slug":"the-15-most-popular-brands-of-2021","primaryAuthorText":"Author","type":"article","publish_date":1644949409191,"originalHeight":1440,"categories":[{"name":"Inspiration","slug":"inspiration"}],"originalWidth":2560,"hasPrimaryImage":true,"secondaryAuthorText":"Host","partnerSlugText":"With partnership from","authorSlug":"mtthlbg","content":[{"type":"text","content":"

With over 20,000 emails collected in 2021, it was a big year for emails submitted to the site. What brands send the best emails? What makes some emails perform better than others? This post will showcase the community-picked brands and explain why they are really good.

1) Everlane

Everlane uses inclusive imagery, bold fonts, and exciting color palettes to bring you into their promotional emails. While they tend to rely heavily on images, they are still a great example of what an e-commerce fashion brand can do to showcase a diverse product lineup.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/NCQ_9ap0Zlo

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2) Google

Google is one of the largest brands still invested in bringing an interactive experience to the inbox. They do a fantastic job showcasing high-res product shots and using friendly language from product launches to onboarding emails. 

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/VQtT-8rTJ78

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3) Airbnb

Airbnb brings the anticipation of a good trip right into the inbox. They use detailed instructions and communication in their transactional emails to ensure you feel safe throughout the whole experience. 

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/Ah97l-u0o5U

","embed":"Ah97l-u0o5U"},{"type":"text","content":"

4) Moment

Moment continues to surprise us by using live text and trendy layouts. Their emails are indeed a case study of what to do right with email marketing for physical and digital products.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/oGDbsPNvpw0

","embed":"oGDbsPNvpw0"},{"type":"text","content":"

5) Tattly

Tattly goes above and beyond for their subscribers to bring compelling design and helpful information into their campaigns. Learn how their newsletter has changed over the years.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/IXwB6d89bXY

","embed":"IXwB6d89bXY"},{"type":"text","content":"

6) Ritual

Ritual uses bright colors, illustrations, and engaging GIFs to communicate the value of their product. They use large text and an excellent typographical hierarchy to get the point across.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/QdyovP2Edfs

","embed":"QdyovP2Edfs"},{"type":"text","content":"

7) hims

hims & hers both have clean product shots that make their emails stand out from the rest. While simple at first glance, they use subtle techniques to get you to scroll down the whole email on either desktop or mobile.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/efHhBhoOoHY

","embed":"efHhBhoOoHY"},{"type":"text","content":"

8) JUDY

JUDY emails use storytelling to sell you a product that you hope you might never need to use. While their emails are relatively image-heavy, they keep the branding consistent across their retail emails.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/-ZiNiu_naEQ

","embed":"-ZiNiu_naEQ"},{"type":"text","content":"

9) Fitbit

Fitbit stands out most when they personalize using their fitness data. They can bring that one-to-one communication into the inbox or sell you on their latest technology product.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/cXBleJZ_xPQ

","embed":"cXBleJZ_xPQ"},{"type":"text","content":"

10) Sonos

Sonos mixes lifestyle photography and close-up shots to show how you might use their products. They do a great job creating an aspirational mood in their campaigns.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/cCOSAhMU4eI

","embed":"cCOSAhMU4eI"},{"type":"text","content":"

11) Grammarly

Grammarly uses their first-party data to send highly personalized messages to get you back into their product. They are a clear example to show how timely transactional emails based on user behavior can contribute to the success of your SaaS product.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/hXJV7_0QR3c

","embed":"hXJV7_0QR3c"},{"type":"text","content":"

12) A Kids Book About

A Kids Book About uses typography and colors to help sell their long list of books for kids. Bold headlines and clear CTAs catch your eye in the inbox.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/XxRwIxjSSkE

","embed":"XxRwIxjSSkE"},{"type":"text","content":"

13) Resy

Resy’s email digest style of emails is both engaging and informative. They use highly curated photos and picks to deliver value in the inbox.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/EZsLzvoR4Dc

","embed":"EZsLzvoR4Dc"},{"type":"text","content":"

14) Adobe

Adobe uses short and sweet communications to direct subscribers to a single action. While many of their emails only have a single button, the other content and imagery successfully support the one message they want to get across. 

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/hB2vRxNTdGw

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15) Starbucks

Starbucks uses email to showcase its brand and community in a fun way. They stand out by using mesmerizing GIFs, beautiful gradients, and illustrated background images.

Listen in on our full breakdown on YouTube or Apple Podcasts.

"},{"type":"youtube","content":"

https://www.youtube.com/embed/64XHhETWI0I

","embed":"64XHhETWI0I"}],"description":"

\uD83C\uDFC6 And the winners are...

","isDraft":false,"name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},38883:function(ep){"use strict";ep.exports=JSON.parse('{"secondaryAuthorText":"Host","categories":[{"slug":"tutorials","name":"Tutorials"}],"originalWidth":1140,"hasPrimaryImage":true,"originalHeight":600,"slug":"triggered-email-campaigns","content":[{"type":"text","content":"

Triggered email campaigns 101

Marketers report up to 50% conversion rates on automated emails. Think of a triggered email campaign as a map for your customer journey. You’re sending a message based on an event and/or a segment. “If this happens, then we’ll send this specific email.”

An event-based email campaign relies on customer engagement, an action that the customer takes. An event could be someone subscribing to your newsletter, purchasing a product on your website.

You can create triggered email campaigns based on user engagement and behavior to send a targeted message. Robot-built campaigns can be robotic and more human with personalized content, such as purchase type, similar items other people purchased, and rewards activity.

A segment-based email campaign will be triggered based on customer conditions, such as a customer signing up for a Premium Plan or purchasing a product during your company’s anniversary sale.

Triggered email campaigns can help increase customer engagement to nurture your relationship with your audience. Let’s dive into some different types of triggered email campaigns.

Types of triggered email campaigns

Welcome Emails

The welcome email introduces the brand, the people, the product, and what your audience can expect from you. A quick hey, hi, how are ya welcome email should be scheduled to send immediately after customers subscribe to your emails or make a purchase.

Depending on your company and the goal of your welcome email, you might include a discount for e-commerce emails, a sequence of blog posts, or something else in the email to get customers excited to interact with you.

Onboarding Emails

Onboarding emails can be especially helpful for SaaS companies. Show your audience how to use the software. Walk through how customers can set up their accounts with strong visual content.

Create an email series with images, quick tips, and GIFs of the setup, and point them to your website for more detailed support and instructions. One of the main jobs of an onboarding email is showing customers what’s next. What should they do now that they signed up? Remind them so they get the most value out of their signup/purchase.

Ad:

Confirmation Emails

Transactional emails like a purchase confirmation, signup confirmation, and shipping confirmation help your audience understand where they’re at in the process of interacting with your brand.

When a customer makes a purchase, send a triggered email campaign or an SMS campaign confirming the purchase, personalized with the customer’s name, what’s next, and recommend similar products the customer can purchase (an upsell email).

Next in the purchase confirmation series, send a shipping confirmation email where customers can track their package. Then, send a delivery confirmation email once the item arrives. Finally, send a survey email to get their take on their experience.

That one confirmation email can be the first in a sequence of triggered emails to give the customer all the information they need and to keep them coming back for more because of the experience you’ve created for them.

Upsell Emails

An upsell email can give your customer additional options. “Since you looked at these pants, you might also like this shirt to match” or “People who bought this planner also bought this gel pen.”

An upsell email should create curiosity, leading to an additional purchase or an upgraded purchase. “You can upgrade to Premium for only $15 more, plus get a free month on us.” Sharing a discount can make the deal that much sweeter for your customers.

Back in Stock Emails

When your customers love an out-of-stock item, create an option for them to be notified when it’s back in the store. Asking people to get on the list creates urgency. When the item returns, you want to persuade customers to make that purchase more than ever.

Using verbiage such as “Get it now before it’s gone,” “While supplies last,” and “Limited quantities available” can help guide customers toward purchasing the item so they don’t miss out before it’s gone again. Show them the value in returning to buy the item.

Loyalty Emails

Loyalty emails are another way to create a sense of urgency and customer appreciation with milestones. “Once you spend X amount of money, you’ll earn this freebie.”

You can create triggered emails based on customers signing up for a new loyalty account, showing them how they can earn rewards and save money on future purchases, and send an alert when reward points are expiring.

Loyalty Report found that only 22% of consumers surveyed were very satisfied with the level of personalization in their loyalty program communications. People love to save money and work toward freebies, so have fun with the content.

Customize the emails with your customer’s first name, reward amount, strong product photography, or an illustration, and show how close they are to hitting the next reward milestone.

Re-engagement Emails

A re-engagement email can be targeted toward customers who aren’t actively engaging with a product or aren’t taking action on your emails (ex: segmented based on the condition of 0 clicks or 0 opens within the last 3 months). Show what they’re missing out on by showing the product in action.

You can also offer a promotion, such as an extended trial or a percentage discount on a product. A re-engagement email gives the customer another chance to explore the product, and the customer’s activity can notify the company to continue sending emails, or remove this subscriber due to inactivity. Give them a reason to come back. It needs to be worth the customer’s time and money.

Abandoned Cart Emails

Your customers loved the item but walked away from their cart. Or they exited out of the window. Or maybe they need a discount to come back. An abandoned cart email is a great way to remind customers, “Don’t forget this awesome thing you left in your cart - come back!”

Some brands create a series of abandoned cart emails. For example: “If the customer clicks on doesn’t make a purchase, then we’ll send a 30% discount.” A discount can be an incentive for the customer to go through with making a purchase.

You can also entice customers to return to make a purchase by sharing social proof. People trust reviews and referrals from other people, so this is another way to show the product’s value.

Event Emails

An event email series is a whole other topic in itself, so here’s a quick look at some triggered email campaigns that could help with your event communications.

How to use an event platform

If you’re hosting your event on an event platform other than Zoom, there’s usually an option for attendees to create a profile with their headshot, bio, and links to their social media profiles. It’s like a virtual business card.

Sending an email trigger when attendees register for your event can guide them to create a profile to interact with attendees and speakers during the event. You can also create a series to show registrants how to use the event platform so they’re prepped and ready to go on the event day.

Event reminders

We’re all signing up for who knows how many webinars, workshops, and virtual coffee chats. An event reminder can help your event stand out, remind people to show up to your party, and it serves as a helpful resource, including the time and date of the event, info about the speakers, how to watch the event, and if it will be recorded.

Survey/Feedback

Create an interactive form in an email, or link to an external survey asking about your attendees’ experiences. What did they like about the event? What could be improved?

If an attendee didn’t have a great experience, getting this feedback is an opportunity for you to follow up with the attendee and learn how to improve the process.

Personalize Your Messaging, and Test Your Campaigns Often

Automations are customized, targeted messages that need to be updated frequently. When you meet people virtually, you might have a stock intro that you share in a networking group. Your intro can change as you grow personally and professionally. Update your automations as your messaging changes like you would with your own intro.

Set it and don’t forget it - update your triggered email campaigns often! Keep your personalized messages up-to-date as your message and goals change, and test these campaigns to consistently provide an awesome experience for your audience.

Need more email inspiration? Sign up for a Really Good Emails account or sign in and create collections of your favorite emails.

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Think of a triggered email campaign as a map for your customer journey. You’re sending a message based on an event and/or a segment. “If this happens, then we’ll send this specific email.”

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Jason Rodriguez: Today we\'re going to be talking about keeping customers and building brand love with email. We\'re going to dig into what that actually means in just a minute, but I did want to introduce our awesome panelists today. I\'m Jason Rodriguez. I am not that awesome, but these three definitely are.

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I work at Litmus. I\'m the community and product evangelists, and you\'ve probably seen me before on all these webinars. I\'m joined today by Lyla Val and Mike, which I will let them do their own introductions. Let\'s start with you Lyla. 

Lyla Rozelle: Thanks, Jason, and you are very awesome. Don\'t sell yourself short. I\'m the retention marketing manager here at Litmus. So I\'m working on customer marketing, retention, marketing here. If you\'ve got an invite to a customer webinar or anything like that, it\'s generally coming from me and the email team. So, happy to be here. 

Jason Rodriguez: Welcome Val.

Val Geisler: I\'m Val Geisler and I am pretty obsessed with retention email. I\'m a specialist and consultant to SaaS and subscription-based e-commerce. I love subscription models and talking about keeping customers long term, which just happens to be what we\'re talking about today. So I\'m glad to be here and talk about my favorite thing. 

Jason Rodriguez: Awesome. And Mike, a familiar face around these parts.

Mike Nelson: Yeah! Mike here from Really Good Emails. Thanks for having me. If you\'re unfamiliar with Really Good Emails we are this really weird site that goes out and collects email and categorizes them. So there\'s lots of emails in this category that we\'ll hit on today.

Jason Rodriguez: Awesome. So if you\'re here, you probably know that email is an absurdly valuable marketing channel. At Litmus, we\'ve been hitting on this theme that we like to call email first. That really just tries to remind people that since email\'s so valuable, it should be your go-to marketing channel for a whole bunch of reasons.

Again, because most businesses see a huge return on investment when they do invest in email. So over the years, we\'ve seen averages range from $38 to $44. And even beyond that for some industries in some companies. So since email is so valuable, it\'s probably a great place to invest your time and invest your strategy, but it\'s a great place to experiment with a lot of things too and it has a lot going for it. 

It\'s relatively quick and easy to set up email campaigns to test out different marketing value props, to see what your subscribers, what your customers are responding to. And just see what really resonates with your audience through email first, and then use those learnings to inform a lot of your marketing strategy across all these other different channels.

I don\'t think it\'s any surprise to anybody here on the webinar that email is a very valuable channel and something that you should probably pay a little bit more attention to. But there\'s a lot that goes into the email journey and that journey of your customers from signup all the way through to purchasing, to follow-ups. All these kinds of ideal landmarks that we\'ve found throughout the customer journey and email marketing. There\'s this great kind of idealized path from ConvertKit, which is an ESP, about this ideal customer journey. That first encounter when they opt-in to your email list.

What that ideal welcome email, that onboarding journey, looks like through nurturing your customers and guiding them to their first purchase and multiple purchases after that. But a lot of times that isn\'t really reflected in our actual customer journeys and our subscriber journeys.

For a lot of people, it looks more something like this, where you have somebody subscribe, you have that quick welcome email. They might get a monthly newsletter. You\'ll send them product updates as they happen. but there\'s this really big empty spot in the middle there between those first couple of touchpoints.

Then when you notice that they\'ve lapsed and you need to start winning them back as customers. So we\'re going to talk about a lot of different aspects of this customer journey and these three phases in this relationship building, from onboarding through long term engagement, and winbacks. We\'re going to be focusing a lot on that longterm engagement aspect and what Val has spent so much time looking at. Reducing churn and creating that long term retention.

That\'s the subject of today\'s webinar. We\'re going to look at how to successfully onboard your new subscribers and your customers. What those welcome emails should look like. How different companies are really tackling that really effectively. Then we\'ll really look into how we create that engagement longterm with our subscribers? How do we retain them, even if we\'re not sending out product updates or monthly newsletters? What does that long term engagement really look like? How can we make sure we\'re doing that properly so that we keep people interested in our brands and build all that brand love and keep them coming back over time?

Of course, we all have lapsed subscribers. There\'s nothing we can do to avoid that. It\'s always going to happen, but there are definitely some things we can do well to make sure that even when they lapse, we can win them back and re-engage them effectively. So that\'s what we\'re going to be talking about there.

I\'ll be moderating things, but I\'m going to hand things off to our panelists, starting with Mike to talk about that first phase and that subscriber journey, which is onboarding new subscribers.

Mike Nelson: Thanks, Jason. I\'m glad we\'re doing this today and really want to touch on that point of it being a relationship. When you think about email, email is just one way that you communicate with your followers, your fans, your customers. and these people are actively giving you their information because they want to be contacted. That\'s how the engagement starts. So you have done something to catch their eye to make sure that there\'s some reason to get this going.

There\'s a lot of analogies out there about dating and we\'re not going to go into that today. There\'s a lot of loopholes in that analogy, but there are some successful things that you can do to onboard and welcome new users, new customers, new followers, new readers. So we\'re gonna hit some points out right now.

The first thing is to reinforce your value propositions. If somebody came onto your website or met you in person or they went to an event of yours pre-COVID, now it\'s a virtual event like you\'re doing right now. They liked what they saw and there\'s a reason that they signed up and they wanted your emails.

They might not know everything that\'s behind the curtain, so this is a great time for you to go and show them your value propositions. Why you exist, why you\'re doing what you\'re doing, and why you think it\'s a benefit to them. Then you also need to set expectations.

You don\'t want to be like the super creepy person who says that they\'re going to contact you every day or every six hours to follow up to see how you\'re doing. You need to make sure that people know what they\'re getting themselves into, following that relationship idea. You\'re not going to ask them to move in with you the first day you meet them.

Take it a little bit slow and then find out what they where they are at in the relationship. Then you gotta keep it simple. You don\'t want to overbear them or get too complicated with your messaging. You should have a very direct reason why you\'re contacting them. Maybe it is just a followup to something, but there\'s gotta be something there. The big portion of this whole thing is making sure that there\'s a call to action so they know what the reason is that you contacted them and what you want them to do based on the information that you gave them.

So I\'m going to jump into some cool examples. There is this brand called The Dots out of the UK. They are a hiring and job messaging software platform. I just caught wind of them a few months ago. And like anybody else, I was like, Hey, this seems like a really cool company. I\'m gonna give you my email address and see what happens. 

So this is the first email they sent. This is not like a double opt-in confirmation. This is the one after that. So they already know that I\'m in it to win it. They start off by reinforcing their value proposition right away with, \\"Where a home for the people\\". They tell you upfront who they are, what they stand for, and what they\'re going to do for you. So they\'re setting expectations. As you scroll down in the email they want you to know that they will showcase your work and that they will connect you with creators that they have.

If you keep going down the email, you can RSVP to events they have. You can ask the community questions and get feedback on your resume or projects you\'ve worked on. So they\'re all set up here upfront. Very simple. If it\'s not really wordy. It\'s just keeping it simple.

There\'s a lot of white space in this email. There\'s not a lot of fluffy text. They use icons to draw the eye down and you can easily skim it. Maybe some of these things are from the time you signed up or some things are new, but the icons really help out. And then at the very bottom of this email, they\'ve got a simple CTA, which is \\"explore the dots\\".

They\'ve given you quite a few options to start with and they know that this is just the beginning of the relationship. So they\'re trying to see once you get back to the site or back to their product what you\'re going to do. This is a good way to engage with somebody and figure out, Hey, we\'re going to set some expectations here that we\'re going to give you these tools.

The next thing that they\'re going to do is they\'re gonna start sending emails to make sure that you\'re warmed up. When they send over this email, they want to create some FOMO. Don\'t miss out on this. You\'re really getting an insider track by using The Dots. It\'s more of an extrinsic motivator. So if you\'re familiar with extrinsic and intrinsic motivations, extrinsic are doing things so other people see you. That you don\'t miss something that others are doing. They\'re really tapping into that kind of a mode that this is something that you don\'t want to miss out on in that second email. They have this, \\"Follow companies\\" CTA to let you know there are some really cool companies using this platform and if you follow them you\'re going to get some value out of it. 

The next email they send is adding some social proof to this. So there are brands that use The Dots. This is more again for an extrinsic motivator, but they\'re also showing some opportunities to learn something new and they want you to update your profile.

So not a lot of people are going to get something out of updating their own profile. This is now for other people to see your profile, see what you\'re doing. And this is tapping into this intrinsic motivator. There\'s a reason that you came to us. There\'s a reason that you want to develop yourself.

If you\'re selling shoes or selling tax services, there\'s a reason that people came to you. What is that reason that you can tap into to make that person a better individual? And so, as they transitioned to intrinsic motivators, they sent this last email, which is the fourth one to improve your chances of being discovered, and meet new people.

This is again, building up your own community and finding people to talk to you, learning new things, and creating a safe space for yourself to be creative. 

Those are the first four emails that you get from The Dots. They walk you pretty closely through what they want you to do, but they are also are touching on things that are important probably to you and why you wanted to engage with them in the first place. They remind you or point out new features that you didn\'t see when you signed up.

I said in the very beginning, you don\'t want to be sending too many things all at once. So the cadence is the first day you signed up is that first email. Then on day two, is when you get that second email and then you might think, okay, day three is the third one, but no, they know to not pepper you every single day with something. Here you want to wait and see what your subscribers do with your product or your platform or your services.

They move on to the wait another five days before they send something out. And then again, another seven days till they send out the next one. So they\'re slowly moving you away from everyday contact and just now remind you of things that may be important to you. And as you engage with the site more and update your profile, you\'re going to get different kinds of messaging.

Which is really cool. They\'re going to start tailoring these events, different companies, different people that you should follow based on the behavior, which I love. I love that there\'s this whole one-to-one relationship that\'s being built as you are being onboarded to their process.

Thinking about your company and what you\'re doing, maybe those are ways to bring them in to try products, talking to new consultants, getting them engaged more on your app, there\'s whatever you want, whatever you\'re selling, there\'s definitely a way to keep them engaged and reminded, but also not be overbearing.

If you also look at these emails, they\'re very simple. There\'s only a few lines of text and images, another couple of lines of text, and a call-to-action. They\'re not going into this long-form email about their background and where they were born and why they started the business. 

There are places to do that. That may be in a welcome email. That may be a call-to-action to read more about the history of the business. What they\'re really doing here is staying consistent in their design elements and using a design system here that\'s really recognizable. So the next time you get an email from The Dots, you\'ve been conditioned on what to look at, where to look at it, and what kind of information it\'ll have.

There are lots of onboarding emails out there. Lots of different kinds of types. There are plenty that you will find on ReallyGoodEmails.com as well. 

When I say it\'s a multi-feature, I\'m thinking of something really complex as a product. So maybe like a car company. So if you just bought a Honda, they\'re showing you different aspects of the vehicle that you probably didn\'t know about. Or like Canon cameras, the things that are a little bit more complex to show off in just one email. Spread it out over multiple emails and show different features that make that complicated system or service or product easy to digest.

For the trial example, this is something like Audible. They\'re letting you know that you only have a few days left to download something. 

The next one is a data example where they\'re trying to understand your profile and what your behaviors are and what you like. They\'re asking you for more information. An example that I recently came across was National Geographic. When you first sign up, you get a welcome email and a couple of emails after that. Then they send you one email that says, here are the topics that National Geographic covers, which one are you interested in?

And when you click on one of those topics, The following emails are only dedicated to that topic. They\'ve left out the stuff that you don\'t care about, which is really cool when you start thinking about data collection within the onboarding process. 

A nudge example would be something like Pinterest. If you use Pinterest, letting you know that you haven\'t finished your profile yet, or that there may be a Pinterest board that you need to create or you haven\'t created something in so many days. That is a really good example to keep people engaged. This is not a winback. This is something that\'s sent within the first couple of weeks of you using their system or their platform or their products. It\'s not trying to say, \\"Oh crap, they\'re not coming back anymore\\". This is just a simple reminder. 

An upsell example would be something like Hulu. You go through the rest of the onboarding process, but then saying, \\"Hey, do you want to do Hulu Plus where we take away the ads for you?\\". Because we see that you\'re engaged with all the other emails that we\'ve sent you and you\'re engaged on the platform. We think that this would be a good experience.

Or it might be belts with the jeans that you just purchased. So those are all, some examples of onboarding. Again, it\'s bringing on this relationship. You want to take it at a good pace. You don\'t want to be too overbearing. You want to set expectations. I think a lot of those are going to follow through as we go on to what a long term relationship is. So I\'m gonna hand it over to Val and she\'s gonna talk more about this, cause this is what she does and she\'s really good at it.

She can talk to it better than I can. 

Val Geisler: Thanks, Mike. So onboarding is the first step in building these long term relationships because you can\'t really do this second part, unless you\'ve done the first part.

It\'s really weird to not hear from somebody for a very long time and then all of a sudden have them back in your life regularly. The same applies to email. We want to use email to build long term relationships, especially when you have a subscription-based business. There\'s a tendency for subscription-based businesses to only send receipts every month or only product-related emails. Whether it\'s shipping and delivery notifications on the eCommerce side or product updates on the SaaS side, that\'s the standard. 

I\'m a champion for, increasing that standard to more regular communication. The best way that you can provide value and keep people engaged over time is to show them that they are more than a credit card. That is by saying like, Hey, just because you have signed up for your subscription or made your purchase with us, it doesn\'t mean that now, we\'ve got you and we don\'t need to talk to you anymore. 

There are so many more conversations you can keep having. It\'s one of the reasons that I love this kind of like long term retention.

There are different concepts around the definition of onboarding and retention. What we\'re talking about here is more long term retention. So how do you talk to people who\'ve been around for an extended period who\'ve made several months worth of purchases with you on your subscription or have been a customer on an ongoing basis? What do you do besides send those receipts? 

There\'s a couple of ways to tackle retention and it\'s going to vary company to company and what your relationship looks like with your customers now. I have four examples here for you, but there are so many more ways.

We\'ll dive into these, but there are a lot of examples that different companies have and actually on Really Good Emails. There\'s a retention category. So there are several examples of ways you can increase retention.

Rewarding loyalty. Making sure that they understand, again, that they\'re more than just a credit card to you, that they matter. All human beings want is to feel seen and heard. If you can do that with email, you\'ll have a customer forever. 

Offer upgrades. I know we talked about upgrades in onboarding, but this is a valid part of your retention phase as well. Just make sure that the upgrades benefit them. That it\'s not just all about you and getting more money out of them, but making it speak to what they purchased. Like Mike gave that example of belts with jeans that you just purchased. So making sure that those upgrades benefit them.

Letting them know when you\'ll charge them. Now, this is something that I encourage for anything that\'s a greater frequency than monthly. So if you have a monthly subscription, you don\'t necessarily need to do this. If you have anything like a quarterly or people who are on the annual plan, you definitely want to let them know when they\'re going to get hit with a $400 charge before it happens. Yes, you will see additional cancellations, but you\'ll see fewer chargebacks. So that\'s fun. 

Get them involved. Get them involved in your brand in sharing your best customers. Your long term customers can be an entire marketing channel for you. I like to think about what if you canceled all acquisition campaigns. If you no longer ran any ads or even allowed new customers to join your platform, how would you continue to grow your business? It is through your existing customers. If they can send people a special link to be able to join or buy from you, then they have that power to help grow your brand. 

They do also have the power to kill your brand. We know all about that in the cancel culture. This is one of the reasons why you want to continue an ongoing relationship with your customers so that you keep them close and keep them happy. 

I\'m going to share a few examples with you of those four that we just went over.

The first one is, giving them the offer. With this email, I really love it because it came to me. So these are all actual examples from my inbox. I was a MeUndies subscriber and I got this long after I had started using the product. I think it was probably the second month of my subscription when I was asked to refer a friend. The kind of default in eCommerce is to send that referral request, either immediately after purchase, which like, why would I tell anyone about this product if I haven\'t even tried it yet? Or before it\'s even delivered. 

So I would encourage you to send these kinds of emails after they have had a chance to use the product. See what happens, if you get more referrals, if you push this back. This is also can be a standalone campaign that you can drip out over time. Don\'t just talk about your referral program once and let it go. Continue to talk about it in different ways and share experiences that other people are having. Jennifer referred so many people that she had three months worth of free undies as an example. 

You can tell the stories of your customers. You want to go in asking them to spread the word about your brand, give them something for their efforts.

So this is, \\"Give your friends 20% and get 20%\\". The 20 and 20 is kind of tired. I would say a lot of companies do it. So try and think about how yours can be special and really stand out for your customers. Then get super clear. Don\'t throw this at the bottom of another email, make it its own campaign. There\'s nothing else in this email other than the footer. This is the entirety of the email. So it\'s super clear. 

This is an upgrade idea. We\'re going to encourage upgrades that are relevant to our customer\'s purchases. Again, I\'m a customer of KiwiCo for my kids. This upgrade is in connection with the product that I already subscribed to. The other thing that they\'re doing here is they are showing what it looks like. They\'re showing an example of this product and the way that it connects to my existing subscription.

So this is where those images come into play. This is actually a carousel or it\'s a GIF, but of rotating options, because everybody has different types of subscriptions and you can subscribe to multiple things at once. The other thing they\'re doing here is they are offering it for free for one month.

So they\'re saying, Hey, try it out, see how you like it. They\'re pulling you in as a customer and saying, add this, go do this upgrade. What happens is we forget that we added the upgrade and then we get it the next month. It\'s already on my account and I\'m just going to keep it up. It\'s a really easy thing for me to continue doing after I didn\'t pay for it the first time. 

You want to make it super relevant to them. Let them know that this is actually going to move them onto the new subscription. So this is the deluxe subscription that they\'re referencing the fact that this is not just an upgrade this one time, but it\'s changing your entire subscription and you\'ll continue to get a new book every month. 

So I really love that as the upgrade option in the retention sequence. This came after I had my second Kiwi crate. So again, we\'re talking about those second and third purchases where we want to see these things.

This is a before you charge them, let them know what\'s happening. Lume is a deodorant that I highly recommend if you need a natural deodorant. and they are e-commerce, DTC only. My subscription is something like every eight weeks maybe. I\'m not actually positive. But because it\'s not every single month, I get a notification from them that I am going to be charged that the next shipment is shipping on this coming date. Then they say, Hey, if you don\'t need this right now, you can click here to delay your order. I will tell you, folks, this is the easiest process. 

I clicked and then I chose from a drop-down how many, or what day I wanted to delay too. That was it. I didn\'t have to log into a dashboard. I didn\'t have to fill out any complicated forms. It was super simple and it made me fall in love with this brand even more. It does give me the option to go into my account and make any modifications or cancellations inside of the account.

The other thing is it tells me what actually is in my next order, because we forget. We forget what we had for breakfast this morning. To ask your customers to remember what\'s in their order that they placed, or even have, a running basis from eight weeks ago, it just doesn\'t create a great experience for your customers. This is an incredible email and not enough companies are doing it. 

Then the last one. This is getting your customers involved in your brand. Canva here is asking their customers to share their designs. So this is a bit of a Christmas competition. They want you to use a hashtag. So they\'re building their brand recognition with a particular hashtag. If your company doesn\'t have a custom hashtag create one for a campaign. 

Help them help you by this is them referring their friends in it\'s an inherent referral, right? It\'s them publicly saying I use this platform and I love it so much I\'m sharing this information, whether it\'s their own image they created, or maybe if you have a physical product, it\'s them wearing or using the product. 

There are all different ways that you can get your customers involved in showing off your product. Then return the favor they\'re showing off your product and use your larger platform to show them off. People love to be seen and heard, and there\'s no better way to do that than to show them off. To say, Hey, here\'s our really cool customers and we want you to know about them. This is especially true if you are in B2C.

Your customers want to have their story told, and your brand offers a platform that they don\'t otherwise have. So return the favor when they\'re sharing the love for you. There\'s like a dozen more ways to talk about retention, but the next phase is super important to winning back lapsed subscribers.

So I\'ll turn that over to you, Lyla. 

Lyla Rozelle: Thank you so much. Okay. So I was going to use a relationship analogy, but now that Mike has called them out, I\'m not sure what to do.

That\'s always been my go-to, but he\'s absolutely right. There\'s plenty of loopholes that make it fall apart pretty quickly, but regardless if it\'s not like dating, it\'s definitely a relationship. Sometimes every relationship needs to have a little magic back in it and needs to reignite the spark.

Val has this great analogy about the dinner party. Maybe the dinner party needs a little bit of a song change. A tempo mix up. So now how do you reel them back in? I think there\'s going to be a lot of similar threads or things kind of weaving throughout a lot of these conversations because so much of what makes email really good is consistent throughout pretty much every step of the process.

You may see a lot of these things that we\'ve talked about repurposed for each step. I think that\'s pretty interesting and I\'m glad that we\'re kind of all aligned on that. 

So similar to kind of what Val just talk about, I like to share a strategy that the great American writer, David Sedaris, once shared. He says that whenever he likes to go out to a store, he tries to make the transaction more about the conversation and the moment that he had with the cashier or the person working and himself, he likes to learn something about them. Have a memorable interaction that puts that little spring in his step for the next part of the day and kind of makes it go beyond just feeling like that kind of transaction. 

When a business transaction is taking place, sometimes it just kind of feels split. I always kind of feel like I\'m trying to replicate that feeling with email. Of course, it makes it a whole lot easier if you have that messy middle, that Val talked about, fleshed out with great emails that are working on building that relationship and helping your subscribers learn more about you and vice versa.

Even better if you\'ve really set that up in the onboarding phase as well. Each part kind of feeds into itself and even if they\'ve canceled, if you\'ve sent them off nicely and they had a great off-boarding, that\'s so much easier to try and win someone back then desperately trying to prevent someone from canceling.

To Val\'s point, not telling them when they\'re going to get charged, not wishing them well, not letting them easily leave. Trying to win them back after that is way, way harder. You have to rebuild the trust that you\'ve established to get them to sign up for your emails in the first place.

If someone\'s checked out of your emails completely, definitely make sure that your next touch brings a ton of value. I\'ll show a couple of examples of companies doing that. You can\'t really set and forget a solid win back program. Not that you can really do that with any emails, but winbacks are something that kind of need to be discussed recurring, 

With every campaign or launch or upcoming event, it\'s a good bullet point to add to your kind of kick-offs like, Hey, how can we get lapsed customers to check this out? Or what can we do to bring people back as a result of this campaign? Those types of discussions are really good, even if it\'s like a small group of people. A lot of times it\'s repurposing some of these discussions and emails that you\'ve already had, but for a different audience. 

After going through a ton of examples and working on a lot of winback campaigns myself, I think there are a few key elements that boil down to honestly, very similar to most of the key principles of great email. Make your email valuable and mean something to your customers through content, knowledge, or product offering or your community.

After you do win them back, let\'s feed them back into that lifecycle that we\'ve been talking about this whole 40 minutes or so. Don\'t let them just disappear again for another few months until they get another winback campaign. 

To me, that kind of feels like my relationship with my parents. I\'d never call them till they guilt trip me and text me and get them to call them. Then there\'s a lot of waiting. Then all that kind of happens again. So don\'t be a bad kid like me. For your customers, definitely keep in touch and don\'t just try and ask for something out of nowhere and then disappear again.

We\'ll get into my examples now. I\'ll share a few that just kind of run through some of the key elements that I mentioned above. The first one here is from American Airlines. I got these all on Really Good Emails, so you can find them there. 

Here I\'m learning that I could lose miles if I don\'t make a qualifying purchase on my credit card or go ahead and like redeem the miles. American Airlines wants me to make the purchases. So they\'ve given me a bunch of ideas on how to spend that money with all these CTAs, all these links, which I like. There might be a lot of links here, but I still liked the approach in general. I like that they have some time listed here, but it\'s not \\"act now\\" and it doesn\'t feel cheap to me.

It also has your rewards number at the top, so that if you need to call and ask a question or you want to log in, you can make sure that it matches up with the email. It also makes the email feel a little bit more secure to me and more personalized, but not overtly.

Not like a, \\"Hello Lyla, we see that your birthday is XYZ\\". Just leaning into the personalization because they\'re trying to check a box. I really like that it\'s used here a little strategically. Another example of this might be like a login button or other things that kind of tie back into how they\'ve used your product or what they\'ve purchased. So you can build that security up. 

The next example is Unsplash. This is a nice example of a little nudge, but that\'s not an onboarding nudge. This is someone who\'s already done something a while ago, and they\'re trying to get you to do it again.

I love the hero image. It\'s nice and attention-grabbing. I like the copy. It\'s not trying to do a ton of things at once. The focus on this email is really sharp. A lot of times when we want to win customers back, a little bit like in the American Airlines example, we can get too excited so the message can get a little muddled. Like, Oh, we want them to do this and do that and do this. But here Unsplash has obviously determined that contributing a photo is really important for them and that\'s pretty clear. There\'s also a little CTA below the fold that says the same thing.

So, this email is good. It gives us a nice little bit of sneaky FOMO. Hey, this is what\'s been happening without you. This is like a sister email to a few of Mike\'s examples in onboarding, right? They\'re using that extrinsic motivation, plus their previous knowledge of you to get you motivated and do that nudge. 

One cool thing that could kind of take this email to the next level, or even maybe target people, in a different group would be to target people who have posted topics in these trending topics before and say like, Hey, your topic is trending. Get your eyes on the photos, go post something, you\'ll get more visibility, something like that. Something that\'s actually going to help your customers get more value out of your platform. It doesn\'t just serve you.

We can head over to my last example. So, Asana will always be in my examples. I\'m sorry. It just happens that they have a lot of great emails for what I often want to talk about. This is more for product launches, but the design of this email is a showstopper, in my opinion. I love the copy. It lets me know that something has changed at Asana without having to decode like some marketing speak or a scroll around or get some teasers.

It just says the Asana is faster. Cool. Then a clear, easy CTA to give it a try. My only thoughts in this email and I might\'ve missed this, but Asana was never slow for me. I\'ve been a really happy Asana user for many years. So I\'m probably not the target audience, which is why I might be confused, but it did remind me of a good point.

If you\'re going to use a product launch or an improvement, to get folks back, make sure you\'re telling the right folks the right message. If they\'ve given you feedback on that in the past, closing the loop with customers on feature requests or anything is also a good touchpoint, but making sure that you know who you\'re talking to and you\'re telling them the right thing.

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As an example, recently at Litmus, a tool we use announced via email that they\'ve fixed a bunch of bugs. That was kind of the only announcement in the email. A few folks on the team were like, what is this email about? This doesn\'t really tell me anything. Who cares about bugs? But for myself who uses the tool very often. It\'s actually a very buggy tool and that\'s kind of known. So for me, it was really important and it was actually a big deal. I think they could\'ve maybe fixed some of the confusion by segmenting out those folks that didn\'t really use the platform regularly. Since they obviously don\'t know it\'s buggy and now they do know.

That\'s why one of my big things is all about segmentation. Right message, right time, right people. I\'ve got one last little bit and then, I\'ll wrap it up here. I just want to make the note that you can\'t leave people hanging. You can\'t ghost. 

This is where that loop comes in that talks about, Don\'t leave people in that winback confirmation cycle. The not calling your parents and then them texting you to call them. Keep them in your thoughts and think about how you can bring them something valuable every once in a while so they also keep you in their thoughts.

It\'s about building that relationship and a relationship is a bit of a two-way street. So if they\'re giving you money, or contributing their time or whatever it is, for your product, it\'s definitely helpful, and meaningful to them if you give them something in return through your email program.

I\'ve got a few other ideas on here... Discounts. Messy area, because then you can set the precedent that you\'re just going to give discounts forever to get people to come back. We were just talking about on our call before this, how we abandon carts on purpose sometimes to get the discount. 

I bought a new house and I\'m home shopping right now and I\'ve definitely done some of those tactics. Be careful with discounts. It can really set a precedent that your product isn\'t worth as much as you\'re charging for it. It can get more and more difficult for you as you move forward, trying to get people back. They just expect the discount code and that\'s it.

It can be done. There are really creative ways to do it. Val\'s example was a great one. Free shipping is another good one that Mike brought up. I think that\'s it from me. 

Jason Rodriguez: Awesome. So I definitely see some questions coming in, which I want to get to. Quickly just kind of remind people of some of these steps that you could take next to look at your own onboarding retention and winback campaigns.

When it comes to onboarding, I think for all of these categories, one of the key things you should do is review all of your emails on a fairly regular basis to make sure that you\'re setting the right expectations, that you\'re providing the value that you really need to provide your subscribers so that you can build that relationship in that longer-term relationship. For onboarding, make sure that your welcome emails are setting the right expectations. That you are doing that upfront work to reinforce your value proposition so that people know what they\'re getting into, what they can get from you as a company, and just give them the tools and the resources they need to kick that relationship off on the right foot. 

When it comes to retention, try to go beyond just buying it, reinforcing like, Oh, we can buy this thing and try to keep them engaged with your brand beyond just buying. I think Val had some great examples in there about using social stuff, creating these social campaigns, showing off what people have created with your product, or what they\'ve accomplished with your brand. Just by reinforcing that kind of relationship and that loyalty between yourself and your customers long term beyond just trying to get them to buy things on a somewhat regular basis. 

Finally, review those winback campaigns to make sure that you\'re offering something truly valuable, and they are really easy to take advantage of. I think Lyla had that great point that you don\'t just want to do that solely through discounts every single time. That does tend to set a bad precedent and you get a lot of people that are abandoning carts, just so they can get those discounts because they know that they\'re going to get \'em. So think about what other value you can offer you or your customers that have lapsed. 

I do want to get into QA though. I know we\'re getting close on time here, but a couple of really good questions. One of them that\'s come through in a couple of different variations is with industries like travel, health care, higher education, things that are not specific like smaller products or something that people might buy on a more regular basis.

What do you three think about how you can tackle engagement longterm for those types of industries where it might be a year or more between those purchases? Because not everybody can afford to go on a big trip or in higher education it\'s more yearly as you get further on in your education.

So maybe Val, we could start with you about thinking about engagement, longterm, that retention for these longer life cycles for customers. 

Val Geisler: Yeah. This is where I love telling customer stories. So whether it\'s the trip of a lifetime or the family trip before a parent deploys overseas, or those kinds of compelling stories that your customers have. Buying their teenager their first car. Those kinds of big purchases, there are stories that go along with them, and then you can use those stories to show that you care about your customers and that you\'re telling their stories. Sharing real pictures of them and using their names and reaching out to your other customers and sharing those stories. 

These are also useful in that kind of pre-purchase. Where you can get people seeing themselves making this kind of purchase through someone else\'s story. It does also keep people seeing themselves in the future. Going on another vacation or buying another car for their kid that\'s going to turn 16 in three years. 

Yes, there may be a long period, but there are lots of stories to tell. The more you can show your customers the different ways that they can see themselves living that same story, the better off you are in the long run.

It\'s also just about staying top of mind and you can use the stories to do that. We get so much information all the time that by showing up in their inbox regularly, keeps your brand top of mind when they think vacation or car or whatever that big purchase is.

Jason Rodriguez: Cool. I feel like, especially in healthcare, higher education, finance stuff like healthcare insurers. There are some insurers that are doing things well. Where you only buy insurance or opt into it once a year. So there is that longer cycle, but there\'s a lot of opportunities to remind people about how to stay healthy or what kind of checkups they can get and there\'s a lot of different touchpoints that you can do. 

I get a sense that if you think about your industry, there\'s probably a lot more touchpoints you could take advantage of that most other competitors aren\'t doing, because people just don\'t spend the time investigating and thinking deeply about where they can do that.

Val Geisler: Yeah, absolutely. 

Mike Nelson: This is really also a big point about just data collection in general and using that data for your benefit as a company. If you have an app or you have customer information that shows their behavior and their pattern of usage you can extrapolate, some of those data points to better inform your future emails.

So in the sense of like a car, or car insurance, I might have purchased something like a year ago, but now I\'ve got something plugged in my car to show how many, how many miles I go per day, or how often I check into my car insurance. Maybe I got a ticket or something. I\'m not saying I did, but maybe I did.

Those are different points to touch base with your users because you see them engaging the certain different points and that should infer that they\'re looking for information and you can take that information and benefit. So same with travel. I work pretty extensively in travel.

Just because somebody travels one big trip a year out of the US doesn\'t mean that they\'re not looking for one of those smaller weekend getaways that are closer to home. So what is their behavior like when they travel near versus when they travel far? Are you able to extrapolate some of that data based on their search behavior or things that they have looked at to see what\'s close to home? So there\'s definitely ways to look at the data. and benefit, your relationship in the sense of there are different types of people and at different times to reach each of those individuals.

Jason Rodriguez: Well, I think one of the questions that a lot of people have, and I know it\'s something that every email marketer struggles with is, how do you winback or how do you re-engage people that have unsubscribed for your emails? How do you get them back into your email program? 

I\'m just going to throw that out. Anybody who wants to tackle it have at it.

Mike Nelson: I\'ll go for it. So, this is where you really need to up your social game and your customer experience, because even if they\'ve unsubscribed, they still may be purchasing from you or still be looking at you as a source of truth or information. Allowing them to opt back in is really important.

You should be using pop-ups on your website to again, push down that value proposition. There might be segmented email newsletters or journeys that they could opt-in for. I know Harvard Business review does stuff like this, or The Hustle has their own different, side thing that they do just for certain niches.

I subscribed for the entire thing, but now there\'s something I\'m looking at. It\'s very specific to what I want. I only may want to learn about that for four or five emails long and I\'ll resubscribe to those very niche newsletter journeys. 

Jason Rodriguez: Alright, so I have one more before we kind of wrap up here.

I\'m seeing a couple of variations of this question too, but a perennial problem with email marketers and just anybody doing their job really is getting stakeholders and bosses to buy-in and support these initiatives. 

So what are some techniques or what are some tactics people can use to get stakeholders to buy into investing in longer-term retention or better win-back campaigns, especially since a lot of times, those don\'t see the immediate value or immediate sales? Especially when I\'m thinking about that long term retention. 

Val Geisler: I got asked this a lot at the last Litmus Live. Like, okay, this is all great and I want to do it, but how did I get my boss to give me the time in the week to do it? My answer is that building these retention campaigns have value in marketing in multiple places. If for some reason they don\'t work out as email campaigns, these are now great pieces of marketing collateral for social campaigns. There\'s any number of use cases for these emails. 

I always love to position it as, give me X amount of time, and so in long term retention, we\'re probably talking six months or I don\'t know that they\'re going to give you a year on it, but maybe. So say, give me six months, let\'s put these into place and see what happens and I\'m willing to be wrong, but at least we\'ll know. We don\'t know if we don\'t try it.

On X date, I will deliver you the findings and we\'ll make a decision from there as to whether we keep going on this. I think just defining your parameters around how much time you\'re going to invest in creating these campaigns and then telling them exactly when you\'re going to report back on it and just say, again, that like willingness to be wrong.

Knowing that you probably won\'t be, but just putting that out there and saying I\'m willing to abandon the project if, after X amount of time, we aren\'t seeing the results we want to see. 

Jason Rodriguez: Cool. I know where I think we might have time for one more. How do you kind of balance all these email efforts?

We talked about email being first and that being your go-to channel, but then how do you take some of these learnings or balance this across different channels, like social media. So if you\'re investing all this time into retention campaigns or into winback campaigns, but you do have a really strong social media presence.

What does that balance look like? For brands to achieve that effectively?

Mike Nelson: I see these other channels as almost influences on your strategy. If you are doing something specific in a storefront or talking to people and it really resonates with them, I would add that into your onboarding process or a winback process to really reemphasize that value proposition that rings true.

Again, it\'s a testing environment on social. You can test different subject lines, different images, to see what people are engaging with. You can apply that over to email as well, or vice versa. You can find out what happens in email and go apply that to social media to grow your presence and see who else resonates with the value proposition that you already have with your current customers.

Jason Rodriguez: Cool. Good advice. So we\'re going to be wrapping up here, but did want to give everyone a couple of resources. Really Good Emails. Again, just they\'re known for collecting so many amazing email campaigns and just sharing them with the world, but they also do a really good job of categorizing things too.

So there are three categories in really good emails that are very pertinent to this discussion. So definitely check out the welcome, the engagement, and the winback categories.

Then be sure to check out a bunch of different resources, Litmus.com, especially on the blog, over at Litmus.com/blog. Val has fixemychurn.com and that dinner party strategy, which is amazing. I definitely recommend checking that out. I was actually looking at it the other day, cause it was so helpful. That\'s at fix my fixmychurn.com/tdps

Then ReallyGoodEmails.com for sure, because they have so much inspiration, a bunch of resources, a bunch of articles, a great YouTube of email teardowns, and the kind of stuff to help everybody with these different phases of the subscriber journey.

So that\'s going to do it for us today, though. Thank you so much for joining us. I\'m really happy that we got to talk through some of this stuff. And thank you so much, Val. Mike and Lyla for joining me today and we will definitely have all three of you back on to talk about some of these great email topics a little bit later.

Val Geisler: Thanks for having us. 

Mike Nelson: Thanks y\'all. 

Lyla Rozelle: Thank you.

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We teamed up with Litmus and Val Geisler to share strategies on how to get customers to buy again and build deeper relationships with them.

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Audiences are inundated with more webinar and event emails than ever. In a 2020 event outlook report, 93% of marketers said they planned to invest in virtual events moving forward. And that was before the pandemic hit in full force.

But events have changed, and so have event emails. Readers want to know what the event will do for them, if it’s a good fit for their time, and if it’s worth their money. This is where you come in. Guide your audience, show them the value of your event, and work smarter not harder with your promotional event emails.

Explain the RSVP

Most events are recorded, especially webinars or conferences. Take Litmus Live, for example. Litmus announced in that it would switch from hosting Litmus Live, its annual paid conference in three locations (Boston, Silicon Valley, and London), to hosting Litmus Live Everywhere online.

This new format still gave email geeks the opportunity to learn and participate in workshops, but the events are free, and attendees can watch from the comfort of their home.

In order for your company and events to pivot like this, you need to explain the value of your event and guide your audience to the registration page. If an event is free, why do people need to RSVP? What will entice them to click into your event and watch rather than schedule something else because your event was free?

Notify attendees when you’re going live. Explain if and how the event will be recorded. Let them know when recordings will be available. Place the recording information in proximity to your CTA button.

The key here is to make the RSVP process simple and easy for your audience.

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Use social proof

Entice your audience to come to your event based on other people’s experiences with prior webinars and events.

If your brand doesn’t have social proof for an upcoming event, send a quick survey to people who attended the last event and ask them for a quick quote or stat that you can use.

If this is your inaugural event, ask for quotes from people who have worked with you and request speakers to get quotes from their audiences who have heard them speak. You can use a combination of testimonials from those speakers and your internal team to beef up your social proof.

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Create a personalized experience

Yes, you should collect first name, last name, and email address at the minimum. But also create a personalized experience in the event email and at the event. How can attendees interact with each other? Is there an opportunity for 1:1 networking?

Can you poll attendees before the event and incorporate that (or give attendees shout-outs at the event)? If not, how can you create that experience for them?

Test elements throughout your event emails, such as photos of previous attendees, an app screenshot, original photography, or illustrations to see what receives the most engagement.

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Dedicate a resources page on your event website

A resources page can help guide your audience through the online platform they’ll be using, as well as access important documents like the event schedule.

Include a branded downloadable Google Doc for attendees to take notes during the event. Another interactive option is to create a spreadsheet for attendees to fill out their contact info and social media profiles so they can exchange virtual business cards, networking before, during, and after your event.

Outside of the documents, will attendees need to learn how to use an online platform for your event? Even if you’re hosting the event on Zoom, some audience members might not be familiar with the platform (or maybe they delete the app when they’re finished with a call).

Include all of these instructions on how to download and use the online platform with screenshots and text to walk them through it on your event website resources page.

Create a strong follow-up email

You’ve worked so hard to get attendees in the virtual door, so keeping them engaged post-event is just as important! If you promise them a follow-up with recordings, follow through on that promise. Don’t be the friend that says, “Yeah! Let’s hang out sometime!” leaving the details up in the air.

Inform your audience on how they can view the event recordings, how they can stay connected with more information on upcoming events, continuing the conversation online, and connecting with speakers.

The dos of online event emails

  • Highlight event speakers – show people’s faces in the emails and link to information about their session or their background
  • Set up an email sequence leading up to the event
  • Ideally, you should start marketing 2 - 3 months before the event
  • If you’re short on time, focus on the most important details in the event email.
  • In this case, less means more (don’t spam attendees’ inboxes – serve them the most critical information with the little time that you have)
  • What’s the time and date of the event?
  • Who are the speakers?
  • What’s the agenda?
  • How can people sign up?
  • Do people need to learn an online platform to attend?
  • Space out the information in a series of emails OR tease some information in the email and lead your audience to your website or registration page with the full agenda.
  • Follow up promptly after the event with another sequence:
  • How to access event recordings
  • Next steps + how to stay connected with speakers and conference updates
  • Continue the conversation on the website, forum, or social media

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The don’ts of online event emails

  • Don’t cram everything in one email.
  • Don’t forget to explain the “why.” What’s the job of the event? You have to demonstrate the value because time is valuable. Whether someone is listening on their lunch break, in the background during work, or on a day off, they want to know why they’re tuning in.
  • Don’t use a stock photo of someone behind a computer or a top-down shot of someone writing on a notepad. That kind of imagery doesn’t contribute to the value you’re trying to highlight.
  • Don’t forget about the follow-up! You spent a lot of time getting attendees in the door online, so, nurture that relationship.

Really Good Event Email Collections

Get inspired with these event email collections on our site:

Kira\'s collection of event emails features bright and bold designs from companies like Bit Bash, Litmus, Emma, and Google.

"},{"type":"collection","content":"

https://reallygoodemails.com/kiradunn/collections/wYOzPbfnrALLkuOtp4Gn

","slug":"wYOzPbfnrALLkuOtp4Gn","userSlug":"kiradunn","collection":{"slug":"wYOzPbfnrALLkuOtp4Gn","ownerSlug":"kiradunn","name":"Events","totalPosts":21,"description":"","thirdPost":{"privatePostId":"rXKDQdImbw0feSTTZ1ed","email":{"slug":"the-conference-livestream","originalWidth":680,"originalHeight":2166},"dateAdded":1572993460102},"secondPost":{"dateAdded":1572993507426,"privatePostId":"H782vrDP5SR6Vyq0ypQ1","email":{"slug":"email-design-conference","originalHeight":3038,"originalWidth":680}},"dateCreated":1572992766223,"firstPost":{"dateAdded":1572993519974,"privatePostId":"ztAyDlQ1e1eOVREHJ43K","email":{"originalHeight":2406,"originalWidth":680,"slug":"invest-in-yourself"}},"dateUpdated":1572993520287,"posts":{"announcing-open-registration-for-next-18":{"slug":"announcing-open-registration-for-next-18","dateAdded":1572993049417,"email":{"originalHeight":1848,"slug":"announcing-open-registration-for-next-18","originalWidth":680},"privatePostId":"EhLKRPJLI7XoYYgXaO1D"},"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th":{"slug":"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th","privatePostId":"hbKbqHxvk4ni6qoxG8hW","dateAdded":1572993194550,"email":{"slug":"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th","originalWidth":680,"originalHeight":1512}},"coming-to-a-city-near-you":{"slug":"coming-to-a-city-near-you","privatePostId":"jrpwoj668jZzWpIcF1OB","dateAdded":1572993155031,"email":{"originalWidth":680,"slug":"coming-to-a-city-near-you","originalHeight":1952}},"countdown-to-synapse-last-week-to-save-on-tickets":{"slug":"countdown-to-synapse-last-week-to-save-on-tickets","dateAdded":1572992897936,"email":{"slug":"countdown-to-synapse-last-week-to-save-on-tickets","originalHeight":7574,"originalWidth":1360},"privatePostId":"K81b8aoVA0YM5XX6Kwue"},"eiq-2020-details-are-here":{"slug":"eiq-2020-details-are-here","email":{"originalHeight":3062,"originalWidth":1360,"slug":"eiq-2020-details-are-here"},"dateAdded":1572992766640,"privatePostId":"OyHHUtQjl62bDmhPxBcf"},"email-design-conference":{"slug":"email-design-conference","email":{"slug":"email-design-conference","originalHeight":3038,"originalWidth":680},"privatePostId":"H782vrDP5SR6Vyq0ypQ1","dateAdded":1572993507426},"highlights-from-connections":{"slug":"highlights-from-connections","privatePostId":"Pn6x8qP20kZN11H5iVHW","email":{"originalWidth":680,"slug":"highlights-from-connections","originalHeight":1902},"dateAdded":1572993036164},"introducing-our-wellbeing-line-up":{"slug":"introducing-our-wellbeing-line-up","dateAdded":1572993099260,"email":{"slug":"introducing-our-wellbeing-line-up","originalWidth":680,"originalHeight":3315},"privatePostId":"nu0JIQ5fDw8IXFHdD9vU"},"invest-in-yourself":{"slug":"invest-in-yourself","email":{"slug":"invest-in-yourself","originalHeight":2406,"originalWidth":680},"dateAdded":1572993519974,"privatePostId":"ztAyDlQ1e1eOVREHJ43K"},"it-s-not-too-late-google-science-fair-is-still-taking-ideas":{"slug":"it-s-not-too-late-google-science-fair-is-still-taking-ideas","dateAdded":1572992985631,"privatePostId":"PDpluqMlbKbHJftbLXM7","email":{"originalHeight":1663,"slug":"it-s-not-too-late-google-science-fair-is-still-taking-ideas","originalWidth":680}},"its-here-our-full-loupe-conference-lineup":{"slug":"its-here-our-full-loupe-conference-lineup","privatePostId":"Rqz5bRpEoSaNw2U0lxzA","email":{"slug":"its-here-our-full-loupe-conference-lineup","originalWidth":680,"originalHeight":970},"dateAdded":1572993018166},"just-announced-aaron-draplin-at-mu-2017":{"slug":"just-announced-aaron-draplin-at-mu-2017","email":{"slug":"just-announced-aaron-draplin-at-mu-2017","originalWidth":680,"originalHeight":1804},"dateAdded":1572993063807,"privatePostId":"TQOuKLkD3cYNtMbYh78k"},"learn-create-and-be-inspired-at-the-apple-store":{"slug":"learn-create-and-be-inspired-at-the-apple-store","email":{"originalWidth":680,"slug":"learn-create-and-be-inspired-at-the-apple-store","originalHeight":5037},"privatePostId":"6SlVh0B4GO9Q2K3J8zLK","dateAdded":1572992969575},"litmus-live":{"slug":"litmus-live","privatePostId":"bURQuphxumC8ZVc2Euy7","email":{"originalWidth":680,"originalHeight":2632,"slug":"litmus-live"},"dateAdded":1572993125902},"litmus-live-2017-tickets-on-sale-now":{"slug":"litmus-live-2017-tickets-on-sale-now","privatePostId":"7HzidCxJexaFNt4Dc13b","email":{"originalHeight":1419,"slug":"litmus-live-2017-tickets-on-sale-now","originalWidth":680},"dateAdded":1572993178368},"mark-your-calendar":{"slug":"mark-your-calendar","dateAdded":1572992950432,"email":{"originalWidth":680,"slug":"mark-your-calendar","originalHeight":3396},"privatePostId":"PTXUd8UZDZH6eNAaOI1Y"},"smiles-davis-you-ve-been-invited":{"slug":"smiles-davis-you-ve-been-invited","email":{"originalHeight":2302,"originalWidth":680,"slug":"smiles-davis-you-ve-been-invited"},"privatePostId":"fAr2QSqr0tZKobwDDPWi","dateAdded":1572993000820},"the-conference-livestream":{"slug":"the-conference-livestream","privatePostId":"rXKDQdImbw0feST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Jessie\'s event emails collection features designs from Apple, Sprout Social, and Mintel.

"},{"type":"collection","content":"

https://reallygoodemails.com/jiexikalicious/collections/FbEFD32jFHbXdgtEGJub

","slug":"FbEFD32jFHbXdgtEGJub","userSlug":"jiexikalicious","collection":{"slug":"FbEFD32jFHbXdgtEGJub","ownerSlug":"jiexikalicious","thirdPost":{"email":{"originalWidth":680,"slug":"live-today-intro-to-zoom-webinars","originalHeight":1698},"dateAdded":1602088804418,"privatePostId":"dlBXX5d8BGAvdmfLBswH"},"name":"Events","firstPost":{"privatePostId":"pNC0K2GBxiRcppEIsvIO","dateAdded":1654614880466,"email":{"originalHeight":1976,"originalWidth":680,"slug":"last-week-to-apply-for-a-data-momentum-award-"}},"dateCreated":1575468880714,"description":"","totalPosts":18,"secondPost":{"dateAdded":1629816880687,"email":{"originalHeight":1262,"originalWidth":680,"slug":"youre-invited-a-fireside-chat-on-fertility-family-and-financial-wellness"},"privatePostId":"cUDQuR35nmg7bBZNA6ct"},"dateUpdated":1654614880648,"posts":{"10-free-sessions-10-hot-topics-10-top-experts-you-in":{"slug":"10-free-sessions-10-hot-topics-10-top-experts-you-in","privatePostId":"OFKutLVLU4Rmy1NZY20i","email":{"slug":"10-free-sessions-10-hot-topics-10-top-experts-you-in","originalWidth":680,"originalHeight":3412},"dateAdded":1582050974946},"announcing-loupe-a-new-design-conference-by-framer":{"slug":"announcing-loupe-a-new-design-conference-by-framer","privatePostId":"R0uYz66ob2ru4OpXaCgW","email":{"slug":"announcing-loupe-a-new-design-conference-by-framer","originalWidth":680,"originalHeight":878},"dateAdded":1582051115037},"bit-bash-2017-tickets-on-sale-now":{"slug":"bit-bash-2017-tickets-on-sale-now","privatePostId":"Am4Yq16UkaNQFRj5aWcr","email":{"originalHeight":2562,"originalWidth":680,"slug":"bit-bash-2017-tickets-on-sale-now"},"dateAdded":1582050133758},"gdpr-are-you-ready-the-countdown-begins":{"slug":"gdpr-are-you-ready-the-countdown-begins","dateAdded":1575468881265,"email":{"originalHeight":1850,"originalWidth":680,"slug":"gdpr-are-you-ready-the-countdown-begins"},"privatePostId":"XKTa5IQGcN0vFVA7BiSv"},"gil-shuler-join-us":{"slug":"gil-shuler-join-us","privatePostId":"UsIG0446YjvwM55CYbKi","dateAdded":1575477362472,"email":{"originalWidth":680,"slug":"gil-shuler-join-us","originalHeight":2588}},"improve-your-remote-design-process":{"slug":"improve-your-remote-design-process","email":{"originalWidth":700,"originalHeight":1313,"slug":"improve-your-remote-design-process"},"dateAdded":1602088767810,"privatePostId":"3CY8BKir1bLJ4ORqCGbz"},"it-s-not-too-late-google-science-fair-is-still-taking-ideas":{"slug":"it-s-not-too-late-google-science-fair-is-still-taking-ideas","dateAdded":1575664083764,"email":{"originalHeight":1663,"originalWidth":680,"slug":"it-s-not-too-late-google-science-fair-is-still-taking-ideas"},"privatePostId":"THYtyd8nevNwyckD66W8"},"its-time-to-sign-up-for-an-email-marketing-seminar":{"slug":"its-time-to-sign-up-for-an-email-marketing-seminar","email":{"originalHeight":1979,"originalWidth":680,"slug":"its-time-to-sign-up-for-an-email-marketing-seminar"},"privatePostId":"2vZnGV4J2awEocVVIGwf","dateAdded":1575664104169},"last-week-to-apply-for-a-data-momentum-award-":{"slug":"last-week-to-apply-for-a-data-momentum-award-","email":{"slug":"last-week-to-apply-for-a-data-momentum-award-","originalWidth":680,"originalHeight":1976},"dateAdded":1654614880466,"privatePostId":"pNC0K2GBxiRcppEIsvIO"},"live-today-intro-to-zoom-webinars":{"slug":"live-today-intro-to-zoom-webinars","email":{"originalWidth":680,"slug":"live-today-intro-to-zoom-webinars","originalHeight":1698},"privatePostId":"dlBXX5d8BGAvdmfLBswH","dateAdded":1602088804418},"registration-is-now-open-for-next-19":{"slug":"registration-is-now-open-for-next-19","email":{"slug":"registration-is-now-open-for-next-19","originalWidth":680,"originalHeight":1383},"privatePostId":"Ablmb91x6Tnar5wG0dFK","dateAdded":1575470313953},"save-the-date-graduate-exhibition-in-december":{"slug":"save-the-date-graduate-exhibition-in-december","email":{"slug":"save-the-date-graduate-exhibition-in-december","originalHeight":2325,"originalWidth":680},"dateAdded":1582049910552,"privatePostId":"mOMHf3dwJew7X3iDvUv6"},"see-you-in-denver-next-month":{"slug":"see-you-in-denver-next-month","dateAdded":1575664095010,"email":{"originalHeight":3335,"originalWidth":680,"slug":"see-you-in-denver-next-month"},"privatePostId":"f5JjlQCja8MPZYtZmwXj"},"tune-in-now-to-watch-f8-live":{"slug":"tune-in-now-to-watch-f8-live","privatePostId":"mwJoq234bFxl8N71xIvO","email":{"originalHeight":881,"originalWidth":680,"slug":"tune-in-now-to-watch-f8-live"},"dateAdded":1575468934071},"tune-in-speaker-nancy-pelosi-at-the-wing":{"slug":"tune-in-speaker-nancy-pelosi-at-the-wing","email":{"originalHeight":1120,"originalWidth":680,"slug":"tune-in-speaker-nancy-pelosi-at-the-wing"},"privatePostId":"hNyfVgAsbNizvQYshSbe","dateAdded":1582049895523},"webinar-discover-the-2030-global-beauty-personal-care-trends":{"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","dateAdded":1575903543859,"privatePostId":"JlokHsDkOTwhanQ7p8hT","email":{"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","or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Check out some of the emails featured in this article:

"},{"type":"collection","content":"

https://reallygoodemails.com/kellylamano/collections/vPkYCRWoXh8MS402HCS1

","slug":"vPkYCRWoXh8MS402HCS1","userSlug":"kellylamano","collection":{"slug":"vPkYCRWoXh8MS402HCS1","ownerSlug":"kellylamano","dateUpdated":1599093624980,"thirdPost":{"email":{"slug":"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th","originalWidth":680,"originalHeight":1512},"privatePostId":"dI1dRd5QWNHKlWRJkDHb","dateAdded":1599093011350},"totalPosts":17,"firstPost":{"privatePostId":"7TGBSeYMDSzstvXjYcYo","dateAdded":1599093624279,"email":{"originalWidth":680,"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","originalHeight":1167}},"description":"","dateCreated":1596333299614,"secondPost":{"privatePostId":"uL8BqGmWHkCv6vzaP1W5","dateAdded":1599093014843,"email":{"originalHeight":3038,"slug":"email-design-conference","originalWidth":680}},"posts":{"10-free-sessions-10-hot-topics-10-top-experts-you-in":{"slug":"10-free-sessions-10-hot-topics-10-top-experts-you-in","privatePostId":"MU8BBsYMnBC2yRLw0vzV","email":{"originalHeight":3412,"slug":"10-free-sessions-10-hot-topics-10-top-experts-you-in","originalWidth":680},"dateAdded":1598386526258},"are-you-free-on-august-14-2":{"slug":"are-you-free-on-august-14-2","dateAdded":1598386534601,"privatePostId":"isyyfOQhtNreNZ3pSeq3","email":{"slug":"are-you-free-on-august-14-2","originalHeight":1355,"originalWidth":680}},"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th":{"slug":"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th","dateAdded":1599093011350,"email":{"slug":"bit-bash-presents-filthy-pixels-feb-22nd-tickets-on-sale-jan-25th","originalHeight":1512,"originalWidth":680},"privatePostId":"dI1dRd5QWNHKlWRJkDHb"},"early-rebounding-stages-are-here-now-what":{"slug":"early-rebounding-stages-are-here-now-what","email":{"originalHeight":1485,"slug":"early-rebounding-stages-are-here-now-what","originalWidth":680},"dateAdded":1597892954627,"privatePostId":"TwBVawVn8HpDSV25c5rH"},"email-design-conference":{"slug":"email-design-conference","privatePostId":"uL8BqGmWHkCv6vzaP1W5","email":{"originalHeight":3038,"slug":"email-design-conference","originalWidth":680},"dateAdded":1599093014843},"from-eiq-to-your-inbox":{"slug":"from-eiq-to-your-inbox","dateAdded":1597892975231,"email":{"originalHeight":5061,"originalWidth":680,"slug":"from-eiq-to-your-inbox"},"privatePostId":"omNf56BC2mUvCYHMJe97"},"invest-in-yourself":{"slug":"invest-in-yourself","email":{"originalHeight":2406,"originalWidth":680,"slug":"invest-in-yourself"},"dateAdded":1599093007274,"privatePostId":"KljMJXKo7smYgtId99BO"},"invitation-intro-to-sprout-webinar":{"slug":"invitation-intro-to-sprout-webinar","email":{"originalWidth":680,"slug":"invitation-intro-to-sprout-webinar","originalHeight":1866},"privatePostId":"8WL7Qy8rol5mPAhnkOO2","dateAdded":1598386519625},"last-chance-to-register-for-thursday-s-webinar":{"slug":"last-chance-to-register-for-thursday-s-webinar","dateAdded":1597893060351,"email":{"originalHeight":1785,"originalWidth":680,"slug":"last-chance-to-register-for-thursday-s-webinar"},"privatePostId":"TfpZgEOk60otNSxGEhzQ"},"london-called-and-we-answered":{"slug":"london-called-and-we-answered","dateAdded":1597893004126,"privatePostId":"4vQmmN8EINBAoFxVa0h3","email":{"originalHeight":3080,"slug":"london-called-and-we-answered","originalWidth":680}},"march-webinars-sign-up-now":{"slug":"march-webinars-sign-up-now","privatePostId":"1tmZdD3Dxfcs8MPJ47JR","dateAdded":1597893043719,"email":{"originalWidth":680,"originalHeight":1949,"slug":"march-webinars-sign-up-now"}},"the-conference-livestream":{"slug":"the-conference-livestream","dateAdded":1598386500250,"privatePostId":"xzasNtezPkdms2rU4ZdI","email":{"slug":"the-conference-livestream","originalHeight":2166,"originalWidth":680}},"tomorrow-beyond-the-inbox-social-acquisition":{"slug":"tomorrow-beyond-the-inbox-social-acquisition","dateAdded":1598386484601,"privatePostId":"LOuAsLjTEnoeHqNXpoNa","email":{"slug":"tomorrow-beyond-the-inbox-social-acquisition","originalWidth":680,"originalHeight":2155}},"tune-in-to-dreamforce-live-all-week":{"slug":"tune-in-to-dreamforce-live-all-week","email":{"originalWidth":680,"slug":"tune-in-to-dreamforce-live-all-week","originalHeight":3312},"privatePostId":"3mEYtUml2eSHUapdI8bX","dateAdded":1597892988744},"webinar-discover-the-2030-global-beauty-personal-care-trends":{"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","privatePostId":"7TGBSeYMDSzstvXjYcYo","dateAdded":1599093624279,"email":{"slug":"webinar-discover-the-2030-global-beauty-personal-care-trends","originalWidth":680,"originalHeight":1167}},"were-here-were-live-join-us":{"slug":"were-here-were-live-join-us","privatePostId":"MmQMLYF59vNhv0kxcXWj","email":{"slug":"were-here-were-live-join-us","originalWidth":680,"originalHeight":2890},"dateAdded":1597892998583},"youre-invited-frontiers-by-slack-our-best-and-first-ever-conference":{"slug":"youre-invited-frontiers-by-slack-our-best-and-first-ever-conference","dateAdded":1598887315609,"email":{"originalWidth":680,"slug":"youre-invited-frontiers-by-slack-our-best-and-first-ever-conference","originalHeight":2675},"privatePostId":"toKSkcgerKEFmawGdSFa"}},"name":"Conference | Webinar | Online Events"}},{"type":"text","content":"

How to market your next online event

Keep your audience in mind when you’re sending event emails. Make it easy for them to understand the value of the event.

Send them links with more information on the event agenda, how to get tickets, why they should spend their time – and money, if it’s a paid event – on the event, and how they can access recordings after the event. Build trust with your audience and nurture that relationship so they’ll come back to support your company, mission, and future events!

Know of a really good event email? Send it to us!

"}],"description":"

Event emails are even more important since shifting in-person events to online formats. Show your audience why your event is worth their time and money.

","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},89454:function(ep){"use strict";ep.exports=JSON.parse('{"slug":"welcome-emails","originalHeight":1228,"authorSlug":"kellylamano","categories":[{"name":"Inspiration","slug":"inspiration"}],"originalWidth":2278,"type":"article","created_date":1596043011985,"content":[{"type":"text","content":"

Think of a welcome email as your readers\' first impression of your company. Welcome emails have the highest delivery, open, and click-through rates according to MarketingSherpa. Your welcome email should be friendly, inviting, informative, and it should “wow” your audience, thanking them for joining the party!

Welcome Emails: What to Send and When to Send

A great welcome email should familiarize your audience with your content.

  • Be personable (including first name at the minimum)
  • Present a clear greeting
  • Include a welcome offer for e-commerce brands
  • Link to resources, such as bullet points on how to make the most of their product, blog resources, or a GIF demonstrating the product
  • Include a clear CTA

Set up the welcome email to deploy as soon as someone signs up. Have you ever signed up for an email offer in a store, only to awkwardly wait at the checkout counter for that email to arrive (it doesn’t) and realize you have to pay full price for everything? Don’t leave your customers hanging! 

Send that welcome email as soon as your audience signs up so they’re instantly introduced to who you are, what they can expect from your company, and so you can build trust with your audience.

22 Really Good Welcome Emails

1) Headspace

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-headspace/

","slug":"welcome-headspace","email":{"submitter":{"role":"none","slug":"mike"},"title":"Welcome to Headspace","litmusApiData":true,"content":"

The colors caught my attention and then the gif kept me there. The font is large and so easy to read.

","originalWidth":680,"originalHeight":2295,"hasHtml":true,"categories":[{"name":"Welcome","slug":"welcome"},{"name":"Onboarding","slug":"onboarding"},{"name":"App","slug":"app"},{"name":"Health and Wellness / Medical","slug":"health-and-wellness-medical"}],"litmusApiDate":1575398275853,"slug":"welcome-headspace","author":{"name":"Matt Helbig","slug":"mtthlbg"},"popularityScore":4,"hasPrimaryImage":true,"companies":[{"slug":"headspace","name":"Headspace"}],"accessibilityIssues":{"accessibility-gif-detected-original.gif":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"content-titletag":true,"accessibility-linktitle":true,"accessibility-justified":true,"accessibility-presentationtable":true},"publish_date":1575346616586,"collectionTags":["illustrations","welcome","graphics","illustration","new","general","onboarding","hero"],"submittedEmailId":"P2X4J2mfntGapeWq9u1o","screenshots":{"OL2019":true,"IPHONE8":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true}}},{"type":"text","content":"

Headspace sets the tone with this bubbly yet calming email. The hero image, white space, and clean layout aligns nicely with the meditation app. This welcome email balances clear CTAs with information and stats bout the app, all a great mix to get readers in the right headspace.

Why it’s really good

  • GIF usage
  • Clear CTA
  • On-brand
  • Sets the tone for the company and the product

2) Casper

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-casper/

","slug":"welcome-to-casper","email":{"collectionTags":["illustrations","cool","dark","welcome","onboarding","series","newsletter","favs","crm","intro","template"],"content":"\\n
\\"\\"
\\n\\n\\n

View the Live Email

\\n

Edit on CodePen

\\n\\n\\n

\\n","originalWidth":680,"publish_date":1558592917,"litmusApiData":true,"accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"author":{"name":"Really Good Emails","slug":"chinpeiyew"},"hasHtml":true,"screenshots":{"OL2019":true,"IPHONE8":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true},"popularityScore":6,"categories":[{"name":"Welcome","slug":"welcome"}],"originalHeight":2398,"companies":[{"slug":"casper","name":"Casper"}],"hasPrimaryImage":true,"litmusApiDate":1570906301722,"slug":"welcome-to-casper","title":"Welcome to Casper!"}},{"type":"text","content":"

Leading us through the land of sleep, Casper presents a clean email with a clear greeting and CTA. This email explains exactly what the company does, how it helps its audience, and notable companies who have featured Casper. Plus, the email embeds plenty of puns.

Why it’s really good

  • GIF usage
  • Clean layout
  • On-brand
  • Clear CTA
  • Shows consumers what they’re getting + benefits

3) Slack

"},{"type":"email","content":"

https://reallygoodemails.com/emails/say-hello-to-slack-tips/

","slug":"say-hello-to-slack-tips","email":{"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"content-titletag":true,"accessibility-heading-tags":true},"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"litmusApiDate":1570905274754,"title":"Say hello to Slack Tips","categories":[{"name":"Activation / Sign Up","slug":"activation-sign-up"},{"name":"Announcement","slug":"announcement"},{"slug":"newsletter","name":"Newsletter"},{"slug":"winback","name":"Winback"},{"name":"SaaS","slug":"saas"}],"submitter":{"role":null,"slug":"Really Good Emails"},"tags":[],"litmusApiData":true,"popularityScore":4,"collectionTags":["welcome","general","tips","onboarding","activation","saas","product","newsletter","b2b","announcements","inspirational","tech","feature"],"slug":"say-hello-to-slack-tips","originalWidth":680,"content":"

I’m a fan of how easy this email is to scan. The topics jump straight to the point, and the CTAs and nice and bold.

","hasPrimaryImage":true,"publish_date":1559010236,"hasHtml":true,"companies":[{"name":"Slack","slug":"slack"}],"screenshots":{"OUTLOOKCOM":true,"OL2019":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"FFYAHOO":true},"originalHeight":1684}},{"type":"text","content":"

When we think of Slack, we think of connecting with coworkers, teammates, and communities. This welcome email communicates just that while keeping the design simple, including minimal text and an inviting hero image waving at us. The CTA buttons are clear and on-brand, Plus, it’s easy to skim through the emoji bullet points (my personal favorite).

Why it’s really good

  • On-brand
  • Clear CTA
  • Waving emoji matches subject line
  • Good hero image
  • Quick tips on how to use the platform
  • Easy to skim with emojis

4) Bellroy 

"},{"type":"email","content":"

https://reallygoodemails.com/emails/you-re-in-welcome-to-the-family/

","slug":"you-re-in-welcome-to-the-family","email":{"categories":[{"slug":"welcome","name":"Welcome"},{"name":"Fashion","slug":"fashion"}],"accessibilityIssues":{"content-titletag":true,"accessibility-htmllang":true,"accessibility-gif-detected-da-cdc-ff-bed-fcbbb.gif":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-gif-detected-dae--fa-bc-bcceb.gif":true},"hasPrimaryImage":true,"litmusApiData":true,"publish_date":1564025748430,"hasHtml":true,"title":"You\'re in! Welcome to the family","originalWidth":680,"content":"

https://codepen.io/reallygoodemails/pen/EBMBzj

","companies":[{"slug":"bellroy","name":"Bellroy"}],"originalHeight":8526,"collectionTags":["welcome","clean","edm","cool","layouts","new","marketing","onboarding","nurture","ecommerce","template","newsletter","series"],"slug":"you-re-in-welcome-to-the-family","html":null,"screenshots":{"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONE8":true},"popularityScore":5,"litmusApiDate":1570901563312}},{"type":"text","content":"

Bellroy jumps right into greeting the reader with a fun and forward intro. The company uses a nice mix of product photography and friendly content to entice the reader upon opening this welcome email. The confident tone talking up their products introduces the audience to what they can expect from the company. Bellroy also does a nice job of throwing in a GIF, a faux video, and more explanations on its products to give the reader a well-rounded look at what they’re in for.

Why it’s really good

  • Welcoming message
  • GIF usage
  • Faux video
  • Informative
  • Crisp product photos

5) hims

"},{"type":"email","content":"

https://reallygoodemails.com/emails/question-for-your-doc-weve-got-an-app-for-that/

","slug":"question-for-your-doc-weve-got-an-app-for-that","email":{"hasPrimaryImage":true,"author":{"name":"Matt Helbig","slug":"mtthlbg"},"title":"question for your doc? we\'ve got an app for that.","originalHeight":1717,"popularityScore":5,"categories":[{"name":"App","slug":"app"},{"name":"Health and Wellness / Medical","slug":"health-and-wellness-medical"},{"slug":"healthcare","name":"Healthcare"}],"originalWidth":680,"hasHtml":true,"submitter":{"slug":"psiebold","role":"design"},"publish_date":1574098478015,"collectionTags":["welcome","cbd","marketing","meeting","app","product","promo"],"companies":[{"slug":"hims","name":"hims"}],"content":"

New app launch for hims. Focused design, easy to skim, large fonts.

","screenshots":{"OUTLOOKCOM":true,"FFYAHOO":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"IPHONEX":true,"OL2019":true},"litmusApiData":true,"submittedEmailId":"94CV8bFrXxbkA4LQsxgJ","accessibilityIssues":{"content-titletag":true,"accessibility-presentationtable":true,"accessibility-justified":true,"accessibility-htmllang":true},"slug":"question-for-your-doc-weve-got-an-app-for-that","litmusApiDate":1574179637666}},{"type":"text","content":"

The wellness brand keeps this welcome email clean, simple, and easy to skim. Introducing the hims app with an image of the app on a device showcases the clean layout and what customers can expect to see in the app. We love the minimalist email design and the clear calls to action, driving the customer to download the hims app.

Why it’s really good

  • Clear CTAs
  • Short and sweet
  • Informative
  • Clean layout
  • On-brand

6) Dorsia

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-dorsia/

","slug":"welcome-to-dorsia","email":{"content":"

https://codepen.io/reallygoodemails/pen/abbZbaY

","originalWidth":680,"slug":"welcome-to-dorsia","hasHtml":true,"popularityScore":1,"title":"Welcome to Dorsia","hasPrimaryImage":true,"companies":[{"slug":"dorsia","name":"Dorsia"}],"originalHeight":1550,"categories":[{"name":"Welcome","slug":"welcome"},{"name":"App","slug":"app"}],"screenshots":{"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONEX":true,"IPHONE8":true,"ANDROID8GMAILAPP":true},"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-presentationtable":true,"accessibility-justified":true},"collectionTags":["welcome","illustrations","onboarding","marketing","client","illustration"],"litmusApiData":true,"publish_date":1572832727845,"litmusApiDate":1572877208496}},{"type":"text","content":"

Dorsia curates itineraries for travelers visiting more than 5,000 locations. Their delightful, bite-sized welcome email covers all the main points: greeting the reader, making it seem like they are in an exclusive club (“you’ll now be among the first…”), and encouraging the reader to download the app.

Why it’s really good

  • Friendly copy
  • On-brand with colors and illustrations
  • Clear CTA
  • Illustrations
  • Contains exclusive info for the reader

7) goop

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-goop/

","slug":"welcome-to-goop","email":{"popularityScore":8,"title":"welcome to goop","submitter":{"role":"None","slug":"nicoleborens"},"categories":[{"slug":"welcome","name":"Welcome"},{"name":"Beauty and Personal Care","slug":"beauty-and-personal-care"},{"slug":"health-and-wellness-medical","name":"Health and Wellness / Medical"}],"accessibilityIssues":{"accessibility-justified":true,"accessibility-linktitle":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-heading-tags":true},"originalWidth":680,"companies":[{"slug":"goop","name":"goop"}],"content":"

Innovative, clean layout that is consistent with the overall goop brand.

","author":{"name":"Matthew Smith","slug":"whale"},"publish_date":1582049535152,"hasHtml":true,"originalHeight":3646,"litmusApiData":true,"submittedEmailId":"dudqV8l4WG8DuUNgDTXp","screenshots":{"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"OUTLOOKCOM":true,"OL2019":true,"ANDROID8GMAILAPP":true},"slug":"welcome-to-goop","hasPrimaryImage":true,"litmusApiDate":1584460918451}},{"type":"text","content":"

Hitting all the points of a welcome email, goop jumps right in with a personal note from goop founder Gwyneth Paltrow and then leads into the content. The company gives readers a lot of choices in this email, breaking down the content into categories and making it easy to skim.

Why it’s really good

  • Personable
  • Clear CTAs
  • Educates the reader on things to know about the company
  • Social media CTA (encourages readers to “follow” rather than simply listing the social media icons)

8) Pixelbuddha

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-pixelbuddha-the-most-freebie-friendly-community/

","slug":"welcome-to-pixelbuddha-the-most-freebie-friendly-community","email":{"hasHtml":true,"content":"

https://codepen.io/reallygoodemails/pen/OJJWOmQ

","publish_date":1575354478140,"title":"\uD83D\uDC4B Welcome to Pixelbuddha — the Most Freebie-Friendly Community","accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-htmllang":true,"content-titletag":true},"litmusApiData":true,"categories":[{"slug":"welcome","name":"Welcome"}],"litmusApiDate":1575397024882,"hasPrimaryImage":true,"companies":[{"name":"Pixel Buddha","slug":"pixel-buddha"}],"originalWidth":680,"originalHeight":2465,"popularityScore":5,"screenshots":{"IPHONEX":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OUTLOOKCOM":true,"OL2019":true},"collectionTags":["newsletter","welcome","onboarding"],"slug":"welcome-to-pixelbuddha-the-most-freebie-friendly-community"}},{"type":"text","content":"

Pixelbuddha welcomes readers with open arms (quite literally). The email is friendly, inviting, short and concise with helpful resources and a clear CTA for first-time subscribers. The company includes a healthy mix of information, including who they are, what they offer, and options to upgrade.

Why it’s really good

  • Visually welcomes readers
  • Informative with links to resources
  • Clean layout
  • Clear CTAs

9) Glitch

"},{"type":"email","content":"

https://reallygoodemails.com/emails/heres-how-to-get-started/

","slug":"heres-how-to-get-started","email":{"collectionTags":["side","blobs","cute","color","welcome"],"content":"

This is the first in a welcome series when a user joins Glitch.com, a Google-docs for code. We\'re focused on giving new users easy ways to jump into coding, so we start with two ready-to-go projects.

\\n

A friendly community is a key piece of Glitch, so we try to make concepts easy to understand, introducing users to \\"Glitch Tips\\" (with the Glitch Witch) and easy access to support. Not ready to code? No problem - we give people a way to find inspiration and cool apps as an off-ramp. From a coding perspective, it\'s wildly mobile-friendly thanks to SaaS, Grunt, and a few other tricks.

","hasHtml":true,"submittedEmailId":"2hdAGRBrG4yHFB654xr0","hasPrimaryImage":true,"title":"Here\'s how to get started:","accessibilityIssues":{"accessibility-metacontenttype":true,"accessibility-htmllang":true,"accessibility-presentationtable":true,"content-titletag":true,"accessibility-justified":true},"author":{"slug":"mtthlbg","name":"Matt Helbig"},"categories":[{"slug":"welcome","name":"Welcome"},{"name":"Onboarding","slug":"onboarding"}],"originalWidth":680,"screenshots":{"ANDROID8GMAILAPP":true,"FFYAHOO":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"IPHONE8":true},"litmusApiDate":1575397565478,"popularityScore":3,"originalHeight":2301,"publish_date":1575351211535,"companies":[{"slug":"glitch","name":"Glitch"}],"litmusApiData":true,"submitter":{"slug":"ezramechaber","role":"content"},"slug":"heres-how-to-get-started"}},{"type":"text","content":"

Glitch uses bright colors and inviting copy to introduce the reader to its community. This layout works well for the brand with a nice overview of how to navigate through the community, apps, and how to contact support, a must with technology companies.

Why it’s really good

  • Clean layout
  • Personable copy
  • Clear CTAs
  • Includes how to contact support
  • On-brand

10) Made in Cookware

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-made-in/

","slug":"welcome-to-made-in","email":{"screenshots":{"IPHONE8":true,"FFYAHOO":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OL2019":true,"OUTLOOKCOM":true},"hasPrimaryImage":true,"litmusApiData":true,"accessibilityIssues":{"content-titletag":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true},"categories":[{"slug":"home-decor-and-furniture","name":"Home, Decor, and Furniture"},{"slug":"welcome","name":"Welcome"}],"title":"Welcome to Made In! \uD83D\uDD2A\uD83C\uDF73","content":"

https://codepen.io/reallygoodemails/pen/MWWJreK

","collectionTags":["short","newsletter","welcome"],"companies":[{"name":"Made In Cookware","slug":"made-in-cookware"}],"publish_date":1575950254841,"litmusApiDate":1576000862421,"originalHeight":2591,"slug":"welcome-to-made-in","hasHtml":true,"popularityScore":7,"originalWidth":680}},{"type":"text","content":"

The email kicks off with food emojis in the subject line, showcasing the company and its playful tone before the reader even opens the email. We love the personal hero image with a note from founders Chip and Jake. The email expresses gratitude and welcomes the reader, then welcomes the reader to join with the \\"Let\'s Cook!\\" button. The food photos add a nice touch, showing the audience what they’re in for (and providing us with some great foodspo).

Why it’s really good

  • On-brand emojis in subject line
  • Friendly hero image
  • Personable
  • Crisp photos telling a story
  • Clear CTA

11) Marriott

"},{"type":"email","content":"

https://reallygoodemails.com/emails/discover-marriott-bonvoy-smiles-davis/

","slug":"discover-marriott-bonvoy-smiles-davis","email":{"litmusApiDate":1581443885874,"publish_date":1580966550462,"hasHtml":true,"hasPrimaryImage":true,"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-gif-detected-images":true},"content":"

https://codepen.io/reallygoodemails/pen/eYYRzVL

","litmusApiData":true,"screenshots":{"ANDROID8GMAILAPP":true,"IPHONE8":true,"OL2019":true,"OUTLOOKCOM":true,"FFYAHOO":true,"IPHONEX":true},"popularityScore":12,"categories":[{"name":"Hotels and Resorts","slug":"hotels-and-resorts"},{"slug":"welcome","name":"Welcome"}],"title":"Discover Marriott Bonvoy, Smiles Davis","originalHeight":3111,"originalWidth":680,"slug":"discover-marriott-bonvoy-smiles-davis","companies":[{"slug":"marriott","name":"Marriott"}]}},{"type":"text","content":"

This welcome email is especially fun with its envelope invitation image unfolding. With Marriot being a mostly in-person, customer-focused company, the digital envelope suits the brand well. Scrolling down, the email does a good job explaining the benefits of joining as a member and featuring properties associated with the brand.

Why it’s really good

  • Interesting layout
  • Card in envelope welcoming the reader
  • Clear CTAs
  • Lists membership benefits

12) Aspiration

"},{"type":"email","content":"

https://reallygoodemails.com/emails/here-it-is-your-aspiration-invitation/

","slug":"here-it-is-your-aspiration-invitation","email":{"litmusApiDate":1574810238846,"categories":[{"slug":"activation-sign-up","name":"Activation / Sign Up"},{"name":"Banking / Credit Card","slug":"banking-credit-card"},{"name":"Financial","slug":"financial"},{"slug":"invite-invitation","name":"Invite / Invitation"},{"name":"Welcome","slug":"welcome"}],"publish_date":1478148131,"originalWidth":680,"title":"Here it is: Your Aspiration invitation!","content":"

View the Live Email
\\n Edit on CodePen

\\n","companies":[{"slug":"aspiration","name":"Aspiration"}],"screenshots":{"IPHONE8":true,"OL2019":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONEX":true,"ANDROID8GMAILAPP":true},"originalHeight":2349,"litmusApiData":true,"popularityScore":5,"slug":"here-it-is-your-aspiration-invitation","accessibilityIssues":{"accessibility-htmllang":true,"accessibility-metacontenttype":true,"accessibility-heading-tags":true,"content-titletag":true},"hasPrimaryImage":true,"collectionTags":["financial","welcome","credit","invitation","invite","templates"],"author":{"slug":"chinpeiyew","name":"Really Good Emails"}}},{"type":"text","content":"

Similar to the Marriott email above, I love the card peeking out of the digital envelope. Customers might expect to receive a physical card in the mail, so this is a nice alternative since the email will arrive long before the card. The welcome email contains a clear CTA and does a nice job explaining how the customer’s account works, going through it step-by-step.

Why it’s really good

  • Interesting layout with the envelope invitation
  • Lists how the account works
  • Clear CTA

13) Zumper

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smiles-davis-let-s-get-you-moving/

","slug":"smiles-davis-let-s-get-you-moving","email":{"hasPrimaryImage":true,"slug":"smiles-davis-let-s-get-you-moving","popularityScore":3,"accessibilityIssues":{"accessibility-justified":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-presentationtable":true},"screenshots":{"ANDROID8GMAILAPP":true,"IPHONEX":true,"OL2019":true,"IPHONE8":true,"FFYAHOO":true,"OUTLOOKCOM":true},"categories":[{"slug":"welcome","name":"Welcome"},{"slug":"real-estate","name":"Real Estate"},{"name":"App","slug":"app"}],"companies":[{"name":"Zumper","slug":"zumper"}],"litmusApiDate":1570375853352,"publish_date":1570222294284,"collectionTags":["welcome","aveo","onboarding"],"content":"","title":"Smiles Davis, let\'s get you moving!","originalHeight":13226,"originalWidth":1360,"hasHtml":true,"litmusApiData":true}},{"type":"text","content":"

Bright, bubbly, clean, and simple, this email contains all the things that make a welcome email great. The CTAs are clear and there’s a good mix of photos throughout the email. Plus, Zumper makes it easy for the reader to search on mobile with links to download the app and search filter options.

Why it’s really good

  • Clean layout
  • Clear CTAs
  • Clear photos
  • On-brand

14) Famous Footwear

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smiles-davis-you-have-20-off/

","slug":"smiles-davis-you-have-20-off","email":{"companies":[{"slug":"famous-footwear","name":"Famous Footwear"}],"categories":[{"name":"Welcome","slug":"welcome"},{"slug":"discount","name":"Discount"},{"slug":"fashion","name":"Fashion"}],"hasPrimaryImage":true,"collectionTags":["welcome"],"accessibilityIssues":{"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true},"publish_date":1569571326617,"originalHeight":5372,"screenshots":{"OL2019":true,"OUTLOOKCOM":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"FFYAHOO":true},"litmusApiData":true,"litmusApiDate":1570206875912,"popularityScore":1,"hasHtml":true,"originalWidth":1360,"slug":"smiles-davis-you-have-20-off","title":"Smiles Davis, you have 20% off","content":""}},{"type":"text","content":"

Famous Footwear welcomes subscribers with this bright email filled with confetti and copy that focuses on the customer (sprinkled the word \\"you\\" throughout the email). The design is clean, on-brand, and includes clear calls to action. The email also includes a welcome gift, giving the customer instant gratification and enticing the customer to make a purchase from the company immediately.

Why it’s really good

  • Fun, welcoming hero image
  • Welcome offer
  • Personable copy
  • Clear CTAs
  • On-brand


15) Dims

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-home-to-dims/

","slug":"welcome-home-to-dims","email":{"slug":"welcome-home-to-dims","collectionTags":["e-commerce","welcome"],"screenshots":{"ANDROID8GMAILAPP":true,"OL2019":true,"OUTLOOKCOM":true,"IPHONEX":true,"FFYAHOO":true,"IPHONE8":true},"categories":[{"name":"Welcome","slug":"welcome"},{"slug":"home-decor-and-furniture","name":"Home, Decor, and Furniture"},{"slug":"discount","name":"Discount"}],"title":"Welcome home to Dims.","litmusApiDate":1570903166352,"originalWidth":680,"popularityScore":2,"content":"

https://codepen.io/reallygoodemails/pen/GLbXrx

\\n

 

\\n

Clear purpose. Subtle but interesting detail on the main CTA.

","litmusApiData":true,"hasHtml":true,"html":null,"companies":[{"slug":"dims","name":"Dims"}],"originalHeight":3048,"publish_date":1563436712256,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true,"content-titletag":true,"accessibility-heading-tags":true},"hasPrimaryImage":true}},{"type":"text","content":"

Who wouldn’t want to walk in and sit right down by this little table? Dims introduces its product with a homey hero image and friendly greeting. This email does a good job of including a welcome offer and then encouraging the reader to continue the conversation on social media.

Why it’s really good

  • Inviting text and hero image
  • Clear CTA
  • Sets the tone for the brand and content

16) Glossier

"},{"type":"email","content":"

https://reallygoodemails.com/emails/your-first-email/

","slug":"your-first-email","email":{"submitter":{"slug":"whale","role":"None"},"hasHtml":true,"hasPrimaryImage":true,"categories":[{"name":"Onboarding","slug":"onboarding"},{"slug":"welcome","name":"Welcome"},{"slug":"ecommerce","name":"Ecommerce"},{"slug":"retail","name":"Retail"},{"name":"Beauty and Personal Care","slug":"beauty-and-personal-care"},{"name":"GIF","slug":"gif"},{"name":"Web Fonts / Typography","slug":"web-fonts-typography"}],"litmusApiDate":1590707845766,"originalHeight":3722,"content":"","tags":["skincare","cosmetic"],"slug":"your-first-email","title":"Your first email","publish_date":1589229424226,"author":{"slug":"whale","name":"Matthew Smith"},"popularityScore":4,"companies":[{"name":"Glossier","slug":"glossier"}],"submittedEmailId":"x0NgL8RxIWlHHs5j9nY4","accessibilityIssues":{},"screenshots":{"OL2019":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"IPHONEX":true,"FFYAHOO":true},"originalWidth":680,"litmusApiData":true}},{"type":"text","content":"

Glossier welcomes the reader, introduces who they are, and showcases inclusive photos of women and the company\'s products. They do a good job with a clear CTA button, product photos, info on how to try out their products, and who\'s behind the team. Glossier also includes user-generated content from their Instagram and website, sharing the spotlight by encouraging community.

Why it’s really good

  • Visually-appealing
  • Inclusive content
  • Meet the team
  • User-generated content
  • GIF usage
  • Gives subscribers a taste of what type of products and content the brand creates

17) Hawthorne

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-your-tailored-bathroom/

","slug":"welcome-to-your-tailored-bathroom","email":{"accessibilityIssues":{"accessibility-linktitle":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true},"screenshots":{"IPHONE8":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true},"litmusApiDate":1570909209745,"originalWidth":680,"content":"\\n
\\"\\"
\\n\\n\\n

View the Live Email

\\n

Edit on CodePen

\\n\\n\\n

\\n","hasHtml":true,"litmusApiData":true,"originalHeight":5079,"hasPrimaryImage":true,"publish_date":1557398221,"categories":[{"slug":"health-and-wellness-medical","name":"Health and Wellness / Medical"},{"slug":"welcome","name":"Welcome"}],"collectionTags":["welcome","dark","mode","edm","product","promotion","layout","series","new","onboarding"],"popularityScore":0,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"slug":"welcome-to-your-tailored-bathroom","title":"Welcome to Your Tailored Bathroom","companies":[{"slug":"hawthorne","name":"Hawthorne"}]}},{"type":"text","content":"

Similar to the hims welcome email, Hawthorne sets the tone with a clean, green email. There’s a good mix of product photography and illustrations, explaining the benefits of the product and what makes it unique. We love the testimonials and the clear CTA button at the bottom of the email.

Why it’s really good

  • On-brand
  • Welcoming
  • Explanatory
  • Includes testimonials
  • Clear CTA

18) Filmsupply

"},{"type":"email","content":"

https://reallygoodemails.com/emails/smiles-davis-meet-olivia/

","slug":"smiles-davis-meet-olivia","email":{"litmusApiDate":1580404809501,"content":"

https://codepen.io/reallygoodemails/pen/poowgVX

","popularityScore":1,"slug":"smiles-davis-meet-olivia","publish_date":1580361166169,"companies":[{"name":"Filmsupply","slug":"filmsupply"}],"categories":[{"name":"Onboarding","slug":"onboarding"}],"litmusApiData":true,"originalWidth":680,"hasHtml":true,"accessibilityIssues":{},"screenshots":{"IPHONE8":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true},"title":"Smiles Davis, Meet Olivia","originalHeight":3384,"hasPrimaryImage":true}},{"type":"text","content":"

The employee photo adds a nice, personal touch, and this is an email that the reader could bookmark to keep contact information handy. Communication is key, especially in customer service. Filmsupply\'s welcome email does a great job explaining how this customer is in good hands, including employee accolades and a solid testimonial.

Why it’s really good

  • Introduces assigned account executive
  • Brings a human element to the brand / email
  • Simplistic
  • Includes a testimonial
  • Makes it easy for the reader to contact support

19) Brooklinen

"},{"type":"email","content":"

https://reallygoodemails.com/emails/thanks-for-joining/

","slug":"thanks-for-joining","email":{"slug":"thanks-for-joining","submitter":{"role":"None","slug":"mtthlbg"},"content":"","litmusApiDate":1590706715648,"submittedEmailId":"QnbYJjLDVPnIWuhAXSOF","publish_date":1589459438085,"title":"thanks for joining!","tags":[],"litmusApiData":true,"hasHtml":true,"originalHeight":2407,"originalWidth":680,"screenshots":{"OL2019":true,"FFYAHOO":true,"IPHONE8":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true},"accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-metacontenttype":true},"companies":[{"slug":"brooklinen","name":"brooklinen"}],"categories":[{"slug":"home-decor-and-furniture","name":"Home, Decor, and Furniture"},{"slug":"welcome","name":"Welcome"},{"name":"Ecommerce","slug":"ecommerce"},{"slug":"discount","name":"Discount"}],"author":{"name":"Matthew Smith","slug":"whale"},"popularityScore":0,"hasPrimaryImage":true}},{"type":"text","content":"

Another welcome offer! The reader gets the satisfaction of instant gratification with a discount and a friendly welcome message, wave included. The fun hero image introduces the company, its products, and how the company makes its customers feel. Brooklinen also does a good job explaining its promises, setting the tone for what the customer can expect.

Why it’s really good

  • Welcoming copy with waving emoji
  • Fun hero image
  • On-brand
  • Clear CTA
  • Welcome offer
  • Lists company promises

20) A Kids Book About

"},{"type":"email","content":"

https://reallygoodemails.com/emails/thanks-for-signing-up-book/

","slug":"thanks-for-signing-up-book","email":{"publish_date":1580406161001,"litmusApiData":true,"author":{"slug":"mtthlbg","name":"Matt Helbig"},"hasPrimaryImage":true,"hasHtml":true,"screenshots":{"FFYAHOO":true,"OL2019":true,"IPHONEX":true,"ANDROID8GMAILAPP":true,"IPHONE8":true,"OUTLOOKCOM":true},"originalHeight":3255,"content":"","accessibilityIssues":{"accessibility-htmllang":true,"accessibility-metacontenttype":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-linktitle":true},"submitter":{"role":"None","slug":"mtthlbg"},"litmusApiDate":1581445233732,"companies":[{"name":"A Kids Book About","slug":"akidsbookabout"}],"originalWidth":680,"categories":[{"slug":"books","name":"Books"},{"slug":"children","name":"Children"},{"name":"Welcome","slug":"welcome"}],"title":"Thanks for signing up! ","popularityScore":0,"slug":"thanks-for-signing-up-book","submittedEmailId":"9tnycSLC9iMzY5uXEyrL"}},{"type":"text","content":"

This email welcomes the reader right at the top with language that suits the brand (\\"Welcome to the family!\\"). The A Kids Book About email goes on to include information about the company’s story, their mission statement, and even showcase photos of its team when they were kids, suiting the brand. We love the product photography sprinkled throughout this welcome email, highlighting the different books on interesting backgrounds.

Why it’s really good

  • Includes company story and mission statement
  • On-brand (with photos of the team as kids)
  • Product photography
  • Clear CTAs

21) Spotify

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-premium/

","slug":"welcome-to-premium","email":{"title":"Welcome to Premium","popularityScore":4,"hasPrimaryImage":true,"categories":[{"name":"GIF","slug":"gif"},{"slug":"music","name":"Music"},{"name":"Onboarding","slug":"onboarding"},{"name":"Welcome","slug":"welcome"}],"hasHtml":true,"content":"

Simple reinforcement of the features you just enabled with a Spotify upgrade.

\\n

View the Live Email
\\n Edit on CodePen

\\n","accessibilityIssues":{"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-gif-detected-abceabfbf.gif":true,"accessibility-metacontenttype":true},"originalHeight":2068,"publish_date":1477275338,"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"litmusApiDate":1574811204126,"litmusApiData":true,"companies":[{"name":"Spotify","slug":"spotify"}],"slug":"welcome-to-premium","originalWidth":680,"collectionTags":["onboarding","welcome"],"screenshots":{"IPHONE8":true,"IPHONEX":true,"OUTLOOKCOM":true,"ANDROID8GMAILAPP":true,"OL2019":true,"FFYAHOO":true}}},{"type":"text","content":"

This welcome email clearly explains the benefits of its upgraded features in a clean layout with a clear call to action. Spotify does a nice job incorporating a subtle GIF with the glowing earbuds, a tool connecting members to the streaming provider.

Why it’s really good

  • GIF usage
  • On-brand
  • Clean, simplistic layout
  • Explains the benefits of the service
  • Clear CTA

22) SignNow

SignNow sends this short and sweet welcome email filled with everything the reader needs to know: how to download the app, the benefits of using the software, and a GIF showing the reader how to use the software. Listing recent company awards at the bottom of the email also adds a nice touch to back up the company\'s credentials.

Why it’s really good

  • GIF usage
  • Explains product
  • Clean, simplistic layout
  • Emoji bullet points
  • Lists company awards
  • Clear CTA

Really Good Welcome Email Collections

Browse these welcome email collections and create your own.

Send a welcome email immediately and update it frequently

Welcome emails carry a sense of urgency, connecting your brand with your audience. Be sure to send the email ASAP. Update your welcome email often to stay consistent with your message and your connection with your audience.

Know of a great welcome email that didn’t make the list? Share your welcome email.

"}],"publish_date":1596171600000,"hasPrimaryImage":true,"isDraft":false,"secondaryAuthorText":"Host","title":"22 Welcome Emails to Instantly Engage with New Subscribers","partnerSlugText":"With partnership from","primaryAuthorText":"Author","description":"

Invite readers into your virtual home with an interactive welcome email as soon as they sign up. \uD83D\uDC4B

","name":"Kelly Lamano","authorBio":"\uD83D\uDC8C Creative storyteller ✍️\uD83D\uDCF8"}')},80299:function(ep){"use strict";ep.exports=JSON.parse('{"originalWidth":800,"hasPrimaryImage":true,"slug":"what-makes-a-really-good-emails","publish_date":1517205600000,"partnerSlugText":"With partnership from","primaryAuthorText":"Author","authorSlug":"mtthlbg","categories":[{"name":"Tutorials","slug":"tutorials"}],"title":"What Makes A Really Good Email?","content":[{"type":"text","content":"

First off, what is Really Good Emails? It’s an Internet website that tries to put together the best emails in the universe in one place. Really Good Emails (RGE for short) aims to be the best showcase of email design and resources on the web. We’re providing transparency into product email and customer email cycles that are not available anywhere else.

Our job is basically finding all the awesome emails that we see and people send to us. We put them in collections, organize and critique them. We are trying to be the epicenter of email marketers, designers, and developers.

People ask us a lot: “What makes a really good email?” It’s really not a secret. It’s on our website. So if you submit an email and it doesn’t get accepted, maybe you should read it, I guess.

Here are the guidelines that we’ve come up with after reviewing thousands of emails:

  • The email connects visual design with a good simple hierarchy.
  • The content serves the customer more than the company.
  • There is consistency across branding, website and app experience. (The website and email look and feel the same)
  • The campaign utilizes best-in-class technology (Brands should be pushing the envelope and trying new things in the inbox. That’s what is interesting to us and what we want to share with our audience).
  • It’s enjoyable because it surprises and delights (Take the extra step. Even a boring transactional email can be fun to receive).
  • The email is likely to perform well (Based on what we know about email marketing).
  • It balances live text and imagery (All image emails in 2018 are no no’s).
  • It is accessible across devices and screens (Looks good on everything. and can be used by everyone).

Some of these are more important than others.

Verticals shouldn’t compare to their verticals. They should compare outside their vertical. It’s either good or it isn’t.

Those same people from above also ask: “That’s all good and great, but what are you guys really looking at? What do I fix in my emails to get on to your site?” Well I’m glad you asked. Every single email we look at, we also weigh different factors that go into our final decision. This is our internal checklist and maybe it will be helpful to you when your making your email. It’s what we think all marketers should consider before sending an email.

What Are We Looking At?

  • Subject Line
  • Pre-header text
  • Email Layout Patterns
  • Images
  • Typography
  • Whitespace
  • Mobile Optimization
  • CTA Design
  • Text CTA Ratio
  • Video
  • Animated GIFs (Does it add value)
  • Interactivity (An action taken in an email that triggers an event within the same email)
  • Personalization
  • Voice & Tone
  • Footer Finish
  • Legal

Want to see our critique process in action? Oh baby, you are in luck. Below are some tear downs of really cool brands that we like to feature. We get a lot of email submissions. Below are a few of the most popular ones and some of our all time favorites.

How Airbnb Sends Really Good Emails

Airbnb is a really great brand. If you follow our website, it’s clear that we have a bit of a crush. They have a inspirational website and easy-to-use app. Their customer communication is smart and personal. They mix fun imagery, design, behavioral segmentation and copywriting. They are our go to when it comes to travel email design.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/welcome-to-airbnb/

","slug":"welcome-to-airbnb","email":{"accessibilityIssues":{"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-htmllang":true,"accessibility-heading-tags":true},"publish_date":1469376190,"categories":[{"name":"Onboarding","slug":"onboarding"},{"name":"Travel and Leisure","slug":"travel-and-leisure"},{"slug":"welcome","name":"Welcome"}],"collectionTags":["welcome"],"title":"Welcome to Airbnb","hasHtml":true,"litmusApiData":true,"popularityScore":0,"slug":"welcome-to-airbnb","author":{"name":"Really Good Emails","slug":"chinpeiyew"},"hasPrimaryImage":true,"screenshots":{"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true,"FFYAHOO":true,"OUTLOOKCOM":true,"IPHONE8":true},"originalHeight":1239,"companies":[{"slug":"airbnb","name":"Airbnb"}],"originalWidth":680,"litmusApiDate":1574821313422,"content":"

View the Live Email
\\n Edit on CodePen

\\n"}},{"type":"text","content":"

This welcome email does a great job getting people back into their product after a user signs up. Ah, here we go. Great imagery right up front. Short and sweet. Nice body copy in this email. It clearly tells you “Hey this is the start of your journey with our product.” People can only read so much. It’s to the point.

There\'s a clear and descriptive CTA. It’s better than the regular “Learn more”. It tells people this email is unique to our our product. “Find a place to call home” stands out to me.

This is a pretty nice looking footer. I’ve seen some bad footers in my day. This one’s pretty nice.

What’s that search bar doing in an email? Can you search in emails now?! \uD83D\uDD75 No, but it gets me where I need to go. In this case, it’s just an image. It gets people to click on it to go to their site. For Airbnb I assume search is the main way to interact with their site. Search bars in email aren’t currently mainstream tech, though some experimentation with forms in email is happening. I personally don’t want to search for something in an email (that’s just me). Including this image however is a better way get people to search for destinations on their website than a regular CTA button. Airbnb has one tiny toe in a dark pattern with this bit of trickery not being quite what it says it is. I’ll give it the green flag because ultimately it gets the customer moving right where they intend.

We reached out to Lucas Chevillard who helps run the emails over at Airbnb. Here is what he had to say about this campaign:

“How do you tell your story when you have 5 seconds of attention? That’s the idea behind this email. We believe that Airbnb can bring you on a great journey no matter how far you travel.” — Lucas Chevillard, Engagement Marketing Manager at Airbnb

It was also the first email to use their newly created Design Language System DLS. Fun fact: Lucas actually stayed with the host in the picture last year in Tokyo. How cool is that? You don’t see that sort of a personal touch in emails these days.

Read our Lessons Learned from Airbnb’s Email Specialist post to learn more about how Airbnb approaches email design.

Overall, what did we learn from this email?


  • Use short and sweet retention emails to get users back into your product.
  • Don’t have your campaigns try to do everything at once.
  • Try out and test new CTAs that are more descriptive.
  • Make your emails match up to your branding and web/app experience.
  • Use bold imagery to capture your openers attention. When marketers use stock images it takes me out of the email.
  • Using hacks like the search bar image show your audience what actions you want them to take.

How InVision Sends Really Good Emails

Okay, so this a great example from InVision. They are our official email BFF.

Off the bat, this email looks interactive. Going to have to take a breather after that entrance. Phew.

Outside of this one looking very nice, there is an animated background. Is this real life? You can also see there’s a CSS animation, sort of loading in the content. Then there’s a background image that is a GIF. A fancy touch instead of a static background color.

They’re also using a custom web font with fallbacks which is pretty great. This email seems more like a gift more than a promotion. It’s something that really stands out from the rest of the emails in my inbox. I have a soft spot for dark background emails \uD83D\uDDA4. It’s cool to see them in the wild like this.

There is a slideshow within the email. While a carousel (See this website shouldiuseacarousel.com \uD83C\uDFA0) rarely works in emails, here is an example when a slideshow makes a bunch of sense. This interactive element adds a good amount of value to the email for once. Liking how the image is highlighted in the bottom. Being able to see all the image options all at once is a big help. I can click through or just click the CTA.

I appreciate to do the extra work to include that interactive portion to the email. It’s well thought out and works great.

It’s a nice hover effect on that button. Wow. So that’s a pretty easy thing to set up actually and I think it adds a lot of value to the email. CSS hover effects don’t take much time to set up and they add some nice benefits for email clients that support them. Smart.

Social icons that match up to the rest of the branding makes a difference. Nothing is more distracting than ugly social icons and a messy footer.

There isn’t a guide telling you how to use the email. They make it obvious that you should click.

Proud of you InVision.

This is what Clair Byrd, InVision’s former VP of Marketing and Director of Content Marketing had to say about their emails:

“We only send things that are awesome. Our community creates incredible things every day — if we’re not meeting that standard, we’re not providing value.” — Clair Byrd, InVision’s former VP of Marketing and Director of Content Marketing

Read our Lessons Learned from InVision post to learn how not be gross in your emails.

How to not be gross in your emails

What can we take away from this campaign?

  • Instead of a plain text message with a link, take a chance to showcase some of the progressive enhancements of email development.
  • Push the boundaries by opening the whole toolbox. Interactive carousel module, CSS animations, Google webfonts, and hover effects. Test it all!
  • All other bells and whistles aside, the carousel is a great example of cool tech put toward the concrete goal of customer engagement (“Oooh, I wonder if I made it into any of these photos?!”), encouraging some solid social sharing if you were at the event, and some serious FOMO reactions if you weren’t.

How Lingo Sends Really Good Emails

This isn’t your ordinary password reset email. Instead of just having plain text email, they took the time to design a good looking and helpful email. While most password reset emails can be bland, this one goes the extra mile.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/reset-your-lingo-password/

","slug":"reset-your-lingo-password","email":{"hasPrimaryImage":true,"categories":[{"slug":"alert","name":"Alert"},{"name":"Password Reset","slug":"password-reset"}],"content":"

Excellent and friendly forgot password email that doesn’t make you feel stupid about forgetting your password.

\\n

Love the bright colors, huge button (good CTA), and the reminder at the bottom about what Lingo is. A+!

\\n

View the Live Email
\\n Edit on CodePen

\\n","slug":"reset-your-lingo-password","author":{"name":"Really Good Emails","slug":"chinpeiyew"},"originalWidth":680,"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-justified":true,"accessibility-presentationtable":true,"accessibility-metacontenttype":true,"accessibility-linktitle":true},"title":"Reset Your Lingo Password","popularityScore":2,"originalHeight":999,"screenshots":{"FFYAHOO":true,"IPHONE8":true,"IPHONEX":true,"OL2019":true,"ANDROID8GMAILAPP":true,"OUTLOOKCOM":true},"hasHtml":true,"litmusApiDate":1574814010197,"companies":[{"name":"Lingo","slug":"lingo"}],"publish_date":1474822586,"collectionTags":["password","reset"]}},{"type":"text","content":"

Nice logo placement. Good body copy. Focused design. Makes it clear what you should do next. Bold colors, especially the background yellow, to remind you of its importance. Nice to see them experiment with different colors. Illustration that sums up the message pretty clearly.

I like that bottom section that reminds people what Lingo is (…although since people are trying to login but forgot their password — they likely know what the app is.)

Larger than life Reset Password button with minimum text. Branded social icons link to all the accounts, just in case you want to engage more.

Excellent and friendly forgot password email that doesn’t make you feel stupid about forgetting your password.

So good job with that Lingo.

What can we take away from this campaign?

  • A focused design and CTA makes it clear what to do next. Press the big ol’ button.
  • Use friendly copy when your customer is in trouble.
  • Try out bold colors in your emails if it matches your brand.
  • Use illustrations to sum up the message.
  • Don’t skimp on transactional emails. They are an opportunity to impress.

How Blue Apron Sends Really Good Emails

This is great promotional email example from Blue Apron (woah their logo is actually a blue apron).

"},{"type":"email","content":"

https://reallygoodemails.com/emails/join-now-get-40-off/

","slug":"join-now-get-40-off","email":{"slug":"join-now-get-40-off","author":{"name":"Really Good Emails","slug":"chinpeiyew"},"content":"

View the Live Email
\\n Edit on CodePen

\\n","publish_date":1482835228,"popularityScore":0,"originalHeight":1003,"companies":[{"name":"Blue Apron","slug":"blue-apron"}],"accessibilityIssues":{},"originalWidth":680,"litmusApiDate":1574804555751,"categories":[{"name":"Activation / Sign Up","slug":"activation-sign-up"},{"name":"Food","slug":"food"},{"slug":"welcome","name":"Welcome"}],"title":"Join now – Get $40 Off","hasPrimaryImage":true,"litmusApiData":true,"screenshots":{"OL2019":true,"FFYAHOO":true,"IPHONE8":true,"OUTLOOKCOM":true,"IPHONEX":true,"ANDROID8GMAILAPP":true},"hasHtml":true}},{"type":"text","content":"

This email basically is trying to get a subscriber to sign up for their service and give some money off to incite the purchase.

Liking how they group the different sections. They show the main offer and how their service works. Great hierarchy. First the main thing. Then the other things. Then the last things. That’s all the things. Done.

Nice use of urgency. Including the “24 hours” expiration. Pushes people to make the purchase. Wonder if that offer really disappears?

Actionable CTA backs up the main copy. Instead of “START NOW”, there’s a very clear “GET $40 OFF”. Consistent CTA hitting home that this is a deal.

Free money? Now we’re talking. Who doesn’t love it.

Helpful ingredient list is a good touch. I actually really thought that was pancakes but it’s chicken. \uD83C\uDF57 \uD83E\uDD5E \uD83E\uDD14 Good use of imagery either way.

Loving how the simple icons show me how the service works. They’re not using a basic free icon pack.

Not bad for a footer. Matching social icons and useful links at the bottom. Notice how the nav is at the bottom and not at the top? Let’s keep it that way. Get right to the offer.

If your customers need those links, having them lower below the main offer is a good option. They will know where to find them. Tell me what you want me to look at first. I don’t need a link to your blog right away.

So what we can learn from Blue Apron?


  • Use an offer with clear copy and supporting CTA.
  • Include tasty imagery to show your product in action.
  • Create your own icons for an associated action instead of counting. Iconography and steps clearly show how the product works and what will happen next.
  • Bottom navigation lets the offer be the main focus. If people need the links they will look for them.
  • Social icons that match your branding or the rest of the email is a nice touch.
  • Include a link to download your app if you have one.

How Harry’s Sends Really Good Emails

It’s all about that GIF. Standing ovation for that Harry’s GIF. I’ll wait…

Big fan of this body copy not being full width.

Clever name for a newsletter. Much better than “Newsletter Issue 5”.

Looks like they are using the “Museo Sans” web font as well. Using a web font (live text) with fallback makes a big difference. Lots of popular email clients now support it. Convince your boss and try it out! Many people will appreciate the clearer text. Older email clients won’t even realize that they’re looking at a web font fall back anyways.

I like how the “SHOP HARRY’S” CTA is laid out, but it might be too subtle. Wonder if more people would click on the “EXPLORE THE PROCESS” plain text link instead.

This one is the complete package. You call tell Harry’s puts some time into their campaigns.

This quote from Adrien Grey at Harry’s sums up this campaign perfectly:

“This email is telling a compelling story. The GIF elevates a factory moment to become playful and captivating at first glance, while the copy leans into the article ending with suspense — suspense that can can end with the click of a button. There’s also something to be said for it’s simplicity. It’s very digestible. Within seconds you’ve absorbed the entire thing.” — Adrien Grey, Harry’s

The GIF links out to a blog post, so this email is really just a tease.

See how Harry’s is using edge-to-edge photos in their emails in our Email Design Trends of 2017 (so far) recap post.

So what can learn from Harry’s?

  • GIFs and animation attracts attention and can support the message. Fun and easy way to experiment. Plan for image fallbacks on clients like Outlook.
  • Just like on a website, brands can use their web font in an email. Web safe fallbacks are used when web fonts are unavailable. Better legibility across devices and consistent brand experience from email to website are some benefits.
  • Break up sections of email with transition images.
  • Use short and sweet copy that brings your audience to a landing page or blog post. Tease content to get them to click through.

How Code School Sends Really Good Emails

Always impressed with Code School emails, but this one is different in some way… Oh yea that’s right it is changing colors. No big deal. Notice that the background has a rotating gradient on it.

It’s a little subtle, but it’s a rotating gradient for the background. Let’s look at the code snippet because we are big nerds.

Awesome transparent image graphic for the header image.

One-column emails might be my favorite. These mobile first emails adapt to desktop and scale images.

Helps consumers easily navigate the email without overwhelming them. One message. One CTA.

Lucky us! Another email with a CSS button. You can easily code hover effects with CSS so you don’t have to slice lots of images. Prettttty.

Fun fact: Emails with a single, clear CTA are shown to increase sales. Short CTAs that motivate people to act are key. Makes it obvious what a consumer should do next. Also easier to A/B test one CTA to optimize performance.

This email does one thing really well and lets the landing page do the selling.

These social share buttons are clear and stand out. Why not get your captivated audience to help spread the word while you can?

Bottom sections of emails asking for consumer feedback or providing a direct channel help build trust. Even for brands with a noreply email address, you can listen to what your customers think about your emails with a quick survey or feedback related email address. Thanks for being so chill and helpful Code School!

Dan Denney from CodeSchool dropped some knowledge with his explanation:

“I loved that the brand image went from day to night and wanted to “simulate” that in some way, tying it in to a weekend of time. I hadn’t seen anyone do the rotating gradients in an email and figured it would blow some minds that it was even possible.” — Dan Denney, Code School

So that gradient represents time passing. Mind blown. Emails can be very simplistic when you look at them, but can have a much deeper meaning. Those are the types of campaigns we should be sending.

So what can we learn from Code School?

  • Make sections of your email content shareable. Why not get your captivated audience to help spread the word while you can? Does it hurt to try?
  • One column emails work great on desktop and mobile.
  • Single CSS buttons are the way to go. They focus the CTA and make it obvious what to do next.
  • Add a feedback or support section to the bottom of the email. Shows brand has a customer support focus and gives customers the opportunity to speak up about their experiences.
  • Experiment with new technology (rotating gradient background colors). There are usually fallbacks that still look good.

How TunnelBear Sends Really Good Emails

This is an email TunnelBear sends when you cancel your account. Even though you are leaving as a customer, they still are trying to engage with you.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/thanks-for-tunneling-you-wont-be-charged-anymore/

","slug":"thanks-for-tunneling-you-wont-be-charged-anymore","email":{"title":"Thanks for tunneling! You won’t be charged anymore.","accessibilityIssues":{"accessibility-justified":true,"accessibility-heading-tags":true,"accessibility-metacontenttype":true,"accessibility-presentationtable":true},"litmusApiData":true,"originalHeight":1014,"companies":[{"name":"TunnelBear","slug":"tunnelbear"}],"originalWidth":680,"hasPrimaryImage":true,"categories":[{"slug":"alert","name":"Alert"},{"slug":"notice","name":"Notice"},{"name":"Winback","slug":"winback"}],"slug":"thanks-for-tunneling-you-wont-be-charged-anymore","author":{"slug":"chinpeiyew","name":"Really Good Emails"},"popularityScore":0,"content":"

This is a great email to confirm you have successfully downgraded or canceled your Tunnel Bear account. It was nice to see that it reminded me I had full access with my account till the end of the month. Overall, a great email to keep the experience enjoyable — even if it is canceling an account.

\\n

Also, love the comical image and language used on the email for downgrading your account.

\\n

View the Live Email
\\n Edit on CodePen

\\n","litmusApiDate":1574813959413,"screenshots":{"OUTLOOKCOM":true,"IPHONE8":true,"FFYAHOO":true,"OL2019":true,"ANDROID8GMAILAPP":true,"IPHONEX":true},"hasHtml":true,"publish_date":1475052752}},{"type":"text","content":"

Nice voice and tone right up front. Even though this is a downgrade email, it is still super friendly. They took a “negative” action and had fun with it.

Each plan is symbolized by a bigger bear. So by downgrading, they shrunk you from a big bad grizzly to a tiny bear cub.

Bonus Points: The email reminds you that you have full access to your account till the end of the month. This customer might come back because of a fun email like this.

Overall, a great campaign to keep the experience enjoyable — even if it is canceling an account.

Read more about how to engage your customers with this post from Roland Pokornyik.

What can TunnelBear teach us about breaking up?

  • Use copy, voice, and supporting imagery to get your message across.
  • Build your brand and personality into everything you send.
  • Keep the experience of canceling an account enjoyable.
  • Remind your user that they can still use your service. They might come back.
  • Ask for some honest feedback when a customer is leaving.

How Lyft Sends Really Good Emails

Last but not least, here’s one from Lyft. Some really good personalization in this email makes it feel one-to-one.

"},{"type":"email","content":"

https://reallygoodemails.com/emails/tips-on-getting-around/

","slug":"tips-on-getting-around","email":{"slug":"tips-on-getting-around","originalHeight":1606,"popularityScore":1,"hasPrimaryImage":true,"categories":[{"slug":"app","name":"App"},{"slug":"personalized","name":"Personalized"},{"name":"Retention / Reactivation","slug":"retention-reactivation"},{"slug":"technology-software","name":"Technology / Software"},{"slug":"transportation-car","name":"Transportation / Car"},{"name":"Web Fonts / Typography","slug":"web-fonts-typography"}],"publish_date":1482251568,"litmusApiDate":1574805597475,"title":"Tips on Getting Around","originalWidth":680,"screenshots":{"FFYAHOO":true,"IPHONE8":true,"ANDROID8GMAILAPP":true,"OL2019":true,"IPHONEX":true,"OUTLOOKCOM":true},"hasHtml":true,"content":"

View the Live Email
\\n Edit on CodePen

\\n","companies":[{"slug":"lyft","name":"Lyft"}],"author":{"slug":"chinpeiyew","name":"Really Good Emails"},"litmusApiData":true,"accessibilityIssues":{"accessibility-htmllang":true,"accessibility-heading-tags":true,"accessibility-justified":true,"accessibility-presentationtable":true}}},{"type":"text","content":"

Look at all of this great personalization! Location and the season. Impressive!

Looks like this email is to activate the account. Showing local popular destinations and the compared prices make this one a no brainer.

Even the icons match up to each trip! How many versions did they make?

Overall this email has great hierarchy and branding. Another email using a custom web-font. This font is used across all of Lyft emails.

Nice referral module with social and email sharing. Easy to include this in every templated email you are sending out.

The “2/4” at the bottom shows how many emails I can expect to get in this onboarding sequence. This email really feels 1-to-1. Like it was sent just to me.

Nick Allen from Lyft sheds some light on this series:

“For every send, we ask ourselves if the recipient would know why they received the message, and understand that the content is meant just for them. We consider email and push notifications an extension of the product experience, and always push ourselves to use data to make the content personally relevant and meaningful. We’ve built our business around treating people better. Respecting the inbox is one way we strive to live this value.” — Nick Allen, Head of Engagement at Lyft

Making their email very personal and making it feel just for you is exactly what they are trying to do.

What did we learn from Lyft?

  • Deeply personalized emails go farther than just FNAME.
  • Email should match website and app experience. It should be familiar, but still take advantage of the platform.
  • Utilize custom iconography if it adds to the message.
  • Use sequence indicators to let your customers know that they can expect future campaigns.
  • Include a standardized module to promote referral sharing.

How You Can Send Really Good Emails

Hope these email tear-downs helped you learn more about what we are looking for and how you can send Really Good Emails.

  • The email connects visual design with a good simple hierarchy.
  • The content serves the customer more than the company.
  • There is consistency across branding, website and app experience. (The website and email look and feel the same)
  • The campaign utilizes best-in-class technology (Brands should be pushing the envelope and trying new things in the inbox. That’s what is interesting to us and what we want to share with our audience).
  • It’s enjoyable because it surprises and delights (Take the extra step. Even a boring transactional email can be fun to receive).
  • The email is likely to perform well (Based on what we know about email marketing).
  • It balances live text and imagery (All image emails in 2018 are no no’s).
  • It is accessible across devices and screens (Looks good on everything. and can be used by everyone).

Have you seen an email that just made you smile, was well designed, or that you just felt we should feature? Send it our way and tell us why you think it’s a Really Good Email.

Design Better. Spam Never.

"}],"type":"article","originalHeight":539,"isDraft":false,"secondaryAuthorText":"Host","description":"

People ask us a lot: “What makes a really good email?” It’s really not a secret. This article lays out what our criteria is and showcases some examples to prove our points.

","name":"Matt Helbig","authorBio":"Community Really Good Emails."}')},46157:function(ep){"use strict";ep.exports=JSON.parse('{"partnerSlugText":"With partnership from","authorSlug":"kellylamano","content":[{"type":"text","content":"

“What You See Is What You Get” is more than a Britney Spears song about being true to who you are. WYSIWYG, pronounced “wiz-ee-wig,” is a design tool you can use to build email templates, websites, and other content in a drag and drop editor.

It’s a friendly way to create and edit content without getting into the nitty-gritty of coding from scratch and instead choosing blocks of content to upload images, add text, and customize your branding. Think Omnisend, BEE, and Mailchimp for email templates, Wix and Squarespace for websites.

What’s in a WYSIWYG editor when it comes to email marketing?

There’s usually two to three options in building your email in a platform that supports WYSIWYG: 1) Drag and drop editor, 2) Import an HTML file, 3) Paste code.

In the drag and drop editor, you’ll select content blocks, including text, images, divider lines, spaces, a menu, social media icons, and other elements.

Content Blocks

WYSIWYG blocks help you build an email like a puzzle. Click and drag a block from the panel to the email canvas to add a hero image, newsletter text, images, and a footer. These are all placeholder sections in your email until you fill the blocks with content.

You can spice things up with divider lines, padding, and CTA buttons, and then align blocks, upload images, and customize background colors. 

Keep in mind, blocks can weigh down your email. The fewer blocks you have in your email, the smaller your email file size will be, which will be better for email loading times and for your audience’s experience.

Text

Click and drag a text block into your email to add live text (we love live text at RGE). You can customize the font styles, font family, alignment, add bullet points, create a list, link text, and underline links within the text block editor.

If you have a store, you can add in prices and “Shop Now” buttons for your customers to purchase items on your site.

Images

Before you upload an image to the WYSIWYG Media Library, name your image files in an SEO-friendly way. For example: “Really-Good-Emails-WYSIWYG-editor-example.png”. This can help index elements of your email for search engines and help people find your email if you archive your emails.

Be sure to add alt-text to image blocks too! Adding alt-text helps with email accessibility for screen readers and for subscribers who disable loading image emails by default. Click on an image in the template, and then describe the image using alt-text.

Ad:

The benefits of building an email in a WYSIWYG editor

  • It’s a friendly option for non-coders.
  • You can edit the email content without breaking the code.
  • It’s a quick and easy option to build a template when you’re short on time.
  • Some WYSIWYG editors give you access to edit HTML OR add a block of HTML without breaking the structure of the email code.
  • You can save blocks in the email editor with your branding to add consistent, templated content in other emails.

Watch out for these when you’re using a drag and drop editor

  • The more content blocks in the template, the larger the email file size, and the slower the message load time.
  • If you export the WYSIWYG template code to use it elsewhere, you might need to update the code to make the design look correct (and responsive).
  • There might be limited customization options, such as limited font size and style options.
  • WYSIWYG templates might not be optimized for all devices.
  • Removing built-in blocks, like a CTA button, might remove it from the editor, but the button might still appear in your audience’s email unless you update the HTML.
  • Outdated media: Some editors might use an old version of a social media logo (ran into this in the past), so if you plan to include social media icons or other elements, make sure these elements are up-to-date.
  • If your team decides to import an HTML file instead of using the drag and drop, that might disable the option to use the WYSIWYG editor, and you’ll need to edit the template using HTML and CSS.

Cover your assets with best practices

With any email you’re building, think about:

  1. Who’s your audience?
  2. What’s your message?
  3. How can you serve your audience with this email?

Create accessible emails by adding image alt-text and underlining links in the editor.

Test all email templates on multiple devices in different email clients. If you catch anything in the testing process, maybe a misplaced CTA button or text that’s too small on mobile, you can quickly update it in the editor before sending out the real thing to your audience.

But remember, you want to create a seamless experience for your readers from email to website to social media so it’s a consistent experience wherever you share your message or however it is built. 

Ad:

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“What You See Is What You Get” is more than a Britney Spears song about being true to who you are. WYSIWYG, pronounced “wiz-ee-wig,” is a design tool you can use to build email templates, websites, and other content in a drag and drop editor.

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Depending on the subject matter, you can use this as an opportunity to send a playful or humorous message to your audience and let them know you\'ll do better next time.","slug":"apology-oops","group":"Punctual","name":"Apology / Oops"},"app":{"group":"Industry","slug":"app","content":"","name":"App"},"arts-and-crafts":{"slug":"arts-and-crafts","name":"Arts and Crafts","group":"Industry"},"authentication":{"name":"Authentication","slug":"authentication","group":"Miscellaneous"},"authorization":{"slug":"authorization","name":"Authorization","group":"Miscellaneous"},"auto":{"content":"","slug":"auto","group":"Industry","name":"Vehicles & Parts"},"award":{"group":"Miscellaneous","content":"Celebrate achievements with these Award email examples. Learn how to announce and highlight accolades in a way that inspires pride and excitement. These emails showcase success and build community recognition.","slug":"award","name":"Award"},"b2b":{"name":"B2B","group":"Industry","slug":"b2b","content":"81% of B2B marketers say email newsletters are one of their preferred formats of content marketing. B2B emails give people the opportunity to help solve a problem. B2B emails should also be concise. Businesses don’t need to reinvent the wheel; they can simplify the process for other businesses. Make your B2B emails count as you build trust with your audience and nurture relationships with existing audiences."},"back-in-stock":{"group":"Punctual","slug":"back-in-stock","content":"When your customers love an out-of-stock item, create an option for them to be notified when it’s back in the store. Asking people to get on the list creates urgency. When the item returns, you want to persuade customers to make that purchase more than ever, using verbiage such as “Get it now before it’s gone,” “While supplies last,” and “Limited quantities available.\\" Help guide customers toward purchasing the item so they don’t miss out before it’s gone again. Show them the value in returning to buy the item.","name":"Back in Stock"},"back-to-school":{"content":"Gear up with Back-to-School email templates. Discover how to create promotions that help parents and students prepare. These emails show how to make the transition back to school seamless and exciting.","group":"Miscellaneous","slug":"back-to-school","name":"Back-to-School"},"banking-credit-card":{"slug":"banking-credit-card","name":"Banking / Credit Card","group":"Industry"},"beauty-and-personal-care":{"name":"Personal Care","group":"Industry","content":"","slug":"beauty-and-personal-care"},"beefree":{"content":"","name":"Beefree","slug":"beefree","group":"Templates"},"behavioral":{"name":"Behavioral","slug":"behavioral","group":"Behavioral"},"beta":{"content":"Announce new features with Beta email templates. Learn how to invite users to test and provide feedback on your latest developments. These emails show how to build excitement and gather valuable insights from your audience.","group":"Inaugural","slug":"beta","name":"Beta"},"beverage-coffee":{"group":"Industry","name":"Beverage","content":"","slug":"beverage-coffee"},"birthday":{"name":"Birthday","slug":"birthday","group":"Seasonal","content":"Birthday email marketing is a great way to show your customers you care and increase sales. To create effective birthday email campaigns, personalize your emails, offer exclusive deals and discounts, make your emails fun and engaging, and track your results. When done right, birthday email marketing can be a powerful tool for increasing sales and building customer loyalty."},"black-friday":{"slug":"black-friday","name":"Black Friday","group":"Seasonal","content":"Black Friday emails are all about persuading the audience on why they don\'t want to miss out on a sale the day after Thanksgiving. These emails create a sense of urgency with a limited time to redeem a promo code or take advantage of a special discount. The goal is to get customers to purchase something now before it\'s too late."},"books":{"slug":"books","content":"Provide your subscribers with in-depth knowledge through e-books or whitepaper emails. Show the value of long-form content in educating and engaging your audience.","name":"Ebook and Whitepaper","group":"Industry"},"browse-abandonment":{"group":"Miscellaneous","slug":"browse-abandonment","name":"Browse Abandonment","content":"Turn browsing into buying with these Browse Abandonment email campaigns. Discover how to remind visitors of the products they explored and encourage them to return. These examples show how to capture lost opportunities and drive sales."},"cancel-cancellation":{"slug":"cancel-cancellation","name":"Cancel / Cancellation","group":"Miscellaneous"},"children":{"content":"","name":"Baby & Children","group":"Industry","slug":"children"},"christmas":{"content":"Christmas emails get customers in the holiday (and shopping) spirit with promotions, discounts, recipes, and more. A really good Christmas email will connect with the audience, it might include an interesting GIF, red, green, and gold colors throughout the email, and a clear CTA.","slug":"christmas","group":"Seasonal","name":"Christmas"},"comments":{"name":"Comment Notification","group":"Behavioral","slug":"comments","content":"Comment notification emails, also known as automated comment triggers, are specific for sites and apps that allow commenting. Their purpose is to bring individuals back to the platform where comments and conversations are happening so that the recipient can reply and, ultimately, become more engaged and loyal."},"confirmation":{"group":"Miscellaneous","slug":"confirmation","content":"Confirmation emails are those sweet emails you send to customers when something happens, like when they sign up for your newsletter, make a purchase, and when their order ships. These emails help your audience understand where they’re at in the process of interacting with your brand and your product.","name":"Confirmation"},"contest":{"slug":"contest","name":"Contest","group":"Promotional"},"countdown-timer":{"group":"Enhancement","name":"Countdown and Timer","content":"Create a sense of urgency with countdown or timer emails to prompt action. Learn how to incorporate time-sensitive elements to increase conversions. These examples illustrate the effectiveness of urgency in email marketing.","slug":"countdown-timer"},"coupon":{"slug":"coupon","name":"Coupon","group":"Promotional"},"course":{"name":"Course","slug":"course","content":"Offer valuable learning opportunities with course email examples. Learn how to present educational content and drive enrollment. These emails show how to market courses that captivate and educate.","group":"Miscellaneous"},"css-animation":{"group":"Miscellaneous","slug":"css-animation","name":"CSS Animation","content":"Captivate your audience with CSS-animated emails. Learn how to use motion to draw attention and enhance your message. These emails showcase the creativity and effectiveness of animation in marketing."},"curated":{"group":"Behavioral","slug":"curated","content":"Delight your audience with expertly curated content. Discover how to mix and match engaging articles, videos, and more to keep subscribers hooked. These emails showcase the best in bringing valuable content right to the inbox.","name":"Curated Content"},"customer-appreciation":{"content":"Show your customers some love with these Customer Appreciation emails. Explore creative ways to say \\"thank you\\" and build lasting relationships. These examples highlight the power of gratitude in boosting customer loyalty.","name":"Customer Appreciation","group":"Behavioral","slug":"customer-appreciation"},"customer-service":{"slug":"customer-service","group":"Behavioral","name":"Customer Service","content":"Elevate your customer service game with these stellar email templates. Learn how to address inquiries, provide solutions, and enhance the customer experience seamlessly. Your customers will feel valued and heard with these expert examples."},"cyber-monday":{"name":"Cyber Monday","group":"Seasonal","content":"Cyber Monday emails give customers another chance to take advantage of major ecommerce sales on the Monday after Thanksgiving and Black Friday. Cyber Monday surpassed Black Friday in being the biggest shopping holiday of the year, and it wraps up what\'s known as Cyber Week. The goal of Cyber Monday emails is to create urgency, advertise promotions, and get customers in the virtual door to make holiday purchases.","slug":"cyber-monday"},"dark-mode":{"name":"Dark Mode","slug":"dark-mode","content":"Explore sleek and modern dark-mode emails that enhance readability and reduce eye strain. These examples support the \\"prefers-color-scheme: dark tag\\". Discover the benefits of dark mode in making your emails stand out in any inbox.","group":"Miscellaneous"},"deactivation-renewal":{"name":"Deactivation / Renewal","slug":"deactivation-renewal","group":"Miscellaneous"},"discount":{"name":"Discount","slug":"discount","group":"Promotional"},"discovery":{"name":"Discovery","slug":"discovery","group":"Behavioral"},"download":{"group":"Inaugural","content":"Offer valuable resources with download email examples. Discover how to promote downloadable content effectively. These emails show how to drive engagement and provide value to your subscribers.","name":"Download","slug":"download"},"earth-day":{"name":"Earth Day","content":"Earth Day emails roll out on or around April 22 to celebrate sustainability and protecting the environment. These emails encompass the spirit that the Earth isn\'t Uranus, and how people can do their part to keep the darn thing clean. The first Earth Day birthday took place on April 22, 1970 (not to be confused with that annual hard rock concert).","group":"Seasonal","slug":"earth-day"},"easter":{"slug":"easter","name":"Easter","group":"Seasonal"},"ecommerce":{"slug":"ecommerce","content":"E-commerce emails are more than sales and product launches. When you have someone’s email, you have the ability to communicate your values and re-emphasize why people gave them your email. Engage your audience with creative product staging, personalization, and storytelling.","name":"E-commerce","group":"Industry"},"education-school":{"name":"Education / School","slug":"education-school","content":"Courses, ideas, and books, oh my! Educational and school emails highlight what\'s good in the educational world, personalizing the message per audience. For students, parents of students, and alumni, the emails might be geared more toward information on campus changes, upcoming events, book sales, and fundraising efforts. For online courses, companies and institutions will share promotional emails, progress on a course, and encouraging membership signups. These emails include a mix of illustrations, real people, and social proof on why you should attend, sign up, or donate.","group":"Industry"},"educational-content":{"content":"Provide valuable insights with educational content emails. See how to share knowledge and tips that help your audience grow. These examples show the power of teaching through email marketing.","group":"Miscellaneous","name":"Educational Content","slug":"educational-content"},"electronics":{"name":"Electronics","slug":"electronics","group":"Industry"},"email-digest":{"content":"Provide a quick overview with digest emails. Learn how to summarize key information and updates for easy consumption. These emails show how to inform your audience with concise and relevant content.","group":"Promotional","name":"Digest","slug":"email-digest"},"emergency":{"name":"Emergency","slug":"emergency","content":"These are regularly being updated to showcase the emails that companies are sending out to customers and employees concerning the \uD83E\uDDA0 COVID-19 Pandemic among other emergencies. \\n\\nIn an effort to provide everyone resources we\'re relaxing our normal \\"guidelines\\" for what makes a Really Good Email so that even emails with only strong text are making it into this category. Everyone stay safe out there. We dearly appreciate this community. \\n\\nHere\'s our article on the topic: https://reallygoodemails.com/blog/how-to-be-a-human-marketer-in-a-pandemic-like-covid19/","group":"Miscellaneous"},"engagement":{"slug":"engagement","content":"Boost your engagement rates with dynamic email ideas. From interactive elements to personalized messages, see how top marketers keep their audience involved. These emails are designed to drive action and keep the conversation going.","name":"Engagement","group":"Behavioral"},"enhanced":{"slug":"enhanced","content":"","name":"Enhanced","group":"Miscellaneous"},"enhancement":{"slug":"enhancement","name":"Enhancement","group":"Enhancement"},"entertainment":{"name":"Entertainment","slug":"entertainment","group":"Industry"},"error":{"name":"Error","slug":"error","group":"Miscellaneous"},"event-conference-trade-show":{"name":"Event / Conference / Trade Show","slug":"event-conference-trade-show","group":"Miscellaneous","content":"Show your audience the value of your event by personalizing the experience. Explain what an event will do for your readers, why it’s worth their time and money. By simplifying the RSVP process, highlighting event speakers, and including how your audience can access post-event recordings, you can entice your audience and nurture that relationship."},"exercise-and-fitness":{"name":"Exercise and Fitness","slug":"exercise-and-fitness","group":"Industry"},"expiration":{"name":"Expiration","slug":"expiration","group":"Miscellaneous"},"fall-autumn":{"name":"Fall / Autumn","group":"Seasonal","content":"Fall is one of the busiest seasons during the year for sales and donations with Labor Day (U.S.), Oktoberfest, Halloween, Veterans Day, Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday. This is a great opportunity to reward your subscribers by including special offers, promotions, and quality content in your fall emails that lead back to your site, your blog, or your shop.","slug":"fall-autumn"},"faq":{"group":"Miscellaneous","name":"FAQ","content":"Answer common questions with FAQ emails. Learn how to address concerns and provide clarity to your audience. These emails show how to reduce confusion and improve customer satisfaction.","slug":"faq"},"fashion":{"content":"Apparel & accessories emails are an opportunity to announce new products, collaborate with designers and other companies for cross-promotion, and get creative with the email design. Fashion emails focus on telling stories to connect with the audience. Show how your product can help the reader with interactive design elements and creative storytelling.","name":"Fashion","group":"Industry","slug":"fashion"},"father-s-day":{"name":"Father\'s Day","slug":"father-s-day","group":"Seasonal"},"featured-product":{"slug":"featured-product","name":"Featured Product","group":"Promotional"},"financial":{"group":"Industry","name":"Financial","content":"How do you prevent your audience from hitting the snooze button on your financial emails? Bank and financial service provider emails should show ease of use with their products and personalize every message. Institutions can sprinkle in their personality by adding an image or GIF as it relates to their message, and make the customer experience that much more interactive.","slug":"financial"},"follow-up":{"slug":"follow-up","content":"Keep the conversation going with effective follow-up emails. Discover techniques to reconnect with your audience after an initial interaction. These templates show how persistence pays off in building strong relationships.","name":"Follow-Up","group":"Behavioral"},"food":{"slug":"food","name":"Food Items","group":"Industry","content":"You eat with your eyes first. That\'s why marketers tend to use stylized photography and close-up shots in food emails. The email copy is typically geared to our senses with promises and hyperbole used throughout. Think bright colors, bold text, and large images. All of these element play a part in enticing your audience to order, pick up, grab, or cook what\'s in their food emails."},"gamification":{"group":"Miscellaneous","name":"Gamification","slug":"gamification","content":"Make marketing more engaging with gamification in emails. Learn how to incorporate game elements to boost interaction and drive results through playful experiences."},"gaming":{"content":"","slug":"gaming","group":"Industry","name":"Video Gaming"},"garden":{"slug":"garden","name":"Garden","group":"Industry"},"gdpr":{"name":"GDPR","slug":"gdpr","group":"Miscellaneous"},"gif":{"slug":"gif","content":"Add a touch of fun with GIFs in your emails. Discover how animated images can capture attention and convey messages quickly. These emails show the playful side of marketing with engaging visuals.","group":"Enhancement","name":"GIF"},"gift-card":{"slug":"gift-card","name":"Gift Card","group":"Promotional"},"gift-guide":{"group":"Miscellaneous","content":"\\nGift guide emails are all about sparking inspiration and guiding readers toward the perfect presents. These emails serve as a curated roadmap for holiday shopping, filled with suggestions for everyone on the list (family, friends, or that impossible-to-buy-for co-worker). These emails often feature themed collections, top picks, and recommendations by interest, with eye-catching designs and concise, helpful copy that makes shopping easy and enjoyable. Whether it’s for Christmas, birthdays, or just-because gifting, these emails make choosing the right gift feel as seamless as wrapping it.","name":"Gift Guide","slug":"gift-guide"},"giveaway":{"name":"Giveaway","slug":"giveaway","group":"Promotional"},"giving-tuesday":{"slug":"giving-tuesday","content":"Giving Tuesday emails can help create awareness for a nonprofit or a charity. Giving Tuesday is the day after Cyber Monday, which follows immediately after Thanksgiving and Black Friday. Nonprofit organizations send Giving Tuesday emails to match pledges or increase donations. For-profits send Giving Tuesday emails with an offer, such as rounding up purchases or matching pledges to donate to a charity.","name":"Giving Tuesday","group":"Seasonal"},"government":{"content":"Political / Government emails.","slug":"government","group":"Industry","name":"Government"},"halloween":{"group":"Seasonal","name":"Halloween","content":"Halloween emails can be a great opportunity to get creative while promoting sales on services and/or products. A really good Halloween email might include unique typography that resembles bones or slime, fun GIFs, and a combination of the colors orange, black, yellow, brown, white, and/or gray throughout the design.","slug":"halloween"},"health-and-wellness-medical":{"name":"Health & Beauty","group":"Industry","content":"","slug":"health-and-wellness-medical"},"healthcare":{"name":"Healthcare","slug":"healthcare","group":"Industry"},"hobbies":{"name":"Hobbies","slug":"hobbies","group":"Industry"},"holiday":{"content":"Holiday emails call for a celebration. These emails highlight discounts, giveaways, sweepstakes, holiday events, and more to entice readers to engage with the email during a certain time of the year. A few popular examples of holiday emails include fourth of July emails, Christmas emails, and national days like National Coffee Day. From the email copy to the design, really good holiday emails put a fun twist on the main message.","group":"Seasonal","name":"Holiday","slug":"holiday"},"home-decor-and-furniture":{"name":"Home Decor & Gardening","slug":"home-decor-and-furniture","content":"","group":"Industry"},"hotels-and-resorts":{"group":"Industry","name":"Hotel & Hospitality","slug":"hotels-and-resorts","content":""},"illustration":{"group":"Miscellaneous","name":"Illustration","slug":"illustration","content":"Enhance your emails with captivating illustrations and learn how custom graphics can make your messages stand out. These examples emphasize the beauty and effectiveness of illustrated email designs."},"inaugural":{"name":"Inaugural","slug":"inaugural","group":"Inaugural"},"inclusion":{"name":"Inclusion","slug":"inclusion","content":"RGE\'s goal has always been to highlight and amplify the works and words of others. We see you, we hear you, and we\'ll continue to support you. If you\'ve received an email that promotes diversity, equality, and inclusion, please submit it by using the submission link above ⬆","group":"Miscellaneous"},"independence-day":{"name":"Independence Day","slug":"independence-day","group":"Seasonal"},"infographic":{"content":"Convey complex information with infographic emails. Learn how to effectively and attractively communicate using visual data. Utilize infographics to make data digestible and engaging in emails.","name":"Infographic","group":"Miscellaneous","slug":"infographic"},"informational":{"slug":"informational","name":"Informational","group":"Promotional","content":""},"insurance":{"name":"Insurance","slug":"insurance","group":"Industry"},"interactive":{"group":"Enhancement","slug":"interactive","name":"Interactive Elements","content":"Engage your audience with interactive elements in emails. Learn how to incorporate clickable features that make your emails dynamic and engaging. These examples demonstrate how to make emails more than just static messages."},"invite-invitation":{"name":"Invite / Invitation","slug":"invite-invitation","group":"Promotional"},"july-4th":{"name":"Independence Day / 4th of July / July 4th / Fourth of July","group":"Seasonal","slug":"july-4th","content":""},"labor-day":{"slug":"labor-day","name":"Labor Day","group":"Seasonal"},"last-chance":{"slug":"last-chance","name":"Last Chance","group":"Promotional"},"legal":{"slug":"legal","name":"Legal","group":"Punctual"},"loyalty-rewards":{"group":"Behavioral","name":"Loyalty / Rewards","content":"Loyalty emails create a sense of urgency and show customer appreciation with milestones. “Once you spend X amount of money, you’ll earn this freebie.” You can create triggered emails based on customers signing up for a new loyalty account, showing them how they can earn rewards and save money on future purchases, and send an alert when reward points are expiring to keep customers engaged.","slug":"loyalty-rewards"},"marketplace":{"slug":"marketplace","name":"Marketplace","group":"Promotional"},"membership":{"content":"","name":"Membership","group":"Miscellaneous","slug":"membership"},"memorial-day":{"group":"Seasonal","slug":"memorial-day","name":"Memorial Day","content":""},"mobile-responsive":{"slug":"mobile-responsive","content":"Ensure your emails appear great on any device with Mobile or Responsive designs. Learn how to create emails that seamlessly adapt to screens of all sizes. These examples demonstrate the importance of mobile-friendly emails for reaching your audience.","name":"Mobile and Responsive","group":"Miscellaneous"},"mother-s-day":{"name":"Mother\'s Day","slug":"mother-s-day","group":"Seasonal"},"movie":{"name":"Movie","slug":"movie","group":"Industry"},"music":{"group":"Industry","slug":"music","content":"Get inspired with promotional emails from music companies, record labels, and artists promoting new music, events, and merchandise. Personalized, visually appealing, and effective, these emails are perfect for connecting with fans and driving engagement. ","name":"Music"},"new-year":{"name":"New Year","slug":"new-year","group":"Seasonal"},"news":{"slug":"news","name":"News","group":"Industry"},"newsletter":{"name":"Newsletter","content":"Keep your audience updated with engaging Newsletters. Discover how to compile news, updates, and insights into one cohesive email. These examples show how to keep subscribers informed and connected.","slug":"newsletter","group":"Punctual"},"non-profit-charity":{"group":"Industry","slug":"non-profit-charity","name":"Nonprofit / Charity","content":"The most powerful nonprofit emails tell compelling stories through written and visual content. Educate your audience, thank them, and share campaign milestones. All of these elements help your audience understand the value of the nonprofit organization and why they should support the mission."},"notice":{"name":"Notice","slug":"notice","group":"Punctual"},"offer":{"slug":"offer","name":"Offer","group":"Promotional"},"onboarding":{"group":"Inaugural","content":"Onboarding emails can be the second most important emails your customers receive (second to welcome emails). These emails serve as a crucial educational tool to teach your audience about the value of a product, software, or service.","name":"Onboarding","slug":"onboarding"},"opt-in":{"name":"Opt-in","slug":"opt-in","group":"Miscellaneous"},"optical":{"slug":"optical","name":"Optical","group":"Industry"},"order":{"name":"Order","slug":"order","group":"Miscellaneous"},"out-of-stock":{"name":"Out of Stock","slug":"out-of-stock","group":"Punctual"},"outdoors":{"slug":"outdoors","name":"Outdoors","group":"Industry"},"password-reset":{"slug":"password-reset","name":"Password Reset","group":"Miscellaneous"},"personalized":{"content":"These personalized email examples make every email feel special. You can learn how to use data to tailor messages that resonate personally. These emails show the magic of making each subscriber feel unique.","name":"Personalized","group":"Enhancement","slug":"personalized"},"pets":{"group":"Industry","name":"Animals & Pet Supplies","content":"","slug":"pets"},"photography":{"content":"","name":"Cameras & Optics","slug":"photography","group":"Industry"},"podcasts":{"slug":"podcasts","content":"","name":"Podcast","group":"Industry"},"president-s-day":{"slug":"president-s-day","name":"President\'s Day","group":"Seasonal"},"price-change":{"name":"Price Change","slug":"price-change","group":"Punctual"},"pride":{"group":"Miscellaneous","name":"Pride","content":"","slug":"pride"},"primeday":{"name":"Prime Day","content":"Maximize sales with Prime Day email examples. Learn how to create exclusive and engaging promotions. These emails show how to make the most of this shopping event.","slug":"primeday","group":"Miscellaneous"},"product-launch":{"name":"Product Launch","slug":"product-launch","group":"Promotional","content":"When you\'re getting ready to launch a product, a feature, or a service update, product launch emails are a great way to engage your audience. Think pre-order invitations, semi-annual sale announcements, and event invites. You can create a product launch email sequence to build anticipation with a teaser, the announcement, and then the release."},"product-sale":{"name":"Product Sale","slug":"product-sale","group":"Promotional"},"product-update-new-feature":{"content":"Product update and new feature emails act as announcement emails that catch the audience\'s attention. These emails showcase an exclusive look at introducing an updated product or feature. If you\'re building an email sequence, these emails will usually fall in the middle of the sequence, after a teaser email and before the product or feature release.","group":"Promotional","slug":"product-update-new-feature","name":"Product Update / New Feature"},"promotion":{"name":"Promotion","slug":"promotion","group":"Promotional","content":"Promotion emails present a problem and a solution to the audience (Ex: Need a last-minute gift? Save 40% now with this coupon). These emails should capture the subscribers\' attention with an organized and easy-to-read layout and include a clear CTA that prompts them to make a purchase or use a promo code."},"promotional":{"slug":"promotional","name":"Promotional","group":"Promotional"},"publication-and-blog":{"slug":"publication-and-blog","name":"Publication and Blog","group":"Industry"},"punctual":{"slug":"punctual","name":"Punctual","group":"Punctual"},"real-estate":{"name":"Real Estate","slug":"real-estate","group":"Industry"},"rebrand":{"group":"Miscellaneous","name":"Rebrand","content":"Announce your new look with rebrand email examples. Discover how to communicate changes and build excitement for your updated identity. These emails show how to transition and keep your audience informed smoothly.","slug":"rebrand"},"receipt-payment":{"name":"Receipt / Payment","slug":"receipt-payment","group":"Miscellaneous"},"recent-purchase":{"slug":"recent-purchase","name":"Post Purchase / Recent Purchase","content":"","group":"Behavioral"},"recipe":{"content":"Share delicious ideas with Recipe email templates. See how to present step-by-step instructions for creating culinary delights. These examples show the appeal of tasty and engaging content.","group":"Miscellaneous","slug":"recipe","name":"Recipe"},"recommendations":{"name":"Product Recommendations","group":"Behavioral","content":"Boost sales with tailored product recommendations. See how to use browsing and purchase history to suggest items your customers will love. These emails make shopping easy and personalized for every subscriber.","slug":"recommendations"},"referral":{"group":"Behavioral","content":"Turn customers into advocates with these Referral email campaigns. Discover strategies to encourage sharing and reward loyal customers. These examples show the power of word-of-mouth marketing in growing your business.","name":"Referral","slug":"referral"},"registration":{"slug":"registration","name":"Registration","group":"Inaugural"},"religion":{"slug":"religion","name":"Religion","group":"Industry"},"reminder":{"name":"Reminder","slug":"reminder","group":"Punctual"},"rentals":{"name":"Rentals","slug":"rentals","group":"Industry"},"report":{"group":"Miscellaneous","name":"Report","content":"Share detailed insights with Report emails. Learn how to present data and findings clearly and compellingly. These emails show the importance of thorough reporting in building trust and authority.","slug":"report"},"report-infographic-case-study":{"slug":"report-infographic-case-study","group":"Promotional","content":"Share success stories with case study emails. Learn how to present detailed examples of your work and its impact. These emails demonstrate how real-world results can influence and inspire your audience.","name":"Case Study"},"restock":{"name":"Restock","slug":"restock","group":"Miscellaneous","content":"Notify your customers with Restock email templates. Discover how to announce the return of popular items and drive sales. These emails show how to turn out-of-stock into opportunity."},"retail":{"name":"Retail","slug":"retail","group":"Industry"},"retention-reactivation":{"content":"Before you lose a reader to inactivity or unsubscribing, you can pique their interest again with retention and reactivation emails. The best emails that re-engage subscribers are triggered by subscriber data, such as last purchase date, user activity, and segmentation. These emails remind the recipient of why they signed up, they spark curiosity, or introduce new ways to engage with your platform.","slug":"retention-reactivation","group":"Behavioral","name":"Retention / Re-engagement"},"review-testimonial":{"slug":"review-testimonial","content":"Use these expert email templates as inspiration to gather glowing reviews and showcase satisfied customers. Learn to encourage positive feedback and build trust through impactful testimonials.","group":"Behavioral","name":"Review and Testimonial"},"rsvp":{"name":"RSVP","slug":"rsvp","group":"Promotional"},"saas":{"group":"Industry","content":"While software products are nearly invisible, the impact on subscribers and customers is clear thanks to social proof and referrals in SaaS emails. There are tons of opportunities to educate your audience, announce new features, and bring software to life in your emails. Keep SaaS email designs clean, add original images, and give elements (like text, images, and buttons) the space they need to shine.","name":"SaaS","slug":"saas"},"seasonal":{"slug":"seasonal","content":"Seasonal emails cover all things spring, summer, fall / autumn, winter, and everything in between. With the \\"rainy\\" season, the \\"snowy\\" season, \\"candle\\" season, holiday season, and more, seasonal emails can draw attention to a specific product or a special offer. Seasonal emails give you the opportunity to wow your audience with something they need and help create urgency.","group":"Seasonal","name":"Seasonal"},"security-phishing":{"name":"Security / Phishing","slug":"security-phishing","group":"Punctual"},"service":{"name":"Service","slug":"service","group":"Industry"},"shipping":{"slug":"shipping","content":"Shipping emails are the call the next day after a really good date. These transactional emails notify customers once their purchase is on its way and when they can expect to get their package in the mail. 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